Converge: Transforming Business at the Intersection of Marketing and Technology

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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.

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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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Additional Information

Publisher
John Wiley & Sons
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Published on
Apr 11, 2013
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Pages
256
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ISBN
9781118632222
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Language
English
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Genres
Business & Economics / Management
Business & Economics / Marketing / General
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Content Protection
This content is DRM protected.
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Available on Android devices
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Daymond John
The instant New York Times bestseller from Shark Tank star and Fubu Founder Daymond John on why starting a business on a limited budget can be an entrepreneur's greatest competitive advantage.

Daymond John has been practicing the power of broke ever since he started selling his home-sewn t-shirts on the streets of Queens. With a $40 budget, Daymond had to strategize out-of-the-box ways to promote his products. Luckily, desperation breeds innovation, and so he hatched an idea for a creative campaign that eventually launched the FUBU brand into a $6 billion dollar global phenomenon.  But it might not have happened if he hadn’t started out broke - with nothing but hope and a ferocious drive to succeed by any means possible.

Here, the FUBU founder and star of ABC’s Shark Tank shows that, far from being a liability, broke can actually be your greatest competitive advantage as an entrepreneur. Why?  Because starting a business from broke forces you to think more creatively.  It forces you to use your resources more efficiently. It forces you to connect with your customers more authentically, and market your ideas more imaginatively. It forces you to be true to yourself, stay laser focused on your goals, and come up with those innovative solutions required to make a meaningful mark. 

Drawing his own experiences as an entrepreneur and branding consultant, peeks behind-the scenes from the set of Shark Tank, and stories of dozens of other entrepreneurs who have hustled their way to wealth, John shows how we can all leverage the power of broke to phenomenal success. You’ll meet:

· Steve Aoki, the electronic dance music (EDM) deejay who managed to parlay a series of $100 gigs into becoming a global superstar who has redefined the music industry
· Gigi Butler, a cleaning lady from Nashville who built cupcake empire on the back of a family  recipe, her maxed out credit cards, and a heaping dose of faith
· 11-year old Shark Tank guest Mo Bridges who stitched together a winning clothing line with just his grandma’s sewing machine, a stash of loose fabric, and his unique sartorial flair

When your back is up against the wall, your bank account is empty, and creativity and passion are the only resources you can afford, success is your only option. Here you’ll learn how to tap into that Power of Broke to scrape, hustle, and dream your way to the top. 

New York Times Bestseller
Jonah Berger
New York Times bestseller

What makes things popular?

If you said advertising, think again. People don’t listen to advertisements, they listen to their peers. But why do people talk about certain products and ideas more than others? Why are some stories and rumors more infectious? And what makes online content go viral?

Wharton marketing professor Jonah Berger has spent the last decade answering these questions. He’s studied why New York Times articles make the paper’s own Most E-mailed List, why products get word of mouth, and how social influence shapes everything from the cars we buy to the clothes we wear to the names we give our children. In this book, Berger reveals the secret science behind word-of-mouth and social transmission. Discover how six basic principles drive all sorts of things to become contagious, from consumer products and policy initiatives to workplace rumors and YouTube videos.

Contagious combines groundbreaking research with powerful stories. Learn how a luxury steakhouse found popularity through the lowly cheese-steak, why anti-drug commercials might have actually increased drug use, and why more than 200 million consumers shared a video about one of the seemingly most boring products there is: a blender. If you’ve wondered why certain stories get shared, e-mails get forwarded, or videos go viral, Contagious explains why, and shows how to leverage these concepts to craft contagious content. This book provides a set of specific, actionable techniques for helping information spread—for designing messages, advertisements, and information that people will share. Whether you’re a manager at a big company, a small business owner trying to boost awareness, a politician running for office, or a health official trying to get the word out, Contagious will show you how to make your product or idea catch on.
Gary L. Lilien
The 21st century business environment demands more analysis and rigor in marketing decision making. Increasingly, marketing decision making resembles design engineering-putting together concepts, data, analyses, and simulations to learn about the marketplace and to design effective marketing plans. While many view traditional marketing as art and some view it as science, the new marketing increasingly looks like engineering (that is, combining art and science to solve specific problems).

Marketing Engineering is the systematic approach to harness data and knowledge to drive effective marketing decision making and implementation through a technology-enabled and model-supported decision process. (For more information on Excel-based models that support these concepts, visit DecisionPro.biz.)

We have designed this book primarily for the business school student or marketing manager, who, with minimal background and technical training, must understand and employ the basic tools and models associated with Marketing Engineering.

We offer an accessible overview of the most widely used marketing engineering concepts and tools and show how they drive the collection of the right data and information to perform the right analyses to make better marketing plans, better product designs, and better marketing decisions.

What's New In the 2nd Edition

While much has changed in the nearly five years since the first edition of Principles of Marketing Engineering was published, much has remained the same. Hence, we have not changed the basic structure or contents of the book. We have, however

Updated the examples and references. Added new content on customer lifetime value and customer valuation methods. Added several new pricing models. Added new material on "reverse perceptual mapping" to describe some exciting enhancements to our Marketing Engineering for Excel software. Provided some new perspectives on the future of Marketing Engineering. Provided better alignment between the content of the text and both the software and cases available with Marketing Engineering for Excel 2.0.
Ray Velez
Dieses Buch zeigt, wie Marketing und IT gemeinsam die Business Transformation vorantreiben und mit innovativen Produkten und Services Kunden begeistern können. Allerdings leben Marketing und IT in zwei Welten, sprechen verschiedene Sprachen, haben unterschiedliche Prozesse, Überzeugungen und Werte. Kann mit solchen Voraussetzungen die digitale Transformation des Unternehmens gelingen? Ja, wenn die Unternehmen bereit sind, Mauern einzureißen.  Die Autoren machen überzeugend klar, dass der Schlüssel für den digitalen Wandel und langfristiges Wachstum nur in einem gemeinsamen Prozess liegt. Sie ermuntern mit gelungenen Beispielen, diesen erfolgskritischen und entscheidenden Weg zu gehen. Das Buch endet mit einer konkreten Road Map, wie der Wandel hin zu einem kundenzentrierten, innovativen und digital getriebenen Unternehmen gelingt.
Der InhaltDie fünf Prinzipien der Konvergenz von Marketing, Technologie und Kreativität
Zahlen und Daten: der Weg in die Marketing-Zukunft 
Die Geburt des kreativen Technologen
Marken als Service-Dienstleister 
Smart Home und Quantified Self
So bauen Sie Ihre Road Map für den Wandel: Mind-Set, Organisations-Strukturen, Planungsprozesse, agile Methoden, Bonifizierung

Die AutorenRay Velez ist Global Chief Technology Officer von SapientRazorfish, einer international führenden Agentur für Digitale Transformation und Pionier für Marketing im digitalen Zeitalter. Er ist verantwortlich für die Strategie-Entwicklung und leitet die Technologie-Unit des Agentur-Netzwerks. Bob Lord ist Präsident von AOL und leitet das Werbe-, Sales- und Technologie-Geschäft von AOL, mit dem Marketing-Professionals und Medien-Unternehmen in über 30 Ländern erreicht werden.
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