Presented to Pinterest's Pinstitute on April 28, 2015, this talk/deck focuses on the need for developers to help integrate content marketing software solutions with converged media requirements

1. Content, Connectivity & Convergence:
Sorting Out Complexity
Pinterest Pinstitute
Rebecca Lieb, Industry Analyst
April 28, 2015

2. Growing channel and media
complexity + increasing adoption
of content marketing

3. This has created a complex,
disparate content marketing
ecosystem

5. As marketer needs evolve over time,
so will solutions sets.
The key is not more or better point
solutions but how they come together.

6. You
Can help solve the problem!

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

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

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

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

11. 60%Comscore: Mobile platforms accounted for 60% of
total time spent on digital media in May 2014.

12. 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.

13. 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.

14. 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

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

16. Media Convergence Drives
Content Stack Evolution

17. Execution Workflow: Coordinating Paid,
Owned, and Earned as one orchestration
17
© 2012 Altimeter Group

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

19. Defining Native Advertising

20. EVERYONE’S TALKING ABOUT
NATIVE
ADVERTISING.
SO, WHAT IS IT?
20

21. 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

22. Native Advertising Example: Pinterest

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

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

26. 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.

27. 10%
of marketers say their content
marketing technologies are “fully
integrated across people,
processes, and platforms.”

28. 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

29. 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

31. YOU
must apply your talents to help
untangle all this complexity

32. 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 Lieb
Industry Analyst
@lieblink