Turning Pins Into Purchase on Pinterest

A new crop of companies isn’t waiting for the site to decide how to help brands use its data

The Pinterest hysteria from the early months of 2012 may have abated, but marketers’ interest in the social scrapbooking site is only accelerating. However, just what to do with Pinterest and how to measure its impact remain two big open questions for brands.

An inflection point for Pinterest’s brand adoption may be the upcoming holiday season, when marketers use the platform to promote products for gift-giving, predicted Digitas svp Jordan Bitterman. If so, brands may suddenly find themselves digging through lots of raw Pinterest data they don’t know what to do with.

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