Integrating the Marketing Ecosystem is the Key Challenge

The integrated marketing network consists of serveral internal and external participants to be managed in a highly dynamical environment. In the digital age the old agency model does not longer work. Marketing is faced with the emergence of an array of narrower, more specialized services. Making effective use of these capabilities requires new management approaches and ways of working.
An early decision is figuring out what to handle internally and what to outsource to an external partner. Core competencies such as strategy are best handled by the brand, while execution functions and experimenting with new media or channels can be handled by external partners. Over time, as the brand has a clearer sense of the value of the new capabilities, many activities will shift to internal teams.