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The Business Case for Digital Production Outsourcing

White Paper Published By: Deliver
Published:  Jul 25, 2011
Type:  White Paper
Length:  14 pages

Consumers expect to engage with brands more and more through digital channels, from websites to mobile apps. For many, it's the only way they experience a company's products and services. Meanwhile, the technology it takes to translate creative ideas into digital media is getting more complex, and costs are edging up. And with flat or shrinking budgets, challenges are mounting for marketing campaigns to reach the right people in all the right channels. It's time to rethink how digital marketing gets done. Traditionally, a creative agency maps out strategy and generates big ideas for campaigns, and their production teams execute. But now with the growing complexity in developing websites, banner ads, social media, video and more, marketers and creative agencies realize they don't have the skill sets in house to execute successfully. It's expensive to keep all the right production skills on payroll to plug and play as digital marketing projects require. It's clear the old way of doing things just isn't working anymore. A better way is to separate creative from production and outsource production to a provider with deep digital marketing production expertise. This decoupling optimizes creative and production, enabling each to focus on what they do best. The challenge is finding a skilled, reliable, quality-driven production organization just when it's needed -- a partner to move projects forward, hit campaign goals and deliver ROI for clients. A strong digital production partner has streamlined, standardized processes that speed execution. It can tap into talent around the world to take advantage of cost-effective staffing, and to ensure the exact skills are available when needed so opportunities aren't missed. And by using one consolidated, best-in-class resource, marketers and creative agencies gain efficiency and increase velocity across regions, projects and markets. That efficiency can reduce costs as much as 20% to 50% across total digital production spend. With more efficiency and lower costs, companies can do more even with a flat budget. That's exactly what a leading global consumer products company did. Leadership wanted to stretch digital marketing dollars to fund social media and mobile marketing efforts, particularly in Latin America. The company outsourced to a digital production partner who handled 200+ projects using a dedicated, technical team to manage the work and support specific initiatives. Annual savings totaled hundreds of thousands of dollars, which the company reinvested in new initiatives and expanding into more regions.

Tags : 
creative, production, digital marketing, decoupling, increased efficiency and effectiveness