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Create ad </a> </li> </ul> <div class="utility-navigation-wrapper non-desktop-only"> <nav id="utility-navigation" class="utility-navigation" aria-label="Utitlity navigation" data-component-js-load-path="components/navigation/utility"> <div class="utility-navigation-river content-margin"> <div class="free-links utility-navigation-section"> <p class="free-links-message"></p> <ul class="free-links-list"> <li id="lms-homepage-header-navigation-utility-nav-mobile-free-link-linkedin-marketing-labs" class="free-link"> <a href="https://training.marketing.linkedin.com/?trk=lms-tlt" title="Learn the science of marketing to professionals on LinkedIn with free courses and certifications" target="_blank"> LinkedIn Marketing Labs </a> </li> <li id="lms-homepage-header-navigation-utility-nav-mobile-free-link-help-center" class="free-link"> <a href="https://www.linkedin.com/help/lms?trk=lms-tlt" title="Visit the Advertiser Help Center" target="_blank"> Help Center </a> </li> <li id="lms-homepage-header-navigation-utility-nav-mobile-free-link-blog" class="free-link"> <a href="https://www.linkedin.com/business/marketing/blog?trk=lms-tlt" title="Visit the LinkedIn Ads Blog" target="_blank"> Blog </a> </li> </ul> </div> </div> </nav> </div> </nav> </div> </div> <div id='lms-homepage-header-navigation-primary-nav-mobile-advertising' class="secondary-navigation-wrapper advanced" data-menu="item_1" tabindex="-1" role="menu" aria-labelledby="sub-menu-button-item_1"> <nav class="secondary-navigation" role="navigation" id="secondary-menu-item_1" aria-label="Advertising link navigation"> <div class="secondary-nav-panel js-hide-sub-menu non-desktop-only"> <button class="sub-navigation-button js-hide-sub-menu js-analytics-event" aria-label="Back"> <li-icon type="chevron-left-icon" size="small" class="" a11y-text="" ""> </li-icon> </button> <h3 class="secondary-nav-title">Advertising</h3> </div> <div class="secondary-nav-overview non-desktop-only"> <a href="/marketing-solutions/ads" class="secondary-nav-link js-analytics-event" title="Advertising" data-analytics-config="{"category":"Internal","action":"click - Advertising","label":"/content/me/business/en-us/marketing-solutions/ads - header","componentId":"header_575755005"}"> </a> </div> <div class="inherited-column-frame column-frame main-container padding-gutter "> <div class="column-frame-foreground content-margin"> <div class="columns-container"> <section class="inherited-column-wrapper column-3 "> <section class="inherited-column default"> <h3 class="col-headline "> How to get started </h3> <section class="inherited-column-content-wrapper "> <div class="link-list parbase section"> <nav> <ul class="link-list "> <li class="link-list-item"> <a class="link-list-link js-analytics-event" href="/marketing-solutions/linkedin-pages" title="Create a LinkedIn Page" data-analytics-config="{"category":"Internal","action":"click - Create a LinkedIn Page","label":"/content/me/business/en-us/marketing-solutions/linkedin-pages.html - header - inherited-column-frame - inherited-column - link-list","componentId":"actionable-content_1063777034"}"> Create a LinkedIn Page </a> <p class="link-list-caption ">First, build your company's brand and build trust with your community.</p> </li> <li class="link-list-item"> <a class="link-list-link js-analytics-event" href="/marketing-solutions/campaign-manager" title="Campaign Manager" data-analytics-config="{"category":"Internal","action":"click - Campaign Manager","label":"/content/me/business/en-us/marketing-solutions/campaign-manager.html - header - inherited-column-frame - inherited-column - link-list","componentId":"actionable-content_1063777035"}"> Campaign Manager </a> <p class="link-list-caption ">Second, create your first ad campaign on LinkedIn's ad platform.</p> </li> </ul> </nav> </div> </section> <a class="col-link js-analytics-event" href="https://www.linkedin.com/ads/create?trk=lms-36" title="Sign in to Campaign Manager" target="_blank" data-analytics-config="{"category":"External LinkedIn","action":"click - Sign in to Campaign Manager","label":"https://www.linkedin.com/ads/create?trk=lms-36 - header - inherited-column-frame - inherited-column","componentId":"actionable-content_1702443088"}"> Sign in to Campaign Manager </a> </section> </section> <section class="inherited-column-wrapper column-3 "> <section class="inherited-column default"> <h3 class="col-headline "> Ad Formats </h3> <section class="inherited-column-content-wrapper "> <div class="link-list parbase section"> <nav> <ul class="link-list "> <li class="link-list-item"> <a class="link-list-link js-analytics-event" href="/marketing-solutions/native-advertising?trk=lms-25" title="Sponsored Content" data-analytics-config="{"category":"Internal","action":"click - Sponsored Content","label":"/content/me/business/en-us/marketing-solutions/native-advertising.html?trk=lms-25 - header - inherited-column-frame - inherited-column - link-list","componentId":"actionable-content_221438241"}"> Sponsored Content </a> <p class="link-list-caption ">Reach and engage a professional audience in the LinkedIn feed.</p> </li> <li class="link-list-item"> <a class="link-list-link js-analytics-event" href="/marketing-solutions/sponsored-messaging?trk=lms-25" title="Sponsored Messaging" data-analytics-config="{"category":"Internal","action":"click - Sponsored Messaging","label":"/content/me/business/en-us/marketing-solutions/sponsored-messaging.html?trk=lms-25 - header - inherited-column-frame - inherited-column - link-list","componentId":"actionable-content_221438240"}"> Sponsored Messaging </a> <p class="link-list-caption ">Engage your prospects where professional conversations happen.</p> </li> <li class="link-list-item"> <a class="link-list-link js-analytics-event" href="/marketing-solutions/dynamic-ads?trk=lms-25" title="Dynamic Ads" data-analytics-config="{"category":"Internal","action":"click - Dynamic Ads","label":"/content/me/business/en-us/marketing-solutions/dynamic-ads.html?trk=lms-25 - header - inherited-column-frame - inherited-column - link-list","componentId":"actionable-content_221438239"}"> Dynamic Ads </a> <p class="link-list-caption ">Engage prospects with ads automatically personalized to them.</p> </li> <li class="link-list-item"> <a class="link-list-link js-analytics-event" href="/marketing-solutions/ppc-advertising?trk=lms-25" title="Text Ads" data-analytics-config="{"category":"Internal","action":"click - Text Ads","label":"/content/me/business/en-us/marketing-solutions/ppc-advertising.html?trk=lms-25 - header - inherited-column-frame - inherited-column - link-list","componentId":"actionable-content_221438238"}"> Text Ads </a> <p class="link-list-caption ">Self-service ad formats to create campaigns in minutes.</p> </li> </ul> </nav> </div> </section> <a class="col-link js-analytics-event" href="/marketing-solutions/ads?trk=lms-25" title="See all Ad formats" data-analytics-config="{"category":"Internal","action":"click - See all Ad formats","label":"/content/me/business/en-us/marketing-solutions/ads.html?trk=lms-25 - header - inherited-column-frame - inherited-column","componentId":"actionable-content_1748052337"}"> See all Ad formats </a> </section> </section> <section class="inherited-column-wrapper column-3 "> <section class="inherited-column default"> <h3 class="col-headline "> Learn More </h3> <section class="inherited-column-content-wrapper "> <div class="link-list parbase section"> <nav> <ul class="link-list "> <li class="link-list-item"> <a class="link-list-link js-analytics-event" href="/marketing-solutions/ads/pricing?trk=lms-36b" title="Pricing" data-analytics-config="{"category":"Internal","action":"click - Pricing","label":"/content/me/business/en-us/marketing-solutions/ads/pricing.html?trk=lms-36b - header - inherited-column-frame - inherited-column - link-list","componentId":"actionable-content_781590132"}"> Pricing </a> <p class="link-list-caption ">Discover how much it costs to advertise on LinkedIn.</p> </li> <li class="link-list-item"> <a class="link-list-link js-analytics-event" href="/marketing-solutions/ad-targeting?trk=lms-36b" title="Targeting" data-analytics-config="{"category":"Internal","action":"click - Targeting","label":"/content/me/business/en-us/marketing-solutions/ad-targeting.html?trk=lms-36b - header - inherited-column-frame - inherited-column - link-list","componentId":"actionable-content_781590131"}"> Targeting </a> <p class="link-list-caption ">Reach the people who matter most to your business.</p> </li> <li class="link-list-item"> <a class="link-list-link js-analytics-event" href="/marketing-solutions/generate-leads?trk=lms-36b" title="Lead Generation" data-analytics-config="{"category":"Internal","action":"click - Lead Generation","label":"/content/me/business/en-us/marketing-solutions/generate-leads.html?trk=lms-36b - header - inherited-column-frame - inherited-column - link-list","componentId":"actionable-content_781590130"}"> Lead Generation </a> <p class="link-list-caption ">Qualified leads come from a quality audience on LinkedIn.</p> </li> <li class="link-list-item"> <a class="link-list-link js-analytics-event" href="/marketing-solutions/boosting?trk=lms-36b" title="Boosting" data-analytics-config="{"category":"Internal","action":"click - Boosting","label":"/content/me/business/en-us/marketing-solutions/boosting.html?trk=lms-36b - header - inherited-column-frame - inherited-column - link-list","componentId":"actionable-content_781590129"}"> Boosting </a> <p class="link-list-caption ">An easy way to reach new audiences by amplifying your best content.</p> </li> <li class="link-list-item"> <a class="link-list-link js-analytics-event" href="/marketing-solutions/conversion-tracking?trk=lms-36b" title="Conversion Tracking" data-analytics-config="{"category":"Internal","action":"click - Conversion Tracking","label":"/content/me/business/en-us/marketing-solutions/conversion-tracking.html?trk=lms-36b - header - inherited-column-frame - inherited-column - link-list","componentId":"actionable-content_781590128"}"> Conversion Tracking </a> <p class="link-list-caption ">Measure the true impact of your LinkedIn ads.</p> </li> <li class="link-list-item"> <a class="link-list-link js-analytics-event" href="/marketing-solutions/reporting-analytics?trk=lms-36b" title="Reporting & Analytics" data-analytics-config="{"category":"Internal","action":"click - Reporting & Analytics","label":"/content/me/business/en-us/marketing-solutions/reporting-analytics.html?trk=lms-36b - header - inherited-column-frame - inherited-column - link-list","componentId":"actionable-content_781590127"}"> Reporting & Analytics </a> <p class="link-list-caption ">Measure the ROI of your LinkedIn ads.</p> </li> <li class="link-list-item"> <a class="link-list-link js-analytics-event" href="/marketing-solutions/success/objective-based-advertising?trk=lms-36b" title="Objective Based" data-analytics-config="{"category":"Internal","action":"click - Objective Based Advertising","label":"/content/me/business/en-us/marketing-solutions/success/objective-based-advertising.html?trk=lms-36b - header - inherited-column-frame - inherited-column - link-list","componentId":"actionable-content_781590126"}"> Objective Based Advertising </a> <p class="link-list-caption ">Choose your LinkedIn ad format based on your objective and customer journey.</p> </li> </ul> </nav> </div> </section> <a class="col-link js-analytics-event" href="/marketing-solutions/success/best-practices" title="Ad Tips & Best Practices" data-analytics-config="{"category":"Internal","action":"click - Ad Tips & Best Practices","label":"/content/me/business/en-us/marketing-solutions/success/best-practices.html - header - inherited-column-frame - inherited-column","componentId":"actionable-content_903580466"}"> Ad Tips & Best Practices </a> </section> </section> </div> </div> </div> </nav> </div> <div id='lms-homepage-header-navigation-primary-nav-mobile-why-linkedin' class="secondary-navigation-wrapper basic" data-menu="item_6" tabindex="-1" role="menu" aria-labelledby="sub-menu-button-item_6"> <nav class="secondary-navigation" role="navigation" id="secondary-menu-item_6" aria-label="Why LinkedIn link navigation"> <div class="secondary-nav-panel js-hide-sub-menu non-desktop-only"> <button class="sub-navigation-button js-hide-sub-menu js-analytics-event" aria-label="Back"> <li-icon type="chevron-left-icon" size="small" class="" a11y-text="" ""> </li-icon> </button> <h3 class="secondary-nav-title">Why LinkedIn</h3> </div> <div class="secondary-nav-overview-basic non-desktop-only"> <a href="/marketing-solutions/why-advertise-on-linkedin?trk=lms-36b-h" class="secondary-nav-link-basic js-analytics-event" title="Why LinkedIn" data-analytics-config="{"category":"Internal","action":"click - Why LinkedIn","label":"/content/me/business/en-us/marketing-solutions/why-advertise-on-linkedin?trk=lms-36b-h - header","componentId":"header_575755005"}"> </a> </div> <nav> <ul class="link-list "> <li class="link-list-item"> <a href="/marketing-solutions/why-advertise-on-linkedin" class="link-list-link js-analytics-event" title="Why LinkedIn"> Why LinkedIn </a> </li> <li class="link-list-item"> <a href="/marketing-solutions/audience" class="link-list-link js-analytics-event" title="Our Audience"> Our Audience </a> </li> <li class="link-list-item"> <a href="/marketing-solutions/success/marketing-case-studies" class="link-list-link js-analytics-event" title="Customer Stories"> Customer Stories </a> </li> </ul> </nav> </nav> </div> <div id='lms-homepage-header-navigation-primary-nav-mobile-linkedin-pages' class="secondary-navigation-wrapper basic" data-menu="item_5" tabindex="-1" role="menu" aria-labelledby="sub-menu-button-item_5"> <nav class="secondary-navigation" role="navigation" id="secondary-menu-item_5" aria-label="LinkedIn Pages link navigation"> <div class="secondary-nav-panel js-hide-sub-menu non-desktop-only"> <button class="sub-navigation-button js-hide-sub-menu js-analytics-event" aria-label="Back"> <li-icon type="chevron-left-icon" size="small" class="" a11y-text="" ""> </li-icon> </button> <h3 class="secondary-nav-title">LinkedIn Pages</h3> </div> <div class="secondary-nav-overview-basic non-desktop-only"> <a href="/marketing-solutions/linkedin-pages" class="secondary-nav-link-basic js-analytics-event" title="LinkedIn Pages" data-analytics-config="{"category":"Internal","action":"click - LinkedIn Pages","label":"/content/me/business/en-us/marketing-solutions/linkedin-pages - header","componentId":"header_575755005"}"> </a> </div> <nav> <ul class="link-list "> <li class="link-list-item"> <a href="/marketing-solutions/linkedin-pages" class="link-list-link js-analytics-event" title="Create a LinkedIn Page"> Create a LinkedIn Page </a> </li> <li class="link-list-item"> <a href="/marketing-solutions/linkedin-pages/best-practices" class="link-list-link js-analytics-event" title="LinkedIn Pages Best Practices"> LinkedIn Pages Best Practices </a> </li> <li class="link-list-item"> <a href="/marketing-solutions/my-company-tab" class="link-list-link js-analytics-event" title="My Company"> My Company </a> </li> <li class="link-list-item"> <a href="/marketing-solutions/linkedin-pages/showcase-pages" class="link-list-link js-analytics-event" title="Showcase Pages"> Showcase Pages </a> </li> </ul> </nav> </nav> </div> <div id='lms-homepage-header-navigation-primary-nav-mobile-resources' class="secondary-navigation-wrapper advanced" data-menu="item_3" tabindex="-1" role="menu" aria-labelledby="sub-menu-button-item_3"> <nav class="secondary-navigation" role="navigation" id="secondary-menu-item_3" aria-label="Resources link navigation"> <div class="secondary-nav-panel js-hide-sub-menu non-desktop-only"> <button class="sub-navigation-button js-hide-sub-menu js-analytics-event" aria-label="Back"> <li-icon type="chevron-left-icon" size="small" class="" a11y-text="" ""> </li-icon> </button> <h3 class="secondary-nav-title">Resources</h3> </div> <div class="secondary-nav-overview non-desktop-only"> <a href="/marketing-solutions/success" class="secondary-nav-link js-analytics-event" title="Resources" data-analytics-config="{"category":"Internal","action":"click - Resources","label":"/content/me/business/en-us/marketing-solutions/success - header","componentId":"header_575755005"}"> </a> </div> <div class="inherited-column-frame column-frame main-container padding-gutter "> <div class="column-frame-foreground content-margin"> <div class="columns-container"> <section class="inherited-column-wrapper column-4 no-link no-headline"> <section class="inherited-column default"> <section class="inherited-column-content-wrapper headline-comp-padding"> </section> </section> </section> <section class="inherited-column-wrapper column-4 no-link"> <section class="inherited-column default"> <h3 class="col-headline "> Getting Started </h3> <section class="inherited-column-content-wrapper "> <div class="link-list parbase section"> <nav> <ul class="link-list "> <li class="link-list-item"> <a class="link-list-link js-analytics-event" href="/marketing-solutions/success/getting-started" title="How to Create a Campaign" data-analytics-config="{"category":"Internal","action":"click - How to Create a Campaign","label":"/content/me/business/en-us/marketing-solutions/success/getting-started.html - header - inherited-column-frame - inherited-column - link-list","componentId":"actionable-content_181768201"}"> How to Create a Campaign </a> </li> <li class="link-list-item"> <a class="link-list-link js-analytics-event" href="/marketing-solutions/success/ads-guide" title="Ads Specs" data-analytics-config="{"category":"Internal","action":"click - Ads Specs","label":"/content/me/business/en-us/marketing-solutions/success/ads-guide.html - header - inherited-column-frame - inherited-column - link-list","componentId":"actionable-content_181768202"}"> Ads Specs </a> </li> </ul> </nav> </div> </section> </section> </section> <section class="inherited-column-wrapper column-4 no-link"> <section class="inherited-column default"> <h3 class="col-headline "> Learn </h3> <section class="inherited-column-content-wrapper "> <div class="link-list parbase section"> <nav> <ul class="link-list "> <li class="link-list-item"> <a class="link-list-link js-analytics-event" href="/marketing-solutions/success" title="Success Hub" data-analytics-config="{"category":"Internal","action":"click - Success Hub","label":"/content/me/business/en-us/marketing-solutions/success.html - header - inherited-column-frame - inherited-column - link-list","componentId":"actionable-content_740915382"}"> Success Hub </a> </li> <li class="link-list-item"> <a class="link-list-link js-analytics-event" href="/marketing-solutions/success/marketing-training-certification" title="Learning Courses & Certifications" data-analytics-config="{"category":"Internal","action":"click - Learning Courses & Certifications","label":"/content/me/business/en-us/marketing-solutions/success/marketing-training-certification.html - header - inherited-column-frame - inherited-column - link-list","componentId":"actionable-content_740915381"}"> Learning Courses & Certifications </a> </li> <li class="link-list-item"> <a class="link-list-link js-analytics-event" href="https://www.linkedin.com/business/marketing/blog/linkedin-ads" title="LinkedIn Ads Blog" target="_blank" data-analytics-config="{"category":"External LinkedIn","action":"click - LinkedIn Ads Blog","label":"https://www.linkedin.com/business/marketing/blog/linkedin-ads - header - inherited-column-frame - inherited-column - link-list","componentId":"actionable-content_740915380"}"> LinkedIn Ads Blog </a> </li> <li class="link-list-item"> <a class="link-list-link js-analytics-event" href="/marketing-solutions/success/marketing-terms" title="Marketing Glossary" data-analytics-config="{"category":"Internal","action":"click - Marketing Glossary","label":"/content/me/business/en-us/marketing-solutions/success/marketing-terms.html - header - inherited-column-frame - inherited-column - link-list","componentId":"actionable-content_740915379"}"> Marketing Glossary </a> </li> </ul> </nav> </div> </section> </section> </section> <section class="inherited-column-wrapper column-4 no-link"> <section class="inherited-column default"> <h3 class="col-headline "> By Business Type </h3> <section class="inherited-column-content-wrapper "> <div class="link-list parbase section"> <nav> <ul class="link-list "> <li class="link-list-item"> <a class="link-list-link js-analytics-event" href="/marketing-solutions/success/small-business-advertising" title="Small Businesses" data-analytics-config="{"category":"Internal","action":"click - Small Businesses","label":"/content/me/business/en-us/marketing-solutions/success/small-business-advertising.html - header - inherited-column-frame - inherited-column - link-list","componentId":"actionable-content_1663598965"}"> Small Businesses </a> </li> <li class="link-list-item"> <a class="link-list-link js-analytics-event" href="/marketing-solutions/marketing-agencies" title="Agencies" data-analytics-config="{"category":"Internal","action":"click - Agencies","label":"/content/me/business/en-us/marketing-solutions/marketing-agencies.html - header - inherited-column-frame - inherited-column - link-list","componentId":"actionable-content_1663598964"}"> Agencies </a> </li> <li class="link-list-item"> <a class="link-list-link