The Relevance Imperative - TECHconnect Bangalore 2015
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Transcript of The Relevance Imperative - TECHconnect Bangalore 2015
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Great Progress Brings Great Expectations
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Today’s Reality
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Target Customer
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(Massive) Missed Opportunity
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95% LEAVE WITHOUT CONVERTING
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20% OPEN EMAIL
95% LEAVE WITHOUT CONVERTING
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1% SUCCESS RATE
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The Crux of the Problem: Relevance at Scale
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Bob Dylan “The Times They Are a Changin”
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FIVE TRENDS
Five Trends Putting Wind in Our Sails
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Relevance in Mobile Becomes a Reality TREND ONE
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50% of unique visiting members are mobile visitors
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Brands Leverage Data to be Relevant With Better Content and Experiences
TREND TWO
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“Hello, Mr. Glass. We recognize you by your phone number. Are you calling about
your flight tomorrow?”
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Technology is Unlocking a Vast Nurturing Opportunity
TREND THREE
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Target Customer
Relevance Marketing
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We’re Getting Better at Predicting Success TREND FOUR
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The Fusion of Advertising & Marketing Technology TREND FIVE
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Marketing Automation
Ad Technology
Relevance Marketing
Scale
Pers
ona
lizat
ion
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The Relevance Imperative
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Our Audience
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Over 380 million members in 200+ countries and territories
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1M Posts
Publishing Platform
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10K Posts / Day
Publishing Platform
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Be The Most Effective Platform For Marketers to Engage With Professionals
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Be Relevant Early
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Be Relevant On & Off Desktop
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Be Relevant to Known and Anonymous Audiences, Wherever They Travel Online
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WEEK 1 MESSAGE WEEK 2 MESSAGE WEEK 3 MESSAGE
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Measure Your Relevance
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THE RELEVANCE IMPERATIVE RELATIONSHIPS + RESULTS
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Target Customer
Relevance Marketing
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