linkedin领英B2B全球营销市场前景及投资研究报告-培训课件外文版2024.4

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TRENDSLinkedInB2BmarketingworldwideCHAPTER

01OverviewAnnualrevenuegeneratedbyLinkedInfromfiscalyear2017to2023(inmillionU.S.dollars)LinkedIn:annualrevenueFY2017-202316,00014,00012,00010,0008,00015,14513,81610,2898,0506,7546,0005,25920184,0002,2712,00002017201920202021202220233Description:Inthefiscalyear2023,LinkedIn'sannualrevenueamountedtomorethan15billionU.S.dollars,upfrom13.8billionU.S.yearsduringthe2022fiscalperiod.Thesocialnetworkingsite,whichfocusesonbusinesscontacts,wasacquiredbyMicrosoftin2016.LinkedInoffersajobsearchboardandasocialmedia-stylenewsfeed.ReadmoreNote(s):Worldwide;2017to2023;fiscalyearendJune30Source(s):MicrosoftAnnualrevenuegeneratedbyLinkedInfrom2019to2023,bysegment(inbillionU.S.dollars)LinkedIn:annualrevenue2023,bysegmentRevenuesfromadvertisingOtherrevenuesRevenuefrompremiumaccounts181614121086.443.955.74.952.173.2964.213.474201.572.285.931.492.174.833.162019*2020*2021*2022*2023*4Description:LinkedInisabusinessandemploymentfocusedsocialnetworkingsitethatwaslaunchedin2002andisownedbyMicrosoft.Accordingtoestimates,LinkedIngeneratedover6.44billionU.S.dollarsinrevenuefromuserswhosubscribedtopremiumaccounts,aswellas3.95billionU.S.dollarsinotherrevenues,and5.93billionUSDinrevenuesfromadvertising.ReadmoreNote(s):Worldwide;2019to2023;figuresareestimates;*EstimatesReadmoreSource(s):AnnualadvertisingrevenuegeneratedbyLinkedInworldwidefrom2017to2027(inbillionU.S.dollars)LinkedInannualadrevenue2017-20271210810.3597.826.795.9165.133.82432.512.11.75202017201820192020202120222023*2024*2025*2026*2027*5Description:In2022,LinkedIngenerated5.91billionU.S.dollarsinadvertisingrevenue.Thisfigureisexpectedtofurthergrowtoreach10.35billionU.S.dollarsby2027.Thebusinessplatformisresponsibleforroughly0.9percentoftheglobaladrevenue.

ReadmoreNote(s):Worldwide;2017to2022;*Forecast.ReadmoreSource(s):BusinessInsider;Microsoft;LinkedInbusiness-to-business(B2B)digitaldisplayadvertisingrevenueintheUnitedStatesfrom2020to2024(inbillionU.S.dollars)LinkedInB2BdisplayadrevenueintheU.S.2020-20245.04.54.564.03.53.02.52.01.51.00.50.03.743.012.321.47202020212022*2023*2024*6Description:In2022,LinkedIn'sbusiness-to-business(B2B)digitaldisplayadvertisingrevenueintheUnitedStateswasforecasttoreachroughlythreebillionU.S.dollars,upfrom2.32billiondollarsinthepreviousyear.DisplayadexpendituresonLinkedInaccountedforaround20percentofthetotalB2Badvertisingspendin2021.ReadmoreNote(s):2020and2021;*Forecast.ReadmoreSource(s):eMarketer;InsiderIntelligenceShareofB2Bmarketersplanningchangestotheircontentmarketingbudgetsworldwidein2024ChangeofB2Bcontentmarketingbudgetsworldwide202445%40%35%42%32%30%25%20%15%10%5%13%7%5%1%0%Increase1%to9%Increasemorethan9%StaythesameDecrease1%to9%Decreasemorethan9%Unsure7Description:DuringaJuly2023surveyamongB2Bmarketersworldwide,43percentofrespondentsstatedthattheywereplanningtoincreasetheirB2Bcontentmarketingspendinginthefollowing12months,outofwhich13percentplannedtoincreaseitbymorethanninepercent.ReadmoreNote(s):Worldwide;July2023;1,080respondents;amongB2BmarketersSource(s):ContentMarketingInstitute;MarketingProfsCHAPTER

