Direct marketing (DM) campaign management is outsourced in 42 per cent of companies, according to new research.
According to CDMS, the organisation which carried out the poll, banks are most likely to outsource, with 47 per cent doing so.
“The marketing department has historically been at the bottom of the pile when it comes to large-scale technology investment and with the technological advances that are occurring in the marketing space, many companies need to access cutting-edge technology through an outsourced provider,” commented Ian Hubbard of CDMS.
This is the latest report from the firm which monitors trends on DM campaign management.
Last year only 39 per cent of firms outsourced their campaigns and CDMS expects 52 per cent of firms to outsource by 2008.
Although Mr Hubbard urged firms to keep their own campaign technology up to date, it was still no substitute for the good marketing experience that database marketing companies would have acquired over the years.