LinkedIn a hot favourite among lifestyle marketers

by CXOtoday News Desk    Jul 11, 2013

Social media

While Twitter and Facebook are the go-to social media sites for the uber tech savvy folks of today however LinkedIn has trumped over these sites by positioning itself as ‘the’ site for the workforce to connect at. So much so, that even marketers are using the social media site to connect with their user base. Experts say users have even increased their visit to the site in the past couple of months.

Even lifestyle brands are flocking the site to aggressively connect with their customers. Madura Fashion and Lifestyle’s premium brand, Van Heusen last week launched a campaign to find the most fashionable professionals among LinkedIn’s member base.

Speaking on why the brand chose to partner LinkedIn for this campaign, Vinay Bhopatkar, brand head, Van Heusen, says, “The brand looks at the digital medium very seriously and is constantly looking at newer and exciting ways to connect with its consumers. We feel that a platform like LinkedIn has a lot of untapped potential for brands like us. The LinkedIn audience comprises serious professionals and making professionals fashionable is a serious business for us. We intend to do a number of activities around this space going forward.”

Brands such as Woodland, DSP BlackRock Mutual Fund and IT major Wipro have also used LinkedIn’s platforms for carrying out promotional campaigns. It was reported that Tourism Australia also ran a campaign last month to promote the country as a destination for professionals on LinkedIn.

“It is not just about display ads or partner messages but a holistic solution in line with the overall marketing objective of the company that is far more effective. It is targeted at specific geographies,” said Nishant K Rao, country manager at LinkedIn India.

LinkedIn has more than 20 million users in India with most of its user base having more than average income. “LinkedIn being a platform which has positioned itself as a networking site with a spending audience, is important for marketers,” Raghu Bhat, founder director of Scarecrow Communications, was quoted as saying.

Sandip Biswas, director (SME on social media, personal technology and e-commerce) at Deloitte Touche Tohmatsu India, however, says, “As a part of carpet bombing strategy of marketing on social media, agencies and marketers leave no stone unturned and design campaigns not just for one social networking site but for most of them.”