Converge: Transforming Business at the Intersection of Marketing and Technology
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.
Foreword Keith Weed ix
I Converge = Marketing + Technology 9
1 The Collision of Media, Technology, and Creativity 11
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
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.
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.