Converge, Bob W. Lord
Converge, Bob W. Lord
List: $19.99 | Sale: $13.99
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Converge
Transforming Business at the Intersection of Marketing and Technology

Author: Bob W. Lord, Ray Velez

Narrator: Michael Butler Murray

Unabridged: 7 hr 9 min

Format: Digital Audiobook Download

Publisher: Ascent Audio

Published: 07/20/2020


Synopsis

Using Razorfish client examples (such as AXE, Intel, Mercedes-Benz, Samsung, Delta, and Kellogg) Ray and Bob will share their first-hand experience of working intimately with clients to solve business problems at the collision point between customers, technology and marketing.  Throughout the narrative, Bob and Ray will provide the reader a roadmap to replicate their success within their own organization; how to market in a world of constant change, how to organize for innovation, how to innovate faster use the principals of agile development across your business, etc.  The first half of the book will cover the following topics: The collision: why and how technology, media, and creativity are converging and how this has revolutionized marketing and business strategy   The consumer voice:  why and how media has changed what to expect in the future (client examples) Next generation storytelling:  why and how creativity has changed, and what to expect in the future (client examples) The second half of the book will be focused on explaining answers to the problems our customers are dying to have solved: Part 1 - How to create religion around merging technology and marketing within your organization (how to tell the story, who to tell it to, why should they believe, etc.) Part 2 - How to change your organizational structure to leverage marketing/tech convergence (breaking down silos, cross-training, etc.) Part 3 - How to empower your people to leverage convergence (create business entrepreneurial ownership, adjust compensation/incentive structure/goals/objectives, alignment against client need, etc.) Part 4 - How to change your processes to leverage convergence (how to apply agile methodology principals across all marketing functions, etc.)

Reviews

Goodreads review by Gene

Razorfish is a digital agency formed in the mid-'90s to help transform business at the intersection of marketing and technology. Written by two of the principals, this book offers insights into both disciplines as they have converged into a single digital advertising strategy in the modern era. One t......more

Goodreads review by James

I didn't know of Bob Lord a week ago, and I certainly didn't realize he'd written a book that felt like so many of these ideas were captured from my brain and mirrors exactly the path I'm carving for technology transformation. Bob joins AOL as head of our advertising division on 8/1 and I thought it......more

Goodreads review by Cliff

This book covers very broad topics in digital marketing, but is some what of a double-edge sword. If you already have something in mind that you want to learn about with regards to digital marketing and marketing technology in general, this book might be a hit-or-miss one for you. For me, some of th......more

Goodreads review by Bill

Some compelling examples of the interaction between marketing and technology but a bit to self-evidently supportive of the authors' own business interests. I would be a bit more cautious about wholesale re-direction to digital, especially for CPG and other businesses where purchases are not made onl......more