Where did HR and Benefits Suppliers Spend Their Marketing Dollars in 2007?

Capitola, Calif. ñ A majority of HR and employee benefits suppliers will increase their search engine optimization (SEO) budgets in 2008, according to a new vendor survey report from HRmarketer.com.

The latest report examines the marketing and PR activities most important to HR suppliers and their budgeting plans in 2008, as well as the activities that generate the most sales leads. Other topics include how HR suppliers measure the success of their marketing and PR efforts, what news outlets they rely on to stay knowledgeable about the HR marketplace, and vendorsí optimism about the marketís health.

Key trends identified in the report:

ï The projected growth of direct e-mail marketing and the devaluation of print advertising;

ï Increased use of blogging, podcasting and social networking among smaller vendors as a means of lead generation;

ï A reluctance among larger vendors to embrace online marketing (Web 2.0) trends, although that will continue to change in 2008.

ìOne interesting survey result shows that most suppliers regardless of size donít rely on any single marketing and PR tactic for more than 25 percent of their sales leads,î notes Kevin Grossman, chief operating officer for HRmarketer.com. ìThis shows that while budgets may shift, HR vendors are generally expanding their range of activities across the board.î

Report data is based on responses from a diverse group of HR and employee benefits suppliers collected during July, August and September of 2007. Since 2001, hundreds of HR suppliers have used HRmarketer.com and the HRmarketer Services Group to generate publicity, website traffic, sales leads and improved SEO.

Blogging, podcasting and other social networking tactics will also see greater use in the new year, said the marketing services firm. The report, released today, is the seventh in a series of research reports that HRmarketer.com has issued since early 2006. It is available free of charge by visiting: