Although a recent study suggests that Pinterest isn’t directly influencing purchasing decisions yet, it doesn’t mean that retailers should write off the social pin board site when it comes to social media marketing strategies.
In fact, the interest in Pinterest is gaining more steam everyday – most recently with two tech companies that have integrated Pinterest features into their solutions.
E-commerce solution provider Demandware launched a Pinterest integration, which allows retailers to display the Pin It button on e-commerce product pages, providing consumers with an easy way to share product content among the social pin board site.
Retailers are able to benefit from the Pinterest integration because it enables them to attract and engage with consumers, increase brand awareness, and allows for more targeted pinning of specific items – including color and size.
“Pinterest has had extremely positive adoption rates and we wanted to make sure our clients could leverage this exciting new tool to drive their online revenue,” says Jamus Driscoll, senior VP of marketing for Demandware. “Our Labs team was quickly able to develop this valuable integration and now it’s in the hands of our clients for adoption. This is another great example of how our commerce platform can be easily extended to meet the demands of today’s consumers.”
Email marketing provider StrongMail added Pinterest as an additional sharing channel to its StrongMail Influencer word-of-mouth customer acquisition solution, which allows marketers to expand their reach by motivating brand advocates to share content via Facebook, Twitter, email and now, Pinterest. By allowing customers to share content via Pinterest, marketers have the ability to track what colors, shapes and words customers are attracted to, and are more likely to share (or purchase).
"Pinterest opens up a promising new word-of-mouth marketing channel for brands to connect with consumers, and StrongMail Influencer fully leverages its capabilities to maximize customer acquisition," says Joerg Habermeier, Senior Director of Social Media Product Development, StrongMail. "When it comes to building a healthy and profitable customer base, there is nothing more powerful than word-of-mouth referral, and that is exactly what Influencer is designed to do best."