To create rich, technologically enabled experiences, enterprises need close collaboration between marketing and technology. Converge explains how the merging of technology, media, and creativity is revolutionizing marketing and business strategy. Ray Velez and Bob Lord, give their unique perspective on how to thrive in this age of disruption. Sharing their first-hand experience working closely with global brands—including Unilever, Mercedes-Benz, Staples, and Kellogg—to solve business problems at the collision point between media and data, 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.
Converge 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; and 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.
"Creativity, technology, and media all serve to enrich the consumer experience. They have always done so in their, hitherto, largely separate ways. But the convergence that is so well described in this book makes us challenge traditional assumptions about what we do, how we do it, and how we are organized."
Keith Weed, Chief Marketing and Communication Officer, Unilever plc
Digital technologies have significantly changed customer behavior. In order to be successful in today's increasingly connected world; corporate structures, communication paths and customer experiences must be radically rethought. The customer must be at the heart of all company activities. However, there are many limitations that first need to be overcome: traditionally siloed business units and mindsets can hinder the delivery of truly unique customer experiences. The ultimate goal is the creation of a strong ecosystem in which all parts of an organization are concentrated on one central goal: a customer experience that engages customers in the long-term and fosters business success.
With decades of experience between them at the forefront of digital marketing and commerce, Ray Velez and Bob Lord have worked alongside many internationally renowned brands. This compact guidebook encapsulates and shares key learnings they have garnered through their careers. Converge helps any organization understand how the business environment has changed and explains step-by-step how companies can adapt. The basis of convergence, in this context, is bringing together data, marketing and technology to create successful customer experiences.
The principles of convergence reevaluate commonly held practices. At the same time, they are far from theory. Through the usage of detailed, real-world examples; Converge describes how business transformation can be successfully implemented by any organization; no matter the category, size or culture.