Converge

The leaders of Razorfish share their strategies for merging marketing and IT To create rich, technologically enabled experiences, enterprises need close collaboration between marketing and IT. Converge explains how the merging of technology, media, and creativity is revolutionizing marketing and business strategy. The CEO and CTO of Razorfish, one of the world′s largest digital marketing agencies, give their unique perspective on how to thrive in this age of disruption. Converge shares their first–hand experience working closely with global brands—including AXE, Intel, Samsung, and Kellogg—to solve business problems at the collision point between media, 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. 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 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.

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&rsquo