Starting Today, You Will Be Able to Buy on Pinterest

July 1, 2015 § 2 Comments

pinterest-buynow-01-2015Today you start seeing buyable Pins on Pinterest.  According to their blog, when you spot a Pin with a blue price that means you can buy it.  Pinterest is rolling it out to U.S. Pinners on iPhone and iPad, so make sure you have the latest app version.

Buyable pins are simply the way you buy your favorite products on Pinterest.  The pins will be viewable in your Home feed, boards you visit and in search results.  After putting in credit card information, users will get what they purchase delivered to them once they click the buy button.

What makes this so great is that Pinterest users generally have a strong purchase intent.  They are in a planning mode and that might make them closer to a purchase consideration.  They are searching for ideas for a new nursery, a wardrobe or their next party.  So rather than going to a specific merchant, you are going to a bazaar of ideas that leads to a purchase.

Retailers will be in charge of applying the buy buttons so it may take a while for Buyable Pins to be prolific on the site.  Two-thirds of content on Pinterest is pinned by businesses.  Pinterest says within a few weeks there will be 30 million Buyable Pins all over Pinterest, from name brands like Macy’s, Nordstrom and Neiman Marcus.

Retailers don’t pay for the pins, and Pinterest won’t be currently taking a percentage of purchases. Advertisers will pay to promote the pins as native ads however.  Pinterest did their homework and found users wanted buy buttons.  Almost 90% of pinners have made a purchase because of Pinterest, according to a recent study by market research firm Millward Brown found. With 70 million monthly active users, these Buyable Pins could make Pinterest a major e-commerce player.

Buyable Pins will not be available for Android users or desktop users for a while, but it’s coming.

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Marketing to Women: Why Marketers Don’t Understand Women

January 6, 2013 § 1 Comment

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Things are changing for women.  For the first time in history, women now outnumber men in the workforce. We are more educated, accounting for approximately 58% of students in tw0- and four-year colleges.   We account for 85% of all consumer purchases, and we are not just talking about diapers and milk.  Our purchases include homes, healthcare, cars, travel and computers.  And 96% list “being independent” as their single most important life goal.

So when research says 91% of women don’t think marketers understand them, what are we saying?

First, women don’t feel they are being accurately portrayed.  Using the color pink is not advertising.  Women respond to marketing in a more emotional level.  Women place importance on personal and proactive customer communication.  We want authenticity, relevance, honesty and an exchange of information.  Also, families don’t look like the stereotyped mom, dad and 2 children.  Some 40% of all births today are to unwed mothers.  Only 4% of families with kids under 18 fall into the working father and stay-at-home mom model.   And many young say being a good parent is more important than marriage.

Second, men control much of today’s advertising messages.  Only some 3% of advertising agency creative directors are women.  Why is that a problem?  The female perspective is not always accurately represented.  We have men left to their own to interpret how they communicate to and with women.  That’s why campaigns from advertisers like Dove celebrating real people and Chico’s use of older models and stars are seen as rare and innovative.

Third, many marketers have overlooked the dominance of women online.  Women dominate social networking, instant messaging and email.  Women compose 56% of the social media population; that’s 81 million of us.  Women dominate Facebook, Twitter and Pinterest.  Women spend  8% more time online daily and 40% more time on social media than men do.  And peer-to-peer recommendations are trusted more than any type of advertising – 92% rely on people they know!

Fourth,  smartphones are the most important tools in women’s handbags.  50.9% of smartphone users are women and we are using smartphones to stay in touch with our families and friends, interact on social media, and shop, shop, SHOP!!  If women can’t easily find you on their mobile phone or if you are not competitive, she will move on to another source.  Moms are on their phones six hours daily and  readily admit that their smartphones are more important than sex!

Use 2013 to understand your target audience better.  Chances are a large portion of your audience are women – smart, connected, independent and pink-resistant.

This is a guest post on http://www.Sparkah.com/blog, a great blog on getting seen on social media by Robert S. Kims, Guerrilla Marketing Korean.  

