the relevance imperative
TRANSCRIPT
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THE RELEVANCE IMPERATIVE
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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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“The Times They Are a Changin”
Bob Dylan
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FIVE TRENDS
Five Trends Putting Wind in Our Sails
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TREND ONE
Relevance in Mobile Becomes Reality
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50% of unique visiting members are mobile visitors
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TREND TWO
Brands Leverage Data to be Relevant With Better Content and Experiences
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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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TREND THREE
Technology is Unlocking a Vast Nurturing Opportunity
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Target Customer
Relevance Marketing
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TREND FOUR
We’re Getting Better at Predicting Success
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TREND FIVE
The Fusion of Advertising & Marketing Technology
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Pers
onal
izat
ion
Scale
Marketing Automation
Ad Technology
Relevance Marketing
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THE RELEVANCE IMPERATIVE
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Our Audience
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STAY INFORMEDSTAY CONNECTED GET HIRED+ +
= Over 364 million members in over 200 countries and territories.
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PublishingPlatform
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1MPosts
10KPosts/day
PublishingPlatform
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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 and 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 IMPERATIVERELATIONSHIPS + RESULTS
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Target Customer
Relevance Marketing
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