When to Send Online Outside
To outsource or not to outsource online direct response
Deciding whether to outsource online direct response efforts or build an in-house marketing team is a decision every marketer faces at some stage in the development of its online strategy. Some marketers need to outsource immediately; others establish a marketing practice internally before outsourcing; and still others find that building an internal marketing team is best for the long term.
Today marketers can select from a variety of specialist agencies offering outsourced solutions for services such as affiliate marketing, media partnerships, search marketing, direct response creative, CRM and e-mail. To start the evaluation process, marketers must consider their goals, timing and staffing.
Outsourcing is less important when goals are of a more passive nature. For instance, some marketers run online campaigns with a “whatever I get, I get” attitude, letting the market and natural flow of traffic through advertising dictate results. Outsourcing can be difficult when goal metrics are not clearly defined or are frequently changing. But for marketers dependent on an aggressive online strategy with clearly defined goals, it often makes sense to outsource the program.
Specialists offer the greatest capacity to deliver on aggressive online goals, because they begin the program with extensive knowledge of what works and what doesn’t. Knowledge of the most current best practices is a complement to the negotiation leverage with publishers and network of established relationships that specialists provide.
Additionally, outsourcing to a specialist allows the marketer to shift internal resource decisions and staffing needs to its partner for a fixed period. Ultimately, if the program’s goals are not being met in an appropriate evaluation time, the marketer has the added benefit of severing the outsourcing relationship in a less costly and disruptive way than if an in-house team was used.