2013 Marketing to Women: Psychic Predictions and Prognostications!

December 31, 2012 § Leave a comment

21I don’t have a crystal ball for 2013.  I don’t know if Facebook will continue to grow – or if retail stores will start to shrink because of online shopping. I subscribe to the John Naisbitt philosophy that “the most reliable way to anticipate the future is to understand the present.”

But in the spirit of the season, I thought it would be fun to gather some of the best predictions in one place for your reading pleasure.  Tell me if you think they are psychic, premature or PR poop!

Inside Facebook 2013 Social Media Predictions for Facebook, Google+, Pinterest and more. Some good input here.   Facebook users will continue to be disenchanted as Facebook tries to ad advertising value.  Google+ will become more business and local friendly.  Pinterest and other visual media will continue to grow with visual content.  Pinterest launched business pages and will soon open to third party developers.  Peer reviews will continue to be integrated into brand operations.

Forbes 2013 Marketing Predictions:  Content Marketing and Social Business  Great thoughts about the growing importance of content marketing.  We have to give customers valuable content that they want.  I am a big believer in the concept of brands as publishers.  The idea that a constant flow of curated information gives brand authority.

406762_10151176789435825_933945807_nHubspot 8 Insightful Marketing Predictions for 2014 and Beyond.  Hubspot correctly points out the overlap in search, social and content as SEO influencers.  It’s more than keywords.  It’s about high quality content.  And for those who think email is dead, think again.  In 2013, it will be more personalized and targeted.  Marketers will need to segment their lists and personalize content.  Marketing will be seen as more of a revenue generator.  In 2013, CMOs and senior executives will allocate more resources to creating a strong inbound engine — generating interest, traffic, leads, and conversions — to support the demand generation engine. And here’s a big one – marketing “campaigns” will decline as more marketers take advantage of the power of real-time communications to grow business. In 2013, buyers instantly engage with brands on their websites, talk back via social media like Twitter and Facebook, and follow breaking news in the markets they are interested.

Content Marketing Institute Social Media and Content Marketing Predictions for 2013.  “My prediction is that the “Content Strategist” role will become an important part of the marketing department in more than just a handful of brands. Michael Brenner,  Senior Director, Integrated Marketing and Content Strategy, SAP.  Yes, it’s about content.  And content includes more visuals – videos, pictures, creative graphics.  And as much as I like infographics, they may have reached their peak.  As Pinterist, Instagram, Slideshare and YouTube continue to grow, we have to think about visual content.
And as mobile usage soars, we need to understand how to maximize content for each type of screen.  Responsive design is really important for web sites.

Search Engine Journal B2B Marketing Predictions of 2013.  Inbound marketing becomes more important.  It’s less about push and more about providing information that your prospective customers seek out.  It’s about responsive design of websites – and shut my mouth, maybe a return to targeted direct mail to stand out from the online clutter.

Media Post 2013 Predictions from Online Ad, Marketing Experts.  The term is “opt-in push” here, allowing consumers to feel more comfortable allowing brands to recognize location, intent and preferences through devices.  Six experts weigh in here on the death of static web pages, campaign integration, integration of search with display advertising, Google dominance in search and the continuing complexities of SEO, and the death of the term “social media campaign.”

PSFK 2013 Predictions.  This is a great compilation by PSFK of thought leaders on a variety of subjects.  One of my favorites is George Parker – The Continuing Bastardization of the English Language.  He tell us that Shakespeare created 1700 words which included advertising!  And puke.  But today we use words in advertising like “artisanal pizza”; get a grip copywriters!  Shantell Martin thinks there will be more personalization with hand-drawn images.  Tom Evans of Saatchi LA thinks brands will become more focused on creating campaigns that engage the consumer based on their interests and passions—as opposed to which social network they prefer.  Yeah!

