Last week’s Consumer Electronics Show gave us a look at the technologies that will shape 2017. Since CES is the first conference of the year, it’s a natural time for marketers to come together and reflect on what’s happening in the industry. Throughout CES, I met with marketers to talk about key challenges from 2016, and what’s top of mind for the year to come.It’s clear we’re hitting a critical turning point for digital marketing. As an industry, we’ve learned a lot about what works–and where the challenges fall. Now it’s time to fix what isn’t working and empower people to build stronger, more creative marketing programs.As I plan for 2017 with my Pinterest colleagues and our partners, I keep coming back to a few key trends. I believe these topics will define marketers’ agendas for 2017, impacting everything from how brands think about marketing, to how they measure success.
Evan and I have always believed that building diverse teams is essential to building great products. Diverse teams come with a broader set of experiences, which means they often have new perspectives and ideas. That’s important for Pinterest as we set out to help people around the world discover and do things they love.Even though we always valued diversity, as we grew quickly, we found that we started to look more and more like a typical technology company—we just didn’t see as many women or underrepresented minorities on our team.
One of the most popular ways people find ideas on Pinterest is through Related Pins, an item-to-item recommendations system that uses collaborative filtering. Previously, candidates were generated using board co-occurrence, signals from all the boards a Pin is saved to. Now, for the first time, we’re applying deep learning to make Related Pins even more relevant. Ultimately, we developed a scalable system that evolves with our product and people’s interests, so we can surface the most relevant recommendations through Related Pins.
Recently, Pinterest sat down with leading retail marketers to learn more about their approach to the 2017 holiday season and how they use Pinterest to advance their business.Blackbird Garage is a digital growth agency that specializes in profitable customer acquisition for brands, e-commerce and CPG. www.BlackbirdGarage.com
Pinterest is a catalog of ideas people use to discover and do what they love. With more than half of Pinners using our app outside of the U.S., we’ve been making significant improvements to show people content that matches their unique tastes, no matter where they live or what language they speak. Before, when we talked to Pinners around the world, one common piece of feedback was that Pinterest felt foreign to them from the moment they signed up.
Pinterest sat down with leading retail marketers to learn more about their approach to the 2017 holiday season and how they use Pinterest to advance their business.Llibert ArgerichGlobal Director, Social & ContenteBay
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