Anchor | One Big Idea by Dhiman Mukherji: Creating contextually relevant ecosystem essential for brands

18 Jan,2013

By Dhiman Mukherji, Director, Marketing Solutions, LinkedIn India


With public becoming the new private, social media platforms present brands with valuable assets in the form of their member base. Leveraging the power of these networks, brands are increasingly capitalizing through customized campaigns reaching out to a sharply targeted audience.


Brands today are keenly listening to consumer conversations online, developing programmes that enable them to participate in these conversations by creating a contextually relevant ecosystem with customized and targeted marketing campaigns, thereby engaging with consumers directly.


Businesses globally seek focused and measurable solutions to engage with their audience online. Businesses, from large- scale enterprise to SMEs, are benefiting by creating relevant follower ecosystems, which enable them to identify and acquire the right followers through relevant content.


A very interesting case is that of DSP BlackRock Mutual Fund. The company has successfully leveraged LinkedIn’s professional member base to engage with their core audience by employing LinkedIn’s “Targeted Updates and enhanced Follower Statistics” feature, which enabled the company to educate and interact with its core audience, deepen its engagement and help consumers make informed decisions.




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