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Posts Tagged ‘Adobe Summit’

Social Media: Understanding Pinterest consumers

March 13th, 2015

“The only reason any brand exists in the first place is because it helps people do something in their lives,”  Kevin Knight, Head of Agency and Brand Strategy, Pinterest said.

In his session at The Digital Marketing Conference — Adobe Summit, Kevin spoke about what makes Pinterest unique to marketers and brands in the social media sphere.

Mainly, unlike other social sites, it’s kind of a loner.

Not in the standing alone in the corner at the school dance kind of a way, but in a “Best All Around” superlative kind of way: independent, and not only party-planning the dance, but countless other activities and interests as well.

“They’re using it for themselves,” Kevin said, adding that many users don’t follow a lot of people, because they using the platform to fulfill their own needs, not to impress anyone else.

 

What is a Pin?

“Art and copy, as old as advertising itself,” Kevin said.

What is a Pin

 

Who is on Pinterest?

  • 70M+ monthly users in the U.S.
  • 40% of women in the U.S. are on Pinterest
  • 75% of usage is on a mobile device
  • One-third of millennials are on Pinterest

*Based on comScore Sept 2014, desktop and mobile, U.S. users, and internal Pinterest data

Those 70 million monthly users utilize Pinterest to discover, save and then do, Kevin said. Over 30 billion pins ave been categorized by people into more than 750 million boards, and this is a highly personal interaction to them.

Pinners are sharing their interests, hobbies, hopes and goals, creating the narrative of their future through pinning actions.

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Digital Marketing: Quick insights from Adobe Summit on perfecting the art and science of marketing

March 11th, 2015

From the opening General Session at Adobe Digital Marketing Conference in Salt Lake City, Utah, the speakers reiterated, in one way or another, the thesis statement made by Brad Rencher, Senior Vice President and General Manager, Adobe:

Consistent and continuous experiences only happen when marketing goes beyond marketing, and the reality is that brands have to earn it every day, with each experience. With each touch point, we either win or we lose.

Marketers need to fight every day to be personal with consumers — this isn’t a plane you can reach or a level to be achieved. It’s a consistent struggle won through consistently building up small interactions.

If those word choices — fight, struggle — sound harsh, forgive me. With Adobe Summit’s gigantic main stage, complete with three towering screens, impeccable design and A/V feats, it’s easy to lean into the theatrical feel of the event.

Adobe-031115

 

Digital marketing is certainly not real war or strife, but each speaker takes the stage not unlike the speech in “Patton,” commanding attendees to work for a better (marketing) world. The marketers here begin to feel like foot soldiers who believe they can engage customers with genuine interactions.

These aren’t actions savvy brands should be shirking from because they’re difficult, but running toward. There are an overwhelming number of opportunities to understand your customers in digital marketing.

These three takeaways are just a start.

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