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Converge: Transforming Business at the Intersection of Marketing and Technology

ISBN: 978-1-118-57552-9
256 pages
April 2013
Converge: Transforming Business at the Intersection of Marketing and Technology (1118575520) cover image
The leaders of Razorfish share their strategies for merging marketing and IT

To create rich, technologically enabled experiences, enterprises need close collaboration between marketing and IT. Converge explains how the merging of technology, media, and creativity is revolutionizing marketing and business strategy. The CEO and CTO of Razorfish, one of the world's largest digital marketing agencies, give their unique perspective on how to thrive in this age of disruption. Converge shares their first-hand experience working closely with global brands—including AXE, Intel, Samsung, and Kellogg—to solve business problems at the collision point between media, technology, and marketing.

With in-depth looks at cloud computing, data- and API-enabled creativity, ubiquitous computing, and more, Converge presents a roadmap to success.

  • Explains how to organize for innovation within your own organization by applying the principles of agile development across your business
  • Details how to create a religion around convergence, explaining how to tell the story throughout the organization
  • Outlines how to adapt processes to keep up with and take advantage of rapid technological change

A book by practitioners for practitioners, Converge is about rethinking business organizations for a new age and empowering your people to thrive in a brand, new world.

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Foreword Keith Weed ix

Introduction 1

I Converge = Marketing + Technology 9

1 The Collision of Media, Technology, and Creativity 11

Media 14

Technology 14

Creativity 15

Building the Renaissance Organization 19

The Five Principles of Convergence 22

Convergence Catalysts 24

2 Next-Generation Storytelling 27

The Death of the Mad Man and the Birth of the Creative Technologist 29

The Democratization of Creativity 35

Collaboration: Chief Creative Becomes Chief Curator 38

Brands as Services 44

Convergence Catalysts 48

3 Data-Driven Experiences 49

How Obama Used Data to Keep the White House 55

The Road to Marketing Utopia Is Lined with Columns and Rows 59

How Targeting Is Failing Consumers 63

Executives Fail to Prioritize Targeting 67

The Road to Better Targeting 71

Convergence Catalysts 76

4 The Cloud 77

Grasping the Cloud 80

From EC2 to the Royal Wedding 83

Fast, Cheap, and in Control 87

A Tsunami of Data 89

Clouding the Cloud Issue 92

Convergence Catalysts 98

5 Marketing Is Commerce, Commerce Is Marketing 101

The Store Is Dead, Long Live the Store 106

Retail’s Challenges 108

Toward a Single View of the Customer 113

Roads to Innovation 118

The Moosejaw Model 120

Convergence Catalysts 122

6 Media 125

How the Fickle Consumer Uses Media 129

The Upfronts 134

Just Because It’s Digital Doesn’t Mean It’s Fast 138

Imagining Brands as Publishers 141

Convergence Catalysts 146

7 Ubiquitous Computing 149

What Is Ubiquitous Computing? 152

The Home, Connected 153

The Self, Quantifi ed 155

How Business Can Respond 160

Convergence Catalysts 166

II The Road Map 167

8 Creating a Religion around Convergence 169

The Convergence Mantra 170

Find Your Visionary 171

Turn Outward and Workshop, Workshop, Workshop 172

Build a Big Boat 173

Write Your Road Map 175

When Telling Your Story, Think Right Brain and Left Brain 177

9 How to Change Your Organizational Structure 179

The Rise of the Chief Digital Offi cer 180

Bottom-Up Solutions 182

Create Cross-Functional Project Teams 182

Create New Roles within Both the Marketing and IT Functions 182

Employ Internal Account or Relationship Management 183

Establish a Collaborative Culture 185

10 How to Change Your Processes 187

1. Change Measurement and Establish Objectives 187

2. Change Planning 188

3. Change Budgeting 190

4. Think Like a Software Company 190

5. Change Incentives/Compensation 191

11 Achieving Convergence through Agile Methodology 195

Individuals and Interactions over Processes and Tools 199

Working Software over Comprehensive Documentation 200

Customer Collaboration over Contract Negotiation 200

Responding to Change over Following a Plan 200

How We Use Agile 201

Another Benefit of Agile Lies in How It Facilitates Communication 203

How to Get Started 205

Convergence Catalysts 206

Final Thoughts 209

Glossary 211

Acknowledgments 233

Index 235

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BOB LORD is the Global CEO of Razorfish. He began his career as an engineer intrigued by marketing, not knowing that one day the disciplines would collide. Now, he leads Razorfish on its mission of creating brand experiences that build businesses. Additionally, he leads the world's largest digital agency network for Publicis Groupe. Bob is also active in the TED community and a founding member of The Nantucket Project.

RAY VELEZ is the Global CTO of Razorfish. His career has been devoted to the software development life cycle, from inception to rollout, working with clients ranging from Citibank to Ford Motor Company to the National Football League. He previously worked at Cambridge Technology Partners.

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May 06, 2013
Transforming Business at the Intersection of Marketing and Technology

To create the rich, technologically enabled experiences, today’s consumers demand, companies need to bring together marketing and IT -- two critical functions that have long operated in separate silos.  

In CONVERGE: Transforming Business at the Intersection of Marketing and Technology (April 29, 2013; Wiley), Bob Lord and Ray Velez, CEO and CTO of Razorfish, one of the world’s largest digital marketing agencies, explain how to merge technology, media and creativity, and thrive in our age of disruption.

They explain how the lines have blurred, why technology, media, and creativity are coming together, and how this shift is revolutionizing marketing and business strategy.

Using client examples such as AXE, Intel, Mercedes-Benz, Samsung, and Kellogg, Converge shares the authors’ first-hand experience of working closely with national and global brands to solve business problems at the collision point between media, technology and marketing. 

With in-depth looks at cloud computing, data- and API-enabled creativity, ubiquitous computing, omnichannel shopping experiences and more, Converge presents a roadmap that explains how to:

  • Organize your company around the consumer by busting silos and applying the principles of agile development across your business.
  • Leverage the power of the cloud for inexpensive easy-to-use solutions to marketing challenges
  • Inspire cross-disciplinary thinking and collaborative action
  • Create a religion around convergence, explaining how to tell the story, throughout the organization
  • Adapt processes to keep up with and take advantage of rapid technological change
  • Engage customers by creating your own media instead of interrupting them in someone else’s
  • Bridge traditional and digital media interactions to offer customers real-time shopping experiences                                                

A book by practitioners for practitioners, Converge is about rethinking business organizations for a new age, and empowering teams to thrive in a world where marketing, technology, creativity and media are now one and the same.

Innovative ways today’s companies are Converging:

Mercedes plans to introduce later this year a Customer Connect platform that will combine usage data (how and when the car is driven) with vehicle data (the state of its components).

Microsoft recently unveiled Polymorphic ads, which flow consistently across multiples devices, formats and sizes.

Williams-Sonoma uses Big Data techniques to create customized campaigns, using models to determine what kind of marketing stream (direct mail versus email versus banner ads) makes sense for what kind of customer. 

Home Plus, the South Korean operation of the U.K-based grocer Tesco, created a virtual store in subways, where QR codes and images of food were projected on walls and laid out like actual stores.

American Express has worked with Twitter, Facebook, Foursquare, Zynga, and other digital giants as it builds out its concept of Social Currency, a social-media age twist on its loyalty programs that links merchants and consumers through social media.

Nike has released the API for Fuelband, its personal fitness device, allowing music developers to add NikeFuel features to music platforms.     

Netflix’s Quikster crisis became the textbook case of how not to converge when they trashed their simple and effective interface and replaced it with one that prioritized their own organizational chart over their customers.

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