Designed to be a better, more high-quality alternative to blanketed email campaigns, Sponsored InMail is a tool through LinkedIn that companies can use to reach specified target audiences within related industries or interests. Sponsored InMail displays a notification on the recipient’s LinkedIn homepage, and each LinkedIn user can only receive one Sponsored InMail per 60 days, both factors that can help promotional emails to actually be seen by the target… on the computer.
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However, the Internet is quickly going mobile, “with more than half of the LinkedIn Inbox page views currently happening on mobile devices”. Therefore, LinkedIn has recently announced that Sponsored InMail will be available on mobile devices so that InMail messages may be viewed even when recipients are away from the computer.
The goal for Sponsored InMail on mobile devices is to increase open rates for company campaigns. Since the current trend seems to be moving away from the desktop for social media and messaging, it only makes sense that Sponsored InMail has a better chance of reaching its target if users are alerted on the go through their smartphones.
How can this help businesses?
It’s all about visibility and getting noticed. If company messages or invites aren’t seen (or aren’t seen in a timely way), businesses aren’t going to get an ROI, or return on investment. In order to better monetize LinkedIn, companies need to know that their target audience will be reached effectively so that their business can connect with potential customers and promote the company’s brand. Going mobile can help reach audiences through the devices they use most. Sponsored InMail alerts on mobile devices can help businesses connect with target audiences in real time, an important factor for the fast-paced world of social networks, and can prevent any loss of sleep caused by thoughts of messages left to die in the inbox.
Possible uses for Sponsored InMail:
- Increase awareness of products and services in target audiences
- Send event invitations that are personalized to the recipient
- Build the community on LinkedIn by connecting with potential followers
Learn more about LinkedIn Sponsored InMail here.
Sources:
http://marketing.linkedin.com/blog/linkedin-expands-mobile-advertising-offering/
http://www.clickz.com/author/profile/1954/liva-judic
http://www.adweek.com/news/advertising-branding/linkedin-expands-advertising-product-mobile-156101
