Have you ever considered cheating on your marketing team?
Why do large companies with in-house marketing teams sometimes seek outside help? In 2024, a Marketing Week survey1 of 3,000 marketers revealed that 46.2% had outsourced some marketing to third parties.
For many companies, outsourcing their marketing services is about getting a fresh perspective. New ideas can prove priceless when managing extensive marketing campaigns.
This article explains why outsourcing creates advantages, with examples of successful managed campaigns that achieved an impact.
What are outsourced marketing services?
Outsourced marketing services refer to hiring a third-party partner with seasoned expertise, capabilities, and technical understanding to manage a strategic campaign or specific tasks, such as a product launch, promotional campaign or a customer loyalty programme.
These external marketing services can be used in a targeted way including bringing in specific expertise, rapidly scaling up for a campaign or to achieve challenging growth and efficiency targets. These are the areas in which Paragon excels particularly well for enterprise-level businesses.
5 benefits of outsourcing your marketing services
1. Inspiration and innovation
In today’s hectic environment, navigating day-to-day challenges can leave little room for innovation and strategic thinking. Additionally, even the most passionate in-house marketing team may struggle to build the headspace they need for creative problem solving.
A strategic partner with multi-sector knowledge and a grip on the latest insights and advances can suggest innovative approaches that drive your
brand forward, taking the pain out of your everyday challenges. At Paragon, we take care of complex operational tasks, freeing your teams to focus on creating and defining the strategy and its direction. Then, we can execute it under the direction you choose.
Paragon’s end-to-end solution for Molson Coors and their Staropramen brand is one example of innovative problem-solving, allowing them to focus on creativity and strategy. It included a unique referencing system for Staropramen promotional packs and a solution for prize claim entries. The 850,000 reference numbers allowed verification, while a microsite enabled deployment ahead of time.
2. Plugging the digital marketing skills gap
Over 28% of marketers hired outsourced talent for their digital marketing last year.2 Why? Because the digital landscape constantly evolves, and marketing teams benefit hugely from an injection of expertise to make multichannel, data-driven communications an efficient reality.
Paragon’s expert digital team specialises in optimising and building digital products and platforms that fuel growth, using the latest data and technologies to drive efficiencies, deliver on business goals and build profitable connections with your customers.
Pick a partner who can identify the pieces that make up a successful digital marketing strategy and combine them smoothly so you can communicate effectively with your customers. John Lewis saw a 66% cost reduction in campaign fulfilment when Paragon created a new loyalty card design and format, allowing the process to be automated. We also created a single customer view of all the data from the campaign.
3. Better efficiency and lower costs
Many companies prefer using specialists with resources and up-to-date, innovative tecnology to stay lean and agile and reduce costs. Partners that deliver measurable results are more likely to supercharge your ROI.
At Paragon, for example, our Smart_Cloud technology consolidates data, optimises your marketing campaign planning, and provides real-time insights for maximum efficiency.
Leisure operator Grosvenor, part of Rank Group, had used multiple service providers for its venues’ AV solutions for years. However, having no single point of contact led to issues coordinating hardware, software and cabling works.
Paragon’s Smart_Cloud solution includes bespoke hardware and a single overarching control CMS system with dynamic template software. It gives
Grosvenor’s engineers one point of contact and ensures a quick turnaround service, meaning their AV solutions operate better and more efficiently.
4. Leveraging scale and supply chains
Supply chain processes and procurement take up your marketing team’s time, and managing multiple suppliers can lead to firefighting rather than brand building.
Multiple suppliers can result in siloed divisions with distinct cost centres and individual supply risks, making it difficult to maintain visibility, especially in global organisations. All of this can have an impact on time and cost.
Paragon reduces the risks inherent in supply chains by managing relationships with our 3,500 suppliers through our new PartnerHub platform. We don’t onboard suppliers who do not fit its robust criteria.
The platform ensures our entire supply chain meets our clients’ business-critical needs. It also provides ESG data to help us drive positive change for our business and the communities in which we operate.
5. Improving customer engagement and CX
Timely, relevant and engaging marketing communications are a challenge in today’s changing marketing landscape. To create an excellent customer experience (CX), global companies need to evolve and track the effectiveness of their marketing campaigns, which many providers complicate.
But if you outsource to a strategic partner, you can take ownership of every part of your marketing strategy and create consistency that improves the CX and drives engagement.
We make it happen through our multichannel partner shopper/customer experience agency Twelve. Twelve builds brands through customer insights and collaboration with clients, adding breakthrough creativity that’s impossible to ignore.
Unifying your approach to marketing with Paragon
A consistent brand across all platforms can also increase your revenue by up to 23%.3 Paragon offers a unified approach to crafting engaging and resonating brand and customer experiences.
Our end-to-end marketing services across diverse markets include:
- Direct marketing activation – to engage your customers with direct marketing magic, campaign management, digital dominance, creativity and insight.
- Brand marketing activation – that evolves your identity, from unforgettable events through show-stopping point of sale and creative content that connects.
- Marketing operations outsourcing – to connect the dots, offering seamless fulfilment solutions, expert consulting, installation, procurement, CX, collateral, distribution and eCommerce solutions.
Paragon’s fresh perspective unleashes your most valuable resource – your mind – to devise strategies while we handle the execution with resounding success. Discover our marketing services.
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Our team is here to help. Get in touch with a Paragon expert today to discuss your specific needs and explore how we can empower your customer interactions.
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Have you ever considered cheating on your marketing team?
Even with an in-house marketing team, extensive marketing campaign planning requires a fresh perspective. Learn how outsourcing marketing services can help.
