Converge

Transforming Business at the Intersection of Marketing and Technology

Wiley, 2013

15 mins. de lectura

10 ideas fundamentales

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What happens when business, marketing and technology combine?

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Bob Lord and Ray Velez of Razorfish – the all-media, cutting-edge advertising agency – offer a clear description of the effects of today’s collision of marketing and technology. They explain the challenges and opportunities inherent in a transformed world of business. Razorfish has profited from and at times even driven the current techno-media wave of change in both technology and media. The authors’ ideas are valuable, but not ahead of the curve. They discuss what is already well underway, rather than predicting coming changes. getAbstract recommends their keen assessment of the complex status quo to those who need to understand it better and to those considering change, involved in marketing or shaping corporate messages.

Summary

Convergence

Today’s period of convergence is the result of the daily “collision of media, technology, and creativity.” Several factors drive this collision. The Internet has made communication global, fast and cheap. As jobs shift between countries, millions of people move, carrying “their cultures and practices” with them and creating “new, hybrid cultures.” Boundaries are blurring everywhere: Companies that were competitors might now be partners. Businesses must be ready to change, and quickly. The enemy of this process is “the silo.” Silos enable self-management and isolation, and impede the necessary, integrated changes your business must make.

For many years, companies either “bought or earned” media attention. You paid for advertising or the media covered your business’s activities organically based on their news or feature value. But the “one-way communication model” of earlier decades is gone.

Today’s media have multiple channels; everything intersects, and your message must be heard in a continually changing “communications landscape.” Technology used to be part of the “infrastructure,” something an isolated corporate department could handle well. Now...

About the Authors

Bob Lord, global CEO for Razorfish, is active in the TED community. Software life cycle expert Ray Velez is Global CTO at Razorfish.

Bob Lord and Ray Velez

Converge

Transforming Business at the Intersection of Marketing and Technology

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Convergence

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