According to the authors, convergence is the key to reaching customers in the new world of digital communication. If you are like me interested in how digital innovation is transforming businesses at their core, this book is for you.
Convergence is all about breaking down silos to build a more cohesive organisation to respond to the exigencies of the new and empowered customer. The authors make a strong argument against the traditional way of structuring marketing, technology, and creativity. They no longer must be separate worlds, speaking different languages, using different kinds of talent. For businesses to succeed today, this has to change. Their argument revolves around five fundamental principles:
1. Customer centricity. Instead of paying lip service to it, the authors actually point out that customer-centricity inevitably lead to disruption. Most organizations are beholden to some age-old organizational chart and not structured around the customer journey (see here for my take on this).
2. Rejection of silos. This is the flip side of convergence. “Technology is no longer a support function. Marketing is no longer just about campaigns.” Savvy businesses are realizing that these are not discrete problems resulting in creative way to improve collaboration across the board.
3. Start-up mentality. This is really a new approach to technology and organizational structure. The new enterprise accepts failures and allows for a more agile discipline. This outlook is vital to creating brand experience that engage customers over the long term.
4. Cross-disciplinary mind-set. This principle strongly related to the rejection of silos. The authors see the need for cross-fertilization as the pillar to break down silos. They lean on Frans Johansson, author of The Medici Effect, who wrote: “When you step into a an intersection of fields, disciplines, or cultures, you can combine existing concepts into a large number of extraordinary new ideas.”
5. Brand as a service. Finally, successful companies have come to realise that they are in business not to sell stuff (this is a massive mind-set/culture change) but to fulfil customer’s needs. Subtle distinction? Not really. I believe this is the upshot of convergent companies. In fact, this leads to create an always-on ecosystem for your customers and not a series of marketing campaign that most of the time are as annoying as someone knocking on the door on thanksgiving day trying to sell you stuff.
There are few gaps in the book but overall it is a great reading. I also found the last section, “The road map” an important addition to the book. Especially useful for CMOs and alike. The chapters in this section will assist in implementing and executing the principles of convergence. Particularly practical and important is the chapter on how agile marketing is a necessary ingredient of digital transformation. The call is for a more active, dynamic marketing strategy – across a collection of agencies and skill providers.
Highly recommended.
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