My users seem to be moving online - how do I maintain my market position?
Like many B2B publishers, this client was strongly dependent on recruitment advertising, where it had supplied the leading platform for its vertical for many years. However, in recent years, a plethora of websites had entered the market, and audience data suggested that usage of these sites was high. Ocean put together a thorough programme of analyses to understand the behaviour of job-seekers and recruiters and build dynamic market maps of the various segments served. In doing so we were able to segment the market in a way which clarified the client’s market position and the threats and opportunities it faced. From this we were able to build a strategy delivering above-market growth in both print and online, as well as a platform for the development of new products and services.