02AudienceNumberofLinkedInusersworldwidefrom2019to2023,bysubscriptiontype(inmillions)LinkedIn:globalusers2019-2023,bysubscriptiontypeBasicsubcriptionPremiumsubscription700602.55586.496005004003002001000571.27561.41549.96174.51154.42134.32114.2294.122019*2020*2021*2022*2023*9Description:Asocialnetworkingsitefocusedonbusinessandjobs,LinkedInwasestablishedin2002andisownedbyMicrosoft.UsersofLinkedInhavetheopportunitytoupgradetopremiumaccounts,anditisestimatedthattherewere175.5millionpremiumusersontheplatformin2023,upfromaround154.4millionin2022.ReadmoreNote(s):Worldwide;2019to2023;figuresareestimates;*EstimatesReadmoreSource(s):LeadingcountriesbasedonLinkedInaudiencesizeasofJanuary2024(inmillions)CountrieswiththemostLinkedInusers2024Audienceinmillions100050150200250UnitedStatesIndia220120Brazil68China57UnitedKingdomFrance392926242220191816IndonesiaCanadaMexicoItalySpainGermanyPhillippines10Description:AsofJanuary2024,ꢀLinkedInhadanaudiencereachof220millionusersintheUnitedStates.Thecountrywasbyfartheleadingmarketoftheprofessionaljobnetworkingservice,withrunner-upIndiahavinganaudienceof120million.ReadmoreNote(s):Worldwide;January2024;18yearsandolder;basedonaddressableadaudienceSource(s):DataReportal;LinkedIn;Meltwater;WeAreSocialCountrieswiththehighestLinkedInaudiencereachasofJanuary2024LinkedIn:countrieswiththehighestaudiencereach2024Reach0%20%40%60%80%100%CaymanIslandsBermuda112.3%109.8%U.A.E.U.S.VirginIslandsAndorra100.4%98.6%92.8%91.9%IcelandNetherlandsUnitedStatesSingaporeIreland83.5%82.2%81%76.9%75.7%72.5%71.9%CanadaUnitedKingdomAustralia11Description:AsofJanuary2024,professionalsocialnetworkingplatformꢀLinkedInhadanaddressableadvertisingaudiencereachof112.3percentintheCaymanIslandsand109.8percentinBermuda.Overall,theUnitedStatesrankedeightandtheUnitedKingdomranked12th,with82.2percentand72.5percent,respectively.ReadmoreNote(s):Worldwide;January2024;18yearsandolderSource(s):DataReportal;LinkedIn;Meltwater;WeAreSocialWorldwidevisitstoLinkedIfromJulytoDecember2023(inbillions)TotalglobalvisitortraffictoLinkedI20232.01.81.61.41.21.00.80.60.40.20.02023-072023-082023-092023-102023-112023-1212Description:InDecember2023,closeto1.6billionuniqueglobalvisitorshadvisitedLinkedI,downfrom1.7billionvisitorsininthepreviousmonth.LinkedInisanemployment-orientedonlineserviceandsocialnetwork.TheplatformwasacquiredbyMicrosoftinDecember2016.ReadmoreNote(s):Worldwide;JulytoDecember2023;combineddesktop&mobileweb;excludingappsSource(s):SimilarWebLeadingtypesofcontentappealingtotechnicalaudiencesonLinkedInworldwideasofJanuary2023TopcontentappealingtotechnicalLinkedInaudiencesworldwidein2023ShareofrespondentsAlways40%SometimesNever60%0%20%80%100%120%ResearchdataProduct/serviceinformationIndustrynews27%25%24%21%19%17%17%15%50%48%23%27%22%24%22%26%29%24%28%54%Visuals(graphics/photos)Companynews55%59%IndustrydiscussionsJobpostings58%54%60%57%EventinformationVideos15%14%14%13%13%EmployeeshoutoutsMemes41%34%45%52%CustomertestimonialsIndustrypolls53%50%35%37%13Description:Accordingtoastudyconductedin2023,60percentoftechnicalaudiencesonLinkedInworldwidestatedthattheleadingtypeofcontentthattheyalwaysfollowedontheplatformiseventinformation,followedby59percentforcompanynews.Another29percentoftechnicalengineersonLinkedInsaidthattheyneverfollowedjobpostingsthere,followedby26percentofrespondentswhoneverfollowedindustrydiscussionsontheplatform,either.ReadmoreNote(s):Worldwide;January2023;850respondents;technicalbuyers,mainlyinengineering/R&Droles,acrossindustriesSource(s):GlobalSpec;MarketingCharts;TrewMarketingCHAPTER

