Table of Contents

  Keith Weed  
I Marketing = Marketing + Technology 9
1The Collision of Media, Technology, and Creativity11
  Media 14
  Technology 14
  Creativity 15
  Building the Renaissance Organization 19
  The Five Principles of Convergence 22
  Convergence Catalysts 24
2Next-Generation Storytelling27
  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
3Data-Driven Experiences49
  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
4The Cloud77
  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
5Marketing Is Commerce, Commerce Is Marketing101
  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
  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
7Ubiquitous Computing149
  What Is Ubiquitous Computing? 152
  The Home, Connected 153
  The Self, Quantified 155
  How Business Can Respond 160
  Convergence Catalysts 166
II The Road Map 167
8Road Map Creating Religion around Convergence169
  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
9How to Change Your Organizational Structure179
  The Rise of the Chief Digital Officer 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
10How to Change Your Processes187
  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
11Achieving Convergence through Agile Methodology195
  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 Thoughts209