[Bucharest, September 29, 2009] – Marketing services for software and IT services industry will reach a volume of approximately 30 million euros in 2009. The amount represents 5% of the market volume, which is estimated at 590 million euros in 2009, according to NNC Services, Romanian consulting company in marketing and management. Also, out of 30 million, about 25% will come from outsourcing of marketing services.
Outsourcing these services to a specialized company may result in higher sales on average by 50% compared to internal marketing, for the same investment, NNC Services consultants estimate.
According to the same company – the only one in Romania specialized in marketing consultancy for B2B IT industry – investment in marketing outsourcing can be recovered in 6-12 months, due to much better sales results that are obtained. Thus, if an employee of an internal marketing department of a company brings in annual revenue of around EUR 100-150,000 with costs of 24,000 euros, an outsourced marketing department will bring at the same costs, annual revenues of EUR 200-300,000.
Outsourcing marketing attracts more companies on the local market due to the multiple advantages including:
- Access to promotional and sales channels, which results in decreased time to launch products on the market with 6-12 months;
- Concrete, measurable results, out of which providers of outsourced marketing are paid: acquisition of new customers, increasing sales, etc.
- Optimize the entire marketing cycle – from prospecting to pre-sales coaching – not just certain stages.
“Marketing in the local IT market is not perceived as a <must-have>, as happens in the United States or Western Europe, where any entrepreneur invests primarily in marketing, since its business launch. In Romania, many companies die before reaching the market, because there are not promoting their services and don’t invest in marketing. Outsourced marketing services are a novelty on the Romanian market, where there are few specialists with experience over 10 years.” says Loredana Niculae, Managing Partner at NNC Services.
Regarding marketing consultancy market development in Romania, Niculae estimates that in the next two years, very small firms will appear, niches dedicated, working under the advisory mode, not outsourcing. Also, freelancers now working in the field will focus on “marketing boutiques”, similar to the advertising model, providing specific services and not a complete portfolio of services and support for companies in the field. Integrated marketing will need another two years until the maturation of the market to absorb these services.
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