The unofficial end of summer is mere weeks away, and the holiday season isn’t too far behind. Before long, we’ll be decking those halls and making our lists.
Retailers are closer than most consumers to the cheeriest time of year, already working on their stock, their advertising, and their special events. Pinterest has released its advice on marketing for the holiday season, just in time to get busy planning.
This guide is geared specifically toward persuading marketers to spend dollars on Pinterest, so the content as it relates to how businesses should be using the platform is a little dry (for current top trends on Pinterest, check here). But the data shared by Pinterest does paint a convincing picture as to why businesses should reserve some of their marketing budget for it, particularly where online shopping is concerned.
According to Pinterest, the platform’s users spend more money during the holiday season than users of other platforms; three in four holiday shoppers reportedly discover new brands and products during the holiday season; and more than half of the holiday shoppers on Pinterest say the platform influences their purchases.
With a seemingly eager audience, Pinterest suggests businesses consider a full-funnel campaign strategy for best results—with ads at the awareness, consideration, and conversion stages. The company reports that conversion rate for viewers to buyers is three times higher among brands that run full-funnel campaigns, compared with those that advertise at only one stage. Suggestions for how ads might look are in the guide. Pinterest also includes a case study from Michaels.
Read the full report on Pinterest’s blog.
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