There is a growing and wrongheaded belief that anyone can do marketing. That great marketing ideas can come from anyone. That most or all of your marketing budget should be spent on online tactics like SEO, SEM and social media. Nothing could be further from the truth. 

And while we are firm supporters of having in-house marketing, there are certain things an in-house team just does not do as well as outsourced marketing specialists:

To find out more about the 12 evidence-based principles any business can use to maximize their marketing effectiveness read my article "The Biggest Opportunity In Marketing Since Al Gore Invented The Internet"