Exhibit 17.1   LinkedIn’s Audience. (Source: LinkedIn, 2019).


A social networking platform that is business and employment-oriented, LinkedIn is the largest global community of business professionals. It is a unique and powerful marketing platform, especially for business marketers.

Focussing mainly on the use of LinkedIn for digital marketing, this chapter covers details of organic reach and paid advertising on the network, and the advertising options and formats.


Exhibit 17.2   LinkedIn’s 610 million members are spread across the globe. (Source: Social Media Today).

With over 610 million members spread across the globe (Exhibit 17.2), and over 30 million companies using the network every month (source: LinkedIn, 2019), LinkedIn is ideal for networking with professionals, and for advertising to business markets.

As shown in Exhibit 17.1, substantial proportion of these users are classified as decision-makers, and many are considered opinion leaders. A key demographic, millennials make up 38% of user base, with 11 million of the 87 million millennials in decision-making positions.

Though relatively low compared to Facebook (90%), mobile usage is close to 60%, and increasing.