the relevance imperative
TRANSCRIPT
THE RELEVANCE IMPERATIVE
Great Progress Brings Great Expectations
Today’s Reality
Target Customer
(Massive) Missed Opportunity
95%LEAVE WITHOUT CONVERTING
20%OPEN EMAIL
95%LEAVE WITHOUT CONVERTING
1%Success Rate
The Crux of the Problem: Relevance at Scale
“The Times They Are a Changin”
Bob Dylan
FIVE TRENDS
Five Trends Putting Wind in Our Sails
TREND ONE
Relevance in Mobile Becomes Reality
50% of unique visiting members are mobile visitors
TREND TWO
Brands Leverage Data to be Relevant With Better Content and Experiences
“Hello, Mr. Glass. We recognize you by your phone
number. Are you calling about your flight tomorrow?”
TREND THREE
Technology is Unlocking a Vast Nurturing Opportunity
Target Customer
Relevance Marketing
TREND FOUR
We’re Getting Better at Predicting Success
TREND FIVE
The Fusion of Advertising & Marketing Technology
Pers
onal
izat
ion
Scale
Marketing Automation
Ad Technology
Relevance Marketing
THE RELEVANCE IMPERATIVE
Our Audience
STAY INFORMEDSTAY CONNECTED GET HIRED+ +
= Over 364 million members in over 200 countries and territories.
PublishingPlatform
1MPosts
10KPosts/day
PublishingPlatform
Be The Most Effective Platform For Marketers to Engage With
Professionals
Be Relevant Early
Be Relevant On and Off Desktop
Be Relevant to Known and Anonymous Audiences, Wherever They Travel Online
WEEK 1 MESSAGE WEEK 2 MESSAGE WEEK 3 MESSAGE
Measure Your Relevance
THE RELEVANCE IMPERATIVERELATIONSHIPS + RESULTS
Target Customer
Relevance Marketing