Marketing as an outsourced service – the very thought would have seemed impossible a few years ago. With the rise of customer empowerment and the increasing relevance of online, social channels, Chief Marketing Officers (CMOs) are seriously considering outsourcing aspects of their marketing departments to specialists in this field. They are evaluating each process in their marketing plan to decide its level of outsourceability. Instead of investing time and resources to build capabilities in areas that are not their “strong points”, CMOs are seeking help from partners who specialise in these functions.
Service providers, too, have evolved and have started offering marketing services more akin to a function rather than a set of isolated processes. It may take a few more years to structure these services as a horizontal, such as Finance and Accounting and Human Resource Outsourcing, but these providers are busy re-structuring their offerings in this manner.
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