js-analytics-event" href="/marketing-solutions/marketing-partners" title="Partners" data-analytics-config="{"category":"Internal","action":"click - Partners","label":"/content/me/business/en-us/marketing-solutions/marketing-partners.html - header - inherited-column-frame - inherited-column - link-list","componentId":"actionable-content_1663598963"}"> Partners </a> </li> </ul> </nav> </div> </section> </section> </section> </div> </div> </div> </nav> </div> </header> </div> </section> <section class="page-alert-container"> </section> <script type="text/template" id="page-alert-template"> <div class="alert notice page-alert hidden" role="alert" tabindex="-1"> <div class="page-alert-wrapper"> <p class="page-alert-message"></p> <button class="page-alert-dismiss"> <li-icon class="filter-frame-close-button-icon" type="cancel-icon" size="small" a11y-text="Dismiss Alert"></li-icon> <span class="a11y-hidden">Dismiss Alert</span> </button> </div> </div> </script> <div 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data-srcset="https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/glossary-term/terms/market-share/bg/market-share-hero-bg-dsk-v02.png.original.png, https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/glossary-term/terms/market-share/bg/market-share-hero-bg-dsk-v02.png/jcr:content/renditions/market-share-hero-bg-dsk-v02-2x.png 2x" media="only screen and (min-width: 1025px)"/><source data-srcset="https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/glossary-term/terms/market-share/bg/market-share-hero-bg-dsk-v02.png/jcr:content/renditions/market-share-hero-tab-land-v02.png, https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/glossary-term/terms/market-share/bg/market-share-hero-bg-dsk-v02.png/jcr:content/renditions/market-share-hero-tab-land-v02-2x.png 2x" media="only screen and (min-width: 768px) and (orientation: landscape)"/><source data-srcset="https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/glossary-term/terms/market-share/bg/market-share-hero-bg-dsk-v02.png/jcr:content/renditions/market-share-hero-tab-port-v02.png, https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/glossary-term/terms/market-share/bg/market-share-hero-bg-dsk-v02.png/jcr:content/renditions/market-share-hero-tab-port-v02-2x.png 2x" media="only screen and (min-width: 720px) and (orientation: portrait)"/><source data-srcset="https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/glossary-term/terms/market-share/bg/market-share-hero-bg-dsk-v02.png/jcr:content/renditions/market-share-hero-bg-alt-tab-port-v02.png, https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/glossary-term/terms/market-share/bg/market-share-hero-bg-dsk-v02.png/jcr:content/renditions/market-share-hero-bg-alt-tab-port-v02-2x.png 2x" media="only screen and (max-width: 767px) and (orientation: landscape)"/><source data-srcset="https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/glossary-term/terms/market-share/bg/market-share-hero-bg-dsk-v02.png/jcr:content/renditions/market-share-hero-bg-alt-tab-port-v02.png, https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/glossary-term/terms/market-share/bg/market-share-hero-bg-dsk-v02.png/jcr:content/renditions/market-share-hero-bg-alt-tab-port-v02-2x.png 2x" media="only screen and (max-width: 719px) and (orientation: portrait)"/><img class="flexible-column-frame-background-image desktop-top-center tablet-landscape-top-center tablet-portrait-top-center mobile-landscape-top-center mobile-portrait-top-center lazy-load" alt="Illustration representing market share" data-image-path="https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/glossary-term/terms/market-share/bg/market-share-hero-bg-dsk-v02.png/jcr:content/renditions/market-share-hero-bg-alt-tab-port-v02.png"/></picture> </div> <div class="flexible-column-frame-foreground legacy-padding-enabled has-responsive-height component__padding--default" data-responsive-height="auto,auto,auto,auto,auto" data-responsive-min-height="400px,366px,412px,auto,auto" data-enable-min-height="true"> <div class="flexible-column-frame-heading content-margin"> </div> <div class="content-margin"> <div class="flexible-column-frame-columns"> <section class="flexible-column-frame-column grid-12-columns align-top stacking-order-1"> <div class="full-rich-text parbase section"> <section class="content-margin"> <div class="rich-text rich-text-mode-standard rich-text-align-left rich-text__padding--none rich-text__width--standard"> <p><a href="/marketing-solutions/success/marketing-terms">Marketing Glossary</a> / Market Share</p> <p><span class="rte-style__headline--xlarge">Market Share</span></p> </div> </section> </div> <div class="full-rich-text parbase section"> <section class="content-margin"> <div class="rich-text rich-text-mode-standard rich-text-align-left rich-text__padding--none rich-text__width--narrow"> <h2><span class="rte-style__headline--small"><span class="rte-style__headline--medium">What Is market share, and how do you increase it?</span></span></h2> </div> </section> </div> </section> <section class="flexible-column-frame-column grid-12-columns align-top stacking-order-2"> </section> </div> </div> </div> </section> </div> <div class="banner parbase section"> <section id="" data-anchorable class="banner-component has-responsive-height light-monochrome has-background has-content-width-background hide-on--tablet-portrait hide-on--tablet-landscape hide-on--desktop " data-responsive-height="0px,0px,0px,auto,auto" data-responsive-min-height="0px,0px,0px,315px,200px" data-enable-min-height="true" data-responsive-contrast="light-monochrome,light-monochrome,light-monochrome,light-monochrome,light-monochrome" data-background-video-id="banner_1094742165" data-component-js-load-path="components/content/banner"> <div class="banner-background "> <picture><source data-srcset="https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/glossary-term/terms/market-share/bg/market-share-hero-mob-port-v02.png.original.png" media="only screen and (min-width: 1025px)"/><source data-srcset="https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/glossary-term/terms/market-share/bg/market-share-hero-mob-port-v02.png.original.png" media="only screen and (min-width: 768px) and (orientation: landscape)"/><source data-srcset="https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/glossary-term/terms/market-share/bg/market-share-hero-mob-port-v02.png.original.png" media="only screen and (min-width: 720px) and (orientation: portrait)"/><source data-srcset="https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/glossary-term/terms/market-share/bg/market-share-hero-mob-port-v02.png/jcr:content/renditions/market-share-hero-mob-land-v02.png, https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/glossary-term/terms/market-share/bg/market-share-hero-mob-port-v02.png/jcr:content/renditions/market-share-hero-mob-land-v02-2x.png 2x" media="only screen and (max-width: 767px) and (orientation: landscape)"/><source data-srcset="https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/glossary-term/terms/market-share/bg/market-share-hero-mob-port-v02.png.original.png, https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/glossary-term/terms/market-share/bg/market-share-hero-mob-port-v02.png/jcr:content/renditions/market-share-hero-mob-port-v02-2x.png 2x" media="only screen and (max-width: 719px) and (orientation: portrait)"/><img class="banner-background-image desktop-top-center tablet-landscape-top-center tablet-portrait-top-center mobile-landscape-top-center mobile-portrait-top-center lazy-load" alt="Illustration representing market share" data-image-path="https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/glossary-term/terms/market-share/bg/market-share-hero-mob-port-v02.png.original.png"/></picture> </div> <div class="banner-content content-margin component__padding--default"> <div class="banner-content-container banner-content-align-default manual-content-position from-1 to-24" id="banner-content-container-banner_1094742165"> </div> </div> </section> </div> <div class="full-rich-text parbase section"> <section class="content-margin"> <div class="rich-text rich-text-mode-standard rich-text-align-left rich-text__padding--none rich-text__width--standard"> <p><span class="rte-style__headline--small">In a perfect world, companies would be able to measure their market position and reliably increase it over time. In the real world, however, understanding market share is a complex pursuit, and increasing it requires you to consistently outperform your competition across a number of metrics.<br/> <br/> Fortunately, companies wanting to measure and increase market share have a wide array of tools and strategies at their disposal.<br/> <br/> In this article, we'll break down the fundamentals of market share, how to effectively measure it, and the five most reliable strategies for increasing market share over time.</span></p> </div> </section> </div> <div class="flexible-column-frame parbase section"> <section id="" data-anchorable class="flexible-column-frame-component layout-component has-responsive-height supports-zero-heights light-monochrome " data-responsive-height="auto,auto,auto,auto,auto" data-responsive-min-height="auto,auto,auto,auto,auto" data-enable-min-height="true" data-responsive-contrast="light-monochrome,light-monochrome,light-monochrome,light-monochrome,light-monochrome" data-background-video-id="flexible-column-frame_2056116794" data-component-js-load-path="components/layout/flexible-column-frame"> <div class="flexible-column-frame-foreground legacy-padding-enabled has-responsive-height component__padding--default" data-responsive-height="auto,auto,auto,auto,auto" data-responsive-min-height="auto,auto,auto,auto,auto" data-enable-min-height="true"> <div class="flexible-column-frame-heading content-margin"> <header class="component-heading-group component-heading-group-align-default " data-responsive-contrast=""> <p class="component-heading-subheadline subheadline-21"> Learn more about Market Share: </p> </header> </div> <div class="content-margin"> <div class="flexible-column-frame-columns"> <section class="flexible-column-frame-column "> <div class="basic-list parbase section"> <section id="" data-anchorable class="basic-list-component basic-list-icon-text light-monochrome" data-responsive-contrast="light-monochrome,light-monochrome,light-monochrome,light-monochrome,light-monochrome" data-component-js-load-path="components/layout/basic-list"> <div class="content-margin"> </div> <div data-mobile-layout="stacked" class="mobile-layout-stacked content-margin"> <div class="resource-content resource-content-4-up"> <ul class="basic-list-items js-filterable-container"> <li class="basic-list-item js-filterable filterable icon-text-wrapper"> <article class="resource icon-text filterable-content "> <a href="#what-is" class="image-link js-analytics-event"> <div class="resource-image"> <div class="image-component content-margin"> <picture><source data-srcset="https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/glossary-term/terms/market-share/fg/market-share-learn-more-what-is-market-share-icon-dsk-v01.png.original.png, https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/glossary-term/terms/market-share/fg/market-share-learn-more-what-is-market-share-icon-dsk-v01.png/jcr:content/renditions/market-share-learn-more-what-is-market-share-icon-dsk-v01-2x.png 2x" media="only screen and (min-width: 1025px)"/><source data-srcset="https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/glossary-term/terms/market-share/fg/market-share-learn-more-what-is-market-share-icon-dsk-v01.png.original.png, https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/glossary-term/terms/market-share/fg/market-share-learn-more-what-is-market-share-icon-dsk-v01.png/jcr:content/renditions/market-share-learn-more-what-is-market-share-icon-dsk-v01-2x.png 2x" media="only screen and (min-width: 768px) and (orientation: landscape)"/><source data-srcset="https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/glossary-term/terms/market-share/fg/market-share-learn-more-what-is-market-share-icon-dsk-v01.png.original.png, https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/glossary-term/terms/market-share/fg/market-share-learn-more-what-is-market-share-icon-dsk-v01.png/jcr:content/renditions/market-share-learn-more-what-is-market-share-icon-dsk-v01-2x.png 2x" media="only screen and (min-width: 720px) and (orientation: portrait)"/><source data-srcset="https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/glossary-term/terms/market-share/fg/market-share-learn-more-what-is-market-share-icon-dsk-v01.png.original.png, https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/glossary-term/terms/market-share/fg/market-share-learn-more-what-is-market-share-icon-dsk-v01.png/jcr:content/renditions/market-share-learn-more-what-is-market-share-icon-dsk-v01-2x.png 2x" media="only screen and (max-width: 767px) and (orientation: landscape)"/><source data-srcset="https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/glossary-term/terms/market-share/fg/market-share-learn-more-what-is-market-share-icon-dsk-v01.png.original.png, https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/glossary-term/terms/market-share/fg/market-share-learn-more-what-is-market-share-icon-dsk-v01.png/jcr:content/renditions/market-share-learn-more-what-is-market-share-icon-dsk-v01-2x.png 2x" media="only screen and (max-width: 719px) and (orientation: portrait)"/><img class="image-content lazy-load" alt="Icon representing market share" data-image-path="https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/glossary-term/terms/market-share/fg/market-share-learn-more-what-is-market-share-icon-dsk-v01.png.original.png"/></picture> </div> </div> <div data-eq-height-group="1" data-eq-height-states="tablet,desktop"> </div> <p class="resource-button component-heading-link">What Is Market Share?</p> </a> </article> </li> <li class="basic-list-item js-filterable filterable icon-text-wrapper"> <article class="resource icon-text filterable-content "> <a href="#formula" class="image-link js-analytics-event"> <div class="resource-image"> <div class="image-component content-margin"> <picture><source data-srcset="https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/glossary-term/terms/market-share/fg/market-share-learn-more-the-market-share-formula-how-to-calculate-market-share-icon-dsk-v01.png.original.png, https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/glossary-term/terms/market-share/fg/market-share-learn-more-the-market-share-formula-how-to-calculate-market-share-icon-dsk-v01.png/jcr:content/renditions/market-share-learn-more-the-market-share-formula-how-to-calculate-market-share-icon-dsk-v01-2x.png 2x" media="only screen and (min-width: 1025px)"/><source data-srcset="https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/glossary-term/terms/market-share/fg/market-share-learn-more-the-market-share-formula-how-to-calculate-market-share-icon-dsk-v01.png.original.png, https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/glossary-term/terms/market-share/fg/market-share-learn-more-the-market-share-formula-how-to-calculate-market-share-icon-dsk-v01.png/jcr:content/renditions/market-share-learn-more-the-market-share-formula-how-to-calculate-market-share-icon-dsk-v01-2x.png 2x" media="only screen and (min-width: 768px) and (orientation: landscape)"/><source data-srcset="https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/glossary-term/terms/market-share/fg/market-share-learn-more-the-market-share-formula-how-to-calculate-market-share-icon-dsk-v01.png.original.png, https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/glossary-term/terms/market-share/fg/market-share-learn-more-the-market-share-formula-how-to-calculate-market-share-icon-dsk-v01.png/jcr:content/renditions/market-share-learn-more-the-market-share-formula-how-to-calculate-market-share-icon-dsk-v01-2x.png 2x" media="only screen and (min-width: 720px) and (orientation: portrait)"/><source data-srcset="https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/glossary-term/terms/market-share/fg/market-share-learn-more-the-market-share-formula-how-to-calculate-market-share-icon-dsk-v01.png.original.png, https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/glossary-term/terms/market-share/fg/market-share-learn-more-the-market-share-formula-how-to-calculate-market-share-icon-dsk-v01.png/jcr:content/renditions/market-share-learn-more-the-market-share-formula-how-to-calculate-market-share-icon-dsk-v01-2x.png 2x" media="only screen and (max-width: 767px) and (orientation: landscape)"/><source data-srcset="https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/glossary-term/terms/market-share/fg/market-share-learn-more-the-market-share-formula-how-to-calculate-market-share-icon-dsk-v01.png.original.png, https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/glossary-term/terms/market-share/fg/market-share-learn-more-the-market-share-formula-how-to-calculate-market-share-icon-dsk-v01.png/jcr:content/renditions/market-share-learn-more-the-market-share-formula-how-to-calculate-market-share-icon-dsk-v01-2x.png 2x" media="only screen and (max-width: 719px) and (orientation: portrait)"/><img class="image-content lazy-load" alt="Icon representing market share formula" data-image-path="https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/glossary-term/terms/market-share/fg/market-share-learn-more-the-market-share-formula-how-to-calculate-market-share-icon-dsk-v01.png.original.png"/></picture> </div> </div> <div data-eq-height-group="1" data-eq-height-states="tablet,desktop"> </div> <p class="resource-button component-heading-link">The Market Share Formula: How To Calculate Market Share</p> </a> </article> </li> <li class="basic-list-item js-filterable filterable icon-text-wrapper"> <article class="resource icon-text filterable-content "> <a href="#increase" class="image-link js-analytics-event"> <div class="resource-image"> <div class="image-component content-margin"> <picture><source data-srcset="https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/glossary-term/terms/market-share/fg/market-share-learn-more-how-to-increase-market-share-icon-dsk-v01.png.original.png, https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/glossary-term/terms/market-share/fg/market-share-learn-more-how-to-increase-market-share-icon-dsk-v01.png/jcr:content/renditions/market-share-learn-more-how-to-increase-market-share-icon-dsk-v01-2x.png 2x" media="only screen and (min-width: 1025px)"/><source data-srcset="https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/glossary-term/terms/market-share/fg/market-share-learn-more-how-to-increase-market-share-icon-dsk-v01.png.original.png, https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/glossary-term/terms/market-share/fg/market-share-learn-more-how-to-increase-market-share-icon-dsk-v01.png/jcr:content/renditions/market-share-learn-more-how-to-increase-market-share-icon-dsk-v01-2x.png 2x" media="only screen and (min-width: 768px) and (orientation: landscape)"/><source data-srcset="https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/glossary-term/terms/market-share/fg/market-share-learn-more-how-to-increase-market-share-icon-dsk-v01.png.original.png, https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/glossary-term/terms/market-share/fg/market-share-learn-more-how-to-increase-market-share-icon-dsk-v01.png/jcr:content/renditions/market-share-learn-more-how-to-increase-market-share-icon-dsk-v01-2x.png 2x" media="only screen and (min-width: 720px) and (orientation: portrait)"/><source data-srcset="https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/glossary-term/terms/market-share/fg/market-share-learn-more-how-to-increase-market-share-icon-dsk-v01.png.original.png, https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/glossary-term/terms/market-share/fg/market-share-learn-more-how-to-increase-market-share-icon-dsk-v01.png/jcr:content/renditions/market-share-learn-more-how-to-increase-market-share-icon-dsk-v01-2x.png 2x" media="only screen and (max-width: 767px) and (orientation: landscape)"/><source data-srcset="https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/glossary-term/terms/market-share/fg/market-share-learn-more-how-to-increase-market-share-icon-dsk-v01.png.original.png, https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/glossary-term/terms/market-share/fg/market-share-learn-more-how-to-increase-market-share-icon-dsk-v01.png/jcr:content/renditions/market-share-learn-more-how-to-increase-market-share-icon-dsk-v01-2x.png 2x" media="only screen and (max-width: 719px) and (orientation: portrait)"/><img class="image-content lazy-load" alt="Icon representing increasing market share" data-image-path="https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/glossary-term/terms/market-share/fg/market-share-learn-more-how-to-increase-market-share-icon-dsk-v01.png.original.png"/></picture> </div> </div> <div data-eq-height-group="1" data-eq-height-states="tablet,desktop"> </div> <p class="resource-button component-heading-link">How To Increase Market Share</p> </a> </article> </li> <li class="basic-list-item js-filterable filterable icon-text-wrapper"> <article class="resource icon-text filterable-content "> <a href="#complex" class="image-link js-analytics-event"> <div class="resource-image"> <div class="image-component content-margin"> <picture><source data-srcset="https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/glossary-term/terms/market-share/fg/market-share-learn-more-complex-factors-affecting-marketing-share-icon-dsk-v01.png.original.png, https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/glossary-term/terms/market-share/fg/market-share-learn-more-complex-factors-affecting-marketing-share-icon-dsk-v01.png/jcr:content/renditions/market-share-learn-more-complex-factors-affecting-marketing-share-icon-dsk-v01-2x.png 2x" media="only screen and (min-width: 1025px)"/><source data-srcset="https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/glossary-term/terms/market-share/fg/market-share-learn-more-complex-factors-affecting-marketing-share-icon-dsk-v01.png.original.png, https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/glossary-term/terms/market-share/fg/market-share-learn-more-complex-factors-affecting-marketing-share-icon-dsk-v01.png/jcr:content/renditions/market-share-learn-more-complex-factors-affecting-marketing-share-icon-dsk-v01-2x.png 2x" media="only screen and (min-width: 768px) and (orientation: landscape)"/><source data-srcset="https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/glossary-term/terms/market-share/fg/market-share-learn-more-complex-factors-affecting-marketing-share-icon-dsk-v01.png.original.png, https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/glossary-term/terms/market-share/fg/market-share-learn-more-complex-factors-affecting-marketing-share-icon-dsk-v01.png/jcr:content/renditions/market-share-learn-more-complex-factors-affecting-marketing-share-icon-dsk-v01-2x.png 2x" media="only screen and (min-width: 720px) and (orientation: portrait)"/><source data-srcset="https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/glossary-term/terms/market-share/fg/market-share-learn-more-complex-factors-affecting-marketing-share-icon-dsk-v01.png.original.png, https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/glossary-term/terms/market-share/fg/market-share-learn-more-complex-factors-affecting-marketing-share-icon-dsk-v01.png/jcr:content/renditions/market-share-learn-more-complex-factors-affecting-marketing-share-icon-dsk-v01-2x.png 2x" media="only screen and (max-width: 767px) and (orientation: landscape)"/><source data-srcset="https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/glossary-term/terms/market-share/fg/market-share-learn-more-complex-factors-affecting-marketing-share-icon-dsk-v01.png.original.png, https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/glossary-term/terms/market-share/fg/market-share-learn-more-complex-factors-affecting-marketing-share-icon-dsk-v01.png/jcr:content/renditions/market-share-learn-more-complex-factors-affecting-marketing-share-icon-dsk-v01-2x.png 2x" media="only screen and (max-width: 719px) and (orientation: portrait)"/><img class="image-content lazy-load" alt="Icon representing complex factors impacting market share" data-image-path="https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/glossary-term/terms/market-share/fg/market-share-learn-more-complex-factors-affecting-marketing-share-icon-dsk-v01.png.original.png"/></picture> </div> </div> <div data-eq-height-group="1" data-eq-height-states="tablet,desktop"> </div> <p class="resource-button component-heading-link">Complex Factors Affecting Marketing Share</p> </a> </article> </li> <li class="basic-list-item js-filterable filterable icon-text-wrapper"> <article class="resource icon-text filterable-content "> <a href="#risks" class="image-link js-analytics-event"> <div class="resource-image"> <div class="image-component content-margin"> <picture><source data-srcset="https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/glossary-term/terms/market-share/fg/market-share-learn-more-risks-of-pursuing-increased-market-share-icon-dsk-v01.png.original.png, https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/glossary-term/terms/market-share/fg/market-share-learn-more-risks-of-pursuing-increased-market-share-icon-dsk-v01.png/jcr:content/renditions/market-share-learn-more-risks-of-pursuing-increased-market-share-icon-dsk-v01-2x.png 2x" media="only screen and (min-width: 1025px)"/><source data-srcset="https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/glossary-term/terms/market-share/fg/market-share-learn-more-risks-of-pursuing-increased-market-share-icon-dsk-v01.png.original.png, https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/glossary-term/terms/market-share/fg/market-share-learn-more-risks-of-pursuing-increased-market-share-icon-dsk-v01.png/jcr:content/renditions/market-share-learn-more-risks-of-pursuing-increased-market-share-icon-dsk-v01-2x.png 2x" media="only screen and (min-width: 768px) and (orientation: landscape)"/><source data-srcset="https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/glossary-term/terms/market-share/fg/market-share-learn-more-risks-of-pursuing-increased-market-share-icon-dsk-v01.png.original.png, https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/glossary-term/terms/market-share/fg/market-share-learn-more-risks-of-pursuing-increased-market-share-icon-dsk-v01.png/jcr:content/renditions/market-share-learn-more-risks-of-pursuing-increased-market-share-icon-dsk-v01-2x.png 2x" media="only screen and (min-width: 720px) and (orientation: portrait)"/><source data-srcset="https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/glossary-term/terms/market-share/fg/market-share-learn-more-risks-of-pursuing-increased-market-share-icon-dsk-v01.png.original.png, https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/glossary-term/terms/market-share/fg/market-share-learn-more-risks-of-pursuing-increased-market-share-icon-dsk-v01.png/jcr:content/renditions/market-share-learn-more-risks-of-pursuing-increased-market-share-icon-dsk-v01-2x.png 2x" media="only screen and (max-width: 767px) and (orientation: landscape)"/><source data-srcset="https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/glossary-term/terms/market-share/fg/market-share-learn-more-risks-of-pursuing-increased-market-share-icon-dsk-v01.png.original.png, https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/glossary-term/terms/market-share/fg/market-share-learn-more-risks-of-pursuing-increased-market-share-icon-dsk-v01.png/jcr:content/renditions/market-share-learn-more-risks-of-pursuing-increased-market-share-icon-dsk-v01-2x.png 2x" media="only screen and (max-width: 719px) and (orientation: portrait)"/><img class="image-content lazy-load" alt="Icon representing risks of market share" data-image-path="https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/glossary-term/terms/market-share/fg/market-share-learn-more-risks-of-pursuing-increased-market-share-icon-dsk-v01.png.original.png"/></picture> </div> </div> <div data-eq-height-group="1" data-eq-height-states="tablet,desktop"> </div> <p class="resource-button component-heading-link">Risks of Pursuing Increased Market Share</p> </a> </article> </li> <li class="basic-list-item js-filterable filterable icon-text-wrapper"> <article class="resource icon-text filterable-content "> <a href="#ads" class="image-link js-analytics-event"> <div class="resource-image"> <div class="image-component content-margin"> <picture><source data-srcset="https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/glossary-term/terms/market-share/fg/market-share-learn-more-increase-share-of-market-with-linkedin-ads-icon-dsk-v01.png.original.png, https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/glossary-term/terms/market-share/fg/market-share-learn-more-increase-share-of-market-with-linkedin-ads-icon-dsk-v01.png/jcr:content/renditions/market-share-learn-more-increase-share-of-market-with-linkedin-ads-icon-dsk-v01-2x.png 2x" media="only screen and (min-width: 1025px)"/><source data-srcset="https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/glossary-term/terms/market-share/fg/market-share-learn-more-increase-share-of-market-with-linkedin-ads-icon-dsk-v01.png.original.png, https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/glossary-term/terms/market-share/fg/market-share-learn-more-increase-share-of-market-with-linkedin-ads-icon-dsk-v01.png/jcr:content/renditions/market-share-learn-more-increase-share-of-market-with-linkedin-ads-icon-dsk-v01-2x.png 2x" media="only screen and (min-width: 768px) and (orientation: landscape)"/><source data-srcset="https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/glossary-term/terms/market-share/fg/market-share-learn-more-increase-share-of-market-with-linkedin-ads-icon-dsk-v01.png.original.png, https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/glossary-term/terms/market-share/fg/market-share-learn-more-increase-share-of-market-with-linkedin-ads-icon-dsk-v01.png/jcr:content/renditions/market-share-learn-more-increase-share-of-market-with-linkedin-ads-icon-dsk-v01-2x.png 2x" media="only screen and (min-width: 720px) and (orientation: portrait)"/><source data-srcset="https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/glossary-term/terms/market-share/fg/market-share-learn-more-increase-share-of-market-with-linkedin-ads-icon-dsk-v01.png.original.png, https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/glossary-term/terms/market-share/fg/market-share-learn-more-increase-share-of-market-with-linkedin-ads-icon-dsk-v01.png/jcr:content/renditions/market-share-learn-more-increase-share-of-market-with-linkedin-ads-icon-dsk-v01-2x.png 2x" media="only screen and (max-width: 767px) and (orientation: landscape)"/><source data-srcset="https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/glossary-term/terms/market-share/fg/market-share-learn-more-increase-share-of-market-with-linkedin-ads-icon-dsk-v01.png.original.png, 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</section> </div> </div> </div> </section> </div> <div class="flexible-column-frame parbase section"> <section id="what-is" data-anchorable class="flexible-column-frame-component layout-component has-responsive-height supports-zero-heights padding-gutter light-monochrome " data-responsive-height="auto,auto,auto,auto,auto" data-responsive-min-height="auto,auto,auto,auto,auto" data-enable-min-height="true" data-responsive-contrast="light-monochrome,light-monochrome,light-monochrome,light-monochrome,light-monochrome" data-background-video-id="flexible-column-frame_1869583643" data-component-js-load-path="components/layout/flexible-column-frame"> <div class="flexible-column-frame-foreground legacy-padding-enabled has-responsive-height component__padding--default" data-responsive-height="auto,auto,auto,auto,auto" data-responsive-min-height="auto,auto,auto,auto,auto" data-enable-min-height="true"> <div class="flexible-column-frame-heading content-margin"> </div> <div class="content-margin"> <div class="flexible-column-frame-columns"> <section class="flexible-column-frame-column grid-12-columns align-middle stacking-order-1"> <div class="embed parbase section"> <div> <div class="image-component content-margin"> <picture><source data-srcset="https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/glossary-term/terms/market-share/fg/market-share-what-is-market-share-illustration-dsk-v01.png.original.png, https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/glossary-term/terms/market-share/fg/market-share-what-is-market-share-illustration-dsk-v01.png/jcr:content/renditions/market-share-what-is-market-share-illustration-dsk-v01-2x.png 2x" media="only screen and (min-width: 1025px)"/><source data-srcset="https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/glossary-term/terms/market-share/fg/market-share-what-is-market-share-illustration-dsk-v01.png.original.png, https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/glossary-term/terms/market-share/fg/market-share-what-is-market-share-illustration-dsk-v01.png/jcr:content/renditions/market-share-what-is-market-share-illustration-dsk-v01-2x.png 2x" media="only screen and (min-width: 768px) and (orientation: landscape)"/><source data-srcset="https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/glossary-term/terms/market-share/fg/market-share-what-is-market-share-illustration-dsk-v01.png.original.png, https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/glossary-term/terms/market-share/fg/market-share-what-is-market-share-illustration-dsk-v01.png/jcr:content/renditions/market-share-what-is-market-share-illustration-dsk-v01-2x.png 2x" media="only screen and (min-width: 720px) and (orientation: portrait)"/><source data-srcset="https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/glossary-term/terms/market-share/fg/market-share-what-is-market-share-illustration-dsk-v01.png.original.png, https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/glossary-term/terms/market-share/fg/market-share-what-is-market-share-illustration-dsk-v01.png/jcr:content/renditions/market-share-what-is-market-share-illustration-dsk-v01-2x.png 2x" media="only screen and (max-width: 767px) and (orientation: landscape)"/><source data-srcset="https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/glossary-term/terms/market-share/fg/market-share-what-is-market-share-illustration-dsk-v01.png.original.png, https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/glossary-term/terms/market-share/fg/market-share-what-is-market-share-illustration-dsk-v01.png/jcr:content/renditions/market-share-what-is-market-share-illustration-dsk-v01-2x.png 2x" media="only screen and (max-width: 719px) and (orientation: portrait)"/><img class="image-content lazy-load" alt="Illustration representing what is market share" data-image-path="https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/glossary-term/terms/market-share/fg/market-share-what-is-market-share-illustration-dsk-v01.png.original.png"/></picture> </div> </div> </div> </section> <section class="flexible-column-frame-column grid-12-columns align-middle stacking-order-2"> <div class="banner parbase section"> <section id="" data-anchorable class="banner-component has-responsive-height light-monochrome " data-responsive-height="auto,auto,auto,auto,auto" data-responsive-min-height="auto,auto,auto,auto,auto" data-enable-min-height="true" data-responsive-contrast="light-monochrome,light-monochrome,light-monochrome,light-monochrome,light-monochrome" data-background-video-id="banner_19323507" data-component-js-load-path="components/content/banner"> <div class="banner-content content-margin component__padding--none"> <div class="banner-content-container banner-content-align-default manual-content-position from-1 to-24" id="banner-content-container-banner_19323507"> <div class="banner-icon"> <div class="image-component content-margin"> <picture><source data-srcset="https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/glossary-term/terms/market-share/fg/market-share-learn-more-what-is-market-share-icon-dsk-v01.png.original.png, https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/glossary-term/terms/market-share/fg/market-share-learn-more-what-is-market-share-icon-dsk-v01.png/jcr:content/renditions/market-share-learn-more-what-is-market-share-icon-dsk-v01-2x.png 2x" media="only screen and (min-width: 1025px)"/><source data-srcset="https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/glossary-term/terms/market-share/fg/market-share-learn-more-what-is-market-share-icon-dsk-v01.png.original.png, https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/glossary-term/terms/market-share/fg/market-share-learn-more-what-is-market-share-icon-dsk-v01.png/jcr:content/renditions/market-share-learn-more-what-is-market-share-icon-dsk-v01-2x.png 2x" media="only screen and (min-width: 768px) and (orientation: landscape)"/><source data-srcset="https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/glossary-term/terms/market-share/fg/market-share-learn-more-what-is-market-share-icon-dsk-v01.png.original.png, https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/glossary-term/terms/market-share/fg/market-share-learn-more-what-is-market-share-icon-dsk-v01.png/jcr:content/renditions/market-share-learn-more-what-is-market-share-icon-dsk-v01-2x.png 2x" media="only screen and (min-width: 720px) and (orientation: portrait)"/><source data-srcset="https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/glossary-term/terms/market-share/fg/market-share-learn-more-what-is-market-share-icon-dsk-v01.png.original.png, https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/glossary-term/terms/market-share/fg/market-share-learn-more-what-is-market-share-icon-dsk-v01.png/jcr:content/renditions/market-share-learn-more-what-is-market-share-icon-dsk-v01-2x.png 2x" media="only screen and (max-width: 767px) and (orientation: landscape)"/><source data-srcset="https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/glossary-term/terms/market-share/fg/market-share-learn-more-what-is-market-share-icon-dsk-v01.png.original.png, https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/glossary-term/terms/market-share/fg/market-share-learn-more-what-is-market-share-icon-dsk-v01.png/jcr:content/renditions/market-share-learn-more-what-is-market-share-icon-dsk-v01-2x.png 2x" media="only screen and (max-width: 719px) and (orientation: portrait)"/><img class="image-content lazy-load" alt="Icon representing market share" data-image-path="https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/glossary-term/terms/market-share/fg/market-share-learn-more-what-is-market-share-icon-dsk-v01.png.original.png"/></picture> </div> </div> <h2 class="banner-headline headline-42"> What Is Market Share? </h2> <p class="banner-subheadline subheadline-17"> <br/> Market share is defined as the proportion of total sales in an industry controlled by a particular business. It is typically expressed as a percentage and is used to give a general idea of the size of a company relative to its market and competitors. </p> </div> </div> </section> </div> <div class="full-rich-text parbase section"> <section class="content-margin"> <div class="rich-text rich-text-mode-standard rich-text-align-center rich-text__padding--none rich-text__width--narrow"> <p><span class="rte-style__body--large"><b>Market share as a business metric is typically used for: </b></span></p> <ul> <li><p><b>Competitive Benchmarking:</b> Market share provides a clear measure of how a company is performing relative to its competitors. It enables businesses to benchmark their success in the marketplace and identify their standing within the industry.</p> </li> </ul> <ul> <li><p><b>Understanding Market Growth: </b>Market share can provide insight into market growth or contraction. If a company's sales are increasing but market share is declining, it could indicate that the market is growing overall, but the company is not keeping pace.</p> </li> </ul> <ul> <li><p><b>Investor Relations: </b>Market share is a common metric used by investors and analysts to assess a company's competitiveness and potential for growth. A strong market share can attract investment and positively impact stock prices.</p> </li> </ul> <p>Market share can be calculated in several ways, but the most common method is to divide the company's total sales over a specific period of time by the total sales of the industry over the same period. This calculation gives the company's market share as a percentage of the total market.