LinkedIn pushes Marketing Solutions business

LinkedIn is ramping up its Marketing Solutions business in Asia Pacific.

Late last year it launched its Ads API, allowing more large-scale social marketing campaigns on its site.

It also invested heavily in content last year, beginning LinkedIn Today, working with publishers to place the LinkedIn Share button on their site. It also allowed users to "follow" thought leaders such as Barack Obama and Richard Branson.

LinkedIn has three main streams of revenue, Talent Solutions, Marketing Solutions and Premium Subscriptions. The largest percentage comes out of its Talent Solutions, which pulled in 54% of the revenue in 2012, while the latter two drew 27% and 20% respectively.

A few months into his new role, Hari Krishnan (pictured), Asia Pacific managing director of LinkedIn, told Marketing, while there are plans to develop all three units, the company has been giving more attention to developing its Marketing Solutions division in the past year.

Another area the company has developed is allowing businesses to create communities and target specific groups of professionals. For example, it helped Microsoft in Australia manage a community of developers, allowing it to know what was trending in that group and to communicate their messages, Krishnan told Marketing.

“All this is resulting in more pages being consumed, with the site's traffic and engagement going up.”

Revenues from the global Marketing Solutions for LinkedIn grew 66% y-o-y in 2012 to US$258.3million.

Going ahead, LinkedIn in Asia Pacific will be focusing on India, Australia, Singapore and Hong Kong, from which it aims to serve the rest of the region.

Last year, the company saw fast growth in Asia Pacific as it grew from 25 million members to 37 million by year end. Revenues from region made up 7% of LinkedIn's global revenues, up from 3% in 2009.