48% of marketing outsources There is much debate about the merits of outsourcing marketing activities, as opposed to bringing them inhouse. A recent study in the US found that 48% of marketing undertaken by larger firms is outsourced.  This same study found that: 47% outsource call centre activities 47% outsource data analytics 46% outsource advertising […]

48% of marketing outsources There is much debate about the merits of outsourcing marketing activities, as opposed to bringing them inhouse. A recent study in the US found that 48% of marketing undertaken by larger firms is outsourced.  This same study found that: 47% outsource call centre activities 47% outsource data analytics 46% outsource advertising creative 45% outsource advertising media 41% of web development Evidence suggests that outsourcing rates, especially among larger businesses, are lower in Australia than in the United States. I would argue that Australian organisations are behind the US in this regard. While some services need to be outsourced for a variety of reasons, I have found that Australian businesses are more: Inclined to outsource the wrong things Likely to outsource to cut costs It makes a great deal of sense to outsource aspects of strategic planning and data analytics where a very high level of expertise…