03Marketers'insightsSocialmediaplatformsforB2BcontentmarketersworldwidethatdeliversthebestvalueasofJuly2023MostvaluablesocialmediaplatformsforB2Bmarketersworldwide202390%84%80%70%60%50%40%30%20%10%0%29%22%21%8%3%LinkedInFacebookYouTubeInstagramX/TwitterTikTok15Description:DuringaJuly2023surveyamongB2Bmarketerswhoutilizedorganicsocialmediaplatformsforcontentpromotionworldwide,84percentofrespondentsstatedthatLinkedIndeliveredthebestvaluefortheirorganization.FacebookandYouTubefollowedbothwith29and22percentofrespondentssayingtheygavethemthebestvaluewhenitcametoadvertising,respectively.ReadmoreNote(s):Worldwide;July2023;1,080respondents;amongB2BmarketersSource(s):ContentMarketingInstitute;MarketingProfsLeadingsocialmediaplatformsusedforbusiness-to-business(B2B)marketingasofMarch2023LeadingsocialmediaplatformsusedforB2Bmarketing202380%80%70%60%50%40%30%20%10%0%63%57%52%39%16%9%4%LinkedInYouTubeFacebookInstagramX(formerlyTwitter)TikTokAmazonSnapchat16Description:Duringanearly2023surveyamongbusiness-to-business(B2B)marketingprofessionalsworldwide,80percentofrespondentsreportedusingLinkedInforB2Bmarketinginthepastyear.YouTuberankedsecond,mentionedbynearlytwo-thirds(or63percent)ofrespondingmarketers.ReadmoreNote(s):Worldwide;March24toMay5,2023;1,577respondents;18yearsandolder;amongB2BleadersSource(s):Ipsos;LinkedInLeadingmarketingtechniquesthatwereplannedtobeimplementednextyearaccordingtobusiness-to-business(B2B)marketingprofessionalsworldwideasofMarch2023,byregionTopB2Bmarketingtechniquesplannedtobeusednextyearasof2023,byregionIn-personeventsVideo54%Thoughtleadership61%Digitalevents64%70%60%50%40%30%20%10%0%66%61%61%59%53%58%57%54%53%50%49%47%36%Asia-PacificNorthAmericaEurope,MiddleEast&AfricaLatinAmerica17Description:Duringanearly2023surveyconductedamongbusiness-to-business(B2B)marketersworldwide,66percentofrespondentsfromLatinAmericastatedtheyplannedtousein-personeventsfortheirmarketingeffortsintheupcomingyear.ForAsia-Pacificprofessionalsitwasthoughtleadershipthatledtherankingoftoptechniquestobeimplementedinthefuture,with61percentchoosingit.ReadmoreNote(s):Worldwide;March24toMay5,2023;1,577fromwhich;18yearsandolder;amongB2BleadersfromwhichAPAC=375;NA=300;EMEA=751;LATAM=151Source(s):Ipsos;LinkedInBeliefsofbusiness-to-business(B2B)marketingprofessionalsworldwideregardingtheimportanceofbrandingasofMarch2023BeliefsofB2Bmarketersworldwideregardingtheimportanceofbranding2023Shareofrespondents0%10%20%30%40%50%60%70%70%WehavetherightcreativeskillsonourmarketingteamtosupportbrandbuildingeffortsSalesteamunderstandstheimportanceofbrand-buildingeffortsIhaveworkedonacampaigninthelastyearthatIfeltwasexceptionallycreativeIncreasedspendingongrowingbrandawarenessinthepastyear68%64%63%Marketingteamcaneffectivelymeasuretheeffectivenessofourbrand-buildingefforts60%OurC-Suitehasincreasedtheimportanceofbrandbuildinggiveneconomicconditions59%18Description:Duringanearly2023surveyamongbusiness-to-business(B2B)marketingprofessionalsworldwide,70percentofrespondentsstronglyorsomewhatagreedthattheyhadtherightcreativeskillsontheirmarketingteamtosupportbrand-buildingefforts.Meanwhile,68percentofrespondingmarketerssaidtheirsalesteamunderstoodtheimportanceofbrand-buildingefforts.ReadmoreNote(s):Worldwide;March24toMay5,2023;1,577respondents;18yearsandolder;amongB2BleadersSource(s):Ipsos;LinkedInLeadingcontentmarketingareasofinvestmentforB2Bmarketersworldwidein2024LeadingcontentmarketinginvestmentareasforB2Bmarketersworldwide2024Shareofrespondents20%

