Creative design is indispensable in today’s promotional and functional content, very often being the key differentiator that makes your content a hit or a miss. Though this task is critical, it makes sense to outsource rather that do it in-house. Here are ten reasons why:
A radically new concept, a marked departure from the existing parameters of “good”, something that has the potential to go controversial – today’s design needs all these. A case in point from the brick-and-mortar world – Cingular, the mobile service provider, earned widespread acclaim and eyeballs of all passers-by for its “crazy” bold, dramatic and billboard, which portrayed a call being “dropped” onto the ground below. Such creativity, on a consistent basis, is a tough requirement. Outsourcing your design results in undiluted focus and creativity.
Creativity is a sum-total of skill-sets and experiences. Outsourcing creative design expands both. The external agency would have access to a much wider pool of skill-sets and experiences. In-house staff, many of them hired for specific purposes, would have their own limitations. It is even possible to outsource specific tasks to different people based on specific skill-set requirements, and then tie it all together. Research by Statistics Brain reveals that 34% of the companies outsource to gain access to resource not available internally, and 31% of them do so to free up internal resources.
One of the biggest drivers of outsourcing in any area is cost savings, and this holds true when outsourcing creative design as well. Creative design is a time consuming exercise. Entrusting in house staff for the same means paying regular salary, complete with benefits for something that may eventually be discarded. With outsourcing, the payment is usually for results, or at the very least, for specific effort. A 2012 survey by Duke’s Fuqua School of business reports that about 75% of respondents indicate labor cost savings as one of the three most important drivers leading to overseas outsourcing.
Outsourcing contracts lend clarity on revisions or multiple designs, allowing companies more freedom and choice. This invariably speeds up the project as well. Research by Statistics Brain reveals that 15% of companies outsource to accelerate a project and 9% do so to reduce time to market.
Creative designing is rarely a sustained or continuous activity. For most companies, it is a one-off activity, or an annual exercise. Spending time, effort and resources on such activities disrupts the normal routine. Outsourcing creative design allows the company, and the design vendor, to concentrate all its resources on its core competence. About 31% of all companies outsource to free up internal resources.
Creative design is by no means a standard or routine craft. For instance, the skill-set to illustrate a product brochure is vastly different from the skill set to shoot a promotional video. Outsourcing creative design offers flexibility to pick and chose the skill-sets as required. A start-up, for instance, could first contract out their web design work, while simultaneously select another agency for making promotional videos, and then finally tie it all up.
Creative design is highly subjective. An external agency with a longer and wider experience, would be in a better stead to conjure up designs that appeal to the target audience. The CMO Council estimates that about 49% of all senior marketing executives consider a localized marketing strategy as essential to business growth and profitability. It is however importance to select a partner who has a strong and established presence in the target area and among the targeted audience.
A business cannot afford to rest on the laurels of their successful campaigns and need to do something new every time. Nothing exemplifies this more than the remarkable success of companies such as Virgin and Air Asia, who respond to challenges by taking a fresh approach, and the demise of once leading brands such as Compaq, Eastern Airlines, Merry-Go-Round and others, who could not get rid of their cobwebs when trying to resolve challenges.
In digital marketing, the channel is as important as the content. While an in-house team may have expertise in a couple of channels (say LinkedIn and Twitter), outsourcing to a competent vendor means instant access to more channels – video, Instagram, Pinterest, Webinars. The average company uses three channels, and 8% of the companies use up to 10 channels. Multi-channel engagement helps, as the success of Fujistu, the Japanese Technology conglomerate shows. Fujistu uses 15 social media accounts and channels to market its brand.
A combination of reduced costs, better response by the target customers to the initiative, improved efficiency – all brought about by outsourcing creative design means that businesses become more competitive.
Conneqt Business Solutions is a major outsourcing provider that helps partners adapt and thrive to the fast-changing digital space. Partners may leverage Conneqt's time-tested technology, expertise and talent to understand their markets better and realize their creative design goals in the digital space.