LinkedIn expands Sponsored InMail to step up mobile game

The grab for mobile users is taking a number of different turns. Here's a small curve for marketers on LinkedIn.


LinkedIn is bringing Sponsored InMail to mobile devices as the professional social network steps up its game in selling the platform.

Sponsored InMail is essentially a more targeted, and hopefully more welcome, version of marketing emails and promotions. To prevent irritation or overkill, members can only receive one Sponsored InMail message every 60 days.

LinkedIn has touted it as a way for companies to drive membership to respective LinkedIn Groups and then boost conversion.

Although described as native to the LinkedIn experience, up until now, the service has only been visible via LinkedIn's desktop channel. But, as demonstrated by the Facebook-WhatsApp deal a few weeks ago, the grab for mobile users is reaching a fever pitch.

LinkedIn already has a strong mobile presence. According to the Mountain View, Calif.-based company, more than half of LinkedIn Inbox page views already trace back to mobile devices.

Thus, LinkedIn is working with and for marketers with this development, making LinkedIn mobile apps more fruitful and accessible for advertising.

Dan Gonzalez, a senior global product marketing manager at LinkedIn, explained in a blog post on Wednesday that the extension of Sponsored InMail to mobile devices also entails more optimizable features for fine-tuned campaigns  on iPhone, Android, and mobile web.

Image via LinkedIn