30%0%10%40%50%60%70%80%VideoThoughtleadershipcontentIn-personevents69%53%47%Paidadvertising43%Socialmediamanagement/communitybuildingWebinars33%33%Audiocontent25%Digitalevents21%19Description:DuringaJuly2023surveyamongB2Bmarketersworldwide,69percentofrespondentsprojectedtheywouldinvestinvideocontentmarketingin2024.Events-digitalandin-person-werecitedasanareaofinvestmentbyrespectively21and47percentofrespondents.ReadmoreNote(s):July2023;1,080respondents;amongB2BmarketersSource(s):ContentMarketingInstitute;MarketingProfsShareofB2Bmarketerswithadocumentedcontentmarketingstrategyworldwidefrom2017to2022UseofcontentmarketingamongB2Bmarketersworldwide2017-202250%45%43%41%40%40%39%40%35%30%25%20%15%10%5%37%0%July2017July2018July2019July2020July2021July202220Description:DuringaJuly2022surveyamongmarketersworldwide,itwasfoundthat40percentstatedthattheyalreadyhadadocumentedcontentmarketingstrategy.Thisfigureremainedthesamecomparedtothepreviousyear,butthreepercentlowerincomparisonto2020.ReadmoreNote(s):Worldwide;2017to2022;925respondents;amongB2BmarketersSource(s):ContentMarketingInstitute;MarketingProfsLeadingtypesofpaidcontentdistributionmethodsusedbyB2BmarketersworldwideasofJuly2023PaidmethodsusedforcontentdistributionbyB2Bmarketersworldwide202390%78%80%70%60%50%40%30%20%10%0%64%59%35%29%21%SocialmediaSearchengineadvertising/promoted

marketing/pay-per-clickpostsDigitaldispalyadvertisingNativePartnere-mailsPrintdisplayadsadvertising/sponsored

promotingyourcontentcontent(notinlucingsocialmediaplatforms)21Description:InJuly2023asurveyconductedamongmarketersworldwidediscoveredthat78percentofrespondentssaidtheyhadusedsocialmediaadvertisingandpromotedpoststodistributepromotionalcontent.Searchenginemarketingandpay-per-clickmethodswerecitedby64percentofrespondents,while59percentsaidtheyuseddigitaldisplayadvertising.ReadmoreNote(s):Worldwide;July2023;1,080respondents;amongB2BcontentmarketersthatinvestinpaidcontentSource(s):ContentMarketingInstitute;MarketingProfsCHAPTER

04EffectivenessMosteffectivesocialmediaplatformsforB2BcontentmarketersworldwideasofJuly2022MosteffectivesocialmediaplatformsforB2Bmarketersworldwide202260%49%50%40%30%20%10%0%43%43%39%39%LinkedInYouTubeTwitterInstagramFacebook23Description:DuringaJuly2022surveyamongB2Bmarketerswhoutilizedsocialmediaplatformsforpaidcontentpromotionworldwide,49percentofrespondentsstatedthatLinkedInproducedthebestresultsovertheprevious12months.YouTubeandTwitterfollowedbothwith43percentofrespondentssayingtheygavethemthebestresultswhenitcametoadvertising.ReadmoreNote(s):Worldwide;July2022;925respondents;amongB2BmarketersusingsocialmediaplatformsforpaidcontentpromotionSource(s):ContentMarketingInstitute;MarketingProfsLinkedIn'seffectivenessaccordingtobusiness-to-business(B2B)contentmarketersworldwideasofJuly2022LinkedIn'seffectivenessforB2Bmarketersworldwide202245%39%40%35%30%25%20%15%10%5%33%21%6%1%0%ExtremelyeffectiveVeryeffectiveSomewhateffectiveNotveryeffectiveNotatalleffective24Description:Nearly50percentofbusiness-to-business(B2B)marketerssurveyedworldwidein2022consideredLinkedIn"extremely"or"veryeffective"inreachingmarketinggoals.Foranother40percentofrespondents,theplatformwas"somewhateffective"formarketingpurposes.LinkedInwasconsideredthesocialmediawheremarketersgetthebestresultsfrompaidcontent.ReadmoreNote(s):Worldwide;July2022;925respondents;amongB2BmarketersusingsocialmediaplatformsforpaidcontentpromotionSource(s):ContentMarketingInstitute;MarketingProfs;ON24LeadinggoalsachievedwithhelpofcontentmarketingamongB2BmarketersworldwideasofJuly2