How is the Marketing Procurement Structure expected to change on account of increasing usage of digital media?
I came across this trend of Pokemon Go, wherein companies are trying to adopt digital fads for coming up with unique and out of the box advertising campaigns. The only question that remains to be answered is how traditional procurement structure and values will stand against quickly developing and extinguishing fads. Does procurement need to bring about a more flexible contract (allot maximum budget per supplier wherein buyer need not go through procurement) or should they go for lean management and reduce the number of people involved in the procurement hierarchy and reduce the purchase process? What do you think?
Increased diversity of marketing tactics and strategies will see emergence of increased specialized agency vendor categories that are currently non-existent. This will give rise to increasing demand on procurement and marketing folks to stay abrest with changing services scope and costs estimation. If you look back 5-6 years ago, procurement managers for marketing services needed to only content with 'digital marketing agencies' as a one-stop shop for all non-traditional, 'digital' focused marketing briefs. Today, the procurement manager has to content with super specialized agencies like Content Marketing agencies, social media agencies, content distribution agencies, ORM agencies and a host of other super specializations. Functional understand of how how these services do business and their cost estimations were unknown to procurement folks a few years ago. This trend is going to continue and we will see more rapid changes coming.
I cannot guarantee how many people will be required for the daily tasks. However, regarding the process and organisation of the function, fluidity will be a must. The ability to "shift tactics and formations" to the prevailing and foreseeable situation. Analytics (Big data) and forecasting (making business sense out of this big data) will be the propellants of how much VFM is generated by future supply chains and procurement "teams." I see the profession (and Practice) take on an amoebic structure, but nevertheless remain important in driving business success. We have to go pro-active!