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The Business Case for Digital Marketing Production Outsourcing : Highlights from the latest Deliver eBook
The Business Case for Digital Marketing Production Outsourcing : Highlights from the latest Deliver eBook
The Business Case for Digital Marketing Production Outsourcing : Highlights from the latest Deliver eBook
The Business Case for Digital Marketing Production Outsourcing : Highlights from the latest Deliver eBook
The Business Case for Digital Marketing Production Outsourcing : Highlights from the latest Deliver eBook
The Business Case for Digital Marketing Production Outsourcing : Highlights from the latest Deliver eBook
The Business Case for Digital Marketing Production Outsourcing : Highlights from the latest Deliver eBook
The Business Case for Digital Marketing Production Outsourcing : Highlights from the latest Deliver eBook
The Business Case for Digital Marketing Production Outsourcing : Highlights from the latest Deliver eBook
The Business Case for Digital Marketing Production Outsourcing : Highlights from the latest Deliver eBook
The Business Case for Digital Marketing Production Outsourcing : Highlights from the latest Deliver eBook
The Business Case for Digital Marketing Production Outsourcing : Highlights from the latest Deliver eBook
The Business Case for Digital Marketing Production Outsourcing : Highlights from the latest Deliver eBook
The Business Case for Digital Marketing Production Outsourcing : Highlights from the latest Deliver eBook
The Business Case for Digital Marketing Production Outsourcing : Highlights from the latest Deliver eBook
The Business Case for Digital Marketing Production Outsourcing : Highlights from the latest Deliver eBook
The Business Case for Digital Marketing Production Outsourcing : Highlights from the latest Deliver eBook
The Business Case for Digital Marketing Production Outsourcing : Highlights from the latest Deliver eBook
The Business Case for Digital Marketing Production Outsourcing : Highlights from the latest Deliver eBook
The Business Case for Digital Marketing Production Outsourcing : Highlights from the latest Deliver eBook
The Business Case for Digital Marketing Production Outsourcing : Highlights from the latest Deliver eBook
The Business Case for Digital Marketing Production Outsourcing : Highlights from the latest Deliver eBook
The Business Case for Digital Marketing Production Outsourcing : Highlights from the latest Deliver eBook
The Business Case for Digital Marketing Production Outsourcing : Highlights from the latest Deliver eBook
The Business Case for Digital Marketing Production Outsourcing : Highlights from the latest Deliver eBook
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The Business Case for Digital Marketing Production Outsourcing : Highlights from the latest Deliver eBook

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You’re deep into 2012 budget planning. You know the marketing line item isn’t growing, even though you’ve got to support more channels and reach more customers. Production costs are eating up the …

You’re deep into 2012 budget planning. You know the marketing line item isn’t growing, even though you’ve got to support more channels and reach more customers. Production costs are eating up the lion’s share of the digital marketing budget – around 30% to 50%. How can you stretch the same funds to execute more, and execute better? It’s time to rethink how digital gets done.


You’ll learn how leading companies are reaping the benefits, including:

• Saving as much as 50% off their digital marketing production spend
• Increasing efficiency and project velocity
• Speeding execution with streamlined, standardized processes
• Executing more effectively by tapping into the exact skills needed

