Discussion: Wants vs. Needs and Search for Info. Pinterest is quickly becoming a
ID: 1106905 • Letter: D
Question
Discussion:
Wants vs. Needs and Search for Info.
Pinterest is quickly becoming a player in social media. What was long considered a Facebook, Youtube.com, and Twitter world is quickly changing to include Pinterest as the #4 Web 2.0 tool. I can’t think of a better way to discuss consumers having a need, marketing creating a want, or better yet great marketing turning a want into a need (getting the emotional side to think the purchase is a rational need). Why do I think Pinterest is a big-time player in shopping? Almost every photo is linked to a site where you can purchase that item! I don’t know a lot about Pinterest, or social media in general, but I know enough that this is a huge and growing topic in marketing and is not going away. Please read the three brief articles below.
Now I want your thoughts—is Pinterest (or any other social media site-- Snapchat is on a big-time growth spurt with a younger female demographic) a valuable tool to help consumers make decisions? Why do you feel that way? Five years from now do you think social media will be a bigger tool in terms of discounts/offers and have the ability to make a purchase with one click of the screen? Please share your opinions on how you see this topic evolving.
The infographic below, based on an IBM study, shows a disconnect between what consumers are looking for from businesses on social media (discounts/offers and to buy something!) while businesses have those two items ranked last......
THE WALL STEET JOURNAL 430900O TECH Pinterest Shows It Can Compete With Facebook, Twitter Visual-search service says it has 150 million users world-wide who log on at least monthly 2 Pimerest loges on an Apple Pad Air in Wasahington DG, in 2015. The on na scrapbcoking company says it has 150 milien uBers word-wide, PHOTO ANDREW NEIWS By YOREE KOH Updated Oct. 13, 2016 10:03 p.m. ET Pinterest Inc. is showing it can compete with Facebook Inc., Twitter Inc. and other internet giants in a battle to command the attention of distracted smartphone users. The visual-search service on Thursday said it has 150 million users world-wide who log on at least monthly. That means the San Francisco startup has increased its users by half since September 2015, when it crossed the 100-milion mark Pinterest's ability to draw new users in a digital world littered with applications that quickly captivate users before flaming out is also helping it become popular with advertisers.Explanation / Answer
Pinterest and other social media platform will provide the important information regarding the different products, latest trends, reviews and new releases to the consumers. It will help consumers to make an informed decision before buying a product. Therefore, social media are definitely going to affect the decision making process. Social media acts as a push marketing where communication is built to the consumers while serving the news feed. Hence, it creates a building of brand, product positioning and value proposition among the consumers that lead to have a strong impact upon the buying behavior.
Social media is one of the best mediums to offer promotions and discounts to the consumers. Facebook pages, Instagram and Twitter among the other social media platform are already doing it and the trend will increase with latest features to woo customers. Regarding, purchase with one click, Facebook already offers the shopping feature in Facebook pages and paid campaign to sell the product that drives the customer from Facebook to the merchant website and sales take place. This process can be fastened in the coming period of time. Though, the integration of purchase function directly into the social media platform brings the complication of the integration.
At present, social media serves as a push marketing tool and people are forced to see the message. It can affect the decision making process, but it is unlikely to cause a customer to make impulsive buying while seeing the ad first time. Yes, it can start the engagement process and people can consider the purchase while considering all the alternatives.