Not only is there a huge financial incentive but there's also some strategic advantages. One particular example is this.... it's often an advantage to hire a marketing firm outside of your company because they may have a broader perspective of new opportunities and new markets. Often a company will continue trying to harvest their existing demographic when there are other markets to reach out to. For instance for a long time service based companies have ignored Gen X and really focused on the Baby Boomers. The Baby Boomer generation was looked at as being a financially viable marketing risk. However over the last five years Gen X has come into solid employment and began to make real money but they continue to be ignored by many service based companies. The problem is marketing to Gen X and marketing to Baby Boomers is a seriously different thing, with different strategies, and different triggers. Companies often get so consumed by their own culture that an outside perspective is beneficial.
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