Converge. Transforming Business at the Intersection of Marketing and Technology

  • ID: 2330895
  • Book
  • 256 Pages
  • John Wiley and Sons Ltd
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Praise for Converge

"Converge delightfully explains why marketing and technology have never been more intertwined and how your organization can and must adapt. If your job is about communicating on behalf of a brand—at an agency or client organization—and you′re looking for a practical and innovative guide to thriving in this age of disruption, this book is for you."
—Tim Armstrong, CEO and Chairman, AOL Inc.

"As a CEO whose business is at the intersection of technology and marketing, I know how important it is to understand and adapt to this powerful shift. Converge tackles important issues for digital communicators in today′s hyperconnected marketplace. This book is not just a recap of the latest innovative technology; it explains how leaders can empower their teams to thrive. It should generate some great conversations."
—Shantanu Narayen, President and CEO, Adobe

"At Razorfish, Bob Lord and Ray Velez have witnessed advertising′s technology–enabled shift from passive, traditional messages to the re–imagining of brands as services and experiences. With firsthand accounts and practical insights, their book makes a chapter and verse case for a future based on collaborative creativity and an open source agency model that can produce multiple ideas for multiple audiences. By dissecting the disruptions deployed by brands as diverse as AXE and Audi, Converge presents a cogent argument for a future where art and science intersect, where Data, not Don Draper, is the true messiah."
—Paul Kemp–Robertson, Cofounder and Editorial Director, Contagious Communications

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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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