WebProNews

Tag: targeted marketing

  • LinkedIn Targeted Status Updates Go Live

    LinkedIn today announced that its Targeted Status Updates are now available for every LinkedIn company page. Targeted Status Updates allow companies to make posts to their LinkedIn pages while ensuring that a specific subset of their LinkedIn followers sees the update. Companies can now send out status updates to followers sorted by company size, industry category, job title (function), seniority, and geographic location. Want your company’s next status update to reach your followers who are managers for mid-sized construction companies in the Midwestern U.S.? Now it can.

    The launch announcement came from Mike Grishaver, head of product management and monetization for company pages at LinkedIn, in a post over at the official LinkedIn blog:

    Launched in April with a few of our customers, Targeted Status Updates aims to make it easier for members to receive relevant information from companies they follow. In turn, companies can now communicate with their followers in a very personalized way and provide content tailored to specific audiences.

    Targeted Status Updates have been open to only a small number of companies until today. Still, LinkedIn claims those companies are seeing “positive results.” For example, Philips is claiming a 106% increase in follower engagement from using Targeted Status Updates.

    To help companies track the results of Targeted Status Updates and make better decisions about which of their followers to target, LinkedIn has also released a new “follower statistics” page. The new page shows detailed statistics on follower demographics and engagement over time.

    LinkedIn has also announced that the Targeted Updates are accessible through HootSuite, and will soon be available through other social media management software. Take a look at the launch video LinkedIn has prepared to see how Targeted Status Updates work, and what the new follower statistics page contains:

  • Yahoo! Unveils Genome

    Yahoo Inc. just announced Genome, a new online advertising solution, at Internet Week New York. Below is a clip regarding the new platform:

    Genome, set to be available sometime in July, combines Yahoo! data, interclick’s third party data and advertisers’ first party data to afford marketers the most complete, custom audience solution on the web. The new platform will fall in line with Yahoo’s ad partnership with AOL and Microsoft, an agreement to allow the swapping of premium non-reserved online display inventory across respective customer bases.

    Key features of Genome include:

    Unmatched data set: In order to provide a multi-dimensional view of consumers, Genome provides access to an expansive and diverse data set comprised of Yahoo!’s proprietary data – including registration, search and behavioral data – as well as integrated advertiser information, and data from industry-leading partners.
    Premium media footprint: Genome allows marketers to directly access Yahoo!’s guaranteed and non-guaranteed premium inventory, as well as inventory available from the Yahoo!, AOL, and Microsoft partnership announced in November, and comScore Top 1,000 publishers – all in transparent and brand safe environments.
    Actionable insights and analytics suite: From predictive modeling techniques to information design, Genome’s analytics helps marketers sort the big data landscape. This portable suite leverages leading campaign and user analytics to anticipate, optimize, and measure audience performance, turning insights into actionable media executions; marketers can carry their strategies across media plans with partners.
    Best-in-class audience technology: This proprietary data valuation technology is designed to work with massive data volumes, real-time marketplaces, and multi-vendor solutions, with increased efficiency to help meet marketers’ marketing goals. Genome’s core technology is OSM, an innovative and interconnected technology stack that manages diverse data sources to provide an innovative approach to uncovering optimal audiences at scale, resulting from Yahoo!’s acquisition of interclick.
    Privacy: As a recognized leader in developing privacy-enhancing tools for consumers and a member of the NAI and DAA, Yahoo! understands the importance of consumer trust and privacy. Yahoo! provides transparency about our data collection and use practices and extends several tools to empower consumers to manage their experience, such as a global opt-out, Ad Interest Manager for visibility and control over specific interest categories, and we’re now among the first in the world to support Do Not Track.

    Rich Riley, EVP, Americas Region, Yahoo!, states, “Marketers have asked us for a solution that capitalizes on our vast data and our answer to that is Genome – With Genome, we can help marketers transform consumer information and insights into actionable online media executions that enable them to attain the right context and audiences.”

  • LinkedIn Introduces New Marketing Tools

    LinkedIn, the social network for professionals, saw a revenue of $522 million in 2011, though its net income was only $22 million, considering the company hired 531 new executives during that time frame. LinkedIn had stated that it was more focused on brand awareness and upping its user base than profitability. Though after a bit of time to let things settle, the company appears to refocusing on profitability, and is set to launch its LinkedIn Targeted Updates and Follower Statistics, a more robust marketing and analytics tool, to help brands forge a more effective following in a business context.

    linkedin marketing

    LinkedIn’s early launch partners include AT&T, Dell, Microsoft, and Samsung Mobile, who have commenced using the new follower tools. LinkedlIn, being much more of a business-focused social networking environment than say, Facebook, sees its unique follower ecosystem as ideal for more targeted marketing. Marketing content can now be adjusted to industry, seniority, job function, company size, non-company employees and geography, and marketers have access to an insights field, to monitor progress in acquiring new followers, engagement metrics – including likes, shares, comments, and percentage of engagement over time – and reviews of followers’ demographic information.

    LinkedIn has offered some stats about its platform – 63% of users expect companies to have a LinkedIn presence, with 70% stating that they’d follow a company’s profile on the site – 64% would indefinitely. LinkedlIn users who follow company pages are twice as connected as the average member, being in twice as many groups in the network. Roughly half (49%) claim they would be more apt of buy a product or service from a company they are following that is more engaged with its followers, and 47% state that LinkedIn is a more appropriate venue for learning company news, than say, Facebook.

    Though, like Facebook, Linkedin has its own ‘follow company’ button, similar to the ‘Like’ tab. Interestingly, a recent study has shown that Facebook still holds its own against LinkedIn regarding business to business marketing, when the latter would appear to be the better choice first off.