These developments come at a time when social marketing is growing. This growth is being driven by better analytics, automated buying processes and social’s significant reach. According to a recent report from Neustar, social media demonstrated the best cost-efficiency in the second, coming in at 70 percent below the industry average, for demand-side platforms. The decrease in the cost of social stems in part from the growing use of efficient demand-side platforms to purchase social impressions. The report also found that the volume of social impressions reached 34.8 percent in the second quarter versus 12 percent in the first quarter.
Those insights could lead to some actual, real-world changes in strategy beyond just determining what businesses should Pin. In addition to seeing how various Pins perform, the analytics dashboard is also designed to help businesses learn more about their followers. It shares demographics and common interest data, allowing businesses to see more broadly what types of things their audiences are into. By doing so, businesses can better target their Pins to attract the attention of Pinterest users.
Just the way the smart home has single-purpose devices as opposed to overall intelligent systems, the development of intelligent roads, athletes and any other system made up of multiple components will feature single-purpose sensors for years before we ever get to unified systems– if we ever get to unified systems. This is unfortunate for consumers who will have to wrangle many apps and also because having multiple platforms can slow the pace of innovation, but thankfully sensors are getting cheaper and we can at least fulfill some of the promise of the internet of things while we wait for an eventual standard or service to unify things to arrive.