The media is littered with cautionary tales about corporate executives taking to the social media stage and falling flat on their faces. Twitter #FAILs like British Gas’ price hike Q&A, and Ryanair chief executive Michael O’Leary causing mass offense, have struck fear into the hearts of many business leaders, who see social marketing as a risky strategy for building brand value. And who could blame them? Read More
Tag Archives: Pinterest
Pinterest, the tool for collecting and organising things you love, enables users to share and pin photos and short videos. As brides-to-be “pin” their favourite wedding dress designs and new homeowners follow DIY window treatment boards, the image-sharing social network is the ultimate wish list, radiating millions upon millions of consumers’ intent to purchase. Read More
Pinterest is popular among women, in particular young women. It’s a dream to use Pinterest if you’re a man. It’s the ultimate free research tool that teaches you all you need to know about women. The answer to ‘what women want’ is finally available and it’s called ‘Pinterest’.
Since the target group is so clearly defined it’s easy for companies to form an opinion on Pinterest. Every company in the fashion and design industry is in a hurry to discover Pinterest. Women compile a wishlist and influence each other’s consumer behavior. The instant Pinterest adds an e-commerce option to their user interface all bets will be off. Companies from other sectors that are not (stereo)typically feminine will have nothing to do with Pinterest.
The retail space has changed dramatically over the last few years as shopping has transformed from a physical to a predominantly digital activity. Now, according to research from The Office of National Statistics, 72% of internet users do their shopping online, which equates to nearly 26 million people in the UK alone. A huge number of consumers now bypass the high street altogether, meaning that brands have had to adapt their strategies to make sales across digital. Staying competitive in the online retail landscape requires a fresh approach and in order to stay ahead of the game, brands must constantly innovate using an omni-channel offering.
Two thousand years ago, Romans would make a shopping list by scratching the name of items they needed into a thin layer of wax on a wooden tablet. Today, it’s a new generation of tablets that are playing an increasingly vital role in the retail journey, reviving a retail pattern that has long dominated the offline shopping experience – discovery shopping!
Offline, retailers have long realised the importance of retail theatre, creating environments that entice shoppers to discover, discuss and share products with friends. However, until recently, consumers looking to get that retail therapy fix online were faced with a bargain-bin style model, where purchase options were based on price and convenience alone.
Findings from research by Starcom MediaVest Group of 1,400 people about Pinterest uncover some of the opportunities available to brand owners to create ongoing, relevant and uplifting encounters with people, and so build brand equity, relevance and customer journey behaviour.
Pinterest users in the UK are growing significantly, offering brands a new opportunity to create engagements with people. Between May 2012 and May 2013 unique users from within the UK grew two and a half times, from 1.295m to 3.204m (comScore). Read More
Women are no longer the ‘modest niche’ of the past that marketers once perceived them to be. They are now the most powerful consumer force on the planet, accounting for $20 trillion of household purchases worldwide.
Today’s women are multi-minded, meaning that at any one moment they can have multiple areas of responsibility holding their attention. This reality is especially true for mothers. While shopping, they are not only looking for the perfect solution for them right now, but also clothing for their children, their spouse as well as looking out for a winter coat when winter is seven months away. This opportunistic nature of women might explain why users of the visually led Pinterest were 97% female in 2012. Pinterest is a very effective tool for users to capture inspiration on a moment to moment basis and is a testament to the tremendous power consumers now have, of which many marketers have yet to embrace.
It takes a lot of trial and error to understand what really makes your fans tick and what resonates within the community. That clever photo of something you think is absolutely hilarious could actually lose you a few fans and no matter how interesting a fact is, it’s never interesting enough to warrant a three paragraph explanation on one Facebook post…
Then there’s the sheer amount of social platforms you can choose from. If you want to ‘do social’ it’s a good idea to have at least a presence on as many as you can, but each platform works in different ways. A picture that will work as a tweet probably won’t be the perfect Pinterest post. Read More
There is one old adage that will always ring true: a picture can paint a thousand words. With attention spans becoming shorter than ever in a world bursting at the seams with non-stop content, its little wonder that networks such as Instagram and Pinterest are thriving. Instagram made a move to court brands with its taggable ‘Photos of You’ upgrade, whilst Pinterest has introduced a whole new pin format to leverage brand partnerships – and it already has the likes of eBay, Target, ModCloth, Sony and Netflix on board.