TOOL WITH PINTEREST
or marketers adept at recognizing new opportunities. the online bulletin
F board Pinterest can provide their companies with a competitive
advantage. Pinterest is used to share photos and other images among
Internet users. Users communicate mostly through images that they pin to
their boards. Other users can repin these images to their boards. follow
each other. like images. and make comments. Links to websites can be
added to the images to move more traffic to company websites, turning
Pinterest into an effective digital marketing tool.
Larger companies such as Dell and Whole Foods are more involved on
Pinterest, but some smaller businesses are using it as well. The Pinterest
community is dominated by the female demographic. so companies that
target women have the opportunity to reach them in innovative ways.
Companies are marketing their products by posting images that evoke an
emotional response representing their brand. For example. Whole Foods
has topic boards on Pinterest featuring recipes. farm scenes, and more.
One image features a Nicaraguan who received a small loan to buy
materials for her business to support herself. This reinforces Whole
Foods’ philanthropic program of providing small loans to entrepreneurs in
developing countries.
Pinterest also serves as a customer relationship management tool
because the images people pin to their boards reflect interests and
aspirations. thus allowing marketers to interact with users on a more
personal level. Marketers can inspire an emotional response among
potential customers with the way they organize their boards. The
effectiveness of this marketing can be monitored by how many repins,
likes. and comments are posted. Marketers are reporting increased web
traffic and sales because of Pinterestfl
Discussion Questions
1. Describe how marketers can use Pinterest to enhance their marketing
communications.
2. Why might it be better to post an image that conveys an emotional
response rather than a simple advertisement?
3. How does Pinterest act as a customer relationship management tool?
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