Content, Connectivity & Convergence:Sorting Out Complexity

Pinterest PinstituteRebecca Lieb, Industry Analyst

April 28, 2015

Growing channel and media complexity + increasing adoption

of content marketing

This has created a complex, disparate content marketing

ecosystem

As marketer needs evolve over time, so will solutions sets.

The key is not more or better point solutions but how they come together.

YouCan help solve the problem!

Agenda

∙ Welcome

The Trends Driving Market Complexity∙ Brands Are Publishers∙ Mobile Supremacy∙ Media Convergence∙ Native Advertising∙ Content Stack Evolution

The Trends Driving Market Complexity

∙Brands Are Publishers∙Mobile Supremacy∙Media Convergence∙Native Advertising∙Content Stack Evolution

GE’s Ecomagination publishes more content every week than Time Magazine did in its heyday

The Trends Driving Market Complexity∙Brands Are Publishers

∙Mobile Supremacy∙Media Convergence∙Native Advertising∙Content Stack Evolution

60%Comscore: Mobile platforms accounted for 60% of total time spent on digital media in May 2014.

60%Comscore: Mobile platforms accounted for 60% of total time spent on digital media in May 2014.

The truth is, mobile should be the standard for all things digital.

Consumers are quickly learning to operate in a mobile-only world.

“Mobile-first” may not be enough: 1/3 of shoppers use mobile exclusively, and more than 1/2 consider mobile the most important resource in the purchase decision process.

Confidence Lies in Visual Content

Base: 56 marketers; Size of bubbles above reflect marketers' intention to increase/decrease use of that content type over the foreseeable future. * Based on question: What are the most effective types of content you’ve used to promote your brand? ** Based on question: Which type(s) of content do you plan to phase out, use less of, or

have found ineffective?; Source: Altimeter Group

The Trends Driving Market Complexity∙Brands Are Publishers∙Mobile Supremacy

∙Media Convergence∙Native Advertising∙Content Stack Evolution

Media Convergence Drives Content Stack Evolution

Execution Workflow: Coordinating Paid, Owned, and Earned as one orchestration

17© 2012 Altimeter Group

The Trends Driving Market Complexity∙Brands Are Publishers∙Mobile Supremacy∙Media Convergence

∙Native Advertising∙Content Stack Evolution

Defining Native Advertising

EVERYONE’S TALKING ABOUT NATIVE ADVERTISING.

SO, WHAT IS IT?

20

Native advertising is a form of converged media that combines paid and owned media into a form of commercial messaging that is fully integrated into, and often unique to, a specific delivery platform.”

Altimeter Group, 2013

21

Native Advertising Example: Pinterest

The Trends Driving Market Complexity∙Brands Are Publishers∙Mobile Supremacy∙Media Convergence∙Native Advertising

∙Content Stack Evolution

By 2016, there will be “content stack” offerings in the marketplace — end-to-end solutions akin to ad stacks.

Currently, no single vendor has an end-to-end solution.

Eventually, a few will partner, merge, acquire, and/or collaborate to create a total solution.

10% of marketers say their content marketing technologies are “fully integrated across people, processes, and platforms.”

Integration needs are essential, and tripartite: 1.Integrations with systems. This includes legacy and often future platforms, such as data and analytics, CRM, and inbound marketing.

2.Integration with the organization , such as internal communications, corporate intelligence and internal networks.  

3.Integration with processes, including workflow and organizational structure. This may include taking outside partners and/or agencies into account

Marketers’ top ranked content marketing software integrations

Q. Which of these would be most valuable when integrated with content marketing solutions? Which would add the most value to content marketing strategy? (Forced Rank)Source: Altimeter Group Content Marketing Survey 2014, Base: n=80 marketers

YOU must apply your talents to help untangle all this complexity

Thank You

Disclaimer: Although the information and data used in this report have been produced and processed from sources believed to be reliable, no warranty eXpressed or implied is made regarding the completeness, accuracy, adequacy or use of the information. The authors and contributors of the information and data shall have no liability for errors or omissions contained herein or for interpretations thereof. Reference herein to any specific product or vendor by trade name, trademark or otherwise does not constitute or imply its endorsement, recommendation or favoring by the authors or contributors and shall not be used for advertising or product endorsement purposes. The opinions eXpressed herein are subject to change without notice.

Altimeter Group provides research and advisory for companies challenged by business disruptions, enabling them to pursue new opportunities and business models.

Rebecca LiebIndustry Analyst@lieblink