Pros and cons of marketing outsourcing
“You can be the author of great ideas, but this is not enough, you must be able to bring them to the mind of people, otherwise you will not achieve anything.”
“If there is something that we are not able to do better and cheaper than our competitors, then there is no point in doing it at all; we must pass on such work to those who perform it with the obviously better result. ”
“Transfer to others what they will do easier and cheaper”
Make yourself or attract a specialist? Take a specialist in the state or attract a specialized company?
Every business is constantly asked such questions.
This is especially true of marketing, about which they talk so much, but in fact they know very little.
Of course, you can easily give away the creation of a site, logo, banners, advertising to an agency or a design studio. It is unlikely that you will build your own exhibition stand, print ads, shoot videos or make signs.
Well, if you have a marketing department in your company. If the marketer is alone, he cannot be a “universal soldier” and should not be able to do everything. Even if there are two marketers, three, five – they also can not cope with the entire amount of work. And each company, attracting staff to the state, must create a workplace, as well as pay, in addition to wages, contributions to different funds. The wage fund is not infinite, so it is not always possible to find an adequate specialist in knowledge, skills and experience for the money offered.
Sometimes the specifics of the company is that marketing functions are distributed between departments. Some companies, especially old ones, live without marketing all their lives, and when faced with the need to implement one or several marketing functions, they face a dilemma – to take on staff or to attract a contractor.
Is it possible to outsource all marketing or can only individual functions?
Let’s understand and denote the pros and cons of each approach.
Market research, analytics, monitoring, audit
Marketing research can be done independently. For example, desk, when there is a lot of reliable information in open sources.
If you work in a specialized industry, or you have a very narrow niche, then it’s better to outsource it. To collect information you will need much more time than a professional company that has access to closed paid resources, foreign resources. They will do it faster and cheaper, as well as provide you with already structured information. Your task is to correctly draw up a technical task.
The same with focus groups, hall tests, polls – it’s also easier, faster and cheaper to give to a specialized company. Researchers already have all the recruitment technologies of respondents and interviewers, special facilities, questionnaire templates and other useful things. They do it every day. And if in your performance the training will take several weeks, a specialized research company will do it in a few days. The research and processing of the results will also take much less time than in your own performance.
Monitoring is also easier to outsource, so that they prepare reports for you. If you need to monitor data in real time, then it will be easier for you to outsource the preparation of a dashboard, in which you will see the necessary data.
Of course, monitoring of closed data, such as your sales, is difficult to outsource, and this can be done independently. But automate the calculation of conversions (as an option) can be outsourced. It is unlikely that your IT department will do this quickly. Although, in large companies, it is possible, but sometimes there are incidents that the internal order will be carried out much longer than in the case of attracting a contractor.
Marketing or brand audit can be conducted independently, according to checklists. But, you see, it is difficult to maintain objectivity when you try to do it over yourself. It is much more effective to attract an “external” view, which, without emotional and personal involvement, simply fixes the state “for now”, gives you a report and gives recommendations for improvement.
Creative, design, production
In this area, outsourcing is the most common solution.
In a number of large companies, there may be creative directors, creative departments and even designers on staff. And these are regular units that need to pay money, as well as load them with work. Not every company, even a very large one, will have a sufficient amount of work.
Creative solutions are not required every day. As a rule, they relate to developments for promotion, advertising, packaging. In a company, marketing departments, somewhere in marketing communications, perform managerial functions. And creative decisions they are not very successful, if only because of a different mentality and a strong immersion inside the company. Terribly far, they may be from the real demands of consumers, because they simply have a “fixed” look.