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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? Your flight
is currently running on time”
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
Per
sona
lizat
ion
25
Our Audience
= Over 380 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
REACH
Be Relevant Early
ENGAGE
Be Relevant On and Off Desktop
NURTURE
Be Relevant to Known and Anonymous Audiences, Wherever They Travel Online
WEEK 1 MESSAGE WEEK 2 MESSAGE WEEK 3 MESSAGE
MEASURE
Measure Your Relevance
Target Customer
Relevance Marketing
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