For Marketing & Advertising Professionals

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April 6, 2004 Left Brain Marketing by Eric Schmitt with Chris Charron, Ayanna Lonian	Average: 10  (1 rating)

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