Why Outsource Marketing In Singapore Beats Hiring In-House Marketers

Do you want your brand to stand out in the competitive Singapore market? Then, effective marketing is crucial. The next question is, do you know how to conduct effective marketing? 

Can you and your in-house team do it while minding your daily business operations? 

As a brand owner, you want your business to operate efficiently and cost-effectively. Outsource marketing can solve this problem, leaving the marketing to experts and professionals so you can focus on what matters most.

This piece highlights why outsource marketing campaigns in Singapore outperforms hiring in-house marketers. On top of that, you will learn about:

• Key Differences Between Outsource Marketing and In-House Marketing
• Challenges of Hiring In-House Marketers
• Benefits of Outsource Marketing in Singapore
• Key Considerations When Outsource Marketing in Singapore
• How to Transition from In-House to Outsourced Team
• Potential Challenges and How to Overcome Them

Understanding the Outsource Marketing Landscape in Singapore

Shift in Consumer Behaviour

Singapore is chronically online, having a 96% internet penetration rate and 162.2% mobile connections in 2024. With this shift in consumer touch points and preferences, all industries embrace digital, from operations to marketing efforts. Moreover, 85% of the Singaporean population are social media users, making social media one of the primary platforms in modern marketing.

Government Initiatives

Image source: Infocomm Media Development Authority

Aside from the shift in consumer behaviour, the Singaporean government has supported the country’s digital adoption. The Principle Company said that the government “continues to invest in digital infrastructure and has set aside S$40 million for their 5G ecosystem.

They also have an additional S$500 million for new digital technologies.” Moreover, the newly created Digital Industry Singapore (DISG) Office focuses on moving the country digitally and helps the tech sector by creating 10,000 tech-related jobs.

The Push of the Global Pandemic

In addition to the combined government initiatives and change in consumer focus, the pandemic accelerated the rise of digital marketing. The global event pushed many businesses to pivot their operations online, making digital marketing not just an option but a necessity. Because of these factors, companies are now prioritising digital channels to increase brand visibility, customer engagement, and sales conversion.

Technological Advancements

Nowadays, we are past blind digital marketing and at the advent of data-driven and AI-influenced marketing, with businesses leveraging analytics and artificial intelligence to understand customers and tailor their marketing strategies accordingly.

Data-driven marketing is costly compared to organic marketing. With this, government grants like the Productivity Solutions Grant (PSG) and E-Commerce Booster Package help SMEs adopt digital transformation. 

All in all, the shift in consumer behaviour, government initiatives, a global crisis, and technological advancements helped shape the current state of Singapore’s marketing landscape.

As businesses adapt to the digital era, the importance of effective and data-driven marketing strategies will only grow, making outsource to specialised agencies an attractive option for many Singaporean businesses. 

The impacts of digital marketing in Singapore and the country’s competitive nature affect your brand. Therefore, you must know how to approach your marketing efforts. The following section discusses the key differences between outsource marketing and building an in-house marketing team.

Outsource Marketing vs In-House Marketing: Key Differences

Below is a comparative table listing the main differences between hiring an outsourced marketing team and building your in-house marketing team. The table compares the two concepts according to different salient aspects. 

Aspect	Outsourcing Marketing	In-House Marketing Team
Cost	Typically lower, with flexible pricing models	Higher costs include salaries, benefits, and overhead
Access to Expertise	Access to a broad range of specialised skills	Limited to the skills of the in-house team
Scalability	Easily scalable based on project needs	Less flexible, scaling requires hiring more staff
Technology and Tools	Access to advanced tools and technologies	Requires investment in expensive tools
Time to Market	Faster execution due to existing processes and expertise	It may be slower due to learning curves and onboarding
Focus on Core Business	Allows businesses to focus on core operations	Diverts time and resources to manage the marketing team
Team Management	Managed by the agency, minimal client oversight is needed	Requires ongoing management and oversight
Consistency and Brand Alignment	It may require more effort to ensure alignment	More consistent with direct control over branding
Creativity and Innovation	Often benefits from diverse, cross-industry insights	May lack diverse perspectives, leading to stagnation
Employee Turnover	It is not a concern, as the agency handles staffing	High turnover can disrupt marketing efforts

To discuss further, let’s explore the challenges of building an in-house marketing team and the benefits of hiring an outsource team for your marketing efforts.

