Marketing, Advertising and PR can be Outsourced
Can marketing, PR and advertising be the next likely targets for outsourcing?
Brand management guru Nick Wreden believes so. According to Wreden, the
same skills which have made Western marketing, PR and advertising firms
"strategic partners" to their clients can now be found in their Asian
counterparts.
By his contention, anything that is not a core competency of a company is
a likely candidate for outsourcing. These services, including telemarketing and direct mail fit the bill.
Some companies have already outsourced telemarketing requirements to India
and Philippines, countries which have more than enough marketing graduates
every year.
Accrding to Wreden, Ford Motors, Procter and Gamble and Microsoft are just
among a slew of companies which avail of brand management services from
Asian marketing firms.
These clients are global companies anyway so it makes perfect sense to tap
for help people who understand their target markets very well. (In
advertising, culture plays a strong role).
So how can Western marketing, PR and advertising firms counteract this
outsourcing threat?
In line with the general recommendation for the entire US industry, Wreden
advises firms to move up the value chain, the same way America has evolved
from manufacturing to knowledge work.
In outsourcing, raw talent and skill are never scarce from both sides of the
planet. It is innovation that makes one company get ahead of the other.
related stories, by category:
