TRENDS OF MARKETING OUTSOURCING IN THE ACTIVITY OF ENTERPRISES

Анотація

The article considers the stages of origin and development of outsourcing, its theoretical foundations. The types of outsourcing and functions that are most often transferred to third-party specialized organizations are highlighted. The objective reasons for the global spread of outsourcing (technology development, internationalization of businesses, budgetary and legislative constraints) are considered. Outsourcing models based on the criterion of "customer-contractor relationship" are identified. Features and main trends in the use of outsourcing in different countries are considered. A package of criteria for substantiating the decision to use outsourcing has been formed and the advantages and disadvantages of its use have been established. The peculiarities of the use of marketing outsourcing are highlighted due to the need to establish analytics, obtain an objective assessment of marketing activities of enterprises, the introduction of new marketing tools, the inability of a small staff of marketing to have high-quality professionals. Models of the organization of outsourcing in marketing are considered and criteria of a choice of optimum model are allocated.The stages of evolution of outsourcing in marketing and its current trends, which are to outsource the following functions and operations: development of advertising campaigns and promotions, analysis of the effectiveness of advertising campaigns, design and preparation of advertising materials, advertising production, debugging and contextual media support. advertising, advertising on social networks, administration of the company's pages in social networks, technical and content support of the site, SEO-promotion of the site, development of strategy and tactics of marketing activities, comprehensive implementation of marketing functions. Highlighted marketing trends related to outsourcing: focus on low-risk marketing strategies; total and rapid transition of buyers to digital channels; automation of part of marketing processes; rapid spread of software, digitalization of advertising structures; changing the model of content monetization and advertising; personalization of advertising offers; increasing the cost of marketing influence; establishment of stricter control over advertising content by platforms; appearance of Shoppable content; use of socio-ethical concepts of advertising campaigns; taking into account environmental trends.

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