The Challenges of Building an In-House Marketing Team

While having an in-house marketing team can offer benefits such as closer alignment with company culture and immediate availability, the challenges of talent acquisition and retention, high costs, skill gaps, slow adaptation to market changes, and operational complexities can make it a less viable option for many businesses in Singapore.

These challenges often drive companies to consider outsourcing as a more efficient and cost-effective alternative.

Talent Acquisition and Retention

Hiring in-house marketers in Singapore is challenging due to the competitive nature of the job market.

SME Horizon reported that 80% of Singaporean companies find hiring challenging. Meanwhile, 39% said they cannot compete in salary and benefits, and 44% expect their biggest hurdle is the need for top-notch talent. Specifically, Singaporean companies’ recruitment challenges are:

• Competition for Talent: Singaporean businesses must offer higher salaries, better benefits, and other perks to stand out among the thousands of employers vying for the same talent pool. Because of this, manpower costs increase, recruitment takes time, and finding the right fit is difficult.
• Retention Issue: Another challenge for Singaporean businesses is retaining top talent. Since the competitive job market, high turnover rates are rampant as marketers frequently receive more attractive offers like better compensation, career advancement, etc. Because of turnovers, your marketing projects can experience delays due to recruiting and training new hires, and quality may need to be consistent, adding to more costs.   

High Costs of Maintaining an In-House Team

If you go the route of building an in-house marketing team, you will face the following financial commitments:

• Salaries and Benefits: Marketing professionals, especially those digital marketing experts, often demand high salaries in Singapore. Here are some of the average wages of digital marketing professionals according to Indeed Salary Guide:

Digital Marketing Jobs	Average Salary Per Month
Project Manager	SGD 6,223
Marketing Strategist	SGD 3,764
Content Writer	SGD 3,048
Graphic Designer	SGD 3,037
Video Editor	SGD 2,968
SEO Specialist	SGD 3,981
PPC Manager	SGD 2,981
Front-end Developer	SGD 6,612
Social Media Manager	SGD 3,615
Data Analyst	SGD 5,437

In addition to these base salaries, you must provide employee benefits and other perks to remain competitive among employers. Employee benefits include health insurance, retirement plans, and bonuses. These costs can add up quickly, making maintaining a full-fledged in-house team expensive.

• Overhead Costs: Aside from salary and benefits, companies must consider overhead costs such as office space, equipment, utilities, and software tools. Marketing teams need tools and platforms to conduct effective, data-driven marketing campaigns. Subscription to these tools can be expensive, adding to overall costs. 

Skill Gaps and Limited Expertise

If you are a small to medium-sized business, hiring an in-house marketing team that has all the necessary specialists can be challenging and expensive because of the following:

Digital Marketing Involves Many Disciplines

Modern marketing encompasses various disciplines, such as SEO, content marketing, social media, PPC, email marketing, and data analysis. Hiring a specialist in each discipline can be expensive. What companies that cut costs do is hire generalists. The downside of this decision-making is that generalists may lack a deeper understanding and expertise in a crucial area of digital marketing that your company needs to create an impact.

Employing Generalists Can Result in Skill Gaps

Reliance on generalists can result in skill gaps within the team, limiting the effectiveness of marketing efforts.

For instance, your in-house marketing team excels in content creation but needs to gain expertise in SEO. No matter how high-quality the content is, it will have difficulty ranking on search engine results pages because your team needs an in-depth understanding of SEO. 

Let’s say your in-house marketing team is creative on social media but needs to be more knowledgeable about analytics. Creativity and organic content can only take your content and brand so far. To maximise results, you need to tap into your analytics, gain insights from them, and tweak your content to reach a broader audience.  

Slow Adaptation to Market Changes

The Singaporean marketing landscape is constantly and rapidly evolving. With new technologies, changing trends, and many platform updates, can your in-house marketing team stay in the loop? 

