Extensive Marketing Strategy of ADP with Company Overview & STP Analysis

Updated on: Jul 23, 2022
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My name is Aditya Shastri and I have written this case study with the help of my students from IIDE's online digital marketing courses in India.

Practical assignments, case studies & simulations from Business Review helped the students from this course present this analysis.

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In a previous article, we learned about the SWOT analysis of ADP. In this blog, we are going to elaborate on the marketing strategy of ADP – a global provider of business outsourcing services. 

The objective is to learn and gain insights into ADP and how it became the World’s premium  global provider of business outsourcing services.

So, as you can see, the world is fully online now, and marketing is the rib of every industry. If you are interested in marketing, check out our Free Masterclass on Digital Marketing by the CEO and founder of IIDE, Karan Shah.

We will learn the entire marketing strategy of ADP by the end of this blog. Before diving deep into it, let’s begin with the company’s story, target audience, and digital presence.

Digital Marketing Academic Challenge 2024 - DMAC

About ADP – Company Overview

ADP is a global business outsourcing services provider that is one of the largest payroll service providers for over 70 years, which offers a wide range of services i.e payroll, HR, Talent Management etc.

ADP was founded in 1949 in Paterson, New Jersey, US. founded by Henry Taub and Frank Lauterburg, its headquarters is in Roseland, New Jersey, US. ADP is a cloud-based human capital management solution for employers and business process outsourcing (BPO) services and analytics. 

As it is a multinational company, ADP provides global HCM, payroll and outsourcing services in 140 countries and even more, its revenue is US$4.59 billion according to the fiscal year.

Quick Stats on ADP
CEO Carlos A. Rodriguez
CMO Gus Blanchard
Area Served Worldwide
Industry Business services, Software
Market Share/ Revenue US$14.59 billion
Vision To always design for people means we’ll never stop removing obstacles and making work more open, so everyone can focus on doing what they do best.
Tagline “A more human resources”


Marketing Strategy of ADP

ADP’s reward programs, influencer marketing strategies, campaigns, etc have benefitted them immensely. They strive to connect with their customers!

Segmentation, Targeting and positioning 

Market Segmentation: Marketing professionals at ADP Payroll use market segmentation to break a broad market into smaller categories based on specific demands, traits, or customer behaviour.

Targeting: After the total market has been segmented, ADP Payroll must select a target segment or a few target categories. The trick is not to try to be everything to every one, since goods can only provide certain value propositions.

Positioning: AP Payroll’s differentiation process entails how it distinguishes its products and services from those of its competitors in the marketplace. The positioning of a brand or ADP payroll goods in the eyes of target clients is determined by their distinguishing characteristics, traits, and functions.

Marketing Campaigns 

  1. ADP, a provider of HR technology, has started an advertising campaign that emphasises how the workplace is evolving.

‘What Are You Working For?’ is a campaign aimed at demonstrating that work is about more than just what you do, it’s about attaining something bigger. With the tagline “Always Designing for People,” the campaign announces the debut of ADP’s new brand platform.

  1. Campaign: a chance for introspection

ADP’s new brand platform, with the slogan “Always Designing for People,” is introduced through this campaign. South by Southwest conference and festival will serve as the platform’s official launch for customers, partners, and potential customers. Participants will be encouraged to break down barriers in the workplace as a result of ADP’s sponsorship of the Future Workplace track and their collaboration with Wired Magazine.

Social Media

ADP ltd. is found to be very active on its social media accounts. ADP has over 1 million followers on LinkedIn, 67 thousand followers on Facebook and more than 17 thousand followers on Instagram. 

Hence, ADP is also very regular in posting and uploading content on its social media accounts. 

LinkedIn- 1.1M followers
Facebook – 67k followers 
Instagram – 17.2k followers 

E-commerce strategy 

If you own an e-commerce firm, you understand how important it is to provide a flawless shopping experience from ordering to delivery in order to increase consumer satisfaction and develop repeat business prospects. 

This is why having a thorough grasp of the fulfilment process and making the appropriate decisions about your e-commerce fulfilment strategy are critical components in assuring business development.

Fulfilment is generally connected with the e-commerce industry, as brick-and-mortar stores are less likely than online businesses to have to utilize the mail to fulfil an order. Because many firms lack the infrastructure to manage fulfilment in-house, a fulfilment services provider is frequently hired to handle fulfilment. 

