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For Marketing & Advertising Professionals
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April 6, 2004 Left Brain Marketingby Eric Schmitt with Chris Charron, Ayanna Lonian |
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This is an excerpt
Executive Summary
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.
TABLE OF CONTENTS
- Technology Shifts Recast Marketing
- The Shift To Left Brain Marketing
WHAT IT MEANS
- What Left Brain Marketing Means
RECOMMENDATIONS
- What Firms Should Do To Prepare For Left Brain Marketing
- Supplemental Material
- Related Research Documents
This is an excerpt
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