April 6, 2004
Left Brain Marketing
by Eric Schmitt
with Chris Charron, Ayanna Lonian
Executive Summary (This is a document excerpt)
Three technology trends — media fragmentation, addressability, and interactivity — are converging on the world of marketing and advertising. In a new era of Left Brain Marketing, analytical strategies grounded in deep audience knowledge will rise to predominance. Creative will remain essential but will play a smaller, more sophisticated role. The looming transformation of TV into an addressable medium marks the inflection point in the shift.
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TABLE OF CONTENTS |
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What It Means
Recommendations
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This research is based on ongoing conversations with marketers and their agencies, service providers, and technology vendors. Related Research Documents
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