The most powerful force driving digital transformation is convergence. Marketers need to successfully navigate convergence — of apps, communities, content, devices, channels and behaviors — to win relationships and compete.
We believe, in the future brands will compete on only one dimension: relationships. How marketing is organized — and the technologies that support it — will favor simplicity and transparency. Content and technologies will be channel neutral. Relationships will rule.
Buyer interactions are converging. To respond, marketing organizations and their agencies must converge as well.
Here’s what convergence will look like:
Apps and devices used to communicate with brands and communities become one.
Content formerly designed for specific channels is created only once — and published everywhere.
B2B and B2C buying behaviors, once dramatically different, become one with the availability of product information.
Personal and professional identities, formerly distinct and separate, become one with the transparency of personal information.
Processes are shared across business units. Lines are blurred between sales, marketing and service.
Our approach creates the flexibility to change without disruption. We advocate: