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.
What's New for 2015?
You spoke, we listened! ClickZ Live New York (Mar 30-Apr 1) is back with a brand new streamlined agenda. Don't miss the latest digital marketing tips, tricks and tools that will make you re-think your strategy and revolutionize your marketing campaigns. Super Saver Rates are available now. 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.
Singapore, 3-4 November
Hong Kong, 8-9 December
Hong Kong, 8-9 December
Google My Business Listings Demystified
To help brands control how they appear online, Google has developed a new offering: Google My Business Locations. This whitepaper helps marketers understand how to use this powerful new tool.
5 Ways to Personalize Beyond the Subject Line
82 percent of shoppers say they would buy more items from a brand if the emails they sent were more personalized. This white paper offer five tactics that will personalize your email beyond the subject line and drive real business growth.