Professional network LinkedIn has announced the availability of Sponsored InMail on mobile. This will enable advertisers to reach and engage LinkedIn’s huge mobile user base. It claims to be getting more than half of the page views from mobile devices.
Sponsored InMail is a direct-message ad which marketers can use to target specific people on the network with personalised content. These ‘InMails’ show as messages in recipients’ mailbox. These messages also allow marketers to specify people based on their group membership, geography, job role, gender, company size, and other traits. It is touted as a much refined form of email marketing. LinkedIn positions it as a means to increase conversions preceded by increase in membership and uptake in respective LinkedIn groups.
Launching this service on mobile platform is evidence that the network is upping its ante on mobile. As it has also announced that more than half of the pageviews are coming from mobile devices. “Sponsored InMail provides a powerful vehicle for marketers to reach targeted audiences with personalized content on LinkedIn. It enables marketers to break through the limits of traditional email marketing,” said the official blog post announcing the launch.
As per the official statement, Sponsored InMail on mobile will let marketers achieve many objectives like generate high quality leads, send personalized invitations to events and conferences, build community by driving followers and group membership on LinkedIn, boost awareness and conversions with targeted product and service promotions and more.
Last month the professional network announced that it has crossed 50-million member mark in Asia Pacific of the global userbase of 277 million. This roughly means that one in every 5 or 6 people on Linkedin is from the APAC region. The reach of the network and its growing popularity as a hiring and job hunting platform has given all leading job portals a run for its money. In India alone the network added more than 7 million new members in just last year.