
Converge: Transforming Business at the Intersection of Marketing and Technology

With the proliferation of microsegmentations driven by machine learning, marketers
Ray Velez • Converge: Transforming Business at the Intersection of Marketing and Technology
That traditional environment, he wrote, “is characterized by low asset utilization, a fragmented demand for resources, duplicative systems, environments which are difficult to manage, and long procurement lead times.”
Ray Velez • Converge: Transforming Business at the Intersection of Marketing and Technology
The brand grew to prominence based on word of mouth and some irreverent but small-budget campaigns.
Ray Velez • Converge: Transforming Business at the Intersection of Marketing and Technology
Its acquisition gave Adobe a huge window into Web analytics, crucial for marketers to understand just how successful their creations were at attracting and engaging audiences.
Ray Velez • Converge: Transforming Business at the Intersection of Marketing and Technology
Possible alternatives to dealing with this fragmentation included public relations (PR) and direct marketing, disciplines once venerable and dismissed as “below the line” that were suddenly brought to the strategic table. And there were some new solutions such as viral, buzz, guerilla, and word-of-mouth marketing. In
Ray Velez • Converge: Transforming Business at the Intersection of Marketing and Technology
IT doesn’t get the speed and customer-centricity that’s essential to marketing.
Ray Velez • Converge: Transforming Business at the Intersection of Marketing and Technology
Now there’s new outlets that have us in a constant publishing mode. It’s about nonstop content creation where storytelling possibilities are multiplying. You can’t feed a social channel with one campaign every six months.
Ray Velez • Converge: Transforming Business at the Intersection of Marketing and Technology
research firm Marketing Evolution last year found that 1 percent of advertising budgets were going to mobile when the number should have been more like 7 percent, a figure that should jump up to about 10 percent over the next four years.
Ray Velez • Converge: Transforming Business at the Intersection of Marketing and Technology
McKinsey study has asserted that big data could also enable retailers to increase their operating margins by as much as 60 percent.