In general marketing terms there are no clear trends toward outsourcing over insourcing of both advertising materials and content development . A traditional, comparison FMCG (fast moving consumable goods) / retail and b2b marketing usually resulted in the following. B2C tended to lean toward outsourced Mcomm companies due to large hetrogenous markets and low consumer risk per order. Alternately, the industrial b2b marketer is faced with several barriers to effective outsourcing, namely highly technical products, small groups of target decision makers and higher levels of risk per order. As such, many b2b marketers to be effective work in close association with engineering, and technical sales in order to develop content and advertising that express intimate understand of the specialized requirements of these narrow markets. Given the recent shift toward crowd sourcing and specific information on demand, many opportunities to recycle databased information now has given rise to the expert outsourced marketer, who while having limited specific sector knowledge develops easy to use interfaces that allow customers in the 'know' to query exactly the information they are seeking. This is truly a unique approach to marketing in that through robust analytics a mass marketing approach can be effectively outsourced but provide specific, segmented and actionable intel on narrow and specialized b2b markets.
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