13_05 700

Opinions: 

Travel Tech

Pinterest has made a significant strategic product development move, which indicate how the platforms evaluation will shape the future user experience. The rising social network has introduced over the past months the ‘promoted pins’ feature (Tnooz), and this feature will have a significant impact on how users interact with the service.

PROMOTED PINS GETTING ESTABLISHED

Promoted pins, which have first been tested a couple of months ago, are now taken to the next level. As Pinterest reported on its blog this week, the company is now working with a small group of brands to roll out a paid test in their search and category feeds. Among the testing companies are also two major tourism brands: Expedia and Walt Disney Parks and Resorts. Reportedly the test marketers have been asked for an upfront ad spending commitment of $1 million to $2 million; with an impressive-for-Pinterest price of $30 to $40 CPM.

HIGH ENGAGEMENT TOOL

The high price reflects the level of engagement that both parties expect to get from this latest digital marketing product. Pinterest pins are considered to be an effective tool that delivers a clear path to purchase, outperforming standard display advertising. The pins will appear in search and category feeds. This provides in particular an opportunity for tourism marketers to market their products and services as part of an overall destination, and subsequently drive the traffic to their own site; in order to convert customers

OPPORTUNITY FOR MARKETERS

Overall this new feature adds a useful option to the digital marketing toolbox for destinations and travel brands. Pinterest as a network is far from reaching saturation, as it is expected to grow in 2014 another 15%. The network is very target market specific (young females dominate it), and therefore makes it efficient for reaching certain segments. In addition, Pinterest opens a great opportunity to harness the rise of mobile. As eMarketer reported, a significant majority of the traffic is now coming from mobile phones, making it a unique way to establish engagement during all travel phases on mobile devices.

Discussion

comments powered by Disqus

More from #DTTT

  • Global-Takeaways-feature
    In December we present:
    Key Takeaways from #DTTTGlobal2017

    On November 30 and December 1, 250 top destination marketers from all over the world gathered in a colorful amphitheater in downtown Brussels for DTTT Global Conference. The sixth annual conference focuses on real-work examples, insights, change management, lessons learned, and more. We showcased how destinations can be more effective in digital in a fast-changing […]

  • bavaria
    In November we present:
    Bavaria Tourism: Proceeding from Tradition

    Jens Huwald has been CEO of Bavaria Tourism, the official marketing agency, since January 2012. He was previously responsible for communications at the agency for seven years. Prior to that, he held senior positions in the Marketing Communications, Corporate Communications and Public Relations fields at the Omnicom Agency Group, BSMG Worldwide Germany/Weber Shandwick (Munich) and […]

    #dmo story #brand #campaign #destination #marketing
  • visit-geneva-global-feature
    In November we present:
    Geneva Tourism: Business Intelligence & Data

    In the lead up to #DTTTGlobal on 30th November & 1st December in Brussels, we caught up with Jean-Philippe Favre from Geneva Tourism. He will join us on stage to present some insights on ‘Business Intelligence, Data & Destination Marketing’ and share some of the learnings. Ahead of the event, we caught up with Jean-Philippe Favre […]

    #DMO stories #intelligence #Geneva #big data #business #destination #destination marketing
  • Mural-
    In November we present:
    How MURAL is pioneering Remote Design Thinking

    In the lead up to #DTTTGlobal, we spoke to Mariano Suarez-Battan, CEO of MURAL to learn more about how they are pioneering remote design thinking. As avid users of MURAL ourselves, we champion the use of design thinking methods and templates as part of our Launchpad subscription. We are really pleased to welcome Aaron Richman from […]

    #remote design #mural #workflow #collaboration #design-thinking
  • tourism-Iles-Madeleine-feature
    In November we present:
    Iles de la Madeleine: Applying Design Thinking Principles

    Jason Bent works as a Tourism Cluster Manager in the Iles de la Madeleine, an archipelago located in Eastern Canada. He coordinates collaborative projects that bring added-value benefits to the targeted businesses. His recent initiatives, one of which received the Best Strategy for Creative Tourism Development Award as part of the international Creative Tourism Awards, […]

    #dmo story #collaboration #design-thinking #destination #marketing #partners #storytelling
  • Visit-Jersey-article-feature
    In October we present:
    Visit Jersey: Aligning Audiences with Brands

    We are pleased to welcome Adam Caerlewy-Smith, Head of Marketing and Meryl Le Feuvre, Head of Product at Visit Jersey as speakers to #DTTTGlobal on 30th November & 1st December in Brussels to share their story on ‘Aligning Audiences with Secret Escapes’. Ahead of #DTTTGlobal, we caught up with Adam and Meryl to learn more about the […]

    #dmo story #jersey #partnerships #brand #destination #marketing #product
Show more
×
© 2017 Digital Tourism Think Tank

Digital Tourism Think Tank logo imge