Converge: Transforming Business at the Intersection of by Bob W. Lord

By Bob W. Lord

The leaders of Razorfish proportion their options for merging advertising and IT

To create wealthy, technologically enabled studies, firms want shut collaboration among advertising and marketing and IT. Converge explains how the merging of know-how, media, and creativity is revolutionizing advertising and company method. The CEO and CTO of Razorfish, one of many world's greatest electronic advertising corporations, supply their specified viewpoint on find out how to thrive during this age of disruption. Converge stocks their first-hand event operating heavily with worldwide manufacturers together with awl, Intel, Samsung, and Kellogg to unravel enterprise difficulties on the collision aspect among media, know-how, and advertising.

With in-depth seems at cloud computing, information- and API-enabled creativity, ubiquitous computing, and extra, Converge offers a roadmap to luck. * Explains the right way to set up for innovation inside of your personal association via utilising the rules of agile improvement throughout your online business * information how you can create a faith round convergence, explaining find out how to inform the tale in the course of the association * Outlines the best way to adapt approaches to maintain with and reap the benefits of fast technological switch

A booklet via practitioners for practitioners, Converge is ready rethinking enterprise businesses for a brand new age and empowering your humans to thrive in a model, new international.

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Additional resources for Converge: Transforming Business at the Intersection of Marketing and Technology

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For now, the important point is that intra-agency and interagency collaboration is the future. indd 43 4/1/2013 11:28:25 AM 44 Converge = Marketing + Technology Brands as Services Readers of a certain age will remember Special K’s “Can’t pinch an inch” commercials from the 1970s and 1980s, reminding us that the breakfast cereal can be a weight loss force. Since then, parent Kellogg’s has bet big on the Special K brand’s healthful associations, extending the brand with meal replacement bars and shakes and variety of snacks and chips.

Brands also become sources of data. • Media is a combination of paid, earned, and owned, and the lines between them are increasingly very blurry. Storytelling is often concurrent rather than sequential. • Creative agencies must overcome their fear of data and use it to inform the experiences they build for consumers. It’s about art + science, not just art and not just science. The result of all these changes is a recalibration of a very central marketing formula. In the old days, this is what it looked like: Planning Insights + Ad Agency Creativity = A New Ad Now it’s something like this, an equation in which technology is an essential part of creativity: Native Data + Open API + Collaborative Creativity = New Brand Experiences This shift raises a lot of questions around the role of the lead agency, a discussion that’s framed in many different ways.

As of last August, the website ProgrammableWeb had 7,000 APIs in its directory, having added as many in the previous year as in the six years before that. Among them were Zappos, RadioShack, Sears, Tesco, and Etsy. By the time you read this, total APIs will probably be in excess of 8,000. For our Mercedes Tweet Race program, we made heavy use of APIs and the results were stark. The Tweet Race turned out to be a hit in both social media and mainstream media, amassing some great metrics. The Twitter following grew to more than 77,000 and generated more than 545 million Twitter impressions from 21,000 active participants.

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