Marketing and technology have been two separate worlds, speaking different languages, using different processes, and valuing different kinds of talent. For businesses to succeed today, this has to change. Marketing and IT must “converge” in order to create rich, technologically enabled digital experiences that engage, delight, and serve the consumer. It′s easier said than done, but the reality is stark: the lines between creativity, technology, and media are rapidly blurring, revolutionizing marketing and business strategy and empowering the consumer. It′s a convergence that′s filled with opportunity and fraught with challenge and one your organization can′t afford to ignore.
Authored by the CEO and CTO of Razorfish, one of the world′s largest digital marketing agencies, Converge shares their firsthand experience working closely with global brands including Unilever′s AXE brand, Staples, and Mercedes–Benz USA to solve business problems at the collision point between media, technology, and marketing. With an in–depth look at cloud computing, data– and API–enabled creativity, ubiquitous computing, and more, Converge presents a road map to success. It explores why and how this convergence is happening and explains how to restructure your organization to thrive in an age of constant disruption.
Converge offers real–world examples of how the consumer voice has changed and what to expect in the future, addressing topics like business transformation, omni–channel commerce, mobile, and interactive marketing. You′ll learn how to create a religion around convergence, telling the story throughout your organization and inspiring your workforce to believe in its importance. And you′ll get critical insights on how to:
- Place the consumer at the center of your thinking
- Apply the principles of agile development across all marketing functions
- Adapt processes to keep up with and take advantage of rapid technological change
- Break down silos, cross train, and embrace the power of partnerships
- Adopt next–generation storytelling techniques in order to reach your audience
Convergence is the key to reaching customers in the new world of digital communication. It′s time to rethink your business, and empower your people.
From the Back Cover
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
About the Author
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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