• Lack of Agility: Due to lacking resources or time, in-house teams often need help with digital marketing changes, such as search engine updates. Boutique or specialised marketing agencies are continuously exposed to the latest industry trends, new tools, and platform updates, making it easy for your marketing campaign to pivot. 
• Training and Development: Maintaining an in-house marketing team also requires continuous learning and upskilling to keep up with trends, tools, and competitors. Training is a costly, monetary, and time-consuming investment, which can detract from executing marketing campaigns. 

Operational and Management Challenges

Managing an in-house marketing team comes with operational challenges that can strain resources and affect productivity.

• Resource Allocation: Marketing teams must coordinate well with other departments, such as sales, product development, and customer service. Ensuring smooth collaboration across departments can be challenging and time-consuming. Misalignment or miscommunication between teams can lead to inefficiencies, missed opportunities, and conflicts that hinder marketing success.
• Performance Management: Another challenge is maintaining consistent performance and motivation within the team. Managers must continually monitor progress, provide feedback, and address any issues. It requires significant time and effort, which can divert focus from strategic decision-making and other high-level business activities.
• Workload Management: In-house teams are often required to handle various tasks, from strategy development to execution. This heavy workload can lead to burnout, especially during peak periods or when tackling large projects. Without proper workload management, the quality of work may suffer, and deadlines may be unmet, impacting the overall effectiveness of marketing efforts.

Benefits of Outsource Marketing in Singapore

Outsource marketing in Singapore offers numerous benefits, including access to specialised expertise, cost-effectiveness, scalability, flexibility, and the ability to focus on core business functions. Let’s explore each one. 

Access to Specialised Expertise

As mentioned above, digital marketing is an amalgamation of different disciplines performed by specialists. With an outsourced marketing agency, you can access specialists and experts with deep knowledge of SEO, content marketing, social media, PPC, etc. This expertise is crucial in navigating the complexities of modern marketing, ensuring that every campaign execution is effective and precise.

• Working with Experts: By partnering with a marketing agency, you are confident that you are working with individuals who constantly refine their skills and are updated with industry trends. For example, you can expect that SEO experts are always in the loop regarding search engine algorithms. Therefore, they can easily tweak their strategies to boost your SERP ranking. 

With content marketing specialists, you can expect high-quality, search engine-friendly content. Meanwhile, with social media managers, you can expect that they know how to craft creative campaigns that can also drive engagement, leading to brand loyalty or, better yet, sales conversions. 

Cost-Effectiveness

Outsourcing a marketing team can be cost-effective in two ways:

• More savings: As mentioned in the previous section, maintaining an in-house marketing team can be expensive, especially for SMEs. Suppose you outsource your marketing efforts to marketing agencies to cut costs. In that case, you can hire the agency for specific tasks or a full-scale campaign package, giving you flexibility based on your budget. Outsource marketing allows businesses to pay only for their needed services, leading to significant cost savings.
• Flexible Pricing Models: Marketing agencies offer flexible pricing models. They provide options like project-based fees, retainers, or pay-per-performance. This flexibility allows brands to scale their marketing efforts and spending according to their needs. For instance, a startup company can opt for essential services. Meanwhile, large companies can go with the enterprise package, which includes all aspects of marketing, whether digital or out-of-home (OOH).  

Scalability and Flexibility

Outsource marketing allows businesses to adapt their marketing efforts to their current scale and continuous growth. 

• Scalability: Businesses undergo cycles, too. They begin as startup companies and then transition to SMEs and enterprises. Every period in the business cycle requires a different marketing strategy. Outsource marketing enables rapid scaling for product launches, business expansion, or seasonal demand. Agencies can quickly assemble their resources to execute small—or large-scale projects.  
• Flexibility: Outsourcing also provides access to marketing expertise without needing a long-term commitment. If the business opts for a task for a specific time, it shall pay for what it requires. This flexibility allows companies to tailor their marketing efforts and budgets to specific goals without the burden of maintaining a permanent team.

Focus on Core Business Functions

One of the best benefits of outsource marketing is that it allows you and your team to focus on the core business functions while leaving marketing to the experts. 

Running a successful business requires focus. By outsourcing marketing, companies can concentrate on what they do best—product development, customer service, or operations—while leaving the complexities of marketing to professionals. This delegation ensures that marketing efforts are handled efficiently and effectively without diverting attention from the business’s primary objectives.

