Bitly has been around, encoding links on the Web since 2008. But Bitly isn’t just a link encoding service. Its prolific presence on the Internet enables it to collect valuable data on consumers, which has powerful potential for marketers. To wit, Bitly launched a certified partner program earlier this year, and Adobe Social has become its latest member.
“Bitly features are very flexible and we’ve seen a variety of use cases,” says Jennifer Hanser, Bitly senior director of strategy and partnerships. “The certification program is about highlighting for marketers what are the best platforms that integrate and how they can best use their Bitly service.”
So far the partnership program has been very focused on social publishing platforms, including Percolate, Sprinklr, Buffer and Spreadfast — among others. The program uses API functionality, which Hanser says “allows for synergistic integration” and a powerful tool for business development.
In addition to providing customers with a robust social publishing suite, becoming a Bitly Certified Partner enables Adobe Social to provide its clients with a deeper understanding of how Bitly links are contributing to impressions, traffic and conversions on their earned, owned and paid media properties.
“Bitly is famous for encoding links, tracking analytics and branding,” says Hanser. “But marketers are also encoding other assets as well, and we’re able to help them understand the reach they’re getting on those assets across the social web — whether it be links or images or GIFs.”
While Bitly is focused on measuring audience reach, Hanser says the company is moving toward enabling its customers to understand who their audiences are and how to activate that understanding. This includes a proprietary interest graph that can identify patterns and help marketers put together user profiles.
“We see what brands and what content they’re engaged with across the social web, and developed an interest graph to enhance the understanding of the audiences marketers are reaching,” she says.