Forbes Google News Crumbles and More 2013 Media Predictions.  Ashley Harrison says 2013 will be the year that mobile consumption finally raises the bar on both advertising and publishing in the digital age.  It’s a year of change.  Mobile devices will become the #1 way to read news.  I received my final print Newsweek in the mail, and I was a little relieved that they had faced up to the change.   I made a cake from Gourmet Live, the replacement for the venerable Gourmet magazine, that re-invented itself last year.  The gap between consumer time spent and spending on mobile (10% and 1% respectively) creates a truly significant opportunity for advertisers and platforms alike. As digital publications and super blogs get smarter and begin to tap into online and mobile advertising, it will become a major revenue stream for the top players worldwide. In the past year alone, newspapers have lost $13 in print revenue for every dollar earned in digital revenue

Marketing to Women: Top 12 Posts from 2012

December 29, 2012 § Leave a comment

pinterest2012 marketing saw unanticipated events like the rise of Pinterest and Instagram – and disputed practices of Facebook and Instagram.  Facebook reached 1 billion users.  Changes to healthcare funding made marketing healthcare hugely important, and patient satisfaction rules. So here’s a quick read of what Lipstick Economy readers were interested in.

12. Marketing to Women:  Should You Focus on Facebook, Pinterest or Twitter?  Overall, almost two out of five (38%) online consumers follow retailers through one or more social networking sites.  You need to understand the demographics and how it the social networks are used by your specific channels.

11.  Marketing to Women:  Blogs Drive Purchase Intent.  Recent research from BlogHer shows that 61% of active blog users say they have made a purchase based on a recommendation from a blog.  One of the leading indicators of purchase intent is trust.  And 81% of women trust the information and advice they receive from blogs

10.  Marketing to Women:  Facebook $1 Fee to Message Non-Friends.  Facebook calls the little charge an economic signal to determine relevance. I call it “selling my inbox”.  On a blog post, they say ”This test will give a small number of people the option to pay to have a message routed to the Inbox rather than the Other folder of a recipient that they are not connected with.”

9.  Marketing to Women:  Women Rule Social Media.  LinkedIn is the only exception to the more than 50% rule by women; the male-female split is 50-50.  Back in March, Google+ was the third largest social network, yet to be usurped by Pinterest.  An interesting infographic gave us real demographics for the networks such as 54% Tweeters are on Mobile, 36% Tweet at least once a day, and average time on site is 11 minutes.  Google+ users are more likely to be single geeks looking for friends.  The average number of Facebook friends is 130.  Two million companies are on LinkedIn.

8.  Marketing to Women:  A Picture on Pinterest Is Worth A Thousand Words.  Pinterest is the third most popular social network behind Facebook and Twitter.  The beauty of Pinterest is we don’t have to read someone else’s opinion  We can make our own.  It’s a beautiful thing.

7.  Marketing to Women: Instagram or Instagrim?  New Policies Announced.  Since Facebook went public and purchased Instagram, the pressure is mounting for added advertising income.  Some new policies were announced and within a week were revoked due to customer pressure.

6.  Marketing Healthcare to Women:  What Does Patient Satisfaction Mean?  Based on new health care reform legislation, patient satisfaction surveys will factor into how much money a hospital gets paid by Medicare.  Patient ratings will compose 30% of  the consideration, and clinical quality will determine 70% of the payments.  Hospitals could lose 1% of their Medicare payments.  The only way to earn it back will be improvement of scores, and a real understanding and delivery of patient satisfaction.  Warm friendly service, appetizing food, entertainment amenities like WiFi and cable, and a pleasing atmosphere are becoming more important to patients.

5.  Marketing to Women:  The Ultimate Travel Agents.  80% of all travel decisions are made by women.  Surprised?  75% of those taking cultural, adventure  or nature trips are women.  And boomer women are major players having the money, time and interests.

4.  Marketing to Women:  Pinterest Rules!  Pinterest has been a winner in driving traffic for many retailers.  Some even more than Facebook.  Pinterest is inspiration for purchase decisions.

3.  Marketing to Moms:  Childhood Obesity Number One Health Concern. With one-third children overweight, the epidemic is of concern because 50% of overweight children become overweight adults.  It’s an important topic for all marketers.

2.  Marketing to Women:  10 Cool Ways to Use Pinterest. Since 70% of women are on Pinterest, marketers should be there to.  But 2012 was a year when marketers were trying out Pinterest, trying to ascertain how best to use Pinterest.   It’s about research, common interests, promotions and linking.

