Why Marketers Are Embracing Messaging

March 1, 2019

As marketers, we know that leveraging the right mix of marketing tools can push our brands to the next level. There is no shortage of innovation in the marketing space. Of all of the emerging capabilities, messaging is among the next key tools for marketers to watch.

Because of the growing penetration of messaging apps, marketing analyst firms such as eMarketer see messaging as a huge opportunity for marketers. Consumers are shifting to more personal ways of interacting with each other, making messaging products like these more appealing. Features such as real time delivery and expanded functionalities such as multimedia sharing allow for an individual user’s personality to shine through. This has led to the top messaging apps seeing more than a billion monthly active users — higher than the usage figures for top social media platforms

We’ve seen the shift toward increased messaging here on LinkedIn, with total messages increasing year over year.  It’s becoming increasingly important for brands to begin meeting consumers where they are and tap into this new way of communicating. This is why we are continuing to invest in our messaging ad formats.

Sponsored InMail is our native messaging ad format, and works by allowing advertisers to deliver content directly to our members through a unique channel- LinkedIn messenger.  Delivered only when a member is actively on LinkedIn, this mobile optimized and easily personalized product makes it easy for advertisers to connect with their audiences and share information directly with them.  You can also use it in partnership with Sponsored Content and Lead Gen Forms in order to drive even more traffic and leads.

If you’re interested in getting started with Sponsored InMail on LinkedIn, there are a plethora tools that can help you get started. To begin, you can visit the previous Maximize Messaging Week posts from this week to view a case study, learn how to build your campaigns in Campaign Manager, and to help you turn your existing content into a Sponsored InMail in 10 minutes or less. You can also check out our Help Center, and visit our LinkedIn Marketing Solutions microsite for more resources.

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