Key Considerations When Outsourcing Marketing in Singapore

Now that you know the challenges and benefits of building an in-house marketing team versus outsourced to a marketing agency, let’s help you find the right one for your needs.  

Choosing the Right Marketing Agency

There are many excellent marketing agencies in Singapore. To make an informed decision on which agency to hire, you need to consider these factors:

Industry Experience

When selecting a marketing agency, first look at its portfolio. Check if the agency has worked with previous clients from your industry. Substantial experience in your specific industry is essential. 

Agencies that have worked with businesses in your industry understand that sector’s unique challenges and opportunities. This specific knowledge allows them to craft strategies that are tailored to your target market and are more likely to succeed. 

For instance, you are in the retail industry. Ensure that you entrust your business with an agency with a solid retail marketing background rather than those with previous clients in the healthcare industry.

Reputation

Reputation can give you an idea about the agency’s reliability and effectiveness. You may gain insight into their reputation through client testimonials, case studies, industry awards, and reviews.

Range of Services

Before choosing a marketing agency:

1. Identify your business’s needs to guide you on which services you must avail of.
2. Check the agency’s website and study its service offerings. If you need an end-to-end solution, review if the agency has a comprehensive digital marketing package.
3. Ensure the agency can also deliver if you only need help for specific areas. 

Vetting Potential Partners

To vet potential partners, you may request a discovery call so that the agency can present its offerings to you. A discovery call can also help you gauge how effectively their team communicates. 

You may also request detailed proposals outlining their approach, methodologies, and past successes. Conduct interviews to assess their communication style, responsiveness, and cultural fit with your company. Requesting references and speaking directly with past or current clients is also advisable to gain firsthand insights into the agency’s strengths and weaknesses.

Avoiding Common Pitfalls

Common outsourcing pitfalls include:

1. Selecting an agency based solely on cost
2. Failing to define objectives clearly
3. Needing to review contracts thoroughly

To avoid these, balance cost and quality, set clear goals and expectations from the outset, and carefully review terms to avoid misunderstandings or hidden fees.

Managing the Outsourced Relationship

Since you will be working with strangers, the success of your marketing campaign can rely on how harmoniously all parties can work together. Therefore, as a brand owner, you must proactively manage the relationship between your brand and the outsourced marketing agency. Here are some guidelines that you can follow:

Best Practices for Communication

Open and regular communication is critical to a successful outsource partnership:

1. Establish the points of contact on both sides to make this happen.
2. Schedule how frequently the updates or meetings must take place. Ask the agency about progress, challenges, and upcoming tasks during updates or meetings. Ensure that both parties are aligned before the conversations end.
3. Document everything so you are always in the loop and to protect yourself if there are contract breaches.   

Setting Expectations

Clearly define the scope of work, deliverables, timelines, and performance metrics before the project begins. These steps help set realistic expectations and provide a framework for evaluating the agency’s performance. Be transparent about your business goals and how you envision the agency contributing to them. This mutual understanding will help prevent scope creep and ensure that both parties work towards the same objectives.

Performance Monitoring

Before the project commences, ask about the metrics and key performance indicators (KPIs) for success. KPIs like lead generation, conversion rates, return on investment or ROI, engagement, and reach will help you understand if the agency’s efforts are successful.

Regularly monitor these metrics’ performance to ensure they meet the agreed-upon goals. Periodic reviews and adjustments based on these metrics can help optimise performance and ensure the agency’s strategies align with your evolving business needs.

Tools and Techniques for Effective Collaboration

Upon agreement, ask the agency how they manage the projects or if they utilise collaboration tools like Asana, Trello, or Monday.com.

Seasoned marketing agencies use project management tools since they are working with multiple clients. You may ask for access to the tool assigned to your brand. Through these tools, you can easily track your campaign’s progress.

In terms of communication, ask the agency which tool to use.

Slack and Microsoft Teams are some platforms that facilitate quick exchanges and discussions. For file sharing, also ask if they use cloud-based document sharing like Google Drive or Dropbox to ease transferring materials and information.  

