The concept of increasing ad personalization and customization isn’t new, but it evolved in 2015 through a partnership between social network LinkedIn and Marketo, a marketing automation software company. The two companies worked together to develop a multi-channel path for engagement with prospective customers, because they saw too many modern systems that were not coordinated and didn’t target specific demographics.
“Marketing automation almost gets you to this Amazon-esque experience,” said Andy Markowitz, general manager of GE’s performance marketing labs. “I’m not saying that we’re there. It’s a long journey, but that’s the expectation: to provide that dynamic environment.”
GE was the first partner to use LinkedIn’s “joint nurture solution” with Marketo, and it used the tools to identify its site’s key visitors, develop them into leads and convert some into customers.