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Left Brain Marketing


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The Future Specialisation For Marketing Professionals

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Left Brain Marketing

  1. 1. The Future Specialisation For Marketing Professionals Left Brain Marketing Elif Bakiler [email_address]
  2. 2. Todays Agenda <ul><li>Introduction </li></ul><ul><li>Left Brain Marketing </li></ul><ul><li>A web analytics model </li></ul><ul><li> by numbers </li></ul>
  3. 3. Three Technology Trends <ul><li>Media fragmentation </li></ul><ul><li>Addressability </li></ul><ul><li>Interactivity </li></ul><ul><li>Are converging on the world of marketing. </li></ul><ul><li>In a era of new marketing, analytical strategies based on deep customer knowledge will rise to predominance. </li></ul><ul><li>Creative will remain essential but will play a smaller, more sophisticated role. </li></ul><ul><li>The transformation of all mediums into addressable mediums marks the inflection point in the shift (eg. Interactive TV) </li></ul>Source: Forester Research 2004
  4. 4. Three Technology Trends <ul><li>Media Fragmentation </li></ul><ul><li>More media channels and content streams now compete for customer </li></ul><ul><li>attention </li></ul><ul><ul><li>Customer choice increases, audiences fragment, per contact cost rise, efficiency of advertising decreases, clutter results </li></ul></ul><ul><ul><li>In 70’s 4-5 r adio channels , 1 TV channel, 4-5 National Newspapers </li></ul></ul><ul><ul><li>World Wide Web Sites Crossed 100 million Milestone last month from 10 million in 2000 </li></ul></ul><ul><li>Addressability </li></ul><ul><li>Increase in t argeting, measurability, tougher data management and </li></ul><ul><li>customer control on media </li></ul><ul><ul><li>Adressable media (Digital TV, intenet, Direct mailing, Mobile, Retail POS, Telephone) </li></ul></ul><ul><li>Interactivity </li></ul><ul><li>Permits marketer to engage with audience in two way dialogues </li></ul><ul><ul><li>Low cost market research, more customer data, need for spontaneous treatment decisions, A new marketing discipline emerge: Scenario design </li></ul></ul>Source: Forester Research 2004
  5. 5. Netting It Out <ul><li>Media Fragment </li></ul><ul><ul><li>Marketers’ need to target grows </li></ul></ul><ul><li>Adressable media eclipse mass media </li></ul><ul><ul><li>Marketers’ abililty to target increases </li></ul></ul><ul><li>Interactivity increases </li></ul><ul><ul><li>Cost of communication and data collection falls </li></ul></ul><ul><li>Marketing becomes more measurable, </li></ul><ul><ul><li>Analytical marketing techniques predominate </li></ul></ul>
  6. 6. Left Brain Marketing <ul><li>The rise of predominance of analytical marketing strategies, skills and processes </li></ul><ul><li>that are centered on </li></ul><ul><li>audience knowledge , </li></ul><ul><li>not media </li></ul>
  7. 7. Welcome To The Era Of Left Brain Marketing
  8. 8. Left Brain Marketing <ul><li>Old Way Of Marketing </li></ul><ul><li>Marketing planning inspired of brand image brainstormings </li></ul><ul><li>Applied creativity </li></ul><ul><li>Fuzzy measurements </li></ul><ul><li>Focus groups </li></ul><ul><li>Traditional Media (TV, press, Radio) </li></ul><ul><li>Marketing oriented people </li></ul><ul><li>Left Brain Marketing </li></ul><ul><li>Marketing planning inspired by customer data </li></ul><ul><li>Applied science </li></ul><ul><li>Precise analysis </li></ul><ul><li>Statistical models </li></ul><ul><li>Adressable media (Internet, Digital TV, mobile, e-mail etc.) </li></ul><ul><li>Analytical oriented people (e.g. Business analysts) </li></ul>
  9. 9. Some Left Brain Marketing Terminologies <ul><li>Database Marketing </li></ul><ul><li>Analytical Marketing </li></ul><ul><li>Analytical CRM </li></ul><ul><li>Web Analytics </li></ul><ul><li>Customer Analytics </li></ul><ul><li>etc. </li></ul>
  10. 10. A Web Analytics Model MappingWorks By Proximity Worldwide
  11. 11. MappingWorks <ul><li>Defined the desired destination for the business </li></ul><ul><li>Maps out the journey that customers take to get to the destination: </li></ul><ul><li>The different journeys that people might take </li></ul><ul><li>The flow of people on those journeys </li></ul><ul><li>Not everyone arrives at the desired destination </li></ul>
