Slightly more than two weeks after the ink dried, Microsoft’s decision to purchase LinkedIn for $26.2 billion (!) is still sending shock waves throughout the digital marketing industry. While company executives had long touted their search engine’s vast amount of user data — Bing, launched in 2009, contains both personal and work-related data — the Seattle-based software company had yet to articulate a cohesive strategy for wading deeper into the B2B ad market. No longer. Here’s why Microsoft was willing to write a check with all those zeroes:
Because (433 Million) Users
Microsoft CEO Satya Nadella has long shown interest in offering Bing’s user data to B2B advertisers, and the LinkedIn purchase provides his company with an additional 433 million sources of potential ad revenue to sell to digital marketers. Microsoft is now set to be the industry leader in professional data, and it’s all because a software company from the eighties decided to buy a social media platform.
Because Social Media (Still) Isn’t Going Anywhere
Here’s the spicy hot take that anyone associated with digital marketing should recognize: Microsoft realized it needed a social media platform in order to increase its revenue from B2B ad sales. And how did Microsoft come to that conclusion? Because in today’s world of digital marketing, tying your brand to a prominent social media platform is absolutely crucial to solidifying your brand, enhancing your web presence and establishing a dialogue with potential clients.
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