The Relevance Imperative - TECHconnect Singapore 2015
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Transcript of The Relevance Imperative - TECHconnect Singapore 2015
Bryan A. Burdick Global Head of B2B
LinkedIn Marketing Solutions
Today’s Reality
Target Customer
(Massive) Missed Opportunity
95% LEAVE WITHOUT CONVERTING
95% LEAVE WITHOUT CONVERTING
20% OPEN EMAIL
1% Success Rate
The Crux of the Problem:
Relevance at Scale
Bob Dylan
“The Times They Are a Changin”
Five Trends Putting Wind in Our Sails
FIVE TRENDS
Relevance in Mobile Becomes Reality
TREND ONE
50% of unique visiting
members are mobile visitors
Brands Leverage Data to be Relevant
With Better Content and Experiences
TREND TWO
“Hello, Mr. Burdick. We
recognize you by your phone
number. Are you calling about
your flight tomorrow?”
Technology is Unlocking a Vast
Nurturing Opportunity
TREND THREE
Target Customer
Relevance Marketing
We’re Getting Better at Predicting
Success
TREND FOUR
The Fusion of Advertising & Marketing
Technology
TREND FIVE
Marketing Automation
Ad Technology
Relevance Marketing
Scale
Pers
on
aliz
ation
27
Our Audience
= Over 370 million members in over 200 countries and territories.
Publishing
Platform
Publishing
Platform 1M
Posts
Publishing
Platform 10K
Posts / Day
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
Target Customer
Relevance Marketing
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