Detailansicht

InhaltsangabeForeword 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 NextGeneration 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 DataDriven 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 BottomUp Solutions 182 Create CrossFunctional 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

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 KempRobertson, Cofounder and Editorial Director, Contagious Communications