Welcome to episode 170 of our podcast, The Executive Edge with Kasper Sierslev
Kasper is the Chief Commercial and Creative Officer for Zite Agency in Copenhagen. His background has been in agency marketing, and he’s got experience of being both his own in-house marketing expert and using external support.
During this episode we had a great chat about small businesses and how they get to the tipping point where it has less value using a ‘jack of all trades’ who does everything for you, versus outsourcing your marketing needs. Often it is driven by the level of expertise you need and the sector you’re in. Big logistical issues such as the delivery of freight need people who understand what is being shipped and to whom, so that they can promote the benefits of the company they represent.
What did he feel mattered?
I asked if it’s better to train someone you already have working for you, or to recruit someone who will work in-house for you. Kasper has a view on the benefits of both. Specific skills such as copywriting can work better when done by an experienced provider, as can graphic design. Therefore, a freelancer might be what you need. But consistent needs such as website alterations might need querying as to the most cost-effective option.
Contrast that with a situation where an agency is used to flexing their skill and client brief to suit, then they might be able to deliver a one-off or niche project very quickly. The business landscape is also changing rapidly. Advances in AI mean we can use technology to help us. Young people who have been brought up with tech and who may know more about social media, add up to a varying and dynamic situation.
Kasper’s business undertakes research every year that looks at these factors and how they influence the needs of business. His report asks 1000 marketing people plus respondents from the US, to review what they feel is happening in this industry. They are seeing that tech is making it possible to bring in some of the more advanced and specialised skills and make these available to smaller business.
How is the business landscape changing?
For example, a copywriter is becoming more like an Editor role. Also, AI tools may be daunting at first, but early adoption is a game changer. Many businesses are finding they develop confidence with these very quickly.
I have found it particularly useful to adopt AI software for the podcast for example. Vast amounts of words can be transcribed for us. That transcription can then be put through Chat GPT, and it churns out great stuff we can use that summarises the interviews we have. Otherwise, this must be written up by a member of my team.
His book “Win-Win House’ is available now from Amazon and the report, “The 2024 In-House Barometer” is available from the 19th March when it launches. You can also get in touch with Kasper and his team to seek advice and input about which services to bring in-house and how.
