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Pinterest Adds a New ‘Shopping’ Tab to Search Results

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Pinterest is expanding its shopping capabilities with upgrades to existing features and new shopping tabs throughout the platform.

Pinterest is introducing new ways to shop from pins, on pin boards, and in search results.

Here’s more about all the new features announced today.

New Pinterest Shopping Features

Shop From Boards

Users can now find a ‘Shop’ tab on their own boards.

Pinterest Adds a New ‘Shopping’ Tab to Search Results

Pinterest Adds a New ‘Shopping’ Tab to Search Results

For example, users can visit their fashion board, click on the Shop tab, and browse through a selection of products featured in the board.

“Just as if a shopping list has been created for their boards,” Pinterest says.

This feature is compatible with fashion and home decor products.

Pinterest notes that it will display in-stock products only.

Shop From Search Results

A new ‘Shop’ tab will appear in Pinterest’s search results.

This will make it easy for users to shop in-stock products when searching for generic terms like spring outfits”, “office decor,” or “kitchen remodel”.

Users who are looking for something more specific will have the option to filter search results by brand.

Another new filter has been added that will let users sort search results by price.

Shop From Pins

Pinterest’s visual search feature has been upgrading with shopping capabilities.

Visual search lets users look for products by uploading an image or taking a picture.

Pinterest will the do its best to return pins with that product in it.

Now, when conducting a visual search, users will see a new option to “shop similar.”

Clicking on this option will show related in-stock products for fashion and home decor items.

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Shopping From Anywhere on Pinterest

With these enhancements Pinterest is defining itself as the social network for shopping – a place where users can buy just about product they see on the screen.

That’s something Pinterest is keeping users aware of at every turn.

There’s now a subtle call-to-action inviting users to shop on nearly every screen they’re likely to look at.

Whether that’s the search results, their own pin boards, or within shoppable pins throughout the network.

That’s not only more convenient for users, many of whom come to Pinterest with shopping intent, it’s beneficial for retailers.

Businesses of all sizes have the potential to benefit from these updates, as 97% of top searches on Pinterest are unbranded.

Pinterest’s data shows that users primarily search for generic terms and not specific brands.

As the company puts it, it’s “leveling the playing field for businesses of all sizes to be discovered.”

Trending Shopping Searches on Pinterest

These updates come at a time when many people are at home and spending more time on their devices.

Pinterest notes that searches for shopping inspiration and supporting small businesses are on the rise lately.

Within the last two weeks, searches for “help small businesses” are up three times compared to the prior two weeks.

Many people are looking for ways to setup their new work-from-home spaces and makeshift offices.

Searches for “home office setup” are up by 70%.

Employers are looking for ways to reward their employees and show appreciation during these times.

There’s been a 4x increase in searches for “employee gift” over the past two weeks.

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Searches for “care package ideas” have doubled.

Other Pinterest Shopping Statistics

The number of shoppable product pins on Pinterest are up 2.5x since last year, which drove 2.3x more traffic to retailers.

The number of users engaging with shopping on Pinterest is up 44% over last year.

On average, Pinterest users spend 1.6x more than people who don’t use Pinterest.

Over 80% of Pinterest users have purchased something shown in pins from brands.

Users are 3x more likely to visit a retailer’s site after discovering them on Pinterest compared to other social networks.

Pinterest Adds a New ‘Shopping’ Tab to Search Results

Source: Pinterest Newsroom

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MARKETING

Podcast advertising spend surged in 2021

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Podcast advertising spend surged in 2021


According to data released by advertising intelligence platform MediaRadar, spending on podcast advertising was up over 20% YoY in 2021. Q4 ad spend alone was $160 million, making a total of $590 million for the year. It is estimated that more than a third of Americans now listen to podcasts regularly. Technology brands became the biggest spenders, pushing media into second place.

Familiar names among the top 10 highest spending podcast advertisers are Amazon, Capital One, Comcast and State Farm. Most podcast advertising is located midroll with durations of 30 and 60 seconds being most common. Brands seem confident in the effectiveness of podcast advertising, with 79% of advertisers from 2020 continuing to buy in 2021.

Read next: How to get the best ROI from podcast advertising

Why we care. We say yet again, channels are proliferating. This means fragmented audiences, of course, but also potentially highly engaged audiences. Podcasts create the opportunity for focused contextual advertising as well as for more general brand messaging.

Speaking of messages, consumers (and B2B buyers) are delivering a clear one. Meet us where we are.


About The Author

Kim Davis is the Editorial Director of MarTech. Born in London, but a New Yorker for over two decades, Kim started covering enterprise software ten years ago. His experience encompasses SaaS for the enterprise, digital- ad data-driven urban planning, and applications of SaaS, digital technology, and data in the marketing space. He first wrote about marketing technology as editor of Haymarket’s The Hub, a dedicated marketing tech website, which subsequently became a channel on the established direct marketing brand DMN. Kim joined DMN proper in 2016, as a senior editor, becoming Executive Editor, then Editor-in-Chief a position he held until January 2020. Prior to working in tech journalism, Kim was Associate Editor at a New York Times hyper-local news site, The Local: East Village, and has previously worked as an editor of an academic publication, and as a music journalist. He has written hundreds of New York restaurant reviews for a personal blog, and has been an occasional guest contributor to Eater.

