Attribution is still the biggest challenge for marketers using mediums such as outdoor, radio and TV, Indeed VP of marketing Paul D’Arcy said.
Indeed, which uses a varied marketing mix, claims it continues to struggle to identify the channels that are driving the best results for the global job site.
“TV, radio and out of home are the most effective but the most difficult to measure,” D’Arcy said.
“They are so difficult to track on an individual basis - basically impossible - that we know we don’t get a full picture from our digital attribution tools.
“We track obsessively and that’s essential to all the decisions we make. If we can’t track what we are doing, we can’t improve it and that’s fundamental to what we do as marketers.”
Indeed’s most recent campaign is its first ever Australian ad created by the business’ internal creative team. It is currently rolling out across out of home, digital video on YouTube and Facebook, and TV, which D’Arcy said is the most effective medium for Indeed.
“There’s erosion within TV of younger audiences, but the replacement channels of online video and social don’t perform as well for brand building as TV does,” he said.
“Those other channels are incredibly important for performance marketing and other types of marketing, but for Indeed, we are trying to build a really broadly relevant brand for people in the labour force in Australia and that takes a lot of exposure and a lot of opportunities to tell our story.
“Video is by far the best but online video is not as effective as TV is today…Online video alone wouldn’t be nearly as effective at growing our brand.”
The new ad for Indeed aims to set it apart in its category and oust Seek from the number one position in the market.
“We have been growing tremendously over the last few years and in Australia, we’ve invested significantly in marketing but previously haven’t developed ads specifically for an Australian audience. The new ad shows our commitment to this market,” he said.
While other brands often view marketing as a cost, and see their budgets slashed in cost-saving measures, Indeed adopted a profit and loss marketing strategy three years ago, similar to the zero-based marketing approach adopted by Unilever.
In D’Arcy’s three years at the business he said marketing budgets have “grown significantly” by using this strategy.
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