Consumers have jumped onto Pinterest in a big way, quickly making it the third largest social site and an irresistible magnet for marketers to reach engaged users. Leading brands have extended their visual assets for consumption and sharing and retailers are finding Pinterest a strong driver for both traffic and revenue. In fact, a recent Shopify study pegged Pinterest users as a bit older and more affluent than other social demos and much more likely to convert to a sale. All good news for Pinterest and for marketers. But there are some undeniable growing pains for the new kid on the block; many of the pains surround the administrative and analytics tools and capabilities that marketers have come to expect and rely on when using social sites for specific marketing objectives.
Some pain points can be overcome with manual workarounds, so this should not deter marketers from using this extremely powerful reach vehicle in support of their goals. Just be aware of potential obstacles still in place.
Pinterest Promo Obstacles
Yet, Pinterest Is Still Worth the Aggravation
Hopefully someone will step in soon with a more elegant solution to make Pinterest ready for marketing. Maybe it will be Pinterest's internal development team or perhaps Pinterest will be acquired and integrated with tools that already exist. It could be a partner company with deep insights that will define the pain points and therefore the solutions sets required for marketers to fully leverage all that Pinterest has to offer. Or it could be a couple of guys or gals in a garage somewhere ready to explode on the scene with the definitive administrative and analytics tool set for Pinterest. The opportunity is just too sweet to let these pain points tarnish the potential impact that Pinterest might have for marketers.
Have you found a streamlined way to use Pinterest as a promotion vehicle?
Know your Ambiguous Customer: Effective Multi-Channel Tracking
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Robin is the CEO and cofounder of NetPlus Marketing Inc., a top 50 interactive agency established in 1996 to focus exclusively on online marketing and advertising best practices. Robin brings innovative strategy and a depth and breadth of marketing experience to the agency's practice and management. As one of the industry's pioneers, she is a driving force behind NetPlus Marketing's ongoing success with a diverse and discerning client base that considers online results critical to their business success.
Robin is a frequent speaker at national industry events, including ClickZ, internet.com, OMMA, Ad:Tech, SES, Online Marketing Summit, and Thunder Lizard conferences and is a sought-after resource for industry and business publications for her insight and advice on such topics as digital strategy, social media marketing, and behavioral targeting.
June 5, 2013
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June 20, 2013
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