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How to scale personalization efforts with data-driven marketing

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Why data-driven decision-making is the foundation of successful CX


Tristan Silhol, senior manager of consulting at data company Artefact, recently worked with hygiene, health and nutrition CPG company Reckitt to revitalize their marketing campaigns. Their goal was to move Reckitt from a mass-market marketing approach to more personalized customer targeting.

“Typical strategic marketing teams are focused on assumption-based marketing,” he said in his presentation at our MarTech conference. “So, essentially building media campaigns and personalization based on external factors such as consumer surveys, brand knowledge, demographic data, national demographic data, statistical data, and consumption data.”

He added, “This is great to build broad campaigns, but it might not be sufficient when current customers expect a lot of personalization and a certain level of relationship.”

Source: Tristan Silhol

Moving from assumption-based marketing to data-driven marketing is no simple task. It takes a lot of coordination and resources to focus less on external factors and more on individual customer data. But, with the right strategies in place, marketers will have a much easier time adjusting their campaigns.

Adopt data-driven marketing strategies

While “data-driven marketing” sounds like a commonplace tactic, it’s actually a relatively new way of structuring campaigns. Traditional marketing relied on assumption-based strategies to figure out what customers wanted. Now, new marketing technologies allows brands to make decisions based on real-time customer data.

“More and more brands are innovating with data-driven marketing practices, trying to put data at the center of that marketing process,” said Silhol. “What this means is consolidating three types of data, one being first-party data — transactional data, CRM, and other digital assets that you may own as a company. They’re merging this with second-party data from retailers such as Walmart or Amazon. Programmatic technologies are also expanding their reach with third-party data and open-source data.”

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“This data-driven marketing piece represents a very large piece of the untapped opportunities for brands, and it requires a lot of capabilities and innovation,” he added.

According to Silhol, CPG companies often have a difficult time translating traditional consumer and market insights-based segmentation into addressable audiences due to lack of a data-driven approach: “Often those companies end up arbitrarily targeting segments online and having this disconnect between what is available in terms of addressable audiences and their marketing segmentation.”

Source: Tristan Silhol

To combat these challenges, Silhol recommends marketers turn to their marketing operations setup to see how optimized it is for analytics and data procurement.

Center digital marketing operations on data and analytics

In the same presentation, Guilherme Amaral of Reckitt discussed how he worked with Artefact’s team to introduce customer data and insights into their campaign automation.

“We started a whole program of digital transformation focused on transforming the way we run digital media campaigns,” he said. “This was just the first step in terms of setting up successful campaigns.”

He added, “We also talked about the right data, the right processes, the right technology, and internalizing some of these capabilities as well.”

Source: Tristan Silhol

Internalization was a major piece of Reckitt’s marketing ops transformation. By internalizing operations, it was able to reduce spend on external measurement tools, centralize customer data, build audiences with its own AI, and measure data independently.

“We ran an assessment, looking at what a few other peer companies were doing,” Amaral said. “In simple terms, we needed to internalize the martech, so we standardized and internalized a lot of our technology. Then we needed to develop technology or capabilities to drive consumer segmentation and audience building — that’s what (Artefact’s) audience engine is.”

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Implement an audience management system

Artefact helped Reckitt implement audience management technology to help scale these data-driven marketing efforts.

“It’s about having the ability to centralize first-party, second-party, and third-party data in your data warehouse,” Silhol said. “Then build your audiences, integrate them in your current operating model, and generate insights from those audiences to have that constant test and learn approach. Then you’re able to orchestrate those audiences in an automated fashion.”

Source: Tristan Silhol

With upcoming consumer data regulations, marketers need ways to take advantage of all their customer data, especially if they hope to deliver personalized experiences. Audience management platforms (such as the audience engine), combined with data-driven marketing strategies and operations, have the potential to address this with improved campaign efficiency and personalization.

“We’re studying the foundations of the audience engine and our first-party data strategy,” said Anna Humphreys, who also works at Reckitt, in the same presentation. “They are what we need to prioritize to succeed with the website.”

She added, “We’re still working and evolving because the audience engine has been so impactful for our business.”


About The Author

Corey Patterson is an Editor for MarTech and Search Engine Land. With a background in SEO, content marketing, and journalism, he covers SEO and PPC to help marketers improve their campaigns.



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What is a Product Marketing Manager? Job Description and Salary

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What is a Product Marketing Manager? Job Description and Salary


Your research and development team has been working on a new product for months and putting valuable resources into its design and manufacturing. They’ve carefully researched the market and the problem they intend to solve.

(more…)

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