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Tag: Bizo

  • LinkedIn Targets Users Off-platform

    LinkedIn is all set to monetize its users’ data outside its own platform. The business-oriented social networking site has come to realize that it is sitting on a mother lode of user data on the Internet. It has a precise database of corporate world professionals that is much sought-after by B2B advertisers worldwide. With LinkedIn, the user identity is authenticated which is critical for business transactions. It is also a budding platform for reputation and authority ranking. Targeting B2B professional services could be a real opportunity on this platform.

    For LinkedIn it all started with the Bizo acquisition. Bizo offers multichannel nurturing and is a leader in business audience marketing. It offers targeting and analytics for display and direct response ads. With the launch of Network Display global ad network, marketers can sift large amounts of LinkedIn user profiles and target only those users that make sense to them. It could be as granular as targeting HR professionals in Lower Manhattan with a delightful, modern payroll solution!

    LinkedIn has made significant advancement towards a strategic roadmap for its marketing solutions business with this new launch. It provides a full-funnel, end-to-end product suite offering for marketers to reach, nurture and acquire professional customers both on and off the platform. LinkedIn Lead Accelerator is the core offering here that connects brands to the right professionals with the right content while they go through the purchase funnel.

    This is a new frontier for LinkedIn wherein its quality audience and content marketing solutions can be embedded into Bizo’s unique targeting and nurturing solutions. All this can lead to better targeting, higher relevance and accurate measurement of advertising campaigns.

    LinkedIn is not the first social media site to target users outside its platform. Both Facebook and Twitter have been there and done that. But B2B digital marketers are particularly intrigued by LinkedIn’s entry into this domain since it offers the most precise B2B targeting group of any social media site.

    The business networking site can precisely target the type of professionals it wants to, from its vast pool of a few hundred million users. It has exclusive deals with a number of publishers and also with the ad exchange AppNexus, thus providing it access to a huge inventory over which it can conveniently layer its own data.

    Contact Position² to accurately target your audience on or off social media platforms now!

  • LinkedIn acquires Bizo and Launches Direct Sponsored Content

    LinkedIn & Bizo

    LinkedIn has acquired B2B ad tech company Bizo in a deal costing approximately $175 million. LinkedIn acquires Bizo

    This acquisition comes after Facebook bought LiveRail and Twitter purchased TapCommerce recently. These moves by social networks are aimed at bolstering their ad reach beyond the boundaries of their websites.

    Bizo enables B2B marketers to post ads to professional target audiences across the web. Bizo is integrated with marketing automation platforms and also has a database that will help marketers target by company, industry and functional area parameters. Bizo helps marketers nurture prospects at every stage of the buying funnel through targeted content and supports precise and measurable multi-channel marketing programs.

    Bizo’s targeting capabilities coupled with LinkedIn’s large professional network can help B2B marketers improve performance of multi-channel campaigns.

    LinkedIn Direct Sponsored Content (DSC)

    LinkedIn’s acquisition of Bizo was closely followed by the launch of a new feature, Direct Sponsored Content (DSC), which will help marketers reach out to specific audiences with more personalized content.

    DSC is an extension of LinkedIn’s Sponsored Updates. DSC enables marketers to publish sponsored content to their LinkedIn homepage feed without posting it on the Company Page. DSC can be viewed by page administrators on the Company Page but it will show only for those users who fit the target criteria specified for the campaign. The launch of DSC will allow marketers to target and engage with the right members of the target audience using more personalized content.

    Earlier, with Sponsored Updates, marketers had to post content to their Company Page. If they wanted to test an ad, they had to repeatedly post ads on the Company Page to measure the audience’s reaction. It was very likely that users would get irked by this. Marketers collected a mix of organic and paid results and could not measure the performance of posts accurately.

    DSC now allows marketers to optimize content according to the preferences of specific consumers and conduct A/B tests across audience segments.

    Will LinkedIn’s acquisition of Bizo achieve the desired results? Can Direct Sponsored Content (DSC) contribute to LinkedIn targeting and personalization capabilities?

    Image Source: Bizo