1. 10 – 12 October 2011, Vienna, Reed Messe Wien
Media Port
Session: Innovative Advertising
Title: Selecting the best product development opportunities
Speaker: Audra Martin, The Economist

2. Selec%ng
the
best
product
development
opportuni%es
for
your
business
Audra
Mar%n
Vice
President,
Customer
engagement
&
Opera6ons,
The
Economist
online
Tom
Ricca-­‐McCarthy
Global
Sales
Director,
Madgex

3. Revenue
poten6al
in
our
industry
Source:
Morgan
Stanley
Internet
Trends
2010

4. Revenue
poten6al
in
our
industry
In
2010
total
UK
online
ad
spending
was
£4
billion,
25%
of
total
marke6ng
spend,
only
1%
behind
television
Source:
IAB/PwC

5. Challenges
Compe%%on
Dynamic
environment
Limited
exper%se
Limited
resources

6. Challenges

Opportuni%es

What
is
compelling
and
valuable
to
our
customers?

What
will
customers
and
clients
pay
for
and
how
much?

What
is
the
right
balance
of
revenue
streams
to
mi%gate
risk?

Does
this
fit
our
brand
and
mission?

Do
we
have
what
we
need?
Does
someone
else?

7. Distrac%on
or
opportunity?
Will
this
help
me
achieve
my
strategy?

8. Vying
for
your
%me
&
resources

9. Social
media:
distrac%on
or
opportunity?
Source: Search Engine Journal: http://www.searchenginejournal.com/the-growth-of-social-media-an-infographic/32788/

10. Relevant
to
publishers
Source: Search Engine Journal: http://www.searchenginejournal.com/the-growth-of-social-media-an-infographic/32788/

11. Approach
must
match
to
strength
of
medium
Immersive
Con6ngent
Subscrip6on
Adver6sing

12. Ready
to
commit?
Understanding
Answers
ques%ons
Market
trends
What
is
compelling
&
valuable?
Customer
behaviour
On
brand
/
mission?
Product
strengths
Develop
new
or
partner?
 Opportunity:
 Priorities:
 Approach:
Commit your resources to what is important

13. Where
has
it
gone
right?
Case
study:
Madgex
white
label
jobs
board
replaces
legacy
classifieds
system

14. Old
to
new
 Outdated
branding & design
 No product
management/
roadmap
 No up-sell
opportunities
 Limited SEO
value

15. Star%ng
the
process
 What
is
compelling
and
valuable
to
our
customers
and
clients?
 What
is
that
value
worth?
 Is
the
cost
reasonable?
Does
this
increase
or
reduce
risk
to
our
revenue
streams?
 Does
this
fit
the
brand
and
our
mission?
 Off-­‐the-­‐shelf
or
bespoke?
Do
we
have
what
we
need?
Does
someone
else?

16. Commitment
of
resources
Understanding
Answers
ques%ons
Market
trends
What
is
compelling
&
valuable?
Customer
behaviour
On
brand
/
mission?
Product
strengths
Develop
new
or
partner?
 Opportunity: Brand & audience alignment to international exec-level
recruitment offering
 Priorities: mature but evolving recruitment solution platform; needed
to resonate with customers & clients; be off legacy platform within 2 months
 Approach: Competition & best practices clear among 3rd party
recruitment solutions; bespoke not important

17. Madgex
perspec%ve
 What
an
amazing
global
brand
and
high
quality
audience
 They
really
needed
to
work
with
some
experts
(limited
exper2se)
 We
are
11
years
old
this
month
 We
are
50
highly
innova6ve
job
board
geeks
powering
200
major
news
and
publishing
brands
(limited
resources)
 They
needed
a
best
in
breed
solu6on,
a
significant
increase
in
capability
and
that
leadership
to
be
maintained
 And
they
needed
it
fast

18. Old
to
new
 Branding & design
inline with main site
 Better tools for
customers
 Expanded value
proposition recruiters
 Improved SEO,
better awareness

19. So
from
our
perspec%ve
 In 7 weeks we put in our award winning platform
 And we constantly add to that to keep The Economist
competitive

20. Change
and
impact
• Project:
Replace
legacy
classifieds
product
(7
wks)
• Results
– Traffic:
Triple
page
views
in
first
full
month
– Revenue:
Increased
self-­‐service
sales
by
30%
– Job
seekers
database:
1000
in
first
six
weeks
• Other
benefits
– Value
proposi6on
improved:
posi6ons,
audience,
applica6on
rate
– SEO

minimal
marke6ng
costs
to
realise
benefits
– Madgex
provides
product
improvement
roadmap
– Minimal
impact
on
internal
teams

21. Thank
you
Audra
Mar6n
VP
Customer
engagement
&
Opera6ons,
The
Economist
online
audramar6n@economist.com
Twiger:
audranyc
Tom
Ricca-­‐McCarthy
Global
Sales
Director,
Madgex
www.madgex.com
tom.ricca-­‐mccarthy@madgex.com
Twiger:
madgex
Stand
:
A331