Article: Research Shows Human Resource Buyers Use Internet as Primary Source for Gathering Product Information

5 pages

Readership of print media outlets is plummeting, HR decision makers are inundated with emails and, like the rest of the population, are exposed to thousands of advertisements and marketing messages daily. In order to evade the inundation of marketing messaging and find authentic information, consumers are going online.

According to a recent study by eMarketer, more than half of American Internet users said that the Internet is their primary source for information about products and services they purchase (and nearly 70% with household incomes of $75K+), whether they’re buying a car or an applicant tracking system. Yet, most HR suppliers have not responded with the appropriate online marketing tactics. In fact, spending on print advertising (53%) and events (57%) is increasing relative to some form of online marketing (26%).

By re-allocating how they spend their marketing and PR dollars, HR suppliers can increase their online presence and the chances of being found when potential customers are ready to buy.