SOCIAL NETWORK CLUB

IN THE WORLD OF SOCIAL MEDIA, NO ONE KNOWS THE LANDSCAPE BETTER THAN THESE THREE DIGITAL HEAD HONCHOS.

- ZAT ASTHA

“CONSUMERS ARE BECOMING MORE MINDFUL OF HOW THEY SPEND THEIR TIME ONLINE.”

Ayumi Nakajima, head of APAC, Content & Creators at Pinterest decodes the power of brand placement and authentic influencer collaborations.

HOW WOULD YOU DESCRIBE WHAT YOU DO?

Bringing the most inspiring content to Pinterest.

WHEN IT COMES TO SOCIAL MEDIA MARKETING, WHAT IS THE BIGGEST MISSED OPPORTUNITY FACED BY BUSINESSES TODAY?

Embracing the opportunities of a full-funnel strategy vs. optimising for the last click only.

Consumers today are flooded with content. As a result, understanding the consumer journey from discovery to purchase has become very complex. Optimising for the last click is one piece of the puzzle, but there’s a greater need to understand the consumer journey more holistically.

On top of all of this, the consumer mindset also differs across social media platforms. You can’t just look at demographics alone since a person may be in a different state of mind depending on the app. You need to understand each platform’s strengths and how that weaves into the consumers’ journey. For example, on Pinterest, people are in a discovery mode where they are looking for ideas to buy, make, or do. It is a platform where brands can reach consumers with high intent, and bring them along the shopping funnel from inspiration to purchase.

WHAT IS THE MOST SIGNIFICANT CHANGE IN SOCIAL MEDIA MARKETING STRATEGY IN THE PAST FIVE YEARS THAT MOST BUSINESSES HAVE YET TO REALISE?