1.  Marketing Healthcare to Women: Ten Things You Need to Know.  Since 80% of all healthcare decisions are influenced by women, it is appalling that two-thirds of women feel they are misunderstood by marketers.

 

Marketing to Women: Do You Have a Pinterest Business Page?

December 16, 2012 § 2 Comments

pinterestPinterest has taken a giant leap forward with the launch of business-targeted features, such as its Pinterest for Business site.  Even the POTUS has a Pinterest account.  The White House recently unveiled it’s Pinterest account, whitehouse.gov, promising to “share pins and boards that range from inspiring images and quotes to infographics that help explain key issues to details about the life inside the White House.”

Pinterest has grown tremendously and one of the most important advantages is the majority of people logging on with a “shopping mentality.” In fact, 32% of online shoppers have made purchasing decisions based on what they’ve seen on Pinterest.  Many come to Pinterest with the intention of curating information, in advance of a sale.

Pinterest is a visual medium and can help any business that  has a pictoral story to tell.  It can be products, DIY ideas, inspirations, examples of installations, etc.

Here are the highlights for Pinterest Business of which you should be aware:

  • As of now, there is no visible distinction between business pages and regular pages, unlike other social media sites like Facebook and Twitter. However, they will very likely offer additional analytic features.
  •  Pinterest has a revised terms of service for business users, now allowing commercial use of the site which had previously only been approved for personal use.
  • It only takes minutes to convert a personal Pinterest site to a business site. Despite a lack of concrete feature additions, it is clear that Pinterest is working to better cater their services to businesses, and improve its reputation as a commercial-relevant form of social media. For more information, visit Pinterest’s new business site.

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  • Beyond the new tools, Pinterest is also launching a business microsite displaying case studies from brands like Etsy and Jetsetter, as well as best practices and guidelines for brands,

Marketing to Women: Pinterest Campaigns?

October 23, 2012 § 1 Comment

Pinterest has been the darling of social media lately.  I love it too.  But can you create a Pinterest campaign?  Kotex did in Israel.  Watch this video to see how it worked.

Here’s another example from Unicef.  They created a Pinterest board for a little girl in Sierra Leone named Ami Musa.  On it they pinned the aspirations for a 13-year-old on a board called “Really want these.”  Those things included food, clean drinking water and a tub.  Each pin links to a page soliciting donations for UNICEF’s work providing clean drinking water, food and shelter to children in need throughout the world.

Unicef Pinterest Campaign

Here are a few facts about Pinterest that might make you interested in doing a Pinterest campaign.

  • Pinterest hit 10 million unique monthly views faster than any site in U.S. history.
  • On average, each time a person visits the site she spends 58.8 minutes “pinning.” Facebook has an average visit time of 12.1 minutes.
  • Nearly one-third of all Pinterest users have an annual household income of $100 thousand or more.
  • Almost 70 percent are female. (Keep in mind, females control 90 percent of all household health care decisions.)
  • The largest demographic on the site are ages 25 to 34.
  • 50 percent of Pinterest users have children.

Marketing to Women: Time to Market with Pinterest?

September 24, 2012 § Leave a comment

Still afraid to jump into Pinterest marketing?  Valerie Kuznik, a Lipstick Economy Contributor, has found three big take-aways from a great infographic from Maxymiser on Pinterest marketing.  

  1. Who is on Pinterest? Your dream consumer! These users are “an active group of people who are willing to tell the world about the things they want, identify with and recommend.” Log on and meet your “online world-of-mouth marketing team” ready and waiting to shout your brand from the rooftops.
  2. What about Facebook? In terms of generating referral traffic, Pinterest trumps Twitter but still falls short of Facebook. That being said, it still drives more traffic than the combined efforts of YouTube, LinkedIn, and Google +. Impressive!
  3. How can I use Pinterest for my brand? Make sure that the boards you create “help to tell your story.” Who is your brand? What is its personality? What inspires the brains behind your brand? Other must-dos include adding the Pinterest icon to your website, allowing others to repin your content, and pairing every piece of content to which you want to draw traffic with a killer, eye-catching photo. If this means hiring a photographer or graphic designer, it’s worth it! Grab a Pinner’s attention and be prepared to reap the rewards.

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