Mobile Monetization Solved by Social?

The solution to one of the more vexing monetization problems for marketers — mobile — may be coming from a source a few mocked as mere puffery — social.

For years, a common trope among legacy marketers was how frustrated they were by the lack of cookies on mobile devices and how ridiculous it was that digital marketers valued social media marketing and thought that they’d see ROI in the channel.

Enter all the “buy” buttons on so many social networks, including Tuesday’s announcement from Pinterest that “Buyable Pins are coming to Android!” and much of that mockery may prove to be unfounded. While it will cost marketers to advertise on the platforms, the options may make conversions far easier. As Target Marketing reported yesterday, many marketers are seeing mobile shoppers frustrated by e-commerce marketers’ lack of mobile optimization fall off between shopping on smartphones and buying on desktops and laptops. As Tuesday’s announcement from Pinterest shows, social networks are offering marketers who may not be taking enough action on their own options to help close that gap. Pinterest, for instance, is offering the blue “Buy It” buttons on iPhone and Android devices, which will soon take clickers to the “Pinterest Shop,” a landing page where they can convert.

For instance, “Twitter Collections” and “Purchases on Google” (granted, this is a search engine rather than a social media site) also attempt to close that gap. It’s possible marketers who don’t take mobile optimization seriously may have to take advantage of these options, while other mobile-savvy marketers may look to them to complement their existing options.

Here’s what Pinterest Software Engineer Thorben Primke writes in his company’s announcement on Tuesday.

“There are over 60 million buyable Pins to choose from, so now when you discover products you love on Pinterest, you can buy them without ever leaving the app,” Primke says.

After pinners (Pinterest users) click “Buy It,” they can check out. Pinterest will save their information so they don’t have to fill out forms again. Plus, social sites like Pinterest offer buyers an intangible item that some e-commerce marketers may be surprised to learn that they lack. Trust. Big box store data breaches, anyone?

“Pinterest’s checkout is simple and secure,” Primke says. “We also review and approve every seller on Pinterest — that way, you know you’re buying from someone we trust.”

The blog names four marketers already selling in the Pinterest Shop: Bloomingdale’s, Nordstrom, The Citizenry and Heist.

How are marketers already using these tools?

Please respond in the comments section below.

Heather Fletcher is senior content editor with Target Marketing.
Publish date: November 5, 2015 © 2020 Adweek, LLC. - All Rights Reserved and NOT FOR REPRINT