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Marketing outsourcing ideas, concepts and methods explained

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					Website: www.strategicoutsourcingservices.com   Email: marketing@strategicoutsourcingservices.com   Call Us: 080-41435564, +91-9901065612
                                                             Contents
   1. Introduction ...............................................................................................................................2
   2. Marketing Outsourcing As A Business Model..............................................................................3
   3. Different Types Of Marketing Outsourcing..................................................................................4
   4. Email Marketing And Its Power...................................................................................................6
   5. Role of content in the digital marketing sphere............................................................................7
   6. Social Media Outsourcing..........................................................................................................8
   7. Conclusion................................................................................................................................9




       “Today’s marketing success comes from self-publishing Web
      content that people want to share. It’s not about gimmicks. It’s
             not about paying an agency to interrupt others.”
                David Meerman Scott, Author, The New Rules of Marketing and PR,
                              from BtoB Magazine, March, 2008




Website: www.strategicoutsourcingservices.com          Email: marketing@strategicoutsourcingservices.com          Call Us: 080-41435564, +91-9901065612
    Introduction
   Marketing outsourcing is not a very new concept as has been talked about. It has been around on a
   small scale basis for ages. In comparison to IT, marketing outsourcing is a weathered fellow, but
   with bigger processes and opportunities today. With businesses booming and sales orders
   touching billions of dollars, the capabilities and resources of companies are under severe stress.

   This is where outsourcing steps in. Many large scale companies are able to cope with massive
   projects because they outsource crucial functions to experts. Expert is the key word we will be
   focusing on here, because marketing outsourcing is a tricky concept, and only experts can pull it off.
   Considering the rise of content, email marketing and more recently, social media marketing,
   outsourcing these have become an important factor.

   In this white paper we will outline how the outsourcing industry works, why it works and touch upon
   certain strategic areas of marketing outsourcing such as email, content and social media
   marketing.




                                                                                           The pie is here for you
                                                                                            to take, which piece
                                                                                              will you choose?




Website: www.strategicoutsourcingservices.com   Email: marketing@strategicoutsourcingservices.com   Call Us: 080-41435564, +91-9901065612
    Marketing Outsourcing as a Business Model
   Marketing outsourcing revenues grew by a steady 8% in the year 2011. This is a positive sign in
   times of economic turmoil and upheaval. This statistic gives us an in depth understanding of the
   reach and power of marketing outsourcing and why it has become so popular and wildly successful.

   Various avenues have opened up for the discerning marketer. Be it advertising, sales, content,
   websites, you name it and there is an opportunity waiting to be capitalized on. Marketing
   outsourcing as a whole is a huge concept and it encompasses the entire spectrum of marketing
   ranging from advertising the product to after sales support. Marketing gurus have been quick to
   point out that this is the new order of the millennium.

   Over the years, marketing has evolved, from rudimentary times of sales person’s knocking on your
   door, regaling you with benefits of the product umpteen numbers of times. Television brought
   advertising into the drawing room. Millions were spent of 10 second adverts using every trick in the
   book to make the product, however poorly incapable, look phenomenal. As time passed, people
   became aware of the massive misrepresentation of information and how unidirectional it had
   become.

   And round about the same time, the internet emerged. With its set of interactive features, reach and
   growth potential, the printed word was going online, being read and acted upon. This threw open a
   whole bag of opportunities, businesses woke up to its power and everything went viral.

   Marketing divisions in many businesses are big; teeming with ideas and yes, the money is good.
   But with the marketing scene changing dramatically, selling a product has become a chore and not
   a joy.

   The initial reason for the outsourcing phenomenon to work is as follows:

             1. Lower cost per project

             2. Higher ROI

             3. faster deliverability

             4. Availability of specialized talent

   These are fantastic benefits to say the least, and the smart marketing CEO latched onto it. When it
   was in its nascent stage, marketing outsourcing was not streamlined as it is now. A business
   process and flow were created to manage the huge inflow of projects.




Website: www.strategicoutsourcingservices.com   Email: marketing@strategicoutsourcingservices.com   Call Us: 080-41435564, +91-9901065612
    Different Types of Marketing Outsourcing
   There are 3 different core types of marketing outsourcing companies. They are classified according
   to the way in which they operate.