</p> </div> </section> </div> </section> </div> </div> </div> </section> </div> <div class="flexible-column-frame parbase section"> <section id="formula" data-anchorable class="flexible-column-frame-component layout-component has-responsive-height supports-zero-heights light-monochrome " data-responsive-height="auto,auto,auto,auto,auto" data-responsive-min-height="auto,auto,auto,auto,auto" data-enable-min-height="true" data-responsive-contrast="light-monochrome,light-monochrome,light-monochrome,light-monochrome,light-monochrome" data-background-video-id="flexible-column-frame_1847006607" data-component-js-load-path="components/layout/flexible-column-frame"> <div class="flexible-column-frame-background background-color solid amber-10"> </div> <div class="flexible-column-frame-foreground legacy-padding-enabled has-responsive-height component__padding--default" data-responsive-height="auto,auto,auto,auto,auto" data-responsive-min-height="auto,auto,auto,auto,auto" data-enable-min-height="true"> <div class="flexible-column-frame-heading content-margin"> </div> <div class="content-margin"> <div class="flexible-column-frame-columns"> <section class="flexible-column-frame-column "> <div class="banner parbase section"> <section id="" data-anchorable class="banner-component has-responsive-height light-monochrome " data-responsive-height="auto,auto,auto,auto,auto" data-responsive-min-height="auto,auto,auto,auto,auto" data-enable-min-height="true" data-responsive-contrast="light-monochrome,light-monochrome,light-monochrome,light-monochrome,light-monochrome" data-background-video-id="banner_1402981492" data-component-js-load-path="components/content/banner"> <div class="banner-content content-margin component__padding--default"> <div class="banner-content-container banner-content-align-default manual-content-position from-1 to-24" id="banner-content-container-banner_1402981492"> <div class="banner-icon"> <div class="image-component content-margin"> <picture><source data-srcset="https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/glossary-term/terms/market-share/fg/market-share-learn-more-the-market-share-formula-how-to-calculate-market-share-icon-dsk-v01.png.original.png, https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/glossary-term/terms/market-share/fg/market-share-learn-more-the-market-share-formula-how-to-calculate-market-share-icon-dsk-v01.png/jcr:content/renditions/market-share-learn-more-the-market-share-formula-how-to-calculate-market-share-icon-dsk-v01-2x.png 2x" media="only screen and (min-width: 1025px)"/><source data-srcset="https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/glossary-term/terms/market-share/fg/market-share-learn-more-the-market-share-formula-how-to-calculate-market-share-icon-dsk-v01.png.original.png, https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/glossary-term/terms/market-share/fg/market-share-learn-more-the-market-share-formula-how-to-calculate-market-share-icon-dsk-v01.png/jcr:content/renditions/market-share-learn-more-the-market-share-formula-how-to-calculate-market-share-icon-dsk-v01-2x.png 2x" media="only screen and (min-width: 768px) and (orientation: landscape)"/><source data-srcset="https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/glossary-term/terms/market-share/fg/market-share-learn-more-the-market-share-formula-how-to-calculate-market-share-icon-dsk-v01.png.original.png, https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/glossary-term/terms/market-share/fg/market-share-learn-more-the-market-share-formula-how-to-calculate-market-share-icon-dsk-v01.png/jcr:content/renditions/market-share-learn-more-the-market-share-formula-how-to-calculate-market-share-icon-dsk-v01-2x.png 2x" media="only screen and (min-width: 720px) and (orientation: portrait)"/><source data-srcset="https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/glossary-term/terms/market-share/fg/market-share-learn-more-the-market-share-formula-how-to-calculate-market-share-icon-dsk-v01.png.original.png, https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/glossary-term/terms/market-share/fg/market-share-learn-more-the-market-share-formula-how-to-calculate-market-share-icon-dsk-v01.png/jcr:content/renditions/market-share-learn-more-the-market-share-formula-how-to-calculate-market-share-icon-dsk-v01-2x.png 2x" media="only screen and (max-width: 767px) and (orientation: landscape)"/><source data-srcset="https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/glossary-term/terms/market-share/fg/market-share-learn-more-the-market-share-formula-how-to-calculate-market-share-icon-dsk-v01.png.original.png, https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/glossary-term/terms/market-share/fg/market-share-learn-more-the-market-share-formula-how-to-calculate-market-share-icon-dsk-v01.png/jcr:content/renditions/market-share-learn-more-the-market-share-formula-how-to-calculate-market-share-icon-dsk-v01-2x.png 2x" media="only screen and (max-width: 719px) and (orientation: portrait)"/><img class="image-content lazy-load" alt="Icon representing market share formula" data-image-path="https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/glossary-term/terms/market-share/fg/market-share-learn-more-the-market-share-formula-how-to-calculate-market-share-icon-dsk-v01.png.original.png"/></picture> </div> </div> <h2 class="banner-headline headline-42"> The Market Share Formula: How To Calculate Market Share </h2> <p class="banner-subheadline subheadline-17"> <br/> To calculate a company’s market share, divide its total sales over a given period by the total sales of the industry over that same period. </p> </div> </div> </section> </div> <div class="flexible-column-frame parbase section"> <section id="" data-anchorable class="flexible-column-frame-component layout-component has-responsive-height supports-zero-heights padding-gutter light-monochrome " data-responsive-height="auto,auto,auto,auto,auto" data-responsive-min-height="auto,auto,auto,auto,auto" data-enable-min-height="true" data-responsive-contrast="light-monochrome,light-monochrome,light-monochrome,light-monochrome,light-monochrome" data-background-video-id="flexible-column-frame_595945887" data-component-js-load-path="components/layout/flexible-column-frame"> <div class="flexible-column-frame-background "> <picture><source data-srcset="https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/glossary-term/terms/market-share/bg/market-share-the-market-share-formula-how-to-calculate-market-share-bg-dsk-v02.png.original.png, https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/glossary-term/terms/market-share/bg/market-share-the-market-share-formula-how-to-calculate-market-share-bg-dsk-v02.png/jcr:content/renditions/market-share-the-market-share-formula-how-to-calculate-market-share-bg-dsk-v02-2x.png 2x" media="only screen and (min-width: 1025px)"/><source data-srcset="https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/glossary-term/terms/market-share/bg/market-share-the-market-share-formula-how-to-calculate-market-share-bg-dsk-v02.png/jcr:content/renditions/market-share-the-market-share-formula-how-to-calculate-market-share-bg-mob-port-v02.png, https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/glossary-term/terms/market-share/bg/market-share-the-market-share-formula-how-to-calculate-market-share-bg-dsk-v02.png/jcr:content/renditions/market-share-the-market-share-formula-how-to-calculate-market-share-bg-mob-port-v02-2x.png 2x" media="only screen and (min-width: 768px) and (orientation: landscape)"/><source data-srcset="https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/glossary-term/terms/market-share/bg/market-share-the-market-share-formula-how-to-calculate-market-share-bg-dsk-v02.png/jcr:content/renditions/market-share-the-market-share-formula-how-to-calculate-market-share-bg-mob-port-v02.png, https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/glossary-term/terms/market-share/bg/market-share-the-market-share-formula-how-to-calculate-market-share-bg-dsk-v02.png/jcr:content/renditions/market-share-the-market-share-formula-how-to-calculate-market-share-bg-mob-port-v02-2x.png 2x" media="only screen and (min-width: 720px) and (orientation: portrait)"/><source data-srcset="https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/glossary-term/terms/market-share/bg/market-share-the-market-share-formula-how-to-calculate-market-share-bg-dsk-v02.png/jcr:content/renditions/market-share-the-market-share-formula-how-to-calculate-market-share-bg-mob-port-v02.png, https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/glossary-term/terms/market-share/bg/market-share-the-market-share-formula-how-to-calculate-market-share-bg-dsk-v02.png/jcr:content/renditions/market-share-the-market-share-formula-how-to-calculate-market-share-bg-mob-port-v02-2x.png 2x" media="only screen and (max-width: 767px) and (orientation: landscape)"/><source data-srcset="https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/glossary-term/terms/market-share/bg/market-share-the-market-share-formula-how-to-calculate-market-share-bg-dsk-v02.png/jcr:content/renditions/market-share-the-market-share-formula-how-to-calculate-market-share-bg-mob-port-v02.png, https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/glossary-term/terms/market-share/bg/market-share-the-market-share-formula-how-to-calculate-market-share-bg-dsk-v02.png/jcr:content/renditions/market-share-the-market-share-formula-how-to-calculate-market-share-bg-mob-port-v02-2x.png 2x" media="only screen and (max-width: 719px) and (orientation: portrait)"/><img class="flexible-column-frame-background-image desktop-top-center tablet-landscape-top-center tablet-portrait-top-center mobile-landscape-top-center mobile-portrait-top-center lazy-load" alt="" data-image-path="https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/glossary-term/terms/market-share/bg/market-share-the-market-share-formula-how-to-calculate-market-share-bg-dsk-v02.png/jcr:content/renditions/market-share-the-market-share-formula-how-to-calculate-market-share-bg-mob-port-v02.png"/></picture> </div> <div class="flexible-column-frame-foreground legacy-padding-enabled has-responsive-height component__padding--default" data-responsive-height="auto,auto,auto,auto,auto" data-responsive-min-height="auto,auto,auto,auto,auto" data-enable-min-height="true"> <div class="flexible-column-frame-heading content-margin"> </div> <div class="content-margin"> <div class="flexible-column-frame-columns"> <section class="flexible-column-frame-column grid-3-columns align-top stacking-order-1"> </section> <section class="flexible-column-frame-column grid-18-columns align-top stacking-order-2"> <div class="full-rich-text parbase section"> <section class="content-margin"> <div class="rich-text rich-text-mode-standard rich-text-align-center rich-text__padding--none rich-text__width--full"> <p><span class="rte-style__body--large">The formula for market share is:</span></p> <h2 style="text-align: center;"><span class="rte-style__headline--medium"><b>Market Share = (Company's Total Sales / Total Industry Sales) x 100</b></span></h2> <p><span class="rte-style__body--large">For example, if a company sold 100,000 units in a year, and 1,000,000 units were sold in the entire market in that year, then the company's unit market share would be 10% (100,000 divided by 1,000,000).</span></p> </div> </section> </div> </section> <section class="flexible-column-frame-column grid-3-columns align-top stacking-order-3"> </section> </div> </div> </div> </section> </div> <div class="full-rich-text parbase section"> <section class="content-margin"> <div class="rich-text rich-text-mode-standard rich-text-align-center rich-text__padding--none rich-text__width--full"> <p>The company's total sales can be found in its financial reports, while the total industry sales can be obtained from industry reports, market research firms, or trade associations. The result will be a percentage that represents the company's share of the total market.<br/> </p> </div> </section> </div> </section> </div> </div> </div> </section> </div> <div class="spacer parbase section"> <div class="spacer-component spacing--4 background-color none "></div></div> <div class="flexible-column-frame parbase section"> <section id="increase" data-anchorable class="flexible-column-frame-component layout-component has-responsive-height supports-zero-heights light-monochrome " data-responsive-height="auto,auto,auto,auto,auto" data-responsive-min-height="auto,auto,auto,auto,auto" data-enable-min-height="true" data-responsive-contrast="light-monochrome,light-monochrome,light-monochrome,light-monochrome,light-monochrome" data-background-video-id="flexible-column-frame_1476717088" data-component-js-load-path="components/layout/flexible-column-frame"> <div class="flexible-column-frame-foreground legacy-padding-enabled has-responsive-height component__padding--default" data-responsive-height="auto,auto,auto,auto,auto" data-responsive-min-height="auto,auto,auto,auto,auto" data-enable-min-height="true"> <div class="flexible-column-frame-heading content-margin"> </div> <div class="content-margin"> <div class="flexible-column-frame-columns"> <section class="flexible-column-frame-column "> <div class="banner parbase section"> <section id="" data-anchorable class="banner-component has-responsive-height light-monochrome " data-responsive-height="auto,auto,auto,auto,auto" data-responsive-min-height="auto,auto,auto,auto,auto" data-enable-min-height="true" data-responsive-contrast="light-monochrome,light-monochrome,light-monochrome,light-monochrome,light-monochrome" data-background-video-id="banner_515794109" data-component-js-load-path="components/content/banner"> <div class="banner-content content-margin component__padding--default"> <div class="banner-content-container banner-content-align-default manual-content-position from-1 to-16" id="banner-content-container-banner_515794109"> <div class="banner-icon"> <div class="image-component content-margin"> <picture><source data-srcset="https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/glossary-term/terms/market-share/fg/market-share-learn-more-how-to-increase-market-share-icon-dsk-v01.png.original.png, https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/glossary-term/terms/market-share/fg/market-share-learn-more-how-to-increase-market-share-icon-dsk-v01.png/jcr:content/renditions/market-share-learn-more-how-to-increase-market-share-icon-dsk-v01-2x.png 2x" media="only screen and (min-width: 1025px)"/><source data-srcset="https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/glossary-term/terms/market-share/fg/market-share-learn-more-how-to-increase-market-share-icon-dsk-v01.png.original.png, https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/glossary-term/terms/market-share/fg/market-share-learn-more-how-to-increase-market-share-icon-dsk-v01.png/jcr:content/renditions/market-share-learn-more-how-to-increase-market-share-icon-dsk-v01-2x.png 2x" media="only screen and (min-width: 768px) and (orientation: landscape)"/><source data-srcset="https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/glossary-term/terms/market-share/fg/market-share-learn-more-how-to-increase-market-share-icon-dsk-v01.png.original.png, https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/glossary-term/terms/market-share/fg/market-share-learn-more-how-to-increase-market-share-icon-dsk-v01.png/jcr:content/renditions/market-share-learn-more-how-to-increase-market-share-icon-dsk-v01-2x.png 2x" media="only screen and (min-width: 720px) and (orientation: portrait)"/><source data-srcset="https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/glossary-term/terms/market-share/fg/market-share-learn-more-how-to-increase-market-share-icon-dsk-v01.png.original.png, https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/glossary-term/terms/market-share/fg/market-share-learn-more-how-to-increase-market-share-icon-dsk-v01.png/jcr:content/renditions/market-share-learn-more-how-to-increase-market-share-icon-dsk-v01-2x.png 2x" media="only screen and (max-width: 767px) and (orientation: landscape)"/><source data-srcset="https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/glossary-term/terms/market-share/fg/market-share-learn-more-how-to-increase-market-share-icon-dsk-v01.png.original.png, https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/glossary-term/terms/market-share/fg/market-share-learn-more-how-to-increase-market-share-icon-dsk-v01.png/jcr:content/renditions/market-share-learn-more-how-to-increase-market-share-icon-dsk-v01-2x.png 2x" media="only screen and (max-width: 719px) and (orientation: portrait)"/><img class="image-content lazy-load" alt="Icon representing increasing market share" data-image-path="https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/glossary-term/terms/market-share/fg/market-share-learn-more-how-to-increase-market-share-icon-dsk-v01.png.original.png"/></picture> </div> </div> <h2 class="banner-headline headline-42"> How To Increase Market Share </h2> <p class="banner-subheadline subheadline-17"> <br/> Companies seek to boost market share for numerous reasons, including revenue growth, economies of scale, brand reputation, and bargaining power.<br/> <br/> The following five strategies represent some of the most common ways that businesses attempt to increase their market share, either instantly or over time. </p> </div> </div> </section> </div> <div class="flexible-column-frame parbase section"> <section id="" data-anchorable class="flexible-column-frame-component layout-component has-responsive-height supports-zero-heights padding-gutter light-monochrome " data-responsive-height="auto,auto,auto,auto,auto" data-responsive-min-height="auto,auto,auto,auto,auto" data-enable-min-height="true" data-responsive-contrast="light-monochrome,light-monochrome,light-monochrome,light-monochrome,light-monochrome" data-background-video-id="flexible-column-frame_76688464" data-component-js-load-path="components/layout/flexible-column-frame"> <div class="flexible-column-frame-foreground legacy-padding-enabled has-responsive-height component__padding--default" data-responsive-height="auto,auto,auto,auto,auto" data-responsive-min-height="auto,auto,auto,auto,auto" data-enable-min-height="true"> <div class="flexible-column-frame-heading content-margin"> </div> <div class="content-margin"> <div class="flexible-column-frame-columns"> <section class="flexible-column-frame-column grid-12-columns align-middle stacking-order-1"> <div class="embed parbase section"> <div> <div class="image-component content-margin"> <picture><source data-srcset="https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/glossary-term/terms/market-share/fg/market-share-how-to-increase-market-share-mergers-and-acquisitions-illustration-dsk-v01.png.original.png, https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/glossary-term/terms/market-share/fg/market-share-how-to-increase-market-share-mergers-and-acquisitions-illustration-dsk-v01.png/jcr:content/renditions/market-share-how-to-increase-market-share-mergers-and-acquisitions-illustration-dsk-v01-2x.png 2x" media="only screen and (min-width: 1025px)"/><source data-srcset="https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/glossary-term/terms/market-share/fg/market-share-how-to-increase-market-share-mergers-and-acquisitions-illustration-dsk-v01.png.original.png, https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/glossary-term/terms/market-share/fg/market-share-how-to-increase-market-share-mergers-and-acquisitions-illustration-dsk-v01.png/jcr:content/renditions/market-share-how-to-increase-market-share-mergers-and-acquisitions-illustration-dsk-v01-2x.png 2x" media="only screen and (min-width: 768px) and (orientation: landscape)"/><source data-srcset="https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/glossary-term/terms/market-share/fg/market-share-how-to-increase-market-share-mergers-and-acquisitions-illustration-dsk-v01.png.original.png, https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/glossary-term/terms/market-share/fg/market-share-how-to-increase-market-share-mergers-and-acquisitions-illustration-dsk-v01.png/jcr:content/renditions/market-share-how-to-increase-market-share-mergers-and-acquisitions-illustration-dsk-v01-2x.png 2x" media="only screen and (min-width: 720px) and (orientation: portrait)"/><source data-srcset="https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/glossary-term/terms/market-share/fg/market-share-how-to-increase-market-share-mergers-and-acquisitions-illustration-dsk-v01.png.original.png, https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/glossary-term/terms/market-share/fg/market-share-how-to-increase-market-share-mergers-and-acquisitions-illustration-dsk-v01.png/jcr:content/renditions/market-share-how-to-increase-market-share-mergers-and-acquisitions-illustration-dsk-v01-2x.png 2x" media="only screen and (max-width: 767px) and (orientation: landscape)"/><source data-srcset="https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/glossary-term/terms/market-share/fg/market-share-how-to-increase-market-share-mergers-and-acquisitions-illustration-dsk-v01.png.original.png, https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/glossary-term/terms/market-share/fg/market-share-how-to-increase-market-share-mergers-and-acquisitions-illustration-dsk-v01.png/jcr:content/renditions/market-share-how-to-increase-market-share-mergers-and-acquisitions-illustration-dsk-v01-2x.png 2x" media="only screen and (max-width: 719px) and (orientation: portrait)"/><img class="image-content lazy-load" alt="Illustration representing mergers and acquisitions" data-image-path="https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/glossary-term/terms/market-share/fg/market-share-how-to-increase-market-share-mergers-and-acquisitions-illustration-dsk-v01.png.original.png"/></picture> </div> </div> </div> </section> <section class="flexible-column-frame-column grid-12-columns align-top stacking-order-2"> <div class="full-rich-text parbase section"> <section class="content-margin"> <div class="rich-text rich-text-mode-standard rich-text-align-center rich-text__padding--none rich-text__width--standard"> <h3><span class="rte-style__headline--small">1. Mergers and Acquisitions</span></h3> <p>The fastest way to increase market share is to purchase it through mergers and acquisitions. By acquiring or merging with other companies in the same market, businesses can expand their customer base, consolidate industry position, and achieve economies of scale. </p> <p>On the other hand, this strategy is costly, complex, and time-consuming, with regulatory hurdles to overcome. Integration challenges like cultural clashes, employee turnover, and operational disruptions can even result in a decrease in overall company performance.