MARKETINGPROFS: SEVEN TIPS FOR SUCCESSFULLY OUTSOURCING MARKETING OPERATIONS

MarketingProfs‘ Anurag Mehrotra knows outsourcing marketing may be a perfect way to reduce marketing costs. Take a look at these seven suggestions for outsourcing marketing.

MarketingProfs Excerpt:
Recently, I met a senior marketing executive from one of the world’s largest brands. She was discussing the possibility of offshoring her company’s marketing operations.

As we got into the discussion, it became clear that there were three key drivers for the company’s decision to possibly outsource its marketing operations.

First, the brand had been asked to reduce spend by at least 20%. To put that in context, various industry reports state that 2009 marketing budgets were, on average, cut by more than 20% compared with pre-recessionary levels. And the number of companies that cut marketing budgets was 25% higher than predicted in January 2009.

Second, as brands go global, maintaining brand consistency across geographies is becoming a huge issue for marketers. Consistency is important not just from a customer-experience standpoint but also from the perspective of marketing efficiency. If you create standardized brand “templates,” the local geographies can respond faster to marketing and sales needs.

Third, the marketing function is under pressure to deliver more return on investment and much faster than before. Management is asking tougher questions of its marketing teams, and the focus on metrics has never been sharper.

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