European Journal of Management Issues (Nov 2024)
Digital marketing outsourcing as a development driver for small and medium-sized businesses
Abstract
Purpose of the article. To explore the role of digital marketing outsourcing as an effective tool for cost optimization, enhancing competitiveness, and achieving strategic goals for small and medium-sized enterprises (SMEs). Special attention is given to analyzing the results of a survey of entrepreneurs who have experience using this strategy. Design/Methodology/Approach. The study is exploratory in nature and is based on general scientific methods such as description, comparison, analysis, and specification. A comparative approach was employed to identify key aspects of the digital marketing outsourcing market, including popular areas of transferring functions to external management. Additionally, modern management approaches, such as Agile, Lean, and Data-driven marketing, were analyzed, highlighting their role in ensuring the efficiency of this strategy in the context of global competition. The empirical part of the study is based on a survey of 20 SME entrepreneurs. Research findings. It was found that SME owners believe outsourcing marketing functions (as non-core activities) effectively contributes to cost optimization, provides access to expert knowledge, and improves the achievement of strategic goals. Theoretical value of the research. The study confirmed the feasibility of using digital marketing outsourcing as an effective driver of development within modern management theory. Practical value of the research. Enterprise top managers can use the results of the scenario analysis of outsourcing decision-making to transfer specific functions to external management, achieving scalability, increased efficiency, and competitive advantages in the long term. Originality/Value of the research. The research results include substantiated recommendations on the effectiveness of digital marketing outsourcing in the context of technological progress and a dynamic market environment. Research limitations/Future research. The main conclusions of the study are focused on companies already utilizing marketing function outsourcing. This limits the generalization of the results to companies only planning to adopt such a strategy. Future research could focus on analyzing the integration of artificial intelligence technologies, process automation, and the use of Big Data to enhance the efficiency of outsourcing. Additionally, examining the impact of outsourcing in various economic sectors, such as manufacturing, services, or e-commerce, offers promising opportunities for developing industry-specific recommendations. JEL Classification: M31, M15, L24, O33