             1. Project based

             2. Customer based

             3. Project and customer based

   1) Project based outsourcing companies are small scale, working on independent needs of larger
   companies. These companies have very focused teams driving the projects and are able to provide
   better results than larger corporations. On the downside, they are low on resources and may not be
   able to gain bigger contracts due to constraints within.

   2) Customer based outsourcing companies take up complete marketing duties for the customer.
   This is typically seen with larger corporations who outsource their entire marketing operations to a
   vendor.

   There are advantages such as cost effectiveness and marketing worries being transferred out of
   the company corridors. It adds a lot of value to the customer because they can dedicate their
   energies towards core functions of the company.

   Disadvantages are that ideas can clash and the customer may not be fully satisfied with the
   endeavors of the vendor. Responsibilities are tremendously huge and hence they need to be taken
   care of in a very professional manner.

   3) Project and customer based companies are doing the best business now. They have a good mix
   of complete marketing outsourcing for products and also take independent projects. For a
   marketing outsourcing company to become a project and customer based provider is not an easy
   task and requires a lot of effort and streamlined processes.



      “Trying to increase sales simply by driving more traffic to a website with a poor
      customer conversion rate is like trying to keep a leaky bucket full by adding more
      water instead of plugging the holes.” Bryan Eisenberg, Call to Action


    Given below is a detailed process chart of the key process of marketing outsourcing.




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              Client Has Product/Service
                  To Market And Sell*
                                                                   +                   Client May Also Need Resources
                                                                                        i.e. Data, IT Enabled Services
                                                                                                  And So On*




                                                Client Unable To Maintain Momentum
                                                   Since Resources Used For Time
                                                        Consuming Processes




                                                     Vendor Does Research
                                                   And Gives Reply With Quote




                                                   Client Gives Requirement To
                                                      Marketing Outsourcing




                                                  Client And Vendor Come To An
                                                      Agreement On Project




                                                  Project Is Executed By Vendor
                                                     And Delivered To Client




          *The client need may range from product creation, launch, selling; branding and other
         such associated marketing needs, to various requirements such as data, resources, and
                                 HR operations, IT services and so on.

                          Depending on the type of requirement, vendors provide solutions.




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    Email Marketing and Its Power
   What do you look for while outsourcing email marketing?



                     Email service provider                                                                             71%

                    Email Analytics Service                                                39%

   Email Deliverability monitoring Service                                       32%


                     Email Preview Service                                    29%

               Spam Filter Testing Service                                   28%


   Reputation/blacklist monitoring Service                        18%

         Testing and Optimization Service                      16%

            List hygiene/scrubbing Service                    15%

                                Design Firm                  12%

                                     Agency               10%

        Certification/Accreditation Service             8%


   Source : 2011 MarketingSherpa Email Marketing Benchmark Survey Methodology: Fielded July 2011, N=2,735




   These are some of the insights from a Marketingsherpa research chart. The top result is for an email
   service provider. Today, email marketing has evolved into one of the strongest ways of marketing. It
   has in fact one of the highest ROI’s among all the marketing tools.

   Since it is so effective, it does come with issues too. One of the most significant problems is of plenty.
   At one point of time, bulk emailing was the norm. Millions were sent out in a day. The effect of this
   was catastrophic.

   The industry still reels from its after effects, and hence email marketers have to be on their toes.
   Effective fail safe mechanisms to beat these issues have to be in place to be an email marketing
   outsourcing firm of repute.




Website: www.strategicoutsourcingservices.com   Email: marketing@strategicoutsourcingservices.com   Call Us: 080-41435564, +91-9901065612
   1. SPAM compliant email templates

   2. Database which is verified and opted in

   3. Strong server back up

   4. Top of the line analytic tools

   These are just few of the many guidelines which email marketers need to follow. When done
   effectively, email marketing can create incredible results. The reach and power that an email
   message has cannot be compared to any other tool.


