Channel Analysis for eHRM Market Entry in Serbia

Desired outcome

Agitavit Solutions, provider of the eHRM digital HR management platform, seeks to expand its presence in Serbia by establishing a local sales partnership network. eHRM is a comprehensive tool that simplifies HR processes like employee onboarding, performance tracking, training, rewarding and workforce management. This project focuses on identifying the most effective marketing channels to reach Serbian HR professionals and decision-makers in large-sized companies.

Initial Problem Description

For Agitavit Solutions to enter the Serbian market effectively, it is crucial to identify and leverage the most impactful marketing channels to ensure the successful promotion of its eHRM platform. This involves a thorough understanding of the local digital and traditional media landscape, including prevalent communication platforms, social media usage, industry publications, and other widely trusted sources of information within the business community.

Context

Serbia's evolving business environment involves both digital and traditional approaches to marketing. With many companies moving toward digital HR solutions, Agitavit seeks to understand which marketing channels will maximize their reach and appeal to Serbian B2B audiences – HR professionals and decision-makers.

To effectively enter the Serbian market, Agitavit Solutions needs a thorough analysis of marketing channels to understand which avenues are most impactful in engaging. Currently, the team lacks detailed insight into where Serbian HR professionals source information on new HR solutions, as well as which digital and traditional channels could best drive awareness and adoption of eHRM.

While some may actively engage in digital spaces like LinkedIn or industry forums, others continue to value face-to-face interactions, HR conferences, and industry-specific publications. Identifying the right balance of these channels will be critical to driving awareness and adoption of eHRM. This challenge aims to identify the most efficient combination of marketing channels that can effectively communicate eHRM’s value proposition, support brand-building, and drive client acquisition.

Connection to cross-cutting areas

The project to establish a sales network for eHRM in Serbia is closely aligned with digitalisation and Industry 4.0 principles. By promoting a digital HR management tool like eHRM, Agitavit Solutions supports Serbian companies in transitioning from traditional HR practices to automated, data-driven processes. eHRM offers solutions for onboarding, performance tracking, training, and employee management, which are critical components in moving towards a more digital and efficient workplace.

Input

Companies aiming to effectively reach HR professionals in Serbia often combine various marketing channels to boost visibility and capture the attention of potential clients. In addition to digital channels such as LinkedIn, webinars, and targeted email campaigns, they still utilize traditional channels, including conference participation, printed materials, and industry publications. This combination allows companies to engage audiences where they are most active and tailor messages according to the channel – digital channels offer personalized and interactive communication, while traditional channels build credibility and enable personal connections.

Expectations

The co-creation team should deliver:
• A thorough analysis of digital and traditional channels suitable for B2B marketing in Serbia.
• Profiles of each recommended channel, with audience demographics, engagement potential, and relevance for HR marketing.
• A comparative study of channel effectiveness, including cost-efficiency and conversion potential.
• Strategic recommendations on the best channel mix for maximizing eHRM’s reach and engagement in Serbia.
In addition, we encourage the team to engage with HR professionals in Serbia through surveys or interviews to gain insights into preferred communication channels.

Desired Team Profile

The ideal team should have:
• Knowledge of identifying and evaluating effective marketing channels, particularly within B2B markets, to reach target audiences and maximize impact.
• The ability to conduct thorough market research, analyze data, and draw actionable insights to support decision-making.
• Backgrounds in marketing, communications, or business with knowledge of the Serbian market.

Additional Information

By focusing on a digital HR product, students will gain hands-on experience in evaluating and selecting the most effective marketing channels to reach target audiences in an emerging market. This practical engagement offers valuable insights into market dynamics, cultural considerations, and the strategic application of B2B marketing principles.

Related Keywords

• Electronics, IT and Telecomms
• Computer Software Technology
• Digitalization