Using social media as a marketing tool can help business to expand their market.

Sephora, the world-wide known cosmetics retailer, is famous for its pressure-free shopping experiences and wide range of brands and products. When it comes to social media marketing, they choose Pinterest over a lot others. This is due to all the data they gain from research, they found the customers of Pinterest spend 15 times more on their products than Facebook or other social media. After finding out, Sephora immediately incorporated Pinterest into marketing strategy. The commercial impact is significant.

“the reality is when you’re in the Pinterest mindset, you’re actually interested in acquiring items, which is not what people go to Facebook for.” Sephora said. Yet, Facebook continues to be a great customer interaction tool.

When using E-commerce, companies need to be aware of the potential customers behind it and company’s feature itself. The users of Pinterest is looking for purchasing, while Facebook is more concentrating on their bond between others. Sometimes, Printerest will lead to more sales; others, Facebook comes on top.

Pinterest: Sephora Pintboard

Pinterest: Sephora delivers a beautiful expercience for pinners

Picture source: http://sephora.com

Because access to Facebook is blocked in China, Renren, known as “the Facebook of China”, launched after “thefacebook.com” went live.

Despite the legendary success Facebook made, Renren’s recent financial statement is more like a disaster.

Renren lacks innovation is one of the major causes. Through all the way today, nearly every move Renren has made is just imitation. Even though Facebook has proved this is a successful business model, Renren needs to adapt to Chinese culture and come up with something original.

It is true that imitation is a feasible way to start business. Knowing that certain business has already worked in the market prevents a lot risk, and seeing the way the public reacts to it can help to improve. Firms can learn and grow from it. However, what really keeps you in the top of industry is the uniqueness. With the rapid changes of technology and fierce competition of economy, it takes more than imitation to survive. Renren needs to differentiated it from other social media and position itself in customers’ minds as Renren itself instead of a copycat.

Tech: Renren, Facebook Copycat, Poised To Make History With Rumored IPO. Feburary 21, 2011

Picture source: http://qinghua0904.files.wordpress.com/

Finally in the latest Interbrand ranking, Apple becomes the world’s most valuable brand this year.

Like what Jaz Frampton, the CEO at Interbrand, said in an interview, it was only a “matter of time”.

Brands’ value tells us more than the impressive financial performance or the climbing number on stock market. It is the impression you make on customers. It grows out of the essence of products.

The extremely strong brand loyalty Apple has is what makes it to the top. It is not just favorable among its customers; it is loved.

Technology is accelerating faster and faster every day. With all the strong competitors like Sony and Samsung, Apple still keeps running towards the top. They are selling more than computers, phones or technology. They are selling ideas. Most of time, people are not purchasing Apple just for its products. They are buying the unique, friendly, humanistic experience Apple offers. All the design, purchasing experience, packaging, are fitting into Apple’s carefully constructed brand identity.

CBC News: Apple surpasses Coke as world’s best brand. Sep 30, 2013

The New York Times: Apple Passes Coca-Cola as Most Valuable Brand. September 29, 2013

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