What LinkedIn’s Acquisition of Bizo Means For Marketing

by John Stetic on Wednesday, July 23, 2014 in Marketing Efficiency

Congratulations, Bizo. You’re “In.”

Yesterday, LinkedIn announced its acquisition of Bizo, a leader in business audience marketing. This is an exciting time for the two companies as LinkedIn will leverage Bizo to reach its professional audience and engage them with relevant content.

We believe it’s also a time to celebrate the importance of open marketing platforms. There was once a day when announcements such as this would be disruptive to customers who relied on a specific technology; now it’s just a positive extension of the reach our customers now get by leveraging a product such as Bizo.

Let me explain:

Bizo was one of the first key major B2B marketing players to join us in this journey of open marketing platforms. When we developed the Oracle AppCloud, we leveraged modern APIs and web standards to help marketers connect all of their marketing technology under one umbrella. For example, right within the context of a campaign, modern marketers can orchestrate a Bizo display ad to reach B2B customers with specific behaviors and attributes. As Bizo integrates more deeply with LinkedIn, the reach of those efforts will now be extended.

But it doesn’t stop there.

Customers who embrace this approach to open platforms can easily orchestrate complementary experiences alongside the customer acquisition and retargeting done with Bizo. For example, inside of Oracle’s Cross-Channel Marketing solution, a customer can use our campaign canvas to deliver customers relevant e-mails, SMS messages, paid social posts and much more.  With an open platform, the marketer can become agnostic to the channel and focus rich and engaging messages for those channels.

It also means that the sky’s the limit in terms of reach for the marketer. With the addition of Bizo to LinkedIn, it's likely that our customers will have exciting, additional opportunities to take advantage of reaching audiences in the world’s largest professional social network. But with our open ecosystem of media and ad partners in the Oracle Data Management Platform, marketers can also leverage hundreds more display, search and other paid media partners to reach their audiences in compelling ways. So while we’re very excited for Bizo, we also think this announcement validates our belief that open marketing platforms are the future.

This news also is a telling validator that engagement and connection are enhancing the way we do digital business. Marketers should pay attention as LinkedIn evolves because one out of three professionals in the world is on LinkedIn. Odds are folks in your target audience are there, too.

Congratulations to LinkedIn and Bizo, on this exciting collaborative partnership!

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