On October 23rd, 2014, we updated our
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Awareness Decision Making Showing me things I may want What product will I actually buy Advertising Layer Conversation Layer
People, Places and Content Networked Communities of Interest The new battleground for decision-making behavior
Research showed: Lions share of budget is the things they can measure. (CPC, behavioral targeting, paid media) Focused mostly on the big 4. 36% of respondents were looking at the outer web. 25% are engaged in influencer outreach. Content objects and downloads, not conversations.
Respondents said: “I don’t have the staff or workflow.” “I can’t explain to mgmt what’s working.” “I’m overloaded with data.” “Need to identify key areas of importance.”
Respondents said: “Marketers will always have an avenue of awareness.” It’s reaching (conversing with) the targeted audience that is difficult.”
The Scale vs. Relevancy Problem
Let’s ask a different question: Can we scale? No Can we prioritize? Yes How?