The major networking platform for professionals, LinkedIn has announced that the company will be introducing a few new features to assist the advertisers in enhancing their capabilities of retargeting that are tied to video advertisements and forms for lead generation. The new feature also includes new integrations of brand safety for the LinkedIn Audience Network. The martech news arena highlights the efforts of big brands to enhance the marketing processes with the effective use of technology.
The senior director of product for LinkedIn Marketing Solutions, Abhishek Shrivastava stated that the team of the company has been making altering the plans for the products due to the abrupt emergence of the global outbreak of COVID-19. This shift includes activities like the introduction of new and improved functionalities that have their focus on virtual engagement processes such as live events since the COVID-19 outbreak has driven that need in the market space.
Abhishek further suggested the significance of these introductions in relation to the acceleration of marketing investments.
The new advancements to retargeting will now give advertisers the ability to create as well as target advertisements particularly to the audiences that have seen 20, 50, 75, or 100% of their video advertisements. Advertisers can also now target their advertisements at users who submitted or even opened a lead generation form.
Abhishek had observed that advertisers on this platform usually have their focus on B2B marketing, which basically translates into stretching the process of converting prospects into clients generally. The newly added features would mean that the process of creating a custom-made journey for carrying through the target audiences by the marketers is simplified and made easier.
The company is already in the testing stage where some of the advertisers like TOPdesk have been testing it and report that these capabilities have increased the conversions by 20% and lowered the cost per conversion by 24%.
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Chandrima is a Content management executive with a flair for creating high quality content irrespective of genre. She believes in crafting stories irrespective of genre and bringing them to a creative form. Prior to working for MartechCube she was a Business Analyst with Capgemini.