</p> </div> </section> </div> </section> </div> </div> </div> </section> </div> <div class="flexible-column-frame parbase section"> <section id="" data-anchorable class="flexible-column-frame-component layout-component has-responsive-height supports-zero-heights padding-gutter light-monochrome " data-responsive-height="auto,auto,auto,auto,auto" data-responsive-min-height="auto,auto,auto,auto,auto" data-enable-min-height="true" data-responsive-contrast="light-monochrome,light-monochrome,light-monochrome,light-monochrome,light-monochrome" data-background-video-id="flexible-column-frame_290555368" data-component-js-load-path="components/layout/flexible-column-frame"> <div class="flexible-column-frame-foreground legacy-padding-enabled has-responsive-height component__padding--default" data-responsive-height="auto,auto,auto,auto,auto" data-responsive-min-height="auto,auto,auto,auto,auto" data-enable-min-height="true"> <div class="flexible-column-frame-heading content-margin"> </div> <div class="content-margin"> <div class="flexible-column-frame-columns"> <section class="flexible-column-frame-column grid-12-columns align-top stacking-order-2"> <div class="full-rich-text parbase section"> <section class="content-margin"> <div class="rich-text rich-text-mode-standard rich-text-align-center rich-text__padding--none rich-text__width--standard"> <h3><span class="rte-style__headline--small">2. Marketing and Promotion</span></h3> <p>The most straightforward route most companies take to increase market share is marketing. By building marketing channels that consistently promote the company’s brand and products, businesses can grow their visibility, attract new customers, and increase their market share. </p> <p>On the other hand, marketing success is tied to the company’s product/market fit, and focusing too much on marketing can distract a company from other critical aspects such as product quality, customer service, and operational efficiency, which are equally important for sustainable market share growth.</p> </div> </section> </div> </section> <section class="flexible-column-frame-column grid-12-columns align-middle stacking-order-1"> <div class="embed parbase section"> <div> <div class="image-component content-margin"> <picture><source data-srcset="https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/glossary-term/terms/market-share/fg/market-share-how-to-increase-market-share-marketing-and-promotion-illustration-dsk-v01.png.original.png, https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/glossary-term/terms/market-share/fg/market-share-how-to-increase-market-share-marketing-and-promotion-illustration-dsk-v01.png/jcr:content/renditions/market-share-how-to-increase-market-share-marketing-and-promotion-illustration-dsk-v01-2x.png 2x" media="only screen and (min-width: 1025px)"/><source data-srcset="https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/glossary-term/terms/market-share/fg/market-share-how-to-increase-market-share-marketing-and-promotion-illustration-dsk-v01.png.original.png, https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/glossary-term/terms/market-share/fg/market-share-how-to-increase-market-share-marketing-and-promotion-illustration-dsk-v01.png/jcr:content/renditions/market-share-how-to-increase-market-share-marketing-and-promotion-illustration-dsk-v01-2x.png 2x" media="only screen and (min-width: 768px) and (orientation: landscape)"/><source data-srcset="https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/glossary-term/terms/market-share/fg/market-share-how-to-increase-market-share-marketing-and-promotion-illustration-dsk-v01.png.original.png, https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/glossary-term/terms/market-share/fg/market-share-how-to-increase-market-share-marketing-and-promotion-illustration-dsk-v01.png/jcr:content/renditions/market-share-how-to-increase-market-share-marketing-and-promotion-illustration-dsk-v01-2x.png 2x" media="only screen and (min-width: 720px) and (orientation: portrait)"/><source data-srcset="https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/glossary-term/terms/market-share/fg/market-share-how-to-increase-market-share-marketing-and-promotion-illustration-dsk-v01.png.original.png, https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/glossary-term/terms/market-share/fg/market-share-how-to-increase-market-share-marketing-and-promotion-illustration-dsk-v01.png/jcr:content/renditions/market-share-how-to-increase-market-share-marketing-and-promotion-illustration-dsk-v01-2x.png 2x" media="only screen and (max-width: 767px) and (orientation: landscape)"/><source data-srcset="https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/glossary-term/terms/market-share/fg/market-share-how-to-increase-market-share-marketing-and-promotion-illustration-dsk-v01.png.original.png, https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/glossary-term/terms/market-share/fg/market-share-how-to-increase-market-share-marketing-and-promotion-illustration-dsk-v01.png/jcr:content/renditions/market-share-how-to-increase-market-share-marketing-and-promotion-illustration-dsk-v01-2x.png 2x" media="only screen and (max-width: 719px) and (orientation: portrait)"/><img class="image-content lazy-load" alt="Illustration representing marketing and promotion" data-image-path="https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/glossary-term/terms/market-share/fg/market-share-how-to-increase-market-share-marketing-and-promotion-illustration-dsk-v01.png.original.png"/></picture> </div> </div> </div> </section> </div> </div> </div> </section> </div> <div class="flexible-column-frame parbase section"> <section id="" data-anchorable class="flexible-column-frame-component layout-component has-responsive-height supports-zero-heights padding-gutter light-monochrome " data-responsive-height="auto,auto,auto,auto,auto" data-responsive-min-height="auto,auto,auto,auto,auto" data-enable-min-height="true" data-responsive-contrast="light-monochrome,light-monochrome,light-monochrome,light-monochrome,light-monochrome" data-background-video-id="flexible-column-frame_284355548" data-component-js-load-path="components/layout/flexible-column-frame"> <div class="flexible-column-frame-foreground legacy-padding-enabled has-responsive-height component__padding--default" data-responsive-height="auto,auto,auto,auto,auto" data-responsive-min-height="auto,auto,auto,auto,auto" data-enable-min-height="true"> <div class="flexible-column-frame-heading content-margin"> </div> <div class="content-margin"> <div class="flexible-column-frame-columns"> <section class="flexible-column-frame-column grid-12-columns align-middle stacking-order-1"> <div class="embed parbase section"> <div> <div class="image-component content-margin"> <picture><source data-srcset="https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/glossary-term/terms/market-share/fg/market-share-how-to-increase-market-share-product-innovation-and-development-illustration-dsk-v01.png.original.png, https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/glossary-term/terms/market-share/fg/market-share-how-to-increase-market-share-product-innovation-and-development-illustration-dsk-v01.png/jcr:content/renditions/market-share-how-to-increase-market-share-product-innovation-and-development-illustration-dsk-v01-2x.png 2x" media="only screen and (min-width: 1025px)"/><source data-srcset="https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/glossary-term/terms/market-share/fg/market-share-how-to-increase-market-share-product-innovation-and-development-illustration-dsk-v01.png.original.png, 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https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/glossary-term/terms/market-share/fg/market-share-how-to-increase-market-share-product-innovation-and-development-illustration-dsk-v01.png/jcr:content/renditions/market-share-how-to-increase-market-share-product-innovation-and-development-illustration-dsk-v01-2x.png 2x" media="only screen and (min-width: 720px) and (orientation: portrait)"/><source data-srcset="https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/glossary-term/terms/market-share/fg/market-share-how-to-increase-market-share-product-innovation-and-development-illustration-dsk-v01.png.original.png, https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/glossary-term/terms/market-share/fg/market-share-how-to-increase-market-share-product-innovation-and-development-illustration-dsk-v01.png/jcr:content/renditions/market-share-how-to-increase-market-share-product-innovation-and-development-illustration-dsk-v01-2x.png 2x" media="only screen and (max-width: 767px) and (orientation: landscape)"/><source data-srcset="https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/glossary-term/terms/market-share/fg/market-share-how-to-increase-market-share-product-innovation-and-development-illustration-dsk-v01.png.original.png, https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/glossary-term/terms/market-share/fg/market-share-how-to-increase-market-share-product-innovation-and-development-illustration-dsk-v01.png/jcr:content/renditions/market-share-how-to-increase-market-share-product-innovation-and-development-illustration-dsk-v01-2x.png 2x" media="only screen and (max-width: 719px) and (orientation: portrait)"/><img class="image-content lazy-load" alt="Illustration representing innovation and development" data-image-path="https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/glossary-term/terms/market-share/fg/market-share-how-to-increase-market-share-product-innovation-and-development-illustration-dsk-v01.png.original.png"/></picture> </div> </div> </div> </section> <section class="flexible-column-frame-column grid-12-columns align-top stacking-order-2"> <div class="full-rich-text parbase section"> <section class="content-margin"> <div class="rich-text rich-text-mode-standard rich-text-align-center rich-text__padding--none rich-text__width--standard"> <h3><span class="rte-style__headline--small">3. Product Innovation and Development</span></h3> <p>Speaking of product/market fit, companies that consistently innovate and develop their products to match or define market demand tend to command a larger market share. By offering unique features, better performance, or improved quality, companies can differentiate their products from competitors. </p> <p>On the other hand, innovation often requires significant investment with no guaranteed return. Additionally, in the absence of strong marketing, product developments can go unnoticed by consumers or be quickly copied by competitors.<br/> </p> </div> </section> </div> </section> </div> </div> </div> </section> </div> <div class="flexible-column-frame parbase section"> <section id="" data-anchorable class="flexible-column-frame-component layout-component has-responsive-height supports-zero-heights padding-gutter light-monochrome " data-responsive-height="auto,auto,auto,auto,auto" data-responsive-min-height="auto,auto,auto,auto,auto" data-enable-min-height="true" data-responsive-contrast="light-monochrome,light-monochrome,light-monochrome,light-monochrome,light-monochrome" data-background-video-id="flexible-column-frame_420400850" data-component-js-load-path="components/layout/flexible-column-frame"> <div class="flexible-column-frame-foreground legacy-padding-enabled has-responsive-height component__padding--default" data-responsive-height="auto,auto,auto,auto,auto" data-responsive-min-height="auto,auto,auto,auto,auto" data-enable-min-height="true"> <div class="flexible-column-frame-heading content-margin"> </div> <div class="content-margin"> <div class="flexible-column-frame-columns"> <section class="flexible-column-frame-column grid-12-columns align-top stacking-order-2"> <div class="full-rich-text parbase section"> <section class="content-margin"> <div class="rich-text rich-text-mode-standard rich-text-align-center rich-text__padding--none rich-text__width--standard"> <h3><span class="rte-style__headline--small">4. Strategic Pricing Strategies</span></h3> <p>Pricing can significantly influence a product's marketability and can be manipulated to impact market share. Once such strategy is penetration pricing, where a product is introduced to the market at an extremely low price in order to rapidly capture market share, before gradually increasing the price to more sustainable levels. Another strategy is price skimming, where a first-to-market product is priced higher and then gradually reduced over time. </p> <p>On the other hand, pricing manipulation can result in price wars that erode margins, it can confuse customers and damage brand reputation, and it can negatively impact the market’s perception of a product or brand’s quality.</p> </div> </section> </div> </section> <section class="flexible-column-frame-column grid-12-columns align-middle stacking-order-1"> <div class="embed parbase section"> <div> <div class="image-component content-margin"> <picture><source data-srcset="https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/glossary-term/terms/market-share/fg/market-share-how-to-increase-market-share-strategic-pricing-strategies-illustration-dsk-v01.png.original.png, 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media="only screen and (min-width: 768px) and (orientation: landscape)"/><source data-srcset="https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/glossary-term/terms/market-share/fg/market-share-how-to-increase-market-share-strategic-pricing-strategies-illustration-dsk-v01.png.original.png, https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/glossary-term/terms/market-share/fg/market-share-how-to-increase-market-share-strategic-pricing-strategies-illustration-dsk-v01.png/jcr:content/renditions/market-share-how-to-increase-market-share-strategic-pricing-strategies-illustration-dsk-v01-2x.png 2x" media="only screen and (min-width: 720px) and (orientation: portrait)"/><source data-srcset="https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/glossary-term/terms/market-share/fg/market-share-how-to-increase-market-share-strategic-pricing-strategies-illustration-dsk-v01.png.original.png, https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/glossary-term/terms/market-share/fg/market-share-how-to-increase-market-share-strategic-pricing-strategies-illustration-dsk-v01.png/jcr:content/renditions/market-share-how-to-increase-market-share-strategic-pricing-strategies-illustration-dsk-v01-2x.png 2x" media="only screen and (max-width: 767px) and (orientation: landscape)"/><source data-srcset="https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/glossary-term/terms/market-share/fg/market-share-how-to-increase-market-share-strategic-pricing-strategies-illustration-dsk-v01.png.original.png, https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/glossary-term/terms/market-share/fg/market-share-how-to-increase-market-share-strategic-pricing-strategies-illustration-dsk-v01.png/jcr:content/renditions/market-share-how-to-increase-market-share-strategic-pricing-strategies-illustration-dsk-v01-2x.png 2x" media="only screen and (max-width: 719px) and (orientation: portrait)"/><img class="image-content lazy-load" alt="Illustration representing strategy" data-image-path="https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/glossary-term/terms/market-share/fg/market-share-how-to-increase-market-share-strategic-pricing-strategies-illustration-dsk-v01.png.original.png"/></picture> </div> </div> </div> </section> </div> </div> </div> </section> </div> <div class="flexible-column-frame parbase section"> <section id="" data-anchorable class="flexible-column-frame-component layout-component has-responsive-height supports-zero-heights padding-gutter light-monochrome " data-responsive-height="auto,auto,auto,auto,auto" data-responsive-min-height="auto,auto,auto,auto,auto" data-enable-min-height="true" data-responsive-contrast="light-monochrome,light-monochrome,light-monochrome,light-monochrome,light-monochrome" data-background-video-id="flexible-column-frame_611575009" data-component-js-load-path="components/layout/flexible-column-frame"> <div class="flexible-column-frame-foreground legacy-padding-enabled has-responsive-height component__padding--default" data-responsive-height="auto,auto,auto,auto,auto" data-responsive-min-height="auto,auto,auto,auto,auto" data-enable-min-height="true"> <div class="flexible-column-frame-heading content-margin"> </div> <div class="content-margin"> <div class="flexible-column-frame-columns"> <section class="flexible-column-frame-column grid-12-columns align-middle stacking-order-1"> <div class="embed parbase section"> <div> <div class="image-component content-margin"> <picture><source data-srcset="https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/glossary-term/terms/market-share/fg/market-share-how-to-increase-market-share-distribution-strategies-illustration-dsk-v01.png.original.png, https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/glossary-term/terms/market-share/fg/market-share-how-to-increase-market-share-distribution-strategies-illustration-dsk-v01.png/jcr:content/renditions/market-share-how-to-increase-market-share-distribution-strategies-illustration-dsk-v01-2x.png 2x" media="only screen and (min-width: 1025px)"/><source data-srcset="https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/glossary-term/terms/market-share/fg/market-share-how-to-increase-market-share-distribution-strategies-illustration-dsk-v01.png.original.png, 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media="only screen and (min-width: 720px) and (orientation: portrait)"/><source data-srcset="https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/glossary-term/terms/market-share/fg/market-share-how-to-increase-market-share-distribution-strategies-illustration-dsk-v01.png.original.png, https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/glossary-term/terms/market-share/fg/market-share-how-to-increase-market-share-distribution-strategies-illustration-dsk-v01.png/jcr:content/renditions/market-share-how-to-increase-market-share-distribution-strategies-illustration-dsk-v01-2x.png 2x" media="only screen and (max-width: 767px) and (orientation: landscape)"/><source data-srcset="https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/glossary-term/terms/market-share/fg/market-share-how-to-increase-market-share-distribution-strategies-illustration-dsk-v01.png.original.png, https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/glossary-term/terms/market-share/fg/market-share-how-to-increase-market-share-distribution-strategies-illustration-dsk-v01.png/jcr:content/renditions/market-share-how-to-increase-market-share-distribution-strategies-illustration-dsk-v01-2x.png 2x" media="only screen and (max-width: 719px) and (orientation: portrait)"/><img class="image-content lazy-load" alt="Illustration representing distribution" data-image-path="https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/glossary-term/terms/market-share/fg/market-share-how-to-increase-market-share-distribution-strategies-illustration-dsk-v01.png.original.png"/></picture> </div> </div> </div> </section> <section class="flexible-column-frame-column grid-12-columns align-top stacking-order-2"> <div class="full-rich-text parbase section"> <section class="content-margin"> <div class="rich-text rich-text-mode-standard rich-text-align-center rich-text__padding--none rich-text__width--standard"> <h3><span class="rte-style__headline--small">5. Distribution Strategies</span></h3> <p>Optimizing distribution can significantly increase market share. This may involve expanding into new geographical areas, partnering with retailers or distributors, or enhancing online sales platforms. The goal is to make the product readily available to as many customers as possible, in the most convenient locations.</p> <p>On the other hand, expanding distribution networks can be costly and complex, potentially leading to supply chain inefficiencies and inventory management issues. Reliance on third-party distributors also reduces direct control over the customer experience.