If you see one or more of these six examples in your office, you can be assured that convergence is taking root in your organization.
Convergence is the process of synthesizing many things into one thing, but the magic doesn't happen all at once; there is a gradual sequence of events and when we understand the process, we can sense what may come next.
Figure 1: Platform Convergence
Look around your office. If you see one or more of the examples I am about to describe, be assured that convergence is taking root in your organization.
To be sure, the examples below are just a few signs convergence is occurring within the DNA of the organization.
Flies in the Ointment
Without C-Suite executive buy, it's hard to see how convergence would be leveraged well enough. But there are other places where executive sponsorship is a given. I think it's fair to note that organizations such as Nordstrom have data innovation labs foster and leverage technology joined with business processes.
Without educated stakeholders, and end users, convergence will fail because those workers cannot adapt quickly enough to the rapid changes occurring in almost all organizations today.
Platforms such as LinkedIn can be used to do market research and assessments on one hand, and identify individuals who can help make those joins happen in profitable way for organizations on the other.
This Year's Premier Digital Marketing Event is #CZLSF
ClickZ Live San Francisco (Aug 11-14) brings together the industry's leading practitioners and marketing strategists to deliver 4 days of educational sessions and training workshops. From Data-Driven Marketing to Social, Mobile, Display, Search and Email, this year's comprehensive agenda will help you maximize your marketing efforts and ROI. Register today!
For over a decade Marshall Sponder has influenced the development of the digital analytics industry with his WebMetricsGuru writings that focus on social media metrics, analytics and media convergence. He also possesses considerable in-house corporate experience with roles at IBM, Monster.com, Porter Novelli, and WCG while continuing to work with start-ups. Marshall is a Board Member Emeritus at the Web Analytics Association (DAA) and teaches Web Intelligence at Rutgers University and Baruch Business College. Marshall is the author of "Social Media Analytics: Effective Tools for Building, Interpreting, and Using Metrics," published by McGraw-Hill in 2011.
The Marketer's Guide to Customer Loyalty
Customer loyalty is imperative to success, but fostering and maintaining loyalty takes a lot of work. This guide is here to help marketers build, execute, and maintain a successful loyalty initiative.
The Multiplier Effect of Integrating Search & Social Advertising
Latest research reveals 68% higher revenue per conversion for marketers who integrate their search & social advertising. In addition to the research results, this whitepaper also outlines 5 strategies and 15 tactics you can use to better integrate your search and social campaigns.