Continued growth in the number of marketing channels has resulted in a dramatic shift in the way in which firms allocate their marketing talent. Despite increased marketing budgets for most firms in 2013, fewer in-house marketers than ever are dedicated to executing the operational aspects of a specific marketing channel for their firm. Instead, in-house marketing personnel have shifted their talent to evaluating niche-specific marketing service vendors. A firm’s marketing team is now more a group of expert buyers, and choosing the right expert marketing service provider is more important than ever.

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Study Shows Marketing Budgets & Vendors on the Rise – Business 2 Community