The increased popularity of Pinterest is generating yet another marketing opportunity in social media that companies need to seriously consider. Pinterest will be attractive mostly to companies that appeal to consumers on the aesthetics of their products.

A new emarketer report ,“Pinterest Fosters Unique Shopping Behaviors”, suggests that Pinterest is especially influential amongst women and notes that the number of retailers followed on Pinterest is greater than that of Facebook and of Twitter. Women’s clothing brands would highly benefit from a strong following on Pintrests with consumers sharing images of their favourite items.

One way to create a following on Pinterest is to have it linked to your overall marketing plan. MarketingSherpa sites a specific example where UncommonGoods was able to increase its followers by 355 people, an increase of 200%. The company did this by effectively linking Pinterest to their e-mail marketing. The key was ensuring that the e-mails contained easy to view images and links to Pinterest. Also, in a day and age where a large amount of e-mails are read on a mobile phone, the images have to be compatible to this medium.