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Digital Marketing - Study Notes:

For marketers

LinkedIn is a unique social channel for marketeers, with many features to aid you in your role, including premium accounts, Viewed Your Profile, jobs, API, SlideShare, education, and InMail. So let's start with premium accounts. LinkedIn offer a wide range of freemium accounts for job seekers, sales, and talent professionals, as well as the general professional who wants to get more out of LinkedIn.

LinkedIn Learning

LinkedIn has a tool called LinkedIn Learning. This is an online learning platform utilizing the content from lynda.com and LinkedIn's professional data and network. It allows individuals and organizations to discover and develop the skills they need through expert-led courses.


SlideShare is an extremely popular platform for sharing presentations and other knowledge online, and it's not just a knowledge base. It's a great marketing tool for companies with interesting information to share or individuals who want to connect to industry influencers.


InMail messages are private messages that allow you to contact anyone on LinkedIn without an introduction or contact information. An InMail can be sent directly from a member's profile page. They can have up to 200 characters in the subject line and up to 2,000 characters in the body.

LinkedIn jobs

LinkedIn offers the ability to create online job postings to advertise open positions at your company. These can be searched by job seekers throughout the LinkedIn network and will be recommended to potential candidates through the Jobs You May Be Interested In feature.

Viewed Your Profile

The Viewed Your Profile feature shows you who has looked at your profile in the last 90 days and can provide additional trends and insights about the viewers. APIs. LinkedIn offers four types of marketing APIs to help developers build their business through the platform and reach more of the audiences that matter. These APIs help customers build better ad campaign management technology, integrate powerful marketing insights into their own applications, target more effectively on LinkedIn, and build better community and broad management technology.

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Lauren Murphy

As Head of Social Media for the creative agency Goosebump, Lauren’s current role is to create and implement social media strategies and content strategies for a portfolio of clients spanning a wide range of industries. Her team of creatives and strategists specializes in delivering innovative and integrated social media campaigns that drive conversions. Her work has been recognised with a wide range of awards, including the Irish Social Media Awards and Digital Media Awards. 

Data protection regulations affect almost all aspects of digital marketing. Therefore, DMI has produced a short course on GDPR for all of our students. If you wish to learn more about GDPR, you can do so here:

DMI Short Course: GDPR

The following pieces of content from the Digital Marketing Institute's Membership Library have been chosen to offer additional material that you might find interesting or insightful.

You can find more information and content like this on the Digital Marketing Institute's Membership Library

You will not be assessed on this content in your final exam.


Lauren Murphy
Skills Expert

This module focuses on LinkedIn and shows how you can use the platform to build and develop professional connections with your target audience. You learn how to use LinkedIn-specific features, such as Company pages and Showcase pages, to build your company presence on the platform. The module goes on to cover the different ad formats available on LinkedIn, such as Text ads, Sponsored ads, Sponsored InMails, Display ads, and Dynamic ads, and outlines best practices for advertising on the platform. Finally, it teaches you how to use analytics with LinkedIn to measure the success of your campaigns.