What Today’s Acquisition Means For Olapic’s Tomorrow
Today is an incredibly exciting day for Olapic.
This afternoon we announced the acquisition of Piqora. Piqora’s technology, including content scheduling for Instagram and Pinterest, measurement, analytics and reporting tools, and its shoppable Instagram solution Tapshop, will be integrated into the Olapic visual content marketing platform.
In addition, Olapic is now a Marketing Developer Partner (MDP) of Pinterest and one of a limited number of companies to offer content publishing for Facebook, Instagram, and Pinterest. You can read all of the details in the press release, and the exclusive story that was published on TechCrunch.
While our team is elated to take the Olapic platform to the next level, many people have asked me two questions over the past few days: “why Piqora?” and “why now?” They are both fair questions, and ones I’d like to address.
It Just Makes Sense…
First, at a high level, Piqora made sense to Olapic because its products complement ours naturally, and will help us to continue building robust solutions that enable brands to collect, curate, extend, and measure the impact of consumer and brand-generated imagery across all marketing channels including e-commerce, email, digital advertising, retargeting, direct mail, outdoor, and print.
It was also important for us to build a stronger relationship with Pinterest, the leading content discovery platform that has become a perfect vehicle for brands to showcase their products and enhance their e-commerce experience.
Perhaps most importantly, Olapic and Piqora have known each other for a long time, and that comfort and familiarity ensured us that we would be able to seamlessly integrate both technology and operations with our existing Olapic framework.
In an interesting way, this acquisition completes the circle for us as well. In the most basic sense, what Olapic does is help brands extract content from social media sites and deploy it elsewhere.
Now, we achieve balance through Piqora’s technology, which will help us give back to the platforms we help brands optimize. Our capabilities have come full-circle.
The second question is a bit more difficult to answer: “Why now?” The truth is, we’ve been building to this point over the past 3-4 years, not just as a company, but as an industry in aggregate. When Olapic began as the first enterprise-class visual content marketing solution, we were seen primarily as a tool to solve for a very specific challenge, collecting and curating user-generated images.
Today, as more diverse use cases emerge from our clients, CMOs see us and by extension, our category, as a more well-rounded strategic offering, able to sit at the table with their marketing teams and inform development of the entire marketing experience. Additionally, we’ve seen that brands want to consolidate their vendors, and are seeking partners that can serve them in an omnichannel capacity.
Visual marketing has gotten to a place where CMOs are paying attention.
Visual marketing has gotten to a place where CMOs are paying attention. In short, finally, the space has reached a maturity level where it makes sense for this type of acquisition to take place.
We look forward to the next chapter in Olapic’s story, and welcome the challenge to innovate and lead the visual marketing revolution on behalf of our clients.