No longer do people require seasonal catalogs to get their holiday shopping done. Traditional marketing and advertising may not be making as strong as an impact as it used to, with the increase of online shopping and social media usage. Shoppers now seem less persuaded by being told what to buy and are more perceptive to discovering what they want themselves. I believe the most important step in shopping today is DISCOVERY. This discovery process doesn’t need be organic, it just needs to seem organic. Brands know they need to make it as easy as possible for their products to be discovered. So how can they get their products noticed by millions this holiday shopping season with the intention to buy? Pinterest.
The great thing about Pinterest is how seamless shopping is. No matter what stage a pinner is at in their shopping state of mind; knowing exactly what they want (a pricier black lace dress), having a rough idea of what they want (nice clothing), or having no specific intention (browsing) – each stage leaves the opportunity for a brand to get their items seen, shared, and purchased. A lot of brands are currently using Instagram and Facebook, and not putting the effort necessary for Pinterest success. Instagram is a good way to reach people to increase awareness, but it’s just not laid out for purchases. Facebook is widely used, but people don’t log on to shop. They log on to interact with friends. To get the results you want sales-wise, Pinterest is the place to be.
With over 604 million holiday pins and over 244 million gift-related Pins on Pinterest it’s more important than ever to make sure your brand’s pins and boards are standing out and showing up higher in searches. Now when I speak to brand managers about their Pinterest strategy, I no longer “suggest” Rich Pins, I explain that it’s a necessity if you are serious about getting your Pinterest strategy in line. It’s worth the time your tech team spends on adding the code. (more…)