Should marketing automation be outsourced to a consulting partner or an agency?, Marketing & Advertising News, ET BrandEquity

“Does the digital transformation journey have to happen entirely in-house or can some parts be outsourced or can we just outsource the whole part,” asked Prasad Sangameshwaran, Managing Editor,, while presenting guests during the fireside chat at MarTech Asia Summit 2021.

Ashish Tiwari, Director of Marketing and Digital, Future Generali India Life Insurance, said that there are two very differentiated parts in marketing automation. “The first is the technology stack, which enables your automation and the second is the user experience that you align with,” he added.

Tiwari also mentioned that digital transformation and marketing automation is an ongoing journey, which requires improvements at every step.

Building on that, Nikhil Rustogi, chief marketing officer and head of e-commerce business, Dyson added that it’s a journey because consumers are not the same every day. “Consumers and their needs are constantly changing, and products and services must constantly evolve to meet those needs,” he said.

That means there will be new journeys, there will be new competitions and there will be new pain points, according to Rustogi. “What that implies about marketing automation is that there has to be a lot of continuous building and it’s kind of a continuous improvement process that really doesn’t have an end date. “, did he declare.

Rustogi also talked about the different aspects of marketing automation and how while some can be outsourced, some should just stay in-house. “Aspects of marketing automation that are more repetitive could probably be outsourced. However, some things are essential to the customer experience. An organization’s core competencies must remain largely internal,” he added.

Tiwari explained how, with digital, customers want to be treated as individuals. “The challenge with individual customers is that it’s not a customer you’re dealing with. This is the moment of a customer’s consumption at which you need to personalize your communication,” he said.

Data being time-limited was another aspect that Tiwari touched on. “Data is relevant up to a certain point in time. So if you don’t act then, the data could become irrelevant,” he added.

Speaking about the overall communication and execution ecosystem, Tiwari said, “What was an experience until yesterday becomes an expectation today. And if that expectation is not met, the customer becomes a detractor.

Rustogi pointed out that there are different types of customer journeys, like an explore journey, a buying journey, a recommendation journey, etc.

“For example, asking questions about the product is part of the journey. Here you have automation tools that can solve it. You know from the data that 90% of the time those are the top questions that get asked and for me that can clearly be outsourced,” he added.

Then taking a different example about normalizing data so it makes more sense, Rustogi pointed out that expertise within the organization is also required. “Sometimes you may find that there are partner agencies that have good experience in this area in several organizations,” he added.

Using the help of these partners, the bulk of the work is then done by the partner team according to Rustogi as they already have the expertise. “It would allow you to do a much better job than if you had to do it yourself, because basically most organizations don’t have that capability,” he said.

Stay tuned for more insightful sessions