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

By Bob W. Lord

The leaders of Razorfish percentage their suggestions for merging advertising and marketing and IT

To create wealthy, technologically enabled reports, companies want shut collaboration among advertising and IT. Converge explains how the merging of know-how, media, and creativity is revolutionizing advertising and company approach. The CEO and CTO of Razorfish, one of many world's biggest electronic advertising companies, provide their particular point of view on the way to thrive during this age of disruption. Converge stocks their first-hand adventure operating heavily with international manufacturers together with awl, Intel, Samsung, and Kellogg to resolve company difficulties on the collision element among media, know-how, and advertising.

With in-depth seems to be at cloud computing, facts- and API-enabled creativity, ubiquitous computing, and extra, Converge offers a roadmap to luck. * Explains tips on how to manage for innovation inside of your individual association by means of utilising the foundations of agile improvement throughout your small business * info the best way to create a faith round convergence, explaining how you can inform the tale during the association * Outlines how one can adapt procedures to maintain with and reap the benefits of quick technological swap

A publication via practitioners for practitioners, Converge is ready rethinking company organisations for a brand new age and empowering your humans to thrive in a model, new global.

Show description

Read Online or Download Converge: Transforming Business at the Intersection of Marketing and Technology PDF

Similar marketing books

The 50-Plus Market: Why the Future Is Age-Neutral When It Comes to Marketing and Branding Strategies

* comprises unique examine performed through OMD into the connection among age and purchaser habit

Inside the Customer Universe: How to Build Unique Customer Insight for Profitable Growth and Market Leadership

Contained in the consumer Universe unearths how a firm can develop into sooner than the sport via focusing a its approach on predicting buyer wishes instead of following them. This ebook offers a different contribution to the sphere of purchaser administration with a departure from present perform in the direction of knowing consumers as 'multi-individuals' and as a result fixing present confusions surrounding patron behaviour.

Strategic Marketing: An Introduction

Each company wishes an figuring out of the recommendations utilized by its opponents, and a simple wisdom of the way the company surroundings affects on its association ahead of it may well formulate a advertising plan. matters coated contain: * business plan* examining the enterprise surroundings* the buyer out there position* concentrating on and positioning* advertising combine approach.

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

Sample text

That’s why they’re often referred to as ecosystems. Like any kind of ecosystem, the platform is affected by a host of internal and external factors, from new versions and upgrades to the work of consumers and third-party developers. Because they’re moving targets, understanding platforms requires deep technological partnerships. Designing branded experiences for platforms is more akin to designing software than it is making TV ads. You don’t have to cozy up to the folks at NBC or MTV to get a new ad on the air.

Despite these stories, we see a gulf between talk and action when it comes to data—and we’re not the only ones. A study last year by the Columbia Business School and New York American Marketing Association found that almost all of the senior marketing executives surveyed believe that successful brands use data to drive decision making. The good news here is that the marketing industry’s long-standing insistence that it’s more about art and gut feeling and abstract notions of creativity than numbers seems to have weakened.

That Adobe has found itself in this position is a proof point of how the world has changed. Narayen rattled off a few examples of where this is happening, including a big box retailer who is considering the deployment of a tablet app to replace circulars. As shoppers walk around the store, the app fills them in on product information and location. “It’s actually happening across all industries, because nobody’s going to be spared the need to provide more relevant information,” he said. ” Collaboration: Chief Creative Becomes Chief Curator Throughout its history, Axe, the body spray brand made and marketed by Unilever, has promoted its wares to young men through ads featuring attractive women.

Download PDF sample

Rated 4.16 of 5 – based on 41 votes