• Daniel Taibleson

    Where does Altimeter fit into this conversation? You guys do content strategy… :P

  • Desirae Odjick

    Great post Rebecca, and I totally agree! I think the Legal and Compliance end point is especially interesting, since in larger or more regulated industries (the ones who are spending a lot of these marketing stacks) Workflow and Legal/Compliance are completely intertwined. Review and approval is a core part of most creative production workflows, so it’ll be interesting to see how tools address those disparate markets (review and approval for creatives, review and approval for legal, in the same tool.)

  • Jason Jue

    What’s the agency role in the content stack?

  • cboulanger

    You’ve done a strong job of showing the logic of this trend. I think looking back at Adobe’s absorption of other web technologies (Macromedia for publishing, then Omniture for analytics) shows that this is where they’ll go (are going?) next. Good to get out ahead and make sure you can use the tools together.

  • Andy Detweiler

    Really good thoughts, Rebecca. Watching the evolution of the healthcare IT industry before moving into digital marketing, I can say with confidence you are dead on in stating integration is always easier said than done when it comes to technology.

  • http://mauwii.wordpress.com David Parker

    Marketing brand communications is still a very supply-chain hungry activity and it is well know that if you can link CRM, Content and Analytics together across the media execution you can start building meaningful insights into consumer’s interactions, experiences and relevance. The future means “creative content exchanges” to answer a few questions beforehand, the role of the agency, legal, compliance, media, innovation etc, is all based on the optimization of content from creation to delivery and those who develop these “exchanges” a single place of compliance and capability will win in terms of agile, effective, innovative and creative global brand marketing. http://wp.me/p3hjDb-cp

  • http://mauwii.wordpress.com David Parker

    Marketing brand communications is still a very supply-chain hungry activity and it is well know that if you can link CRM, Content and Analytics together across the media execution you can start building meaningful insights into consumer’s interactions, experiences and relevance. The future means “creative content exchanges” to answer a few questions beforehand, the role of the agency, legal, compliance, media, innovation etc, is all based on the optimization of content from creation to delivery and those who develop these “exchanges” a single place of compliance and capability will win in terms of agile, effective, innovative and creative global brand marketing. http://wp.me/p3hjDb-cp