SEO strategy 

Marketing Strategy of ADP - SEO

As SEO ranking suggests, the Number of organic keywords – below 500 is poor, above 1000 is characterised as good and 10,000+ is characterised as stunning.

As we can see https://www.ADP.com/ has 511,911organic keywords, and it is considered out of the league. Hence, the digital marketing of ADP is gaining an unexpected number of insights.

Further, the organic traffic per month is 11,235,031 which is again very astonishing. As a result, ADP is putting total effort into its SEO strategies for better promotion of the brand. While the brand is working hard to strengthen its position in Google SERP results.

SEO helps in achieving your long-term goals for your brand. A good ranking and a favourable placement help in raising the profile of your brand. In short, SEO strategies are crucial for the development of the website and to provide more visibility to the relevant audience.

If you are someone who doesn’t want to miss any step in implementing the right SEO for your new website, then you must have a thorough go-through of our in-depth blog on Step-by-Step Guide on SEO for New Websites in 2022 – IIDE where you will explore a new website SEO checklist, all the SEO requirements for a new website, how long does SEO takes to work for a new website, and more. 

Influencers Marketing

  1. Marcus Buckingham

Buckingham was raised in the Hertfordshire hamlet of Radlett after being born in High Wycombe, Buckinghamshire. The director of personnel at Allied Breweries was his father. In the beginning, Buckingham struggled with his stutter and claimed that he was unable to talk until the age of 13. When he was expected to address other guys in a formal manner at his prep school, he figured out how to handle it and assumed he was speaking to just one person rather than 300.

2. Don Weinstein

The Global Product and Technology team of ADP is led by Don Weinstein, who is also in charge of the CIO/CTO functions and client-facing product development. In this capacity, Don is accountable for making sure the GPT organisation is in line with ADP’s strategic objective of becoming the top supplier of solutions for human capital management globally.

Mobile app

Marketing Strategy of ADP - Mobile APp

ADP Ltd. does have a mobile app known as ADP Mobile Solutions. Employees may access work data such as pay, schedules, time cards, retirement funds, benefits, and the calendar with ADP Mobile Solutions, a self-service mobile app.

Users may see their net pay at a glance with ADP Mobile Solutions and drill down to see current pay details and pay statements from previous periods. The application, which can be accessed on any mobile device with a supported browser, also allows employees to check other information related to core HR, including paid time off accruals, spending accounts, personal profiles, job profiles, and company news events.

Automatic Data Processing, Inc. (ADP) developed the programme, which is available for free to ADP’s human capital management (HCM) customers. The initial version was launched in 2011, and there have been multiple upgrades since then. The software is updated around every 30 days and has gone through various redesigns. 

The app is available in 27 languages and is used by over 200,000 businesses.

Content marketing strategy

ADP is a leading provider of business outsourcing solutions. The firm used its knowledge of human capital management to generate white papers, which have proven to be quite helpful to its customers.

They’ve also created a search engine to assist companies to access white papers on human capital management subjects relevant to their sectors. Also, anyone can easily connect with them on social media too and can learn about their services.

One reason ADP’s content marketing strategy has been so successful is that the business gives comprehensive estimations of how much money readers may save by utilising ADP’s products.

This ends the elaborative marketing strategy of ADP. Let us conclude our learning below from the marketing strategy of ADP.

Digital Marketing Academic Challenge 2024 - DMAC

What’s Unique in ADP Marketing?

As per the above content, we conclude that ADP is a diversified business solution-providing company. This company organised to sell human resource solutions.

ADP uses a variety of marketing strategies like social media marketing, e-commerce strategies, and content marketing strategies to boost its growth and awareness among people.

Check our Online Digital Marketing Course if you want to learn more and improve your skills. Alternatively, you can enrol in one of our free online masterclasses led by IIDE’s CEO, Karan Shah, to gain insight into the field of digital marketing. 

We hope this blog on the marketing strategy of ADP has given you a good insight into the company’s marketing strategies.

If you like such in-depth analysis of companies just like the marketing strategy of ADP check out our IIDE Knowledge portal for more fascinating case studies.

Thank you for taking the time to read the marketing strategy of ADP, and do share your thoughts on this case study marketing strategy of ADP in the comments section below.

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Aditya Shastri

Lead Trainer & Head of Learning & Development at IIDE

Leads the Learning & Development segment at IIDE. He is a Content Marketing Expert and has trained 6000+ students and working professionals on various topics of Digital Marketing. He has been a guest speaker at prominent colleges in India including IIMs......[Read full bio]


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