Marketing Outsourcing: The Way Of The FutureBy: Neville Pokroy
The world is changing - rapidly. Technology is impacting on everything we do. Products and services proliferate, and the choices confronting potential customers are too numerous to contemplate. Things are great, if you can cope with such rapid change.
Business growth is the order of the day, and quite often, despite the efforts of the company itself. Very often, the company experiences a slow down in growth before coming to the conclusion that something more is needed in the business. And in this ever-changing world, how will companies maintain satisfactory growth if they aren't effectively organized from a marketing perspective?
With great difficulty, one imagines. Why?
Having a good command on the direction markets and competitors are moving, and developing strategies, products, services and communications to reach potential customers during this ongoing shift, is the reason. From a company identity to sales materials; from advertising to sales or customer incentives; from market trends to customer trends; from marketing objectives to sales targets. All of the above, and lot's more, are crucial to the long term health of a company. And that is a primary responsibility of the marketing expert.
So how does medium and small business cope with this challenge without a permanent marketing function within the company? Very often it doesn't. It's left to the company owner or a "designated person" to market the company, and usually that person does not have the expertise to undertake the task.
But there is a solution. It's called Marketing Outsourcing.
Marketing Outsourcing Defined
Marketing Outsourcing is the utilization of a marketing expert for the prime purpose of providing a company with marketing expertise, without needing to add the fixed overhead.
Many companies find it difficult to justify permanent marketing employees, either from a cost perspective and/or from a time perspective. Outsourcing provides a new and efficient alternative by offering the company flexibility of controlling just how much time and money it wants to allocate to the marketing function, and still have the highest quality expertise and experience to call upon.
To many companies, marketing is still a mystery. So before one can truly understand how outsourcing can help, let's take a quick look at marketing in it's simplest form.
Marketing is not selling. Marketing is not advertising. Marketing is not packaging. Marketing is not sales promotion. Marketing is not product development. Marketing however is all of the above mentioned, plus much more. Marketing is, in fact, business.
To illustrate this point in very simple terms:
Think of marketing as a motor vehicle, with the various elements of the marketing mix as it's component pieces. For example, product development could represent the engine, selling could represent the wheels, packaging could represent the bodywork, and advertising could represent the gas. Each component piece is crucial to the vehicle, but without the whole, the vehicle could not be propelled forward. That is the role of marketing - fitting the pieces together in a co-ordinated manner that best moves the company forward.
Marketing is a planning function. It's the thinking, preparing part of selling.
Complicated? Not really. Crucial? Absolutely. However, the needs of each company differ, and the flexibility that outsourcing offers in fitting these pieces together represents a huge opportunity for most small and medium sized companies.
Every company markets itself in some way or another. Often without really knowing it. And very often, in ways that contradict each other. That is the real challenge. Making sure that the company's offering and the customer communication is consistent with the company's overall goals and desired image. This is true, regardless of the nature of the company or the industry.
The Benefits Of Marketing Outsourcing
Utilizing such a resource allows the organization to:
What Kinds Of Organizations Can Benefit Most?
What Kinds Of Problems Can Be Resolved With Marketing?
If you've ever been faced with any of the following, experienced marketing support can help you:
Utilizing full-time/permanent marketing employees is not the only option available to organizations to practice marketing. Outsourcing provides a genuine alternative to developing and executing marketing tasks. It is cost effective and it is efficient. It is the way of the future.
Such a specialized Marketing resource will work together with company management to ensure success and prosperity for the entire organization and their stakeholders.
© Copyright, 2001, Neville Pokroy
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