Top five marketing misperceptions and other facts about the human resource and employee benefits marketplace.
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May 11, 2006
Capitola, CA -- HRmarketer.com, the number one on-demand marketing and media visibility service for companies selling to human resource departments and/or targeting employee benefit brokers and consultants, today announced the release of the“HR Marketing IQ Quiz.” The quiz tests industry-specific knowledge and expertise in marketing to the HR Marketplace.
The 20-question quiz covers topics specific to the HR marketplace, including recent trends, HR marketing PR best practices, historical information and techniques for increasing marketing effectiveness. Here is a sample historical question:
Q: All of the following were actual names of HR suppliers in the 1990's. All either changed their name or were absorbed by another HR supplier. Which was never the name of a HR supplier?
A) Perks at Work
B) CFN
C) Rewards Plus
D) IIRC
E) Unlimited Benefits
F) Employee Communications Services
G) Whereiwork
H) Perks4U
Information in the quiz is based on several surveys of HR professionals in 2005 and 2006 and knowledge gleaned from the hundreds of HR and employee benefit suppliers who subscribe to HRmarketer.com. After the quiz answers are submitted, the participant receives the correct answer to each question with a brief explanation.
To take the quiz and test your marketing IQ, visit the HRmarketer.com survey at http://www.hrmarketer.com/home/survey.htm
As an adjunct to the quiz, HRmarketer has developed the following list of Top Five HR Marketer Misperceptions about the HR and benefits marketplace.
1) PR is dead
Overall PR spending increased in 2006. In fact, spending increased in 74 percent of all firms (based on 2006 surveys sent to thousands of HR marketing professionals). 68 percent of the survey respondents reported being satisfied or extremely satisfied with their PR firm with 38 percent of the firms having a full-time PR firm on retainer. The resurgence of PR is further evidenced by the growth of marketing PR. For more information on marketing PR best practices visit our HR white papers and research.
2) Marketing’s primary objective is creating buzz and media visibility
Most HR marketing executives rate lead generation as their primary marketing objective over creating buzz and media placements. However, while this seems obvious, research by HRmarketer revealed that 44 percent of HR marketing executives still consider media placements as a key metric on how effective their marketing is.
3) Direct marketing is the most cost-effective way to drive leads
The truth is an integrated, custom approach works best. In fact, telemarketing leads all other lead generation tactics with the highest response rate at 5.53 percent. Marketing PR leads all marketing activities with the highest qualified response rate. For the response rates for all types of marketing mediums including dimensional mail, direct mail, catalogs, etc. take the HR marketing IQ Quiz and test your marketing knowledge.
4) HR is a niche industry
The HR software market alone is sized to be over $3 billion. There are over 600 media outlets and more than 300 HR print publications that have formal policies on accepting outside/byline articles.
5) Pay per click (PPC) placements are more effective than search engine optimization (SEO)
According to leading web analytics firms, pay-per-click advertisers can expect to receive between 3 percent and 7 percent conversions. Conversion rate is not necessarily a qualified lead. A conversion rate is defined as “the relationship between visitors to a web site and actions considered to be a ‘conversion’, such as a sale or request to receive more information”. A recent study by WebSideStory showed the following conversion stats for these major search engines:
Search optimization (SEO) is far less expensive than an aggressive paid search campaign and gets you the same amount of traffic. Plus, the effects are longer lasting, and conversions are frequently in the same range (or even higher) than paid ads on engines.
For more information on the concepts of Marketing PR, please see our HR white papers and HR research reports.
About HR Marketer
HRmarketer is a service of Fisher Vista LLC, a marketing and information services firm focusing exclusively on the human capital industry. The company services over 300 HR service providers, employee benefit brokers and consultants, helping them increase their visibility and generate sales leads.
Contact
Charles Bedard
Director of Marketing
817.204.0389
This press release was distributed through eMediawire by Human Resources Marketer (HR Marketer: www.HRmarketer.com) on behalf of the company listed above.
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