What's Possible: Finally Finding the Elusive HR Buyer in the Digital World
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Transcript of What's Possible: Finally Finding the Elusive HR Buyer in the Digital World
Presented by
CEO & Founder of ReTargeter
The Dark Daysof Online Advertising
The very first banner ad makesits debut appearance.
Advertisers still see many of the limitations of traditional media.
Limited Targeting
No MetricsFragmentedInventory
The move to digital didn’t happen overnight.
UnprovenTerritory
High RiskEnvironment
LimitedData
SmallerAudience
Web QualityStandards
For the early adopters who did move, methods toreach the right people still didn’t exist.
Poor Targeting
Spray & Pray
Magazines &Newspapers
In the early days of Internet advertising, the HR space wasn’t even in the picture.
Candidates aren’t online, so recruiters aren’t online.
Employees aren’t online, so HR managers aren’t online.
Where We Stand:State of the Industry
How Did We Get Here?
Technological InnovationsAd ExchangesAd NetworksDemand Side Platforms
The Tide Has Changed.
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And it just keeps getting better.
Improved data and performance tracking
More abundant and granular performance data
Integrated marketing strategies
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How the shift to new media and the time spent on the Internet affects HR
When HR buyers were asked how they begin their searches to identify vendors of services they may
be interested in purchasing…
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How the shift to new media and the time spent on the Internet affects HR
When HR buyers were asked how they begin their searches to identify vendors of services they may
be interested in purchasing…
48%23%
Used Internet Search Engine
Asked a Peer
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How do WE find the elusive HR buyer online?
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Outbound advertising to generate demandPPC ads with an HR Focus
HR Blogger Network
How do WE find the elusive HR buyer online?
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Outbound advertising to generate demandPPC ads with an HR Focus
HR Blogger Network
Social MediaLinkedIn is the most popular social networking service for HR decision makers
Twitter use up 50%
How do WE find the elusive HR buyer online?
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Outbound advertising to generate demandPPC ads with an HR Focus
HR Blogger Network
Social MediaLinkedIn is the most popular social networking service for HR decision makers
Twitter use up 50%
RetargetingConvert organic or PPC traffic
Get more out of email marketing
How do WE find the elusive HR buyer online?
“HR professionals see our ads, and it doesn’t necessarily click in their mind that it’s retargeting. We find that retargeting can be a subtle way to put your brand in front of someone who’s in the research stage, reinforce your brand identity, and help them connect the dots when they’re ready to buy.”
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Erin Wasson, Director of Marketing
Case study
How we helped Hireology find the elusive HR buyer:
“Retargeting makes us look a lot bigger than we are. It helps get people comfortable and familiar with our brand. For the price we pay, it’s a great way to get our name out there in front of everyone. When someone’s on a big website and they see our ad, it creates a positive association that really helps build confidence in our brand.”
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Erin Borgerson, Marketing Coordinator
Case study
What Does The Future Look Like?
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Online advertising will become smarter, easierand more efficient.
We’ll see a major, across the boardshift to programmatic.
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The ability to tie offline-online data will improve both targeting and attribution
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Better targeting with premium inventoryand direct audience-buying
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Improved granularity of performance data
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What does that mean for you?
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The audience you were able to target in 1994 will become increasingly more precise…
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Advancements in technology and tracking have made it easier to target display to the right audience…
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The future holds a world of advertising where you will be able to segment individual users based on their unique
needs.
Thank You
