Today digital marketing is considered as a meat and potatoes management tool for acquiring, engaging, and retaining customers.  Unlike traditional marketing, digital marketing readily has access to consumer data; after all, the consumer is online providing rich and relevant information for marketers to mine, analyze, and strategize.  Why then companies don’t view outsourcing low-value marketing activities such as, data mining, social listening, and market analytics as a strategic lever to keep marketing costs in check?

In a world where information technology has become the fulcrum of businesses with advent of web 2.0 technologies, marketing function has undergone a sea-change at the intersection of technology.  Outsourcing can create a win-win situation, as it will enable outsourcer to reduce marketing costs and increase quality in non core areas of business, while the outsourced can prosper, mature, and build core competencies.  At the organizational level, marketing outsourcing can represent a basic restructuring of businesses away from a model designed for the industrial-age, offline consumer.

Critics of digital marketing outsourcing can theorize the macroeconomic effects that may result in a ‘race to the bottom’ wage rates or the engendering job insecurity for marketers in outsourcing country, but business leaders better know that bits can easily reach people and places that atoms can’t.  Companies should do what they do best, and outsource the rest.


About Sudio Sudarsan

Sudio Sudarsan helps companies and startups drive demand and impact through more effective use of their brand, marketing, design, digital, and innovation assets. He teaches advanced courses in marketing to MBA students at premier b-schools in three continents around the world. You can follow him on Twitter @iSudio; view some of his retired presentations at www.SlideShare.net/SudioSudarsan View all posts by Sudio Sudarsan


  • ravi

    Good valid points, Sudio.

    There are two scenarios, one is security of data other is the paradox of ‘outsourcing’ concept.
    Data security can be protected by various ways in todays high tech time, while the later is more of a mindset change.

    Companies need to understand that quality talent can be harnessed internally while eliminating redundant and non intellectual work to countries which can do that at a fraction of the cost using the time & labor advantage.
    This way, the local resources can be more like ‘polished diamonds’. In short, outsourcing can enable a highly talented cream of crop inside the organization. That is a lateral view to the concept outside of the obvious financial motives.

    It does takes a bit of pain to organize and evaluate what can be outsourced and what cannot be, many companies defer the decision to evaluate this initial ‘labor pain’.
    Successful organizations that outsource, do this more as a ‘program’ than as a project.
    Over the process, they also identify super minds in outsourced places and bring them to the United States.
    After all, we are a country of immigrants, we absorb and nourish talent !!

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