   Role of Content in the Digital Marketing Sphere:
   “Content is NOT king – seeding and promotion tactics of said content is king.”
   Brian Chappell, via Twitter

                                      B2B Content Marketing Challenges
                                                        (% of respondents)
                                                      December 2011
                                    1%

                                 7%                                               Producing the kind of contest that engages
                                                                                  prospects/customers
                        12%
                                                                                  Producing enough content

                                                                                  Budget to Produce content
                                                42%
                    18%
                                                                                  Lack of buy-in/vision from higher ups

                                                                                  Producing a Variety of Content
                                  20%
                                                                                  Budget to license content




   These are very apt words to explain content marketing. When an email message is sent out, the
   content inside it is what persuades the reader to act. Making it sharp, precise, aggressively
   positioned and true to its words is what an effective email campaigner should look for.

   Content marketing has come a long way from just text documents to a whole arsenal of collaterals
   ranging from the humble whitepaper to the very effective know it all guide.




Website: www.strategicoutsourcingservices.com    Email: marketing@strategicoutsourcingservices.com   Call Us: 080-41435564, +91-9901065612
   SEO writing has become an integral part of website development. Search engines love content, and
   the more original it is, the better. Blogging is also a very effective medium to create a dialogue.
   Websites are not very dynamic but blogs are the opposite, and hence leveraging them is what gets a
   conversation going online.

   Lead generation has also become closely tied to content. The sales funnel has been designed in
   such a way that leads are nurtured with appropriate collateral at the appropriate stage. Content
   ranging from white papers, guides, manuals, primers and so on are incorporated into the lead
   nurturing program.

   Inbound marketing is the new kid on the block. The art of persuading the lead to do business with
   you through carefully planned content strategies is called inbound marketing. A majority of the top
   500 emerging companies are hard core inbound marketers. This is reason enough to invest in the
   phenomenon.


   Social Media Outsourcing
   Social media has taken the digital world by storm. Having a strong social media presence today has
   become a vital part of branding. Social media has added an extra feature and that is accountability.
   Brands are created and destroyed with the same zeal on social media sites.



              My company always answera when a
       customer asks a question online and/or offline
                                                                                                                                     69%

                 My company admits its mistakes and                                                                                  69%
                         apologizes to the customer
                Employee participate in conversations
                          with customers and clients
                                                                                                                      57%

    My company offers objective added value when                                                                     56%
 dealing with commercial questions from customers
       My company managers its conversations itself                                                       48%

                     My company monitors customer
                 conversations both online and offline
                                                                                                 40%

               The conclusions of these observations                                         38%
                      are shared with all employees
  My company sometimes posts questions on public                                           37%
  forums to gain input and feedback from customers

    My company participates in online conversations                                      36%




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   This research chart furnished by marketingcharts.com clearly shows the position conversations
   have on social media. Social media outsourcing has great potential, mainly because many
   companies do not have the time to invest on social media.

   When a company outsources its social media initiative, the vendor carefully plans out its brand
   image on social sharing sites such as Facebook, Twitter and LinkedIn. An entire social media brand
   is created which gives the product or service a voice capable of reaching its target audience in an
   informal way.


   Conclusion
   Marketing outsourcing has come a long way and today we see a lot of technology incorporated into
   it. Lead management software and customer resource management platforms have made lead
   generation precise and effective. Various digital channels have been utilized to reach the prospect
   right where he is.

   It has decreased the strain on resources and has improved productivity, creating new opportunities
   as it advances. Jump onto the marketing outsourcing bandwagon if you have not yet and see how it
   can turn your business into a truly customer centric one.




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DOCUMENT INFO
Description: Marketing outsourcing is not a very new concept as has been talked about. It has been around on a small scale basis for ages. In comparison to IT, marketing outsourcing is a weathered fellow, but with bigger processes and opportunities today. With businesses booming and sales orders touching billions of dollars, the capabilities and resources of companies are under severe stress. This is where outsourcing steps in. Many large scale companies are able to cope with massive projects because they outsource crucial functions to experts. Expert is the key word we will be focusing on here, because marketing outsourcing is a tricky concept, and only experts can pull it off. Considering the rise of content, email marketing and more recently, social media marketing, outsourcing these have become an important factor. In this white paper we will outline how the outsourcing industry works, why it works and touch upon certain strategic areas of marketing outsourcing such as email, content and social media marketing.