Capitola, Calif. / February 1, 2007 – Search engine marketing and press releases are among the tactics most used by companies that sell to HR professionals, according to a new report from HRmarketer.com.
Just released, the new research report titled “Trends in HR Marketing: Where HR Suppliers Spent their Marketing and PR Dollars in 2006 and What's Ahead in 2007” examines suppliers’ marketing preferences and their tactics of choice in 2006, as well as how they plan to spend their dollars in the New Year.
The paper is available at no charge from HRmarketer.com, the number one marketing and media visibility service focusing exclusively on human resources and employee benefits providers. To download a copy, visit: http://www.hrmarketer.com/home/hrm_suspect_signup.php?refer=web_SpendDollars
“Marketing to human resources has always been challenging, but a rapidly-changing technological environment and shifting buyer patterns are presenting unique opportunities for HR suppliers,” explains Mark Willaman, founder and president of HRmarketer.com. “Suppliers who understand how to incorporate these new technologies into their marketing and PR will realize a competitive advantage over those who do not.”
The new report is the latest in a series of trend reports that began in fall 2006. Its data is based on responses from HR and employee benefits suppliers collected during the fourth quarter of 2006.
Key trends outlined in the report include:
- The projected growth of “Marketing 2.0” and “Marketing PR” tactics in 2007, including search engine optimization (SEO), social media / search-optimized press releases;
- Patterns of adoption of various marketing and PR tactics by HR and employee benefits suppliers;
- A decreasing use of print materials and print advertising, as well as fewer print media and direct marketing campaigns.
In the paper, suppliers rank their marketing and PR challenges, which marketing tactics they intend to employ in 2007, and which metrics are most critical for measuring success. The report explores comparisons between spending on SEO and paid online advertising, and examines the “knowledge gap” that exists with regard to blogging, podcasting and other Marketing PR tactics.
“HRmarketer.com coined the term ‘Marketing PR’ early in 2006 to reflect a blending of marketing and media relations whereby HR suppliers deliver their news direct to buyers, bypassing the traditional media,” explains Kevin Grossman, chief operating officer for HRmarketer.com. “The data from this new survey illustrates how more and more HR suppliers recognize the need for these newer tactics to generate more sales leads, and are incorporating them in their 2007 marketing budgets.”
About HRmarketer.com
HRmarketer.com is a service of Fisher Vista LLC, a marketing and information services firm focusing exclusively on the human capital industry. Through its Marketing PR services, the company services over 300 human resource and employee benefit service providers, helping them generate publicity, website traffic, sales leads and improved SEO.
About Marketing PR
Marketing PR is the combining of what are traditionally two separate departments, public relations and marketing, to one integrated front whereby all marketing and PR activities focus on reaching buyers directly. Marketing PR incorporates both traditional marketing and PR tactics with social media and other Internet-based initiatives that support the measurable goals of (1) online publicity (2) increased website traffic (3) search engine rankings (SEO) and (4) lead generation.
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