Global jobs search website Indeed CMO Paul D'Arcy believes businesses should kill the marketing budget, as it often constrains growth, which is the main focus of Indeed as its increases its presence in the Australian market.
As Indeed continues to grow its employees 100% year-on-year, D’Arcy says the company has adopted a profit and loss marketing strategy in a bid to drive efficiencies in its marketing, similar to the zero-based marketing approach adopted by Unilever earlier this year.
“Areas which drive incremental growth for your business do not need a cap to the budget. The big challenge for marketers is to find how to measure those areas.
“The only reason to invest in marketing is to drive business results. The goal should always be to spend as much as you can for growth," he adds.
Indeed launched its first brand campaign in 2014, following a period of rapid growth for the company.
The busineess has recently made a hefty investment in an OOH campaign in Sydney’s CBD. D’Arcy says the OOH push is part of raising Indeed’s brand awareness locally.
“Half of the work is to measure Indeed’s investment, which can be challenging for OOH and TV,” D’Arcy says.
“We know TV and OOH are important, but it’s hard to know the granular lift from these mediums, such as which time slot works the best for our brand.
“But TV is not a fuzzy spend”, he adds. “It plays a precise role in bringing brand awareness to our brand.”
D’Arcy says for Indeed’s marketing, there is no longer a divide between above the line marketing or below the line, as all mediums play a united role in achieving it's goal of continual growth.
“There is an infinite complexity of marketing channels available these days but the core beliefs of marketing haven’t changed.
“There’s no above the line, below the line, digital or traditional. It’s all just marketing. The line is no longer relevant. As long as the investment has impact, we don’t care if it comes from traditional or digital,” D’Arcy says.
Have something to say on this? Share your views in the comments section below. Or if you have a news story or tip-off, drop us a line at adnews@yaffa.com.au
Sign up to the AdNews newsletter, like us on Facebook or follow us on Twitter for breaking stories and campaigns throughout the day.