CommonSense Blog

eMarketer & Pinterest Discuss Evolving Behavior on Mobile and how Marketers can Adopt

By Jon Evoy | Apr 16, 2015

I recently had the pleasure of attending eMarketer’s State of Mobile event here in New York.  It covered how marketers can leverage current mobile trends and was split into two parts:

  • Geoff Ramsey, eMarketer’s Chairman, presented data around mobile usage and offered tips on mobile success for marketers.
  • Eva Papoutsakis Smith of Pinterest discussed how the social media platform is used and how brands can leverage it.

eMarketer’s Geoffrey Ramsey 

We’ve all heard countless times over the years that this will be the year of mobile. While mobile devices now play a huge role in our lives, 2016 will be the year when mobile overtakes desktop in ad spending.

Blog eMarketer chart Screen Shot 2015-03-26 at 3.10.24 PM

People feel lost without their mobile device and marketers have reacted accordingly by increasingly investing in mobile ad spending.

With the emergence of location-enabled mobile devices, location has become the new computer tracking-cookie. This means that real-time marketing has become right-time marketing. As eMarketer’s Cathy Boyle said, “location is the cookie of the mobile world.”

Blog chart eMarketer Screen Shot 2015-03-26 at 2.26.41 PM

Marketers need to create relevant content that will serve consumers’ needs of a particular time and place.

The app store may have over a million apps available to download but 80% of our mobile time is spent with five apps: Facebook, YouTube, Maps, Pandora, and Gmail. Therefore, rather than try to change existing target behavior perhaps marketers can explore ways to participate in existing app behavior. For example, perhaps a marketer covers a Pandora commercial free day.

The eMarketer feature for US mobile ad spending can be found here

Pinterest’s Eva Papoutsakis Smith

Blog post eMarketer Screen Shot 2015-03-26 at 3.17.44 PM

Pinterest’s Eva Papoutsakis Smith joined the conversation for the second part of the session. Pinterest can be accessed across a variety of devices including desktop, tablet, and smartphone. However, it’s chiefly accessed via mobile devices, with 75% of Pinterest activity happening on mobile.

While many view Pinterest primarily as a social media website, Smith conveyed their vision as being “an individual and personal tool for users to plan their future.” The platform enables people to dream where they want to go, what they want to achieve, and what they want to buy.

Also, while the platform is very visual, pins that include text often perform better than those without text.

Transactions may not take place on Pinterest but it plays a major role in eCommerce. A whopping two-thirds of all pins are for a brand or a business!

Product pins don’t just have to be product or service based, as it could also be collecting informative content. For example, a patient could utilize a Pinterest secret board to gather information and/or articles on a medical condition. (A secret board is only visible to you and people you invite to it).

If a brand is already on Pinterest perhaps show appreciation by mentioning people by name in the description of a pin, exclusive LTO offers, etc. How about giving those in your community some love? If a brand is not yet on Pinterest, they might be missing out on becoming an aspirational brand that people hope will become part of their lives. Why not join Pinterest to become more available so that people can include you in their future aspirations?