In the last few months, Pinterest has become one of the most talked about topics among Web users who have spent a lot of time deciphering whether it actually helps to drive traffic or how spammers may be using it to create income. However, if we think broadly, we see that Pinterest can be used by Web publishers to add an extra advantage to their efforts.

There are plenty of companies that are effortlessly using it to connect with their fans and generate traffic. But publishers looking forward to using Pinterest should think beyond the mere goal of generating traffic. They should use it to research and evaluate their customers. Besides, putting up futile infographics can create a lot of clutter on the Web.

An important marketing trend involves a sharp rise in the value of recognition and praise, especially from contemporaries. This recognition draws traffic and can convert potential customers. Hence, a primary goal of publishers should be to create a name for themselves, then move on to other goals like campaign effectiveness and demand generation. In fact, this approach is applicable not just to online publishers. Offline publishers, too, face the same problem and often end up merely marketing to rather than connecting with their audience.

The best thing a publisher can do using Pinterest is to engage completely in the interests of the customer, based on their point of view. One needs to feel the way the customer feels, think the way they think. Research is essential to knowing what people are looking for and what matters to them.

Pinterest is a great medium, particularly for those who have a long-term goal and are aiming to concentrate on what their customers are thinking, rather than on a short or instant marketing horizon.