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LinkedIn launches new advertising tool with specialized segmentation
Manuela Walfenzao| 1 de marzo de 2016
LinkedIn introduced on March first an advertising service that allows advertisers and marketing executives to make large-scale targeted campaigns in the social network, with a specialized segmentation ability, that enables them to reach up to 30 thousand companies in a single marketing effort. The service is called LinkedIn account targeting. Advertisers using the service are able to present a list of companies they’d like to reach, which LinkedIn will cross-reference against the 8 million businesses in its network. Targeting can be further refined so it can reach profiles based on job function or seniority. The company has also improved its targeting for Sponsored Updates and Sponsored InMail.LinkedIn’s customers were previously only able to share information with 100 companies, and they had to do so through a manual process. Most b-to-b companies want to pursue somewhere between 2,000 and 5,000 accounts. According to Russell Glass, Head of Products at LinkedIn.”It will allow us to iterate and innovate much more quickly as we add more different types of data to our Audience Match Capabilities” Mr. Glass said. “It will also allow customers to target -or exclude- companies if they want to do specific account-based marketing to their customer bases.”Glass added that they will have additional products in the future, related with their segmentation service.
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