Pinterest
is an interesting social media site, one that I had not yet visited. Perhaps that should be expected as the
majority (nearly 80%) of the users are female.
Regardless, Pinterest is a very interesting endeavor in social media
that has spent most of its existence cultivating the end-users, but has now
begun looking to marketers and advertisers as another valuable customer
segment. These two segments are uniquely
connected with Pinterest as marketers are able to leverage the passions of the
end-users, which they have already displayed through the pins, boards, and
likes, which are the main customer relationships. This is directly linked to Pinterest’s value
proposition where they offer a space for users to interact and collaborate with
those who are also passionate about a specific topic. Connecting these users with an adjacent brand
or value proposition from a company that pays to access this knowledge seems
like a winning proposition.
The
key activity of pairing a user’s interest with other related content is what
enables the collaboration between end-users and marketers, the key partners for
Pinterest. This is done in parallel to a
delicate balancing act where Pinterest meters the amount of promoted data to
ensure the website stays authentic and home-grown. In addition, Pinterest works to create new
ways to connect, which is one of their cost structures that utilizes the
resources of their staff. The goal is to
provide revenue through promoted pieces as well as a stream from the traffic
Pinterest might direct to other content providers or retailers.
No comments:
Post a Comment