Pinterest - Should I Care?

Jessica Richards

There is another new social property vying for consumer attention by the name of Pinterest. As advertisers, we immediately start salivating when we hear about the user growth (11.7 million users as of January) and consumer engagement. It seems like it's hard to keep track of all the new players, but Pinterest should be hard for any marketing professional to ignore.

If you are one of the few who have not heard of it, there has been a ton of press recently: on TechCrunch, Mashable, and The Wall Street Journal.

Pinterest is a virtual bulletin board or scrapbook, if you will. The technology allows users to pin links and images to boards organized against their likes, lifestyle, and interests. Think of a more advanced approach to social bookmarking, with capabilities above and beyond that of Delicious. Of note, the audience still skews very female (approximately 80 percent)...

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