Published in: Business, News & Politics
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  • 1. The Business Case for Digital MarketingProduction OutsourcingHighlights from the latestDeliver eBook
  • 2. Agenda What is Digital Marketing Production anyway? The benefits of breaking up – creative & production that is. The business case – achieve savings & efficiency by rethinking how digital marketing gets done Leading companies are reaping the benefits, how can you? Getting started. Charting a roadmap for success.The Business Case for Digital Production Outsourcing| 2011iver|esentation|3.5.11|2 Del Pr 2
  • 3. It’s that time of year…budget time and marketing budgets aren’t getting any bigger.The Business Case for Digital Production Outsourcing| 2011iver|esentation|3.5.11|3 Del Pr 3
  • 4. Did you know: Production costs typically represent 30-50% of a company’s annual digital marketing spendThe Business Case for Digital Production Outsourcing| 2011iver|esentation|3.5.11|4 Del Pr 4
  • 5. What if you could Save 20-50% on your digital marketing production costs?The Business Case for Digital Production Outsourcing| 2011iver|esentation|3.5.11|5 Del Pr 5
  • 6. you could invest in That’s $ reaching more customers Through: more channels with more Programs or savings to put back to the bottom line.The Business Case for Digital Production Outsourcing| 2011iver|esentation|3.5.11|6 Del Pr 6
  • 7. Let’s start with the basics..The Business Case for Digital Production Outsourcing| 2011iver|esentation|3.5.11|7 Del Pr 7
  • 8. What is Digital Marketing Production anyway? The process by which creative ideas and assets are translated into an array of digital media so that the right messages are delivered via the right channel at the right time to the right users.The Business Case for Digital Production Outsourcing| 2011iver|esentation|3.5.11|8 Del Pr 8
  • 9. Decoupling creative & production; why some things are better separate than together Decoupling allows creative & production teams to focus on what they do bestThe Business Case for Digital Production Outsourcing| 2011iver|esentation|3.5.11|9 Del Pr 9
  • 10. The business case for digital production decoupling & outsourcing rests on 5 key pillars Digital Marketing Production Outsourcing Business Case Cost-effective Team and Standard Global Templates staff activity & optimized delivery and consolidation processes model automation implementationThe Business Case for Digital Production Outsourcing| 2011iver|esentation|3.5.11|10 Del Pr 10
  • 11. Executing on the 5 pillars typically results in savings of 20-50% Templates and Cost automation Saving Global delivery model implementation Standard & optimized processes Team and activity consolidation Cost-effective staff Production VolumeThe Business Case for Digital Production Outsourcing| 2011iver|esentation|3.5.11|11 Del Pr 11
  • 12. Cost-effective staff Helsinki New York London Beijing New Delhi Moscow Dhaka Bogotá San Jose São Paulo Singapore Johannesburg Buenos Aires Cost-effective markets provide a 30-60% savings over US or Western rates Highly-skilled teams offer a full range of skills, expertise & quality A good digital production outsourcing partner helps clients source the right skills & production locations to meet business needsThe Business Case for Digital Production Outsourcing| 2011iver|esentation|3.5.11|12 Del Pr 12
  • 13. Team and activity consolidation Uneven supply & demand of Stable utilization of resources resources Add staff quickly when Skill duplication needed Investment in senior staff More effective utilization of across multiple agencies senior staff: 3>1The Business Case for Digital Production Outsourcing| 2011iver|esentation|3.5.11|13 Del Pr 13
  • 14. Standard & optimized processes Improves consistency and quality Allows production and creative teams to transition seamlessly between different work streams, project teams, campaigns or online properties Reduces total resource hours required for a job Shortens turnaround timeThe Business Case for Digital Production Outsourcing| 2011iver|esentation|3.5.11|14 Del Pr 14
  • 15. Global delivery model implementation 1. Central team creates concepts 2. Local clients select and customize 3. Centralized production team executes Model Benefits: Enforces brand standards Ensures the most efficient reuse of creative, content and assets Maximizes impact of local marketing budget Drives buy-in and coordination of global and local clientsThe Business Case for Digital Production Outsourcing| 2011iver|esentation|3.5.11|15 Del Pr 15
  • 16. Templates and automation A good production template: Minimizes the effort required per piece Reduces costs and turnaround times Maximizes creative flexibility Helps ensure brand consistencyThe Business Case for Digital Production Outsourcing| 2011iver|esentation|3.5.11|16 Del Pr 16
  • 17. What determines the level of savings The more times you reply yes, the greater your potential for savingsCost-effective Do you have a moderate to high volume of digital production?Staff Are the staff costs for your current agency (or agencies) high?Consolidation Do you have more than one agency (or team) doing production work for you today?Standards Do you have inconsistent, inefficient or undocumented processes? Do you have problems with process compliance?Globalization Do you have multiple regions? Is your product/brand similar globally? Do you not have global campaigns – or are your global campaigns executed incorrectly in the local markets?Templates and Do you not have templates?Automation Do you not utilize a production automation tool? Do you create multiple versions of similar deliverables? The Business Case for Digital Production Outsourcing| 2011iver|esentation|3.5.11|17 Del Pr 17
  • 18. The business case in action Challenge: An automotive company used six Step Savings separate US-based creative Decoupling and migration from US based agencies to support the digital production staff to cost-effective location in marketing needs of nine brands LATAM 25% Some standard tools and Consolidation from 6 agencies to 1 15% processes are in place, but they Reduction of senior management and are difficult to utilize and enforce administrative staff across multiple agencies Improved annual utilization rate allowed Solution: fewer total FTE Decouple and consolidate to a Reduction in burden on internal support single production agency with staff (IT, legal, procurement) staff in LATAM Standardization and optimization of Results: processes resulted in increased productivity 7.5% Templating of appropriate assets resulting By year two, the solution was delivering approximately 44% in increased productivity and faster savings year over year turnaround times 5% TOTAL COMPOUND SAVINGS 44% Standards compliance improved and IT staff had their agency support workload considerably decreasedThe Business Case for Digital Production Outsourcing| 2011iver|esentation|3.5.11|18 Del Pr 18
  • 19. Leading companies are reaping the benefitsThe Business Case for Digital Production Outsourcing| 2011iver|esentation|3.5.11|19 Del Pr 19
  • 20. Leading companies are reaping the benefitsThe Business Case for Digital Production Outsourcing| 2011iver|esentation|3.5.11|20 Del Pr 20
  • 21. Beyond cost there are other business benefits of Digital Production OutsourcingThe Business Case for Digital Production Outsourcing| 2011iver|esentation|3.5.11|21 Del Pr 21
  • 22. Marketing organization benefits Stay focused on Know you have Achieve savings marketing objectives the right technical Have access to to improve the vs. knowledge behind the right skills bottom line and worrying about you to keep pace when you need fund other production details with changing them globally & strategic technology locally initiatives requirementsThe Business Case for Digital Production Outsourcing| 2011iver|esentation|3.5.11|22 Del Pr 22
  • 23. Creative agency benefits Focus on strategic Design the right Better manage Increase project thinking, creative campaign with the the peaks and margin or ideation knowledge that generate client vs. you have the right valleys of resource savings to fund worrying about technical utilization other initiatives production details resources behind you to executeThe Business Case for Digital Production Outsourcing| 2011iver|esentation|3.5.11|23 Del Pr 23
  • 24. The roadmap for getting started Understand your current needs Find the right partner Perform a complete assessment Develop a phase and transition plan Reward participationThe Business Case for Digital Production Outsourcing| 2011iver|esentation|3.5.11|24 Del Pr 24
  • 25. Learn more at: www.deliveroffshoring.com Read about Digital Marketing Production best practices at: www.deliveroffshoring.com/blog Neal Prescott, CEO, Deliver nprescott@deliveroffshoring.com +1 (212) 210-4297The Business Case for Digital Production Outsourcing| 2011iver|esentation|3.5.11|25 Del Pr 25

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