Outsourcing Digital Marketing activities - A Review

Abstract

During the time of the Industrial Revolution and during the 20th century, businesses began to outsource various aspects of their operations to third parties. At the same time, they focused their efforts on sustaining huge businesses that directly controlled other aspects of their operations. In exchange for the expectation of receiving some form of pay, certain tasks were delegated to other individuals who have the necessary skills to perform the same tasks. This marked the beginning of a trend toward outsourcing international work. The definition of the term "outsourcing" describes the process by which a company enters into a contract with a third-party supplier who is typically an expert in the provision of goods or services that are currently managed by employees working within the company. Globally outsourcing is practiced to a great extent since it leads to savings in cost and increased efficiency and productivity. The objective of this research paper is:
1. To find out why firms outsource their digital marketing activities.
2. To analyse and understand preferred digital marketing activities outsourced by their firms.