Top 5 Marketing Agencies in Singapore

Are you ready to finally outsource your marketing efforts to experts? Then, here are the top five marketing agencies in Singapore that can help you succeed. 

Agency	Services	Clientele
MediaOne	SEO SEM Social Media Marketing Content Marketing Digital Strategy Web Design	Canon, P&G, Singtel, Changi Airport, Enterprise Singapore, Old Chang Kee, etc
First Page Digital	SEO Social Media Management PPC Content Marketing Web Development	McDonald’s, NUS, Far East Organisation, DHL, etc
Construct Digital	B2B Marketing Data Analytics Marketing Automation Content Creation Web Development	SAP, Hitachi, Standard Chartered, NTUC, etc
OOm Singapore	SEO SEM Social Media Marketing Chinese Digital Marketing Web Development	Decathlon, Prudential, OPPO, Capitaland, etc
Digital Influence Lab	Digital Marketing Strategy Social Media Marketing Web Development	NUS, Carousell, Prudential

Other Platforms for Hiring Outsourced Marketers

If you only need to accomplish certain marketing tasks, consider hiring from job platforms for marketer freelancers. The table below provides an overview of the platforms where you can outsource marketing tasks, along with the types of marketers available on each platform and the price range per talent.

 

Platform	Key Features	Types of Marketers Available	Price Range
Upwork	Large talent pool Flexible hiring options Payment protection	SEO Specialists Content Marketers Social Media Managers	Varies by experience and project scope
Fiverr	Quick turnaround Affordable options Gig-based pricing	Graphic Designers Content Creators PPC Experts	Low to mid-range based on gig
Toptal	High-quality talents Rigorous vetting process Global network	Digital Strategists Growth Marketers SEO Experts	Premium pricing for top-tier talent
Hubstaff Talent	No fees Time tracking integration Access to global talent	Content Marketers Social Media Experts SEO Specialists	Varies by location and expertise
MarketerHire	Pre-vetted talent Fast matching Flexible contracts	Performance Marketers SEO Experts Content Marketers	Mid to high-range, based on contract

Case Study: MediaOne’s Client Success Stories

MediaOne is a premier digital marketing agency in Singapore with almost a decade of experience and numerous clients ranging from startups to Fortune 500 companies. MediaOne has helped innumerable brands with SERP ranking, website improvement, brand strategy, etc., using data-driven marketing strategies and proprietary AI tools. Here are some of its client success stories:

SEO: MediaOne and International Maritime Services Inc.

SEO: MediaOne and Canon

Social Media: MediaOne and Chinatown Business Association

Social Media: MediaOne and a B2C Pastry Brand

SEM: MediaOne and a Chinese Telecoms

Why stress building and maintaining an in-house marketing team if you can outsource your marketing efforts to experts like MediaOne? Know more here.

Frequently Asked Questions

What are the cost benefits of outsource marketing in Singapore?

Outsource marketing is generally more cost-effective than maintaining an in-house team. It eliminates the need for full-time employees’ salaries, benefits, training, and infrastructure costs. Additionally, agencies often offer flexible pricing models, allowing businesses to pay for only their needed services.

How does outsourcing provide access to specialised expertise?

Marketing agencies in Singapore specialise in various areas like SEO, content marketing, and social media, offering a depth of expertise that might be challenging to assemble in-house. Agencies stay updated with the latest trends and technologies, ensuring your marketing strategies are innovative and effective.

Can outsource marketing help my business scale marketing efforts?

Yes, outsource marketing allows businesses to scale marketing efforts up or down based on their current needs. Agencies can quickly adjust strategies, deploy new campaigns, or reduce efforts without the long-term commitments or resource constraints typical of an in-house team.

Will outsource marketing affect my control over marketing strategies?

While you may delegate execution to an external agency, you retain control over the overall marketing strategy. Effective communication and clearly defined goals ensure that the agency’s work aligns with your business objectives.

How do I choose the right outsource marketing agency in Singapore?

Selecting the right agency involves evaluating its industry experience, client portfolio, range of services, and reputation. It’s essential to conduct thorough research, request proposals, and hold discussions to ensure the agency understands your business needs and can deliver results.