Recessionomics, Part I Continued: Response to AdAge’s “Who Had the Better Media Strategy? CareerBuilder vs. Monster”
March 11th, 2009 | Published in Consumer Trends, Web Analytics
Interestingly, AdAge just posted an article today (Who Had the Better Media Strategy? CareerBuilder vs. Monster) evaluating the marketing tactics of Monster.com and CareerBuilder.com. The author asserts that Career Builder’s efforts have been slightly more successful than Monster’s.
One fact the author states is that Monster’s 2008 advertising budget was larger than Career Builder’s–2.5x larger, to be exact. I would expect, then, that Monster would be receiving a higher volume of website traffic. Interestingly, traffic estimates from Compete.com suggest that Monster is the leader in visitor share. Refer to my last post to see the graph: http://www.searchabilityinc.com/2009/03/11/recessionomics-part-i-online-job-searching/
If Compete’s estimates are in fact accurate, I find the following two things interesting:
- Estimated traffic to Monster.com in 2008 did exceed that of CareerBuilder.com, but not by 250%. In other words, Monster’s ad dollars were less efficient in driving website visitors.
- Oddly, estimated web traffic for Monster.com and CareerBuilder.com in February has an uncanny correspondence to 2008 ad spend. Monster.com: $100K in ad spend, 100K visitors; CareerBuilder.com: $40K in ad spend, 40K visitors.