</p> </div> </section> </div> </section> </div> </div> </div> </section> </div> </section> </div> </div> </div> </section> </div> <div class="flexible-column-frame parbase section"> <section id="complex" data-anchorable class="flexible-column-frame-component layout-component has-responsive-height supports-zero-heights light-monochrome " data-responsive-height="auto,auto,auto,auto,auto" data-responsive-min-height="auto,auto,auto,auto,auto" data-enable-min-height="true" data-responsive-contrast="light-monochrome,light-monochrome,light-monochrome,light-monochrome,light-monochrome" data-background-video-id="flexible-column-frame_1437497705" data-component-js-load-path="components/layout/flexible-column-frame"> <div class="flexible-column-frame-background background-color solid amber-10"> </div> <div class="flexible-column-frame-foreground legacy-padding-enabled has-responsive-height component__padding--default" data-responsive-height="auto,auto,auto,auto,auto" data-responsive-min-height="auto,auto,auto,auto,auto" data-enable-min-height="true"> <div class="flexible-column-frame-heading content-margin"> </div> <div class="content-margin"> <div class="flexible-column-frame-columns"> <section class="flexible-column-frame-column "> <div class="banner parbase section"> <section id="" data-anchorable class="banner-component has-responsive-height light-monochrome " data-responsive-height="auto,auto,auto,auto,auto" data-responsive-min-height="auto,auto,auto,auto,auto" data-enable-min-height="true" data-responsive-contrast="light-monochrome,light-monochrome,light-monochrome,light-monochrome,light-monochrome" data-background-video-id="banner_2008931220" data-component-js-load-path="components/content/banner"> <div class="banner-content content-margin component__padding--default"> <div class="banner-content-container banner-content-align-default manual-content-position from-1 to-24" id="banner-content-container-banner_2008931220"> <div class="banner-icon"> <div class="image-component content-margin"> <picture><source data-srcset="https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/glossary-term/terms/market-share/fg/market-share-learn-more-complex-factors-affecting-marketing-share-icon-dsk-v01.png.original.png, https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/glossary-term/terms/market-share/fg/market-share-learn-more-complex-factors-affecting-marketing-share-icon-dsk-v01.png/jcr:content/renditions/market-share-learn-more-complex-factors-affecting-marketing-share-icon-dsk-v01-2x.png 2x" media="only screen and (min-width: 1025px)"/><source data-srcset="https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/glossary-term/terms/market-share/fg/market-share-learn-more-complex-factors-affecting-marketing-share-icon-dsk-v01.png.original.png, https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/glossary-term/terms/market-share/fg/market-share-learn-more-complex-factors-affecting-marketing-share-icon-dsk-v01.png/jcr:content/renditions/market-share-learn-more-complex-factors-affecting-marketing-share-icon-dsk-v01-2x.png 2x" media="only screen and (min-width: 768px) and (orientation: landscape)"/><source data-srcset="https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/glossary-term/terms/market-share/fg/market-share-learn-more-complex-factors-affecting-marketing-share-icon-dsk-v01.png.original.png, https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/glossary-term/terms/market-share/fg/market-share-learn-more-complex-factors-affecting-marketing-share-icon-dsk-v01.png/jcr:content/renditions/market-share-learn-more-complex-factors-affecting-marketing-share-icon-dsk-v01-2x.png 2x" media="only screen and (min-width: 720px) and (orientation: portrait)"/><source data-srcset="https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/glossary-term/terms/market-share/fg/market-share-learn-more-complex-factors-affecting-marketing-share-icon-dsk-v01.png.original.png, https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/glossary-term/terms/market-share/fg/market-share-learn-more-complex-factors-affecting-marketing-share-icon-dsk-v01.png/jcr:content/renditions/market-share-learn-more-complex-factors-affecting-marketing-share-icon-dsk-v01-2x.png 2x" media="only screen and (max-width: 767px) and (orientation: landscape)"/><source data-srcset="https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/glossary-term/terms/market-share/fg/market-share-learn-more-complex-factors-affecting-marketing-share-icon-dsk-v01.png.original.png, https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/glossary-term/terms/market-share/fg/market-share-learn-more-complex-factors-affecting-marketing-share-icon-dsk-v01.png/jcr:content/renditions/market-share-learn-more-complex-factors-affecting-marketing-share-icon-dsk-v01-2x.png 2x" media="only screen and (max-width: 719px) and (orientation: portrait)"/><img class="image-content lazy-load" alt="Icon representing complex factors impacting market share" data-image-path="https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/glossary-term/terms/market-share/fg/market-share-learn-more-complex-factors-affecting-marketing-share-icon-dsk-v01.png.original.png"/></picture> </div> </div> <h2 class="banner-headline headline-42"> Complex Factors Affecting Marketing Share </h2> <p class="banner-subheadline subheadline-17"> <br/> Understanding and assessing market share goes beyond a simple calculation of a company's sales against total industry sales. To gain a comprehensive understanding of a company's market position and its potential for growth, several other factors must be taken into account. </p> </div> </div> </section> </div> <div class="flexible-column-frame parbase section"> <section id="" data-anchorable class="flexible-column-frame-component layout-component has-responsive-height supports-zero-heights padding-gutter light-monochrome " data-responsive-height="auto,auto,auto,auto,auto" data-responsive-min-height="auto,auto,auto,auto,auto" data-enable-min-height="true" data-responsive-contrast="light-monochrome,light-monochrome,light-monochrome,light-monochrome,light-monochrome" data-background-video-id="flexible-column-frame_1581610841" data-component-js-load-path="components/layout/flexible-column-frame"> <div class="flexible-column-frame-foreground legacy-padding-enabled has-responsive-height component__padding--default" data-responsive-height="auto,auto,auto,auto,auto" data-responsive-min-height="auto,auto,auto,auto,auto" data-enable-min-height="true"> <div class="flexible-column-frame-heading content-margin"> </div> <div class="content-margin"> <div class="flexible-column-frame-columns"> <section class="flexible-column-frame-column grid-8-columns align-top stacking-order-1"> <div class="embed parbase section"> <div> <div class="image-component content-margin"> <picture><source data-srcset="https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/glossary-term/terms/market-share/fg/market-share-complex-factors-affecting-marketing-share-impact-of-market-trends-illustration-dsk-v01.png.original.png, https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/glossary-term/terms/market-share/fg/market-share-complex-factors-affecting-marketing-share-impact-of-market-trends-illustration-dsk-v01.png/jcr:content/renditions/market-share-complex-factors-affecting-marketing-share-impact-of-market-trends-illustration-dsk-v01-2x.png 2x" media="only screen and (min-width: 1025px)"/><source data-srcset="https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/glossary-term/terms/market-share/fg/market-share-complex-factors-affecting-marketing-share-impact-of-market-trends-illustration-dsk-v01.png.original.png, https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/glossary-term/terms/market-share/fg/market-share-complex-factors-affecting-marketing-share-impact-of-market-trends-illustration-dsk-v01.png/jcr:content/renditions/market-share-complex-factors-affecting-marketing-share-impact-of-market-trends-illustration-dsk-v01-2x.png 2x" media="only screen and (min-width: 768px) and (orientation: landscape)"/><source data-srcset="https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/glossary-term/terms/market-share/fg/market-share-complex-factors-affecting-marketing-share-impact-of-market-trends-illustration-dsk-v01.png.original.png, https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/glossary-term/terms/market-share/fg/market-share-complex-factors-affecting-marketing-share-impact-of-market-trends-illustration-dsk-v01.png/jcr:content/renditions/market-share-complex-factors-affecting-marketing-share-impact-of-market-trends-illustration-dsk-v01-2x.png 2x" media="only screen and (min-width: 720px) and (orientation: portrait)"/><source data-srcset="https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/glossary-term/terms/market-share/fg/market-share-complex-factors-affecting-marketing-share-impact-of-market-trends-illustration-dsk-v01.png.original.png, https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/glossary-term/terms/market-share/fg/market-share-complex-factors-affecting-marketing-share-impact-of-market-trends-illustration-dsk-v01.png/jcr:content/renditions/market-share-complex-factors-affecting-marketing-share-impact-of-market-trends-illustration-dsk-v01-2x.png 2x" media="only screen and (max-width: 767px) and (orientation: landscape)"/><source data-srcset="https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/glossary-term/terms/market-share/fg/market-share-complex-factors-affecting-marketing-share-impact-of-market-trends-illustration-dsk-v01.png.original.png, https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/glossary-term/terms/market-share/fg/market-share-complex-factors-affecting-marketing-share-impact-of-market-trends-illustration-dsk-v01.png/jcr:content/renditions/market-share-complex-factors-affecting-marketing-share-impact-of-market-trends-illustration-dsk-v01-2x.png 2x" media="only screen and (max-width: 719px) and (orientation: portrait)"/><img class="image-content lazy-load" alt="Illustration representing market trends" data-image-path="https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/glossary-term/terms/market-share/fg/market-share-complex-factors-affecting-marketing-share-impact-of-market-trends-illustration-dsk-v01.png.original.png"/></picture> </div> </div> </div> <div class="full-rich-text parbase section"> <section class="content-margin"> <div class="rich-text rich-text-mode-standard rich-text-align-left rich-text__padding--none rich-text__width--standard"> <h3><span class="rte-style__body--large"><b>Impact of Market Trends</b></span></h3> <p>While it is beneficial to know your overall share of the market, it's equally important to observe trends affecting the market landscape. A company might feel secure in having a large share of a dwindling market, which could spell trouble in the long run. </p> <p>Alternatively, a relatively small share in an exploding market can represent significant growth opportunities. Regular trend analysis can help businesses identify these situations early and adjust their strategies accordingly.<br/> </p> </div> </section> </div> </section> <section class="flexible-column-frame-column grid-8-columns align-top stacking-order-2"> <div class="embed parbase section"> <div> <div class="image-component content-margin"> <picture><source data-srcset="https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/glossary-term/terms/market-share/fg/market-share-complex-factors-affecting-marketing-share-influence-of-external-factors-illustration-dsk-v01.png/jcr:content/renditions/market-share-complex-factors-affecting-marketing-share-influence-of-external-factors-illustration-dsk-v02.png, https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/glossary-term/terms/market-share/fg/market-share-complex-factors-affecting-marketing-share-influence-of-external-factors-illustration-dsk-v01.png/jcr:content/renditions/market-share-complex-factors-affecting-marketing-share-influence-of-external-factors-illustration-dsk-v02-2x.png 2x" media="only screen and (min-width: 1025px)"/><source data-srcset="https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/glossary-term/terms/market-share/fg/market-share-complex-factors-affecting-marketing-share-influence-of-external-factors-illustration-dsk-v01.png/jcr:content/renditions/market-share-complex-factors-affecting-marketing-share-influence-of-external-factors-illustration-dsk-v02.png, https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/glossary-term/terms/market-share/fg/market-share-complex-factors-affecting-marketing-share-influence-of-external-factors-illustration-dsk-v01.png/jcr:content/renditions/market-share-complex-factors-affecting-marketing-share-influence-of-external-factors-illustration-dsk-v02-2x.png 2x" media="only screen and (min-width: 768px) and (orientation: landscape)"/><source data-srcset="https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/glossary-term/terms/market-share/fg/market-share-complex-factors-affecting-marketing-share-influence-of-external-factors-illustration-dsk-v01.png/jcr:content/renditions/market-share-complex-factors-affecting-marketing-share-influence-of-external-factors-illustration-dsk-v02.png, https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/glossary-term/terms/market-share/fg/market-share-complex-factors-affecting-marketing-share-influence-of-external-factors-illustration-dsk-v01.png/jcr:content/renditions/market-share-complex-factors-affecting-marketing-share-influence-of-external-factors-illustration-dsk-v02-2x.png 2x" media="only screen and (min-width: 720px) and (orientation: portrait)"/><source data-srcset="https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/glossary-term/terms/market-share/fg/market-share-complex-factors-affecting-marketing-share-influence-of-external-factors-illustration-dsk-v01.png/jcr:content/renditions/market-share-complex-factors-affecting-marketing-share-influence-of-external-factors-illustration-dsk-v02.png, https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/glossary-term/terms/market-share/fg/market-share-complex-factors-affecting-marketing-share-influence-of-external-factors-illustration-dsk-v01.png/jcr:content/renditions/market-share-complex-factors-affecting-marketing-share-influence-of-external-factors-illustration-dsk-v02-2x.png 2x" media="only screen and (max-width: 767px) and (orientation: landscape)"/><source data-srcset="https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/glossary-term/terms/market-share/fg/market-share-complex-factors-affecting-marketing-share-influence-of-external-factors-illustration-dsk-v01.png/jcr:content/renditions/market-share-complex-factors-affecting-marketing-share-influence-of-external-factors-illustration-dsk-v02.png, https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/glossary-term/terms/market-share/fg/market-share-complex-factors-affecting-marketing-share-influence-of-external-factors-illustration-dsk-v01.png/jcr:content/renditions/market-share-complex-factors-affecting-marketing-share-influence-of-external-factors-illustration-dsk-v02-2x.png 2x" media="only screen and (max-width: 719px) and (orientation: portrait)"/><img class="image-content lazy-load" alt="Illustration representing influence of external factors" data-image-path="https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/glossary-term/terms/market-share/fg/market-share-complex-factors-affecting-marketing-share-influence-of-external-factors-illustration-dsk-v01.png/jcr:content/renditions/market-share-complex-factors-affecting-marketing-share-influence-of-external-factors-illustration-dsk-v02.png"/></picture> </div> </div> </div> <div class="full-rich-text parbase section"> <section class="content-margin"> <div class="rich-text rich-text-mode-standard rich-text-align-left rich-text__padding--none rich-text__width--standard"> <h3><span class="rte-style__body--large"><b>Influence of External Factors </b></span></h3> <p>Similar to market trends, external factors like economic conditions, regulatory changes, and technological advancements can influence both the market size and a company's position within it. </p> <p>For example, a recession can shrink the market size, whereas favorable regulation or a technological breakthrough can lead to market expansion. Awareness of these external influences can aid businesses in better predicting market trends and adjusting their strategies to maintain or grow their market share.</p> </div> </section> </div> </section> <section class="flexible-column-frame-column grid-8-columns align-top stacking-order-3"> <div class="embed parbase section"> <div> <div class="image-component content-margin"> <picture><source data-srcset="https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/glossary-term/terms/market-share/fg/market-share-complex-factors-affecting-marketing-share-market-share-across-customer-segments-illustration-dsk-v01.png/jcr:content/renditions/market-share-complex-factors-affecting-marketing-share-market-share-across-customer-segments-illustration-dsk-v02.png, 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https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/glossary-term/terms/market-share/fg/market-share-complex-factors-affecting-marketing-share-market-share-across-customer-segments-illustration-dsk-v01.png/jcr:content/renditions/market-share-complex-factors-affecting-marketing-share-market-share-across-customer-segments-illustration-dsk-v02-2x.png 2x" media="only screen and (min-width: 768px) and (orientation: landscape)"/><source data-srcset="https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/glossary-term/terms/market-share/fg/market-share-complex-factors-affecting-marketing-share-market-share-across-customer-segments-illustration-dsk-v01.png/jcr:content/renditions/market-share-complex-factors-affecting-marketing-share-market-share-across-customer-segments-illustration-dsk-v02.png, https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/glossary-term/terms/market-share/fg/market-share-complex-factors-affecting-marketing-share-market-share-across-customer-segments-illustration-dsk-v01.png/jcr:content/renditions/market-share-complex-factors-affecting-marketing-share-market-share-across-customer-segments-illustration-dsk-v02-2x.png 2x" media="only screen and (min-width: 720px) and (orientation: portrait)"/><source data-srcset="https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/glossary-term/terms/market-share/fg/market-share-complex-factors-affecting-marketing-share-market-share-across-customer-segments-illustration-dsk-v01.png/jcr:content/renditions/market-share-complex-factors-affecting-marketing-share-market-share-across-customer-segments-illustration-dsk-v02.png, 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https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/glossary-term/terms/market-share/fg/market-share-complex-factors-affecting-marketing-share-market-share-across-customer-segments-illustration-dsk-v01.png/jcr:content/renditions/market-share-complex-factors-affecting-marketing-share-market-share-across-customer-segments-illustration-dsk-v02-2x.png 2x" media="only screen and (max-width: 719px) and (orientation: portrait)"/><img class="image-content lazy-load" alt="Illustration representing customer segments" data-image-path="https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/glossary-term/terms/market-share/fg/market-share-complex-factors-affecting-marketing-share-market-share-across-customer-segments-illustration-dsk-v01.png/jcr:content/renditions/market-share-complex-factors-affecting-marketing-share-market-share-across-customer-segments-illustration-dsk-v02.png"/></picture> </div> </div> </div> <div class="full-rich-text parbase section"> <section class="content-margin"> <div class="rich-text rich-text-mode-standard rich-text-align-left rich-text__padding--none rich-text__width--standard"> <h3><span class="rte-style__body--large"><b>Market Share Across Customer Segments</b></span></h3> <p>While overall market share can be a useful metric, some of the most important insights come from understanding the specific customer segments that are most contributing to growth or decline. These segments could be based on geographic regions, demographic groups, or product categories. </p> <p>For instance, a company might have a smaller overall market share but could be leading in a particular region or demographic. Alternatively, a company might have a dominant market share in one product category but minimal presence in others. Understanding these nuances can guide strategic decision-making and help in identifying areas of strength and potential growth.</p> </div> </section> </div> </section> </div> </div> </div> </section> </div> </section> </div> </div> </div> </section> </div> <div class="flexible-column-frame parbase section"> <section id="" data-anchorable class="flexible-column-frame-component layout-component has-responsive-height supports-zero-heights padding-gutter light-monochrome " data-responsive-height="auto,auto,auto,auto,auto" data-responsive-min-height="auto,auto,auto,auto,auto" data-enable-min-height="true" data-responsive-contrast="light-monochrome,light-monochrome,light-monochrome,light-monochrome,light-monochrome" data-background-video-id="flexible-column-frame_237926692" data-component-js-load-path="components/layout/flexible-column-frame"> <div class="flexible-column-frame-foreground legacy-padding-enabled has-responsive-height component__padding--default" data-responsive-height="auto,auto,auto,auto,auto" data-responsive-min-height="auto,auto,auto,auto,auto" data-enable-min-height="true"> <div class="flexible-column-frame-heading content-margin"> </div> <div class="content-margin"> <div class="flexible-column-frame-columns"> <section class="flexible-column-frame-column grid-12-columns align-middle stacking-order-1"> <div class="embed parbase section"> <div> <div class="image-component content-margin"> <picture><source data-srcset="https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/glossary-term/terms/market-share/fg/market-share-limitations-of-market-share-illustration-dsk-v01.png.original.png, https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/glossary-term/terms/market-share/fg/market-share-limitations-of-market-share-illustration-dsk-v01.png/jcr:content/renditions/market-share-limitations-of-market-share-illustration-dsk-v01-2x.png 2x" media="only screen and (min-width: 1025px)"/><source data-srcset="https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/glossary-term/terms/market-share/fg/market-share-limitations-of-market-share-illustration-dsk-v01.png.original.png, https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/glossary-term/terms/market-share/fg/market-share-limitations-of-market-share-illustration-dsk-v01.png/jcr:content/renditions/market-share-limitations-of-market-share-illustration-dsk-v01-2x.png 2x" media="only screen and (min-width: 768px) and (orientation: landscape)"/><source data-srcset="https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/glossary-term/terms/market-share/fg/market-share-limitations-of-market-share-illustration-dsk-v01.png.original.png, https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/glossary-term/terms/market-share/fg/market-share-limitations-of-market-share-illustration-dsk-v01.png/jcr:content/renditions/market-share-limitations-of-market-share-illustration-dsk-v01-2x.png 2x" media="only screen and (min-width: 720px) and (orientation: portrait)"/><source data-srcset="https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/glossary-term/terms/market-share/fg/market-share-limitations-of-market-share-illustration-dsk-v01.png.original.png, https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/glossary-term/terms/market-share/fg/market-share-limitations-of-market-share-illustration-dsk-v01.png/jcr:content/renditions/market-share-limitations-of-market-share-illustration-dsk-v01-2x.png 2x" media="only screen and (max-width: 767px) and (orientation: landscape)"/><source data-srcset="https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/glossary-term/terms/market-share/fg/market-share-limitations-of-market-share-illustration-dsk-v01.png.original.png, https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/glossary-term/terms/market-share/fg/market-share-limitations-of-market-share-illustration-dsk-v01.png/jcr:content/renditions/market-share-limitations-of-market-share-illustration-dsk-v01-2x.png 2x" media="only screen and (max-width: 719px) and (orientation: portrait)"/><img class="image-content lazy-load" alt="Illustration representing limitations as a reporting metric" data-image-path="https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/glossary-term/terms/market-share/fg/market-share-limitations-of-market-share-illustration-dsk-v01.png.original.png"/></picture> </div> </div> </div> </section> <section class="flexible-column-frame-column grid-12-columns align-top stacking-order-2"> <div class="full-rich-text parbase section"> <section class="content-margin"> <div class="rich-text rich-text-mode-standard rich-text-align-center rich-text__padding--none rich-text__width--standard"> <h2><span class="rte-style__headline--large">Limitations of Market Share As A Reporting Metric</span></h2> <p>While market share is a commonly tracked and reasonably useful metric, it does have several limitations.