Pro's & Con's of Outsource Marketing
By: John McMalcolm
With so many companies and professionals offering a wide range of marketing services these days, it is very easy to outsource the marketing needs of your company.
Although outsourcing can provide many benefits, it may not be a suitable option for every company.
If you are wondering whether or not you should outsource your company's marketing tasks, it is recommended that you spend some time considering the following pros and cons.
Pros of Outsourcing Your Marketing Functions
Outsourcing Reduces Costs
It may not be cost-effective to hire too many full-time employees, because you have to pay them the same salaries even when there is not much work to do.
Outsourcing your marketing tasks enables you to reduce the need to hire full-time employees and pay for only the specific services you need.
For instance, you can save a substantial amount of money by hiring a freelance blogger instead of a full-time writer. Most freelance bloggers charge their clients on a per-post basis, meaning they are paid according to the amount of work they deliver.
Provides Access to Specialized Marketing Expertise
There are many marketing channels that you can use to promote your products or services.
If you are planning to use several marketing channels, it may be a good idea to leave your marketing tasks in the hands of companies or individuals who have specialized knowledge on those channels.
Specialized marketing experts are able to determine which marketing strategies are most suitable for your company and choose the right combination of strategies to produce the best results possible.
Gives You a Fresh Marketing Perspective
Specializing in a certain niche can cause you to lose sight of the big picture.
After some time, you may find that your marketing strategies are no longer as effective as before.
Outsourcing your marketing functions can help you gain a fresh perspective on your brand identity and marketing plan. Companies and professionals who are not constantly doing work related to your niche can look at your marketing needs from a different perspective and come up with new approaches to inspire your target audience.
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Cons of Outsourcing Your Marketing Functions
Risk of Hiring Unreliable or Incompetent Professionals
It is easy to find companies or professionals to handle your company's marketing tasks, but there is no guarantee that you will get the results you want.
Some professionals may not be as competent or reliable as they claim to be, and they may produce low quality work, miss deadlines or even fail to deliver their assignments. If you wish to outsource your marketing needs, it is very important that you have a proper process for selecting the right professionals.
Jeopardize Relationship with Your Customers
Certain marketing tasks may require the companies or professionals you hire to communicate directly with your customers.
If they are not committed or well-trained enough to meet the expectations of your customers, they can cause your customers to feel alienated and damage the reputation of your company.
If you want to make outsourcing work for your company, you need to know how to strike the right balance between outsourcing and in-house marketing.
About the Author: John McMalcolm is a freelance writer who writes on a wide range of subjects, from outsourcing to Internet reputation management services.
Marketing matters: from IBM to Kyndryl
Prior to joining Kyndryl as Chief Marketing Officer, Maria had a 25-year career at IBM, most recently as the tech giant’s CMO where she oversaw all marketing professionals and activities across North America, Canada and Latin America. She has held senior global marketing positions in a variety of disciplines and business units across IBM, most notably strategic initiatives in Smarter Cities and Watson Customer Engagement, as well as leading teams in services, business analytics, and mobile and industry solutions. She is known for her work with teams to leverage data, analytics and cloud technologies to build deeper engagements with customers and partners.
With a passion for marketing, business and people, and a recognized expert in data-driven marketing and brand engagement, Maria talks to Business Chief about her new role, her leadership style and what success means to her.
You've recently moved from IBM to Kyndryl, joining as CMO. Tell us about this exciting new role?
I’m Chief Marketing Officer for Kyndryl, the independent company that will be created following the separation from IBM of its Managed Infrastructure Services business, expected to occur by the end of 2021. My role is to plan, develop, and execute Kyndryl's marketing and advertising initiatives. This includes building a company culture and brand identity on which we base our marketing and advertising strategy.
We have an amazing opportunity ahead at Kyndryl to create a company brand that will stand apart in the market by leading with our people first. Once we are an independent company, each Kyndryl employee will advance the vital systems that power human progress. Our people are devoted, restless, empathetic, and anticipatory – key qualities needed as we build on existing customer relationships and cultivate new ones. Our people are at the heart of this business and I am deeply hopeful and excited for our future.
What experiences have helped prepare you for this new opportunity?
I’ve had a very rich and diverse career history at IBM that has lasted 25+ years. I started out in sales but landed explored opportunities at IBM in different roles, business units, geographies, and functions. Marketing and business are my passions and I landed on Marketing because it allowed me to utilize both my left and right brain, bringing together art and science. In college, I was no tonly a business major, but an art major. I love marketing because I can leverage my extensive knowledge of business, while also being able to think openly and creatively.
The opportunities I was given during my time at IBM and my natural curiosity have led me to the path I’m on now and there’s no better next career step than a once-in-a-lifetime-opportunity to help launch a company. The core of my role at Kyndryl is to create a culture centered on our people and growing up in my career at IBM has allowed me to see first-hand how to prioritize people and ensure they are at the heart of progress in everything Kyndryl will do.
How would you describe your leadership style?
I believe that people aren't your greatest assets, they are your only assets. My platform and background for leadership has always been grounded in authenticity to who I am and centered on diversity and inclusion. I immigrated to the US from Chile when I was 10 years old and so I know the power and beauty that comes from leaning into what makes you different from other people, and that's what I want every person in my marketing organization to feel – the value in bringing their most authentic self to work every day. The way our employees feel when they show up for themselves authentically is how they will also show up for our customers, and strong relationships drive growth.
I think this is especially true in light of a world forever changed by the pandemic. Living through such an unprecedented time has reinforced that we are all humans. We can't lead or care for one another without empathy and I think leaders everywhere have been reminded of this.
What’s the best leadership advice you’ve received?
When I was growing up as an immigrant in North Carolina, I often wanted to be just like everyone else. But my mother always told me: Be unique, be memorable – you have an authentic view and experience of the world that no one else will ever have, so don't try to be anyone else but you.
What does success look like to you?
I think the concept of success is multi-faceted. From a career perspective, being in a job where you're respected and appreciated, and where you can see how your contributions are providing value by motivating your teams to be better – that's success! From a personal perspective, there is no greater accomplishment than investing in the next generation. I love mentoring younger professionals – they are the future. I want my legacy as a leader to include providing value in work culture, but also in leaving a personal impact on the lives of professionals who will carry the workforce forward. Finding a position in life with a job and company that offers me a chance at all of that is what success looks like to me.
What advice would you give to your younger self just starting out in the industry?
I've always been a naturally curious person and it's easy for me to over-commit to projects that pique my interest. I've learned over years of practice how to manage that, so to my younger self I’d say… prioritize the things that are most important, and then become amazing at those things.