So far, we have explained the mechanisms, functions, distribution methods, and types of networks used in ad distribution, focusing on DSP.
In addition, in the previous column (
), we explained the billing method of DSP.
Now, I would like to introduce the effects and success stories of our company since we actually started distributing advertisements.
Effects when Profuture uses DSP as an advertiser
Our company is an advertiser and has used various DSPs.
The first problem that came up was that due to the nature of our business, it was extremely difficult to segment, and there were no segments or aspects that met our conditions.
Therefore, we formulated a hypothesis and implemented distribution to closer “people” and targets, and retargeting (tracking advertisements) to page visitors.
The results were very effective.
Compared to the year before we started DSP, the number of inquiries increased by nearly 200% to 400%, and we were able to generate revenue in the tens of millions.
The reason for the large effect is that while there are many cases in which people refrain from advertising externally because the cost-effectiveness cannot be visualized, our company had a very high effect, and based on our track record, we included DSP. I think this is because we were able to accelerate the acceleration of external advertising.
Also, this year, the number of inquiries has increased by about 400% compared to last year.
Publication of success stories using solutions
To what extent can each company’s marketing issues be resolved with support through our HRDSP? Regarding this part, various cases have been accumulated over the past year.
Acquire various data such as CPA (cost per conversion) of 10,000 yen to 40,000 yen on an acquisition basis, CPC (cost per click) and CPM (cost per impression). It’s done.
To provide you with more information, we would like to introduce some testimonials from customers who have used our services.
-Use case A: Career change support business-
[Business issues]
In the past, we used a so-called push type of sales, and the sales planner in the sales department was responsible for a variety of tasks, from numerical sales targets to setting budgets and even exhibiting at HR summits and other events.
Under these circumstances, we had an underlying idea that we wanted to stop push-type sales, and we needed to think about how we could contact more and more efficiently the human resources staff of our target companies.
[How to use the solution]
- Measures to acquire leads by using “HR Pro” individual emails to attract customers for seminars and distribute original content and research materials to encourage downloads of materials.
- Participated in HR Summit, an event specializing in human resources, and co-hosted seminars with ProFuture.
- Catch up on the voices of human resources personnel in the recruitment market by using questionnaire surveys.
- A column tie-up was planned as a series, published in HR Pro, and used to recognize and educate “Professional Recruiters.”
*Professional Recruiter is a professional whose main job is recruiting, and who successfully recruits the human resources needed by companies.
[Customer feedback]
We have worked with them on a variety of projects and have experienced the high level of their performance.
Of course, the highest performance is from people directly searching and contacting us, whether online or offline, but the next most popular cases are from people who have gathered information through human resources media such as HR Pro. is.
-Use case B: New graduate recruitment business-
[Business issues]
When we started student marketing to increase student registration, the number of registered students suddenly increased from 5,500 at the time to 20,000.
However, since it was established through interaction between students and companies, there was a growing need to rapidly increase the number of companies.
[How to use the solution]
- “HR Pro” is a service that allows you to create your own original page on the site, utilizing the system of Site Insight.
- Publication of private seminars and events on the “HR Pro” website and publication of event reports.
[Customer feedback]
At the time of launch, the number of companies using the service was around 800 over three years, but as a result of using HR Pro and HR Summit, the number has increased to over 1,900 in the past year.
The number of seminars we hold in-house was around 10 people a year and a half ago, but we are now able to consistently attract over 100 people, and the number of new appointments has exceeded 200.
-Use Case C: Cloud-type application provision business for human resources-
[Business issues]
We wanted to find a more efficient way to contact human resources managers at companies who are interested in resolving issues and new solutions for human resources and human resources strategies.
[How to use the solution]
- “HR Pro” is a service that allows you to create your own original page on the site, utilizing the system of Site Insight.
- Publication of private seminars and events on the “HR Pro” website and publication of event reports.
- Sponsored by HR Summit
- Sponsored by HR Executive Forum
[Customer feedback]
At the same time, we are able to disseminate information to human resources personnel who are the product’s target users, and at the same time, we have been able to obtain a large number of contacts via Site Insight.
The above are testimonials from customers who have used our solutions.
What is common to the companies introduced as success stories:
-
Clarification of objectives and desired results
-
Using multiple solutions and approaching from various directions
-
Continuously implemented and customized to meet goals
can be mentioned.
summary
◆Our usage results last year were between 200% and 400%, and we have achieved similar results this year as we further promoted our usage. It is important to monetize.
◆In order to utilize solutions and achieve results, it is necessary to clarify the purpose and desired results, use multiple solutions and approach from various directions, implement them continuously, and customize them according to the goals. It’s important.