As LinkedIn enters its third decade, the professional network’s CMO tells Marketing Week it is reflecting on its past to inform its future.
By Molly Innes
Fetch the candles, LinkedIn is turning 20. Launched on 5 May 2003 by Reid Hoffman and co in Silicon Valley, the platform is seemingly going from strength to strength as it exits its teenage years and transitions into adulthood.
With most B2B customers not in the market to buy most of the time, marketers should target memorability rather than instant sales, said the LinkedIn B2B Institute’s Jon Lombardo.
LinkedIn is running its first TV ads as part of a campaign focused on the job search experiences of its members as it looks to show a warmer and more human side to its brand.
New research from the LinkedIn B2B Institute and System1 reveals 75% of B2B brands are failing to produce advertising with the potential to drive long-term growth.
Entrants now have more time to apply for Marketing Week’s annual celebration of effectiveness, creativity and innovation.
The travel business is aiming for more direct bookings over those generated through paid marketing investment, something that it claims will benefit its P&L.
The juice category has become “commoditised” in recent years, with its leading brands underinvesting in it. Tropicana is aiming to push back against this by dialling up its brand assets, investing in innovation and reconnecting with key occasions.
Dragons’ Den star Deborah Meaden is confirmed for the 11th Festival of Marketing. She will join CMOs and other speakers from the world of marketing and beyond on 3 October.