Not so quiet off-shore?
Web 2.0, Internet Marketing
28 November 2007
Companies who off-shore their marketing operation often won't admit it, says the founder of Anderson Analytics.
Tom Anderson made the claim while reviewing the Top Marketing Trends for 2008 survey. His firm conducted the study for the Marketing Executives Network Group (MENG), and found less than a quarter of top execs viewed off-shoring favourably.
He said a lot of companies were trying knowledge process off-shoring (KPO), which includes processing customer data and advanced analytics.
"For instance in my specific area of marketing, market research, almost all of the larger companies are trying their hand at off-shoring while trying to keep it as quiet as possible," he said.
In the study, 77 per cent of marketers said their companies do not off-shore any part of their marketing and half of senior marketers said they were against it.
Call centres are often established in off-shore countries, reducing the cost to the company and providing employment opportunities for the host region.
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