</p> <ul> <li><p><b>Depends on accurate data: </b>Market share assumes all sales are accurately recorded and reported. This may not be true, especially in markets where there's less control and formality. </p> </li> </ul> <ul> <li><p><b>Doesn’t include profitability:</b> Market share doesn't tell us anything about a company's profits. A company might have a big market share but low profits due to high costs or inefficient operations.</p> </li> </ul> <ul> <li><p><b>Doesn’t assess customer satisfaction:</b> A large market share doesn't guarantee that customers are happy. Companies might have lots of sales because of strong marketing, but suffer from high churn as customers aren’t pleased enough to stick around long term.</p> </li> </ul> <ul> <li><p><b>Doesn’t factor in market trends: </b>Market share doesn't consider changes in the market. Things like customer preferences, new technologies, and changes in regulations can greatly affect a company's future success, but market share doesn't capture these dynamics.</p> </li> </ul> <p>While market share is a helpful measure, it doesn't tell the whole story. To get a full picture of a company's performance, businesses need to look at a broader list of metrics beyond market share or any other single metric. </p> </div> </section> </div> </section> </div> </div> </div> </section> </div> <div class="flexible-column-frame parbase section"> <section id="" data-anchorable class="flexible-column-frame-component layout-component has-responsive-height supports-zero-heights padding-gutter light-monochrome " data-responsive-height="auto,auto,auto,auto,auto" data-responsive-min-height="auto,auto,auto,auto,auto" data-enable-min-height="true" data-responsive-contrast="light-monochrome,light-monochrome,light-monochrome,light-monochrome,light-monochrome" data-background-video-id="flexible-column-frame_1569968329" data-component-js-load-path="components/layout/flexible-column-frame"> <div class="flexible-column-frame-background background-color solid cool-gray-30"> </div> <div class="flexible-column-frame-foreground legacy-padding-enabled has-responsive-height component__padding--default" data-responsive-height="auto,auto,auto,auto,auto" data-responsive-min-height="auto,auto,auto,auto,auto" data-enable-min-height="true"> <div class="flexible-column-frame-heading content-margin"> </div> <div class="content-margin"> <div class="flexible-column-frame-columns"> <section class="flexible-column-frame-column grid-12-columns align-top stacking-order-2"> <div class="full-rich-text parbase section"> <section class="content-margin"> <div class="rich-text rich-text-mode-standard rich-text-align-center rich-text__padding--none rich-text__width--standard"> <h2><span class="rte-style__headline--large">Share of Market vs Share of Voice</span></h2> <p>Share of Voice is a metric that measures a brand's visibility or presence in the market. Specifically, it refers to the proportion of advertising or media mentions a brand receives compared to its competitors. </p> <p>It's typically used in the context of paid media, where it refers to the percentage of an advertiser's ads compared to the total number of ads in its industry. For instance, if a company's ads are displayed 1,000 times in a market where 10,000 ads are displayed in total, the company's share of voice is 10%.</p> <p>Share of Market is another way to say “market share” and as we’ve discussed previously in this guide, it measures actual sales performance relative to the market.</p> <p>Share of Voice can be compared and contrasted with Share of Market in order to identify whether changes in market share are due to an increase or reduction in relative advertising, or if other factors outside of marketing are influencing said changes.</p> </div> </section> </div> </section> <section class="flexible-column-frame-column grid-12-columns align-middle stacking-order-1"> <div class="embed parbase section"> <div> <div class="image-component content-margin"> <picture><source data-srcset="https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/glossary-term/terms/market-share/fg/market-share-share-of-market-vs-share-of-voice-illustration-dsk-v01.png.original.png, https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/glossary-term/terms/market-share/fg/market-share-share-of-market-vs-share-of-voice-illustration-dsk-v01.png/jcr:content/renditions/market-share-share-of-market-vs-share-of-voice-illustration-dsk-v01-2x.png 2x" media="only screen and (min-width: 1025px)"/><source data-srcset="https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/glossary-term/terms/market-share/fg/market-share-share-of-market-vs-share-of-voice-illustration-dsk-v01.png.original.png, https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/glossary-term/terms/market-share/fg/market-share-share-of-market-vs-share-of-voice-illustration-dsk-v01.png/jcr:content/renditions/market-share-share-of-market-vs-share-of-voice-illustration-dsk-v01-2x.png 2x" media="only screen and (min-width: 768px) and (orientation: landscape)"/><source data-srcset="https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/glossary-term/terms/market-share/fg/market-share-share-of-market-vs-share-of-voice-illustration-dsk-v01.png.original.png, https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/glossary-term/terms/market-share/fg/market-share-share-of-market-vs-share-of-voice-illustration-dsk-v01.png/jcr:content/renditions/market-share-share-of-market-vs-share-of-voice-illustration-dsk-v01-2x.png 2x" media="only screen and (min-width: 720px) and (orientation: portrait)"/><source data-srcset="https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/glossary-term/terms/market-share/fg/market-share-share-of-market-vs-share-of-voice-illustration-dsk-v01.png.original.png, https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/glossary-term/terms/market-share/fg/market-share-share-of-market-vs-share-of-voice-illustration-dsk-v01.png/jcr:content/renditions/market-share-share-of-market-vs-share-of-voice-illustration-dsk-v01-2x.png 2x" media="only screen and (max-width: 767px) and (orientation: landscape)"/><source data-srcset="https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/glossary-term/terms/market-share/fg/market-share-share-of-market-vs-share-of-voice-illustration-dsk-v01.png.original.png, https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/glossary-term/terms/market-share/fg/market-share-share-of-market-vs-share-of-voice-illustration-dsk-v01.png/jcr:content/renditions/market-share-share-of-market-vs-share-of-voice-illustration-dsk-v01-2x.png 2x" media="only screen and (max-width: 719px) and (orientation: portrait)"/><img class="image-content lazy-load" alt="Illustration representing market voice" data-image-path="https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/glossary-term/terms/market-share/fg/market-share-share-of-market-vs-share-of-voice-illustration-dsk-v01.png.original.png"/></picture> </div> </div> </div> </section> </div> </div> </div> </section> </div> <div class="flexible-column-frame parbase section"> <section id="" data-anchorable class="flexible-column-frame-component layout-component has-responsive-height supports-zero-heights padding-gutter light-monochrome " data-responsive-height="auto,auto,auto,auto,auto" data-responsive-min-height="auto,auto,auto,auto,auto" data-enable-min-height="true" data-responsive-contrast="light-monochrome,light-monochrome,light-monochrome,light-monochrome,light-monochrome" data-background-video-id="flexible-column-frame_183122432" data-component-js-load-path="components/layout/flexible-column-frame"> <div class="flexible-column-frame-foreground legacy-padding-enabled has-responsive-height component__padding--default" data-responsive-height="auto,auto,auto,auto,auto" data-responsive-min-height="auto,auto,auto,auto,auto" data-enable-min-height="true"> <div class="flexible-column-frame-heading content-margin"> </div> <div class="content-margin"> <div class="flexible-column-frame-columns"> <section class="flexible-column-frame-column grid-12-columns align-middle stacking-order-1"> <div class="embed parbase section"> <div> <div class="image-component content-margin"> <picture><source data-srcset="https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/glossary-term/terms/market-share/fg/market-share-total-addressable-Market-illustration-dsk-v01.png.original.png, https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/glossary-term/terms/market-share/fg/market-share-total-addressable-Market-illustration-dsk-v01.png/jcr:content/renditions/market-share-total-addressable-Market-illustration-dsk-v01-2x.png 2x" media="only screen and (min-width: 1025px)"/><source data-srcset="https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/glossary-term/terms/market-share/fg/market-share-total-addressable-Market-illustration-dsk-v01.png.original.png, https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/glossary-term/terms/market-share/fg/market-share-total-addressable-Market-illustration-dsk-v01.png/jcr:content/renditions/market-share-total-addressable-Market-illustration-dsk-v01-2x.png 2x" media="only screen and (min-width: 768px) and (orientation: landscape)"/><source data-srcset="https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/glossary-term/terms/market-share/fg/market-share-total-addressable-Market-illustration-dsk-v01.png.original.png, https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/glossary-term/terms/market-share/fg/market-share-total-addressable-Market-illustration-dsk-v01.png/jcr:content/renditions/market-share-total-addressable-Market-illustration-dsk-v01-2x.png 2x" media="only screen and (min-width: 720px) and (orientation: portrait)"/><source data-srcset="https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/glossary-term/terms/market-share/fg/market-share-total-addressable-Market-illustration-dsk-v01.png.original.png, https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/glossary-term/terms/market-share/fg/market-share-total-addressable-Market-illustration-dsk-v01.png/jcr:content/renditions/market-share-total-addressable-Market-illustration-dsk-v01-2x.png 2x" media="only screen and (max-width: 767px) and (orientation: landscape)"/><source data-srcset="https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/glossary-term/terms/market-share/fg/market-share-total-addressable-Market-illustration-dsk-v01.png.original.png, https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/glossary-term/terms/market-share/fg/market-share-total-addressable-Market-illustration-dsk-v01.png/jcr:content/renditions/market-share-total-addressable-Market-illustration-dsk-v01-2x.png 2x" media="only screen and (max-width: 719px) and (orientation: portrait)"/><img class="image-content lazy-load" alt="Illustration representing the Total Addressable Market" data-image-path="https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/glossary-term/terms/market-share/fg/market-share-total-addressable-Market-illustration-dsk-v01.png.original.png"/></picture> </div> </div> </div> </section> <section class="flexible-column-frame-column grid-12-columns align-top stacking-order-2"> <div class="full-rich-text parbase section"> <section class="content-margin"> <div class="rich-text rich-text-mode-standard rich-text-align-center rich-text__padding--none rich-text__width--standard"> <h2><span class="rte-style__headline--large">Total Addressable Market (TAM)</span></h2> <p>Total Addressable Market (TAM) is a term used to describe the overall revenue opportunity available for a product or service, assuming 100% market share. In other words, it's the total amount of money a business could make if it completely dominated its market.</p> <p>TAM is a frequently used metric for founders and investors who are attempting to understand the potential scale of a market. It's particularly important for startups and companies looking to launch new products or services, as it allows them to estimate the potential business opportunity of a new market, and most importantly, sell investors on that potential.</p> <p>That said, it's important to note that TAM represents an ideal scenario, and in practice, no company can capture 100% of the market. </p> <p>Businesses often also consider the Serviceable Available Market (SAM) which represents the segment of the TAM served by a company's products or services, and the Serviceable Obtainable Market (SOM) which is the realistic market share a company can aim to achieve in the short term considering various constraints.<br/> </p> </div> </section> </div> </section> </div> </div> </div> </section> </div> <div class="flexible-column-frame parbase section"> <section id="risks" data-anchorable class="flexible-column-frame-component layout-component has-responsive-height supports-zero-heights light-monochrome " data-responsive-height="auto,auto,auto,auto,auto" data-responsive-min-height="auto,auto,auto,auto,auto" data-enable-min-height="true" data-responsive-contrast="light-monochrome,light-monochrome,light-monochrome,light-monochrome,light-monochrome" data-background-video-id="flexible-column-frame_1899798574" data-component-js-load-path="components/layout/flexible-column-frame"> <div class="flexible-column-frame-background "> <picture><source data-srcset="https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/glossary-term/terms/market-share/bg/market-share-risks-of-pursuing-increased-market-share-bg-dsk-v01.png.original.png, https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/glossary-term/terms/market-share/bg/market-share-risks-of-pursuing-increased-market-share-bg-dsk-v01.png/jcr:content/renditions/market-share-risks-of-pursuing-increased-market-share-bg-dsk-v01-2x.png 2x" media="only screen and (min-width: 1025px)"/><source data-srcset="https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/glossary-term/terms/market-share/bg/market-share-risks-of-pursuing-increased-market-share-bg-dsk-v01.png/jcr:content/renditions/market-share-the-market-share-formula-how-to-calculate-market-share-bg-dsk-v01-bg-mob-port-v01.png, https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/glossary-term/terms/market-share/bg/market-share-risks-of-pursuing-increased-market-share-bg-dsk-v01.png/jcr:content/renditions/market-share-the-market-share-formula-how-to-calculate-market-share-bg-dsk-v01-bg-mob-port-v01-2x.png 2x" media="only screen and (min-width: 768px) and (orientation: landscape)"/><source data-srcset="https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/glossary-term/terms/market-share/bg/market-share-risks-of-pursuing-increased-market-share-bg-dsk-v01.png/jcr:content/renditions/market-share-the-market-share-formula-how-to-calculate-market-share-bg-dsk-v01-bg-mob-port-v01.png, https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/glossary-term/terms/market-share/bg/market-share-risks-of-pursuing-increased-market-share-bg-dsk-v01.png/jcr:content/renditions/market-share-the-market-share-formula-how-to-calculate-market-share-bg-dsk-v01-bg-mob-port-v01-2x.png 2x" media="only screen and (min-width: 720px) and (orientation: portrait)"/><source data-srcset="https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/glossary-term/terms/market-share/bg/market-share-risks-of-pursuing-increased-market-share-bg-dsk-v01.png/jcr:content/renditions/market-share-the-market-share-formula-how-to-calculate-market-share-bg-dsk-v01-bg-mob-port-v01.png, https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/glossary-term/terms/market-share/bg/market-share-risks-of-pursuing-increased-market-share-bg-dsk-v01.png/jcr:content/renditions/market-share-the-market-share-formula-how-to-calculate-market-share-bg-dsk-v01-bg-mob-port-v01-2x.png 2x" media="only screen and (max-width: 767px) and (orientation: landscape)"/><source data-srcset="https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/glossary-term/terms/market-share/bg/market-share-risks-of-pursuing-increased-market-share-bg-dsk-v01.png/jcr:content/renditions/market-share-the-market-share-formula-how-to-calculate-market-share-bg-dsk-v01-bg-mob-port-v01.png, https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/glossary-term/terms/market-share/bg/market-share-risks-of-pursuing-increased-market-share-bg-dsk-v01.png/jcr:content/renditions/market-share-the-market-share-formula-how-to-calculate-market-share-bg-dsk-v01-bg-mob-port-v01-2x.png 2x" media="only screen and (max-width: 719px) and (orientation: portrait)"/><img class="flexible-column-frame-background-image desktop-top-center tablet-landscape-top-center tablet-portrait-top-center mobile-landscape-top-center mobile-portrait-top-center lazy-load" alt="" data-image-path="https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/glossary-term/terms/market-share/bg/market-share-risks-of-pursuing-increased-market-share-bg-dsk-v01.png/jcr:content/renditions/market-share-the-market-share-formula-how-to-calculate-market-share-bg-dsk-v01-bg-mob-port-v01.png"/></picture> </div> <div class="flexible-column-frame-foreground legacy-padding-enabled has-responsive-height component__padding--default" data-responsive-height="auto,auto,auto,auto,auto" data-responsive-min-height="auto,auto,auto,auto,auto" data-enable-min-height="true"> <div class="flexible-column-frame-heading content-margin"> </div> <div class="content-margin"> <div class="flexible-column-frame-columns"> <section class="flexible-column-frame-column "> <div class="banner parbase section"> <section id="" data-anchorable class="banner-component has-responsive-height light-monochrome " data-responsive-height="auto,auto,auto,auto,auto" data-responsive-min-height="auto,auto,auto,auto,auto" data-enable-min-height="true" data-responsive-contrast="light-monochrome,light-monochrome,light-monochrome,light-monochrome,light-monochrome" data-background-video-id="banner_357280145" data-component-js-load-path="components/content/banner"> <div class="banner-content content-margin component__padding--default"> <div class="banner-content-container banner-content-align-default manual-content-position from-1 to-16" id="banner-content-container-banner_357280145"> <div class="banner-icon"> <div class="image-component content-margin"> <picture><source data-srcset="https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/glossary-term/terms/market-share/fg/market-share-learn-more-risks-of-pursuing-increased-market-share-icon-dsk-v01.png.original.png, https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/glossary-term/terms/market-share/fg/market-share-learn-more-risks-of-pursuing-increased-market-share-icon-dsk-v01.png/jcr:content/renditions/market-share-learn-more-risks-of-pursuing-increased-market-share-icon-dsk-v01-2x.png 2x" media="only screen and (min-width: 1025px)"/><source data-srcset="https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/glossary-term/terms/market-share/fg/market-share-learn-more-risks-of-pursuing-increased-market-share-icon-dsk-v01.png.original.png, https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/glossary-term/terms/market-share/fg/market-share-learn-more-risks-of-pursuing-increased-market-share-icon-dsk-v01.png/jcr:content/renditions/market-share-learn-more-risks-of-pursuing-increased-market-share-icon-dsk-v01-2x.png 2x" media="only screen and (min-width: 768px) and (orientation: landscape)"/><source data-srcset="https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/glossary-term/terms/market-share/fg/market-share-learn-more-risks-of-pursuing-increased-market-share-icon-dsk-v01.png.original.png, https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/glossary-term/terms/market-share/fg/market-share-learn-more-risks-of-pursuing-increased-market-share-icon-dsk-v01.png/jcr:content/renditions/market-share-learn-more-risks-of-pursuing-increased-market-share-icon-dsk-v01-2x.png 2x" media="only screen and (min-width: 720px) and (orientation: portrait)"/><source data-srcset="https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/glossary-term/terms/market-share/fg/market-share-learn-more-risks-of-pursuing-increased-market-share-icon-dsk-v01.png.original.png, https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/glossary-term/terms/market-share/fg/market-share-learn-more-risks-of-pursuing-increased-market-share-icon-dsk-v01.png/jcr:content/renditions/market-share-learn-more-risks-of-pursuing-increased-market-share-icon-dsk-v01-2x.png 2x" media="only screen and (max-width: 767px) and (orientation: landscape)"/><source data-srcset="https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/glossary-term/terms/market-share/fg/market-share-learn-more-risks-of-pursuing-increased-market-share-icon-dsk-v01.png.original.png, https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/glossary-term/terms/market-share/fg/market-share-learn-more-risks-of-pursuing-increased-market-share-icon-dsk-v01.png/jcr:content/renditions/market-share-learn-more-risks-of-pursuing-increased-market-share-icon-dsk-v01-2x.png 2x" media="only screen and (max-width: 719px) and (orientation: portrait)"/><img class="image-content lazy-load" alt="Icon representing risks of pursuing market share" data-image-path="https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/glossary-term/terms/market-share/fg/market-share-learn-more-risks-of-pursuing-increased-market-share-icon-dsk-v01.png.original.png"/></picture> </div> </div> <h2 class="banner-headline headline-42"> Risks of Pursuing Increased Market Share </h2> <p class="banner-subheadline subheadline-17"> <p><br/> Given the universal drive to grow, it’s commonly believed that a larger market share always equates to superior profitability. This is a myth.