Jo | July 3, 2013
Ask anyone, and they’ll probably say that they’re overworked, but a new report from Charterhouse demonstrates that marketers actually are.
Recently Marketing Week reported on the increasing burden on marketeers as channels have grown significantly in recent years. A ‘Back to Creativity‘ whitepaper by marketing services company Charterhouse surveyed 200 senior marketing professionals of 500 top brands across Europe. The statistics show that marketers are finding that new challenges in the marketing landscape, with rapidly rising workloads and cuts in departmental budgets causing extra pressure. This inner conflict has led to an increased use of outsourced agency work, to support the marketing function of time and budget stricken companies and brands in recent years.
Budget and staff reductions
40% of respondents have seen a reduction in their departments over the last five years, coupled with budget cutbacks which were indicated by 30 per cent of respondents. To counter the reduction in staff and resources, and rise in social media marketing channels, marketers are in a tight spot with 67 per cent of those surveyed having extra pressure to deliver more with less support.
“Overburdened marketers are turning to third parties to offload the tasks that they simply don’t have time for. But, in an unexpected twist, this has meant that many have found their role has become one of co-ordination and administration.” - Anthony Hawkins, New Business Director at Charterhouse
According to the data, which was conducted by Coleman Partners on behalf of Charterhouse in May, 48 per cent of European and 50 per cent of UK marketers assert that their department has become dependent on outsourced agencies.
Outsourcing is the answer
Whilst Hawkins recognises the “unwelcome evolution” of events, leading to “low moral and poor job satisfaction” among marketers there are, of course, many benefits to outsourcing work and marketing skills in times such as these:
When departments are overstretched, to outsource functions on a project basis can save money from the payroll over the long term, and allows for experts to join companies on an ad hoc co-working basis. A well managed outsourcing function, such as the Global Services Exchange, can not only save time and money, but can be an efficient solution to time and resource deprived marketers who need to develop creative solutions for rapidly changing social media demands; when technology capability and social media trend drivers are altering as fast as they are in contemporary times, to stay innovative and ahead of the game can put extra training pressure on the already overburdened marketers. By plugging into the skills of experts already up and running, a company can benefit from a wealth of knowledge without the commitment of an internal team.
Image Courtesy of Stuart Miles from UK.
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