Researchers in Australia and the United States have found that digital marketing of products or services yields stronger returns than any other form or promotion.
The study focused on the energy drinks market which, like the recruitment sector, has seen exponential growth in recent years. Indeed, global sales currently total $50bn a year with revenues expected to reach a staggering $84bn by 2025.
Subjects were asked a series of 44 questions relating to their exposure to and engagement with energy drink marketing, their attitudes towards the use of such products, and the frequency with which they consumed energy drinks.
Those who classed themselves as consumers of energy drinks reported greater exposure and subsequent engagement with digital marketing (such as social media campaigns and gamification) than those who were not consumers. The result was an increase in usage and a greater propensity to use energy drinks.
In other words, when put into a recruitment context, the study supports the view that if a prospect is in the mind-set of knowing they need to make a hire either in the here and now or the near future, they will be more inclined and receptive to approaches from recruiters – providing the messaging content is communicated in the right way.
Speaking at the Recruitment Agency Expo in Birmingham this month, Recruiter imPRint editor and MD of Clearly PR, told an audience of recruitment marketing that prospects react and respond to four main styles of content:
- Content that is news – this is what happened
- Content that provides analysis – this is what happened and this is what it means for you
- Content that is helpful – by doing X you can achieve Y
- Content that is entertaining – hey, all brands need a personality!
Digital marketing is all about understanding where your target ‘hangs out’ online and then focusing your efforts in a strategic, deliberate and purposeful way that addresses the what’s-in-it-for-them and, perhaps more important, what’s-in-it for you?
For more digital insights, take a look at some of our other articles on this subject.