<br/> <br/> While a larger market share can lead to increased sales and brand recognition, it does not guarantee higher profits. It is not uncommon for companies with smaller market shares to outperform their larger competitors in terms of profitability.</p> <p><br/> The following risks are always present when a company attempts to expand.</p> </p> </div> </div> </section> </div> <div class="flexible-column-frame parbase section"> <section id="" data-anchorable class="flexible-column-frame-component layout-component has-responsive-height supports-zero-heights padding-gutter light-monochrome " data-responsive-height="auto,auto,auto,auto,auto" data-responsive-min-height="auto,auto,auto,auto,auto" data-enable-min-height="true" data-responsive-contrast="light-monochrome,light-monochrome,light-monochrome,light-monochrome,light-monochrome" data-background-video-id="flexible-column-frame_624164130" data-component-js-load-path="components/layout/flexible-column-frame"> <div class="flexible-column-frame-foreground legacy-padding-enabled has-responsive-height component__padding--default" data-responsive-height="auto,auto,auto,auto,auto" data-responsive-min-height="auto,auto,auto,auto,auto" data-enable-min-height="true"> <div class="flexible-column-frame-heading content-margin"> </div> <div class="content-margin"> <div class="flexible-column-frame-columns"> <section class="flexible-column-frame-column grid-8-columns align-top stacking-order-1"> <div class="embed parbase section"> <div> <div class="image-component content-margin"> <picture><source data-srcset="https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/glossary-term/terms/market-share/fg/market-share-risks-of-pursuing-increased-market-share-overextending-illustration-dsk-v01.png.original.png, https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/glossary-term/terms/market-share/fg/market-share-risks-of-pursuing-increased-market-share-overextending-illustration-dsk-v01.png/jcr:content/renditions/market-share-risks-of-pursuing-increased-market-share-overextending-illustration-dsk-v01-2x.png 2x" media="only screen and (min-width: 1025px)"/><source data-srcset="https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/glossary-term/terms/market-share/fg/market-share-risks-of-pursuing-increased-market-share-overextending-illustration-dsk-v01.png.original.png, https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/glossary-term/terms/market-share/fg/market-share-risks-of-pursuing-increased-market-share-overextending-illustration-dsk-v01.png/jcr:content/renditions/market-share-risks-of-pursuing-increased-market-share-overextending-illustration-dsk-v01-2x.png 2x" media="only screen and (min-width: 768px) and (orientation: landscape)"/><source data-srcset="https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/glossary-term/terms/market-share/fg/market-share-risks-of-pursuing-increased-market-share-overextending-illustration-dsk-v01.png.original.png, https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/glossary-term/terms/market-share/fg/market-share-risks-of-pursuing-increased-market-share-overextending-illustration-dsk-v01.png/jcr:content/renditions/market-share-risks-of-pursuing-increased-market-share-overextending-illustration-dsk-v01-2x.png 2x" media="only screen and (min-width: 720px) and (orientation: portrait)"/><source data-srcset="https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/glossary-term/terms/market-share/fg/market-share-risks-of-pursuing-increased-market-share-overextending-illustration-dsk-v01.png.original.png, https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/glossary-term/terms/market-share/fg/market-share-risks-of-pursuing-increased-market-share-overextending-illustration-dsk-v01.png/jcr:content/renditions/market-share-risks-of-pursuing-increased-market-share-overextending-illustration-dsk-v01-2x.png 2x" media="only screen and (max-width: 767px) and (orientation: landscape)"/><source data-srcset="https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/glossary-term/terms/market-share/fg/market-share-risks-of-pursuing-increased-market-share-overextending-illustration-dsk-v01.png.original.png, https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/glossary-term/terms/market-share/fg/market-share-risks-of-pursuing-increased-market-share-overextending-illustration-dsk-v01.png/jcr:content/renditions/market-share-risks-of-pursuing-increased-market-share-overextending-illustration-dsk-v01-2x.png 2x" media="only screen and (max-width: 719px) and (orientation: portrait)"/><img class="image-content lazy-load" alt="Illustration representing overextending company resources" data-image-path="https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/glossary-term/terms/market-share/fg/market-share-risks-of-pursuing-increased-market-share-overextending-illustration-dsk-v01.png.original.png"/></picture> </div> </div> </div> <div class="full-rich-text parbase section"> <section class="content-margin"> <div class="rich-text rich-text-mode-standard rich-text-align-left rich-text__padding--none rich-text__width--standard"> <h3><span class="rte-style__body--large"><b>Overextending Company Resources</b></span></h3> <p>In the pursuit of a larger market share, there is a risk of overextending the company’s resources. This could be in the form of overly aggressive expansion, overspending on marketing, or entering too many markets at once. These activities can strain a company's financial health and organizational capacity, potentially leading to losses and instability.</p> </div> </section> </div> </section> <section class="flexible-column-frame-column grid-8-columns align-top stacking-order-2"> <div class="embed parbase section"> <div> <div class="image-component content-margin"> <picture><source data-srcset="https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/glossary-term/terms/market-share/fg/market-share-risks-of-pursuing-increased-market-share-ignoring-illustration-dsk-v01.png.original.png, https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/glossary-term/terms/market-share/fg/market-share-risks-of-pursuing-increased-market-share-ignoring-illustration-dsk-v01.png/jcr:content/renditions/market-share-risks-of-pursuing-increased-market-share-ignoring-illustration-dsk-v01-2x.png 2x" media="only screen and (min-width: 1025px)"/><source data-srcset="https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/glossary-term/terms/market-share/fg/market-share-risks-of-pursuing-increased-market-share-ignoring-illustration-dsk-v01.png.original.png, https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/glossary-term/terms/market-share/fg/market-share-risks-of-pursuing-increased-market-share-ignoring-illustration-dsk-v01.png/jcr:content/renditions/market-share-risks-of-pursuing-increased-market-share-ignoring-illustration-dsk-v01-2x.png 2x" media="only screen and (min-width: 768px) and (orientation: landscape)"/><source data-srcset="https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/glossary-term/terms/market-share/fg/market-share-risks-of-pursuing-increased-market-share-ignoring-illustration-dsk-v01.png.original.png, https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/glossary-term/terms/market-share/fg/market-share-risks-of-pursuing-increased-market-share-ignoring-illustration-dsk-v01.png/jcr:content/renditions/market-share-risks-of-pursuing-increased-market-share-ignoring-illustration-dsk-v01-2x.png 2x" media="only screen and (min-width: 720px) and (orientation: portrait)"/><source data-srcset="https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/glossary-term/terms/market-share/fg/market-share-risks-of-pursuing-increased-market-share-ignoring-illustration-dsk-v01.png.original.png, https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/glossary-term/terms/market-share/fg/market-share-risks-of-pursuing-increased-market-share-ignoring-illustration-dsk-v01.png/jcr:content/renditions/market-share-risks-of-pursuing-increased-market-share-ignoring-illustration-dsk-v01-2x.png 2x" media="only screen and (max-width: 767px) and (orientation: landscape)"/><source data-srcset="https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/glossary-term/terms/market-share/fg/market-share-risks-of-pursuing-increased-market-share-ignoring-illustration-dsk-v01.png.original.png, https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/glossary-term/terms/market-share/fg/market-share-risks-of-pursuing-increased-market-share-ignoring-illustration-dsk-v01.png/jcr:content/renditions/market-share-risks-of-pursuing-increased-market-share-ignoring-illustration-dsk-v01-2x.png 2x" media="only screen and (max-width: 719px) and (orientation: portrait)"/><img class="image-content lazy-load" alt="Illustration representing ignoring financial health" data-image-path="https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/glossary-term/terms/market-share/fg/market-share-risks-of-pursuing-increased-market-share-ignoring-illustration-dsk-v01.png.original.png"/></picture> </div> </div> </div> <div class="full-rich-text parbase section"> <section class="content-margin"> <div class="rich-text rich-text-mode-standard rich-text-align-left rich-text__padding--none rich-text__width--standard"> <h3><span class="rte-style__body--large"><b>Ignoring Financial Health</b></span></h3> <p>A single-minded focus on market share can lead a company to overlook critical aspects of its financial health, particularly profit margins. For instance, companies might lower prices or increase spending to attract more customers, but if these strategies erode profit margins, the long-term financial sustainability of the business can be compromised.</p> </div> </section> </div> </section> <section class="flexible-column-frame-column grid-8-columns align-top stacking-order-3"> <div class="embed parbase section"> <div> <div class="image-component content-margin"> <picture><source data-srcset="https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/glossary-term/terms/market-share/fg/market-share-risks-of-pursuing-increased-market-share-sacrificing-illustration-dsk-v01.png.original.png, https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/glossary-term/terms/market-share/fg/market-share-risks-of-pursuing-increased-market-share-sacrificing-illustration-dsk-v01.png/jcr:content/renditions/market-share-risks-of-pursuing-increased-market-share-sacrificing-illustration-dsk-v01-2x.png 2x" media="only screen and (min-width: 1025px)"/><source data-srcset="https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/glossary-term/terms/market-share/fg/market-share-risks-of-pursuing-increased-market-share-sacrificing-illustration-dsk-v01.png.original.png, https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/glossary-term/terms/market-share/fg/market-share-risks-of-pursuing-increased-market-share-sacrificing-illustration-dsk-v01.png/jcr:content/renditions/market-share-risks-of-pursuing-increased-market-share-sacrificing-illustration-dsk-v01-2x.png 2x" media="only screen and (min-width: 768px) and (orientation: landscape)"/><source data-srcset="https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/glossary-term/terms/market-share/fg/market-share-risks-of-pursuing-increased-market-share-sacrificing-illustration-dsk-v01.png.original.png, https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/glossary-term/terms/market-share/fg/market-share-risks-of-pursuing-increased-market-share-sacrificing-illustration-dsk-v01.png/jcr:content/renditions/market-share-risks-of-pursuing-increased-market-share-sacrificing-illustration-dsk-v01-2x.png 2x" media="only screen and (min-width: 720px) and (orientation: portrait)"/><source data-srcset="https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/glossary-term/terms/market-share/fg/market-share-risks-of-pursuing-increased-market-share-sacrificing-illustration-dsk-v01.png.original.png, https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/glossary-term/terms/market-share/fg/market-share-risks-of-pursuing-increased-market-share-sacrificing-illustration-dsk-v01.png/jcr:content/renditions/market-share-risks-of-pursuing-increased-market-share-sacrificing-illustration-dsk-v01-2x.png 2x" media="only screen and (max-width: 767px) and (orientation: landscape)"/><source data-srcset="https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/glossary-term/terms/market-share/fg/market-share-risks-of-pursuing-increased-market-share-sacrificing-illustration-dsk-v01.png.original.png, https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/glossary-term/terms/market-share/fg/market-share-risks-of-pursuing-increased-market-share-sacrificing-illustration-dsk-v01.png/jcr:content/renditions/market-share-risks-of-pursuing-increased-market-share-sacrificing-illustration-dsk-v01-2x.png 2x" media="only screen and (max-width: 719px) and (orientation: portrait)"/><img class="image-content lazy-load" alt="Illustration representing sacrificing core customers" data-image-path="https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/glossary-term/terms/market-share/fg/market-share-risks-of-pursuing-increased-market-share-sacrificing-illustration-dsk-v01.png.original.png"/></picture> </div> </div> </div> <div class="full-rich-text parbase section"> <section class="content-margin"> <div class="rich-text rich-text-mode-standard rich-text-align-left rich-text__padding--none rich-text__width--standard"> <h3><span class="rte-style__body--large"><b>Sacrificing Core Customers, Products, or Brand Identity</b></span></h3> <p>Aiming for a larger market share can sometimes lead to a loss of focus on a company's core customers or product line. Companies may start catering to a broader audience or diversifying their products too much, which could dilute their brand identity and value proposition. This can alienate existing customers and potentially harm the company's reputation and performance.</p> <p>While increasing market share is often a worthy goal, it's important for companies to approach this objective strategically and mindfully, being aware of these potential risks.<br/> </p> </div> </section> </div> </section> </div> </div> </div> </section> </div> </section> </div> </div> </div> </section> </div> <div class="flexible-column-frame parbase section"> <section id="ads" data-anchorable class="flexible-column-frame-component layout-component has-responsive-height supports-zero-heights padding-gutter light-monochrome " data-responsive-height="auto,auto,auto,auto,auto" data-responsive-min-height="auto,auto,auto,auto,auto" data-enable-min-height="true" data-responsive-contrast="light-monochrome,light-monochrome,light-monochrome,light-monochrome,light-monochrome" data-background-video-id="flexible-column-frame_2093917395" 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767px) and (orientation: landscape)"/><source data-srcset="https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/glossary-term/terms/market-share/fg/market-share-learn-more-increase-share-of-market-with-linkedin-ads-icon-dsk-v01.png.original.png, https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/glossary-term/terms/market-share/fg/market-share-learn-more-increase-share-of-market-with-linkedin-ads-icon-dsk-v01.png/jcr:content/renditions/market-share-learn-more-increase-share-of-market-with-linkedin-ads-icon-dsk-v01-2x.png 2x" media="only screen and (max-width: 719px) and (orientation: portrait)"/><img class="image-content lazy-load" alt="Icon representing increasing market share with ads" data-image-path="https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/glossary-term/terms/market-share/fg/market-share-learn-more-increase-share-of-market-with-linkedin-ads-icon-dsk-v01.png.original.png"/></picture> </div> </div> <h2 class="banner-headline headline-42"> Increase Share of Market with LinkedIn Ads </h2> <p class="banner-subheadline subheadline-17"> <br/> <a href="/marketing-solutions/ads" target="_self">LinkedIn Ads</a> can be a potent tool for enhancing your company's market share by offering precise targeting options to reach professionals and decision-makers in various industries.<br/> <br/> There are a variety of ad formats, such as Sponsored Content, Sponsored InMail, and Display Ads that help your message reach the right audience in a way that resonates with them. LinkedIn's analytics allow you to evaluate ad performance, adjust your strategy in real time, and maximize ROI.<br/> <br/> Finally, the platform's reputation as a hub for professionals enhances the credibility and visibility of your brand, aiding in market share growth. </p> </div> </div> </section> </div> </section> <section class="flexible-column-frame-column grid-12-columns align-middle stacking-order-2"> <div class="embed parbase section"> <div> <div class="image-component content-margin"> <picture><source data-srcset="https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/glossary-term/terms/market-share/fg/market-share-increase-share-of-market-with-linkedin-ads-illustration-dsk-v01.png.original.png, 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landscape)"/><source data-srcset="https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/glossary-term/terms/market-share/fg/market-share-increase-share-of-market-with-linkedin-ads-illustration-dsk-v01.png.original.png, https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/glossary-term/terms/market-share/fg/market-share-increase-share-of-market-with-linkedin-ads-illustration-dsk-v01.png/jcr:content/renditions/market-share-increase-share-of-market-with-linkedin-ads-illustration-dsk-v01-2x.png 2x" media="only screen and (min-width: 720px) and (orientation: portrait)"/><source data-srcset="https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/glossary-term/terms/market-share/fg/market-share-increase-share-of-market-with-linkedin-ads-illustration-dsk-v01.png.original.png, 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(orientation: portrait)"/><img class="image-content lazy-load" alt="Illustration representing LinkedIn Ads" data-image-path="https://content.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/glossary-term/terms/market-share/fg/market-share-increase-share-of-market-with-linkedin-ads-illustration-dsk-v01.png.original.png"/></picture> </div> </div> </div> </section> </div> </div> </div> </section> </div> <div class="banner parbase section"> <section id="" data-anchorable class="banner-component has-responsive-height dark-monochrome has-background has-content-width-background " data-responsive-height="auto,auto,auto,auto,auto" data-responsive-min-height="auto,auto,auto,auto,auto" data-enable-min-height="true" data-responsive-contrast="dark-monochrome,dark-monochrome,dark-monochrome,dark-monochrome,dark-monochrome" data-background-video-id="banner_302881316" data-component-js-load-path="components/content/banner"> <div class="banner-background background-color solid 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