10 Benefits of Marketing Integration for Growing Organisations

Digital engagement has moved from walking speed to the speed of light in a relatively short period of time. In 2010, Google CEO Eric Schmidt declared that people were then exchanging 5 exabytes of data every two days. That’s the Digital engagement has moved from walking speed to the speed of light in a relatively short period of time. In 2010, Google CEO Eric Schmidt declared that people were then exchanging 5 exabytes of data every two days. That’s the equivalent of at least 674 kilometres of books or half a million replicas of the world’s largest physical library, every two days. It’s also the amount of exchanged data for the entire year of 2002. So, is it better for your company to have access to a team of experts whose only intent is to make your information consumable to the world? Absolutely.

Outsourcing is a fairly new approach to the sometimes baffling world of marketing. So, it’s understandable that hard working companies would see this mystery bag as a full-blown risk. However, hiring an outside team of professionals has many hidden benefits that, when broken down, far outweigh any perceived costs. Let’s look at that in more detail with a list of 10 benefits of marketing integration for growing organisations.

1. Time Savings

In the spirit of getting paid; outsourced marketing professionals must work as efficiently and professionally as possible. Time is their bread and butter and they have no choice but to use it wisely. As speed and quality can only exist together in the hands of an experienced professional, it the best interest of an external agency to continuously hone both their trade and time management skills. This efficiency then transfers onto your business.

Outsourcing also eliminates the time-consuming process of finding and hiring marketing team members. You then have to contend with reliability, downtime and the risk of illness and other emergencies.

Imagine this; after conducting multiple gruelling interviews, you think that you’ve found the perfect employee. Once hired, you also find that they must take the rest of the month off. And, to add insult to injury, they give you some lame excuse like having to care for their goldfish, who has fallen ill with some unheard of disease that it contracted while travelling in the Himalayas. Oh, and by the way you will be paying them to spend their time on this instead of the work that you hired them to do.

2. Productivity

As one ancient Chinese proverb states “The hunter who chases two rabbits catches neither.” Let’s just say that one of those rabbits is the smooth-running operations of your core business functions; and it’s partner in crime is the marketing of your business. For most companies, trying to keep existing customers happy while finding the time and expertise to attract new customers has a tendency of becoming counterproductive

With the resources that outsourcing provides, companies are able to streamline their focus on core procedures, while a team of expert marketers assist in maintaining a strong presence in growing marketplaces.

3. Tax Benefits

In Australia, most outsourcing invoices are income tax deductible, like other business-related expenses. The need for businesses to invest in resources is also eliminated as they don’t need to purchase software, equipment or insurance for extra team members.

4. Expert knowledge

It has been said that it takes 10,000 hours to become an expert on anything. Whether that theory is true or not, it does stand to reason that the more time spent focused on learning one thing the more knowledge and experience a person gains on that one thing.

A team of experts that live and breathe only marketing becomes a team that can approach marketing challenges strategically. And, it’s the right strategy makes all the difference between mediocre marketing and highly-effective marketing. Thus, strategic planning is executed best with a team of veterans that have taken all of the wrong paths enough times to be able to quickly identify the right route to a successful outcome.

5. Integration

With the internet available at all times, across many different devices, any change of attitude towards advertising spreads like wildfire. This makes it imperative for organisations to not only build a strong brand message, like before, but also to make that brand recognisable across many different formats, devices and social media platforms.

Marketing integration is the process of providing a consistent brand message across all marketing efforts. This includes using traditional and nontraditional mediums. The term ‘marketing integration’ can also be used to describe outsourced marketing as it helps a company to communicate a consistent look, feel and message across an entire consumer base. This is done by unifying all marketing objectives into a team that can adapt quickly to ever-evolving attitudes towards advertising.

6. Impartiality

Over time people can become so ingrained in their company that it is difficult for them to make impartial decisions. Outsiders can provide different perspectives, creating fresh ideas and strategies that expand on your business’ capabilities and allow it to fulfil its true potential.

7. Increased collaboration

Marketing practices coupled with day-to-day business procedures can create a hot bed of misunderstanding between the vastly different departments that handle the relative work. This can create a disjointed environment that ultimately leads to decreased performance in the workplace.

An outsourced marketing department doesn’t have the opportunity or need to engage in office politics. So, you won’t find them spending valuable company time huddling around the water cooler, discussing what Peter did with the reports or why Debbie chose that particular shade of blue eyeshadow. Instead they will be asking you how you would like to proceed with the next phase of development.

8. Better technology

We are in the middle of a tech revolution and this new world takes no prisoners. The internet is becoming a world of its own with its own language, real estate and entertainment. Soon enough, companies will need to stake their claim in the digital space in order to compete at all. With this rapidly expanding digital landscape, using the newest technology is an absolute must.

External marketing departments are engulfed in new technology because it goes hand-in-hand with their jobs. Better technology makes them faster which, in turn, helps you keep up with the ever-increasing pace.

9. No lags on projects

External marketing departments differ from ad agencies and internal teams in two ways: Firstly, outsourced departments concentrate solely on marketing. Secondly, they do not have a long chain of people to wait on for approvals. Under the guidance of one leader, each member is responsible for their own tasks from beginning to end.

With nothing else to fall back on and no account managers to hide behind, an outsourced marketing department would find it hard to make excuses as to why they have not met a deadline. They must produce tangible results, in a timely manner, in order to stay in business.

Each member of an external department has also been in the marketing game long enough to fill in the gaps when a team member needs to take time off. So, they continue to work on projects no matter what happens.

10. Increased growth

One major concern of growth within a company is that the bigger they are, the harder they fall. Many seasoned entrepreneurs are acutely aware of the fact that increasing overheads will pose a risk by taking a life-sized bite out of their budgets.

Outsourcing gives businesses the resources they need to stay nimble during dire straits. This is possible through providing access to a team of marketing professionals, who are proficient in every marketing discipline and flexible enough to work on any project, regardless of size and scope. The most important benefit of marketing outsourcing is flexibility, in which a company only pays for the services used and the length of time needed without many of the standard overheads companies incur.

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