  12. 12. What Is It? Start Finish
  13. 13. What Y ou C ould D o W ith MappingWorks <ul><li>1. Focus Marketing Energy on key problem areas </li></ul><ul><li>2. Focus Research Energy on key problem areas </li></ul><ul><li>3. Build the context for mixed messaging </li></ul><ul><li>4. Build the context for multi-media channel strategies </li></ul><ul><li>5. Build a bottom-up approach to generating marketing budgets </li></ul>
  14. 14. Customer Journey: Online Grocery Shopping
  15. 15. Customer Journey: Online Grocery Shopping
  16. 16. Customer Journey: Online Grocery Shopping
  17. 17. Customer Journey: Online Grocery Shopping
  18. 18. Customer Journey: Online Grocery Shopping
  19. 19. Highlighted two critical issues 1. Drop out 2. Negative word of mouth 1. Inert 3. Actively Experiment 4. Try to acclimatise 5. Fail to acclimatise 7. Acquire new habit 210k (100%) 115k (55%) 95k (45%) 2. Investigate Marketing Strategy 6. Negative advocate Contaminating the acquisition well 8. Positive advocate Marketing Strategy
  20. 20. Shift in marketing strategy 6. Negative advocate 210k (100%) 115k (55%) 95k (45%) Decontaminate the acquisition well 1. Inert 4. Try to acclimatise 5. Fail to acclimatise 7. Acquire new habit 2. Investigate 8. Positive advocate 3. Actively Experiment Marketing Strategy Marketing Strategy Marketing Strategy Marketing Strategy Marketing Strategy
  21. 21. RealAge By Numbers
  22. 22. Some Latest Internet Numbers
  23. 23. “ Motivating Healthy Behavior” with RealAge
  24. 25. What’s RealAge? <ul><ul><li>A health-media company which provides health-positioning platform . </li></ul></ul><ul><ul><li>RealAge is to provide ; </li></ul></ul><ul><ul><ul><ul><li>Science-based , peer-reviewed medical information based on primary research , </li></ul></ul></ul></ul><ul><ul><ul><ul><li>A v alid, understandable measurement of current medical status , </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Execute entertaining permission based health education e - mail series on requested areas of interest better than anyone , </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Leverage the trust and emotional connection with our members by introducing our sponsors as specific solutions . </li></ul></ul></ul></ul><ul><ul><li>Make our members’ lives and their children’s lives better by motivating them to live younger, healthier lives . </li></ul></ul>
  25. 26. Why RealAge is unique? Engage Users What’s Your RealAge? Profile Customers 150 Health Assessment Questions Start Dialogue Proprietary initial dialogue“ Newsletters ” Build Loyal Relationships Weekly communication Drive ROI Leverage the RealAge relationship to drive ROI for your services
  26. 27. RealAge Helps Advertisers Reach an Active, Health-Minded Audience <ul><ul><li>Do you want to reach consumers who are motivated to live healthier, younger lives? </li></ul></ul><ul><ul><li>Do you want to target your message based on precise lifestyle and/or health condition information? </li></ul></ul><ul><ul><li>Would you like to have the opportunity to market to action-minded people who are most likely to be interested in your products and services? </li></ul></ul><ul><ul><li>RealAge offers unique targeting capabilities that provide opportunities to communicate with individuals interested in health, wellness, and lifestyle goods. </li></ul></ul>
  27. 28. Guaranteed Measurable Results <ul><ul><li>Our member-first approach to marketing provides personalized, informational messages to our members—and measurable results for our clients. </li></ul></ul><ul><ul><li>We leverage our extensive database of health and lifestyle information to connect our members with the advertisers that are most likely to be of interest to them. </li></ul></ul><ul><ul><li>Our members see advertising that is better suited to them: higher personalization, more relevance, less noise. </li></ul></ul><ul><ul><li>And our advertisers are able to reach the audience that is most likely to be interested in their products. </li></ul></ul>
  28. 29. How RealAge stays engaged with member s ? Health Minded Members comes to .tr The potential member takes the 20 minute RealAge Test and has the option to opt-in for relevant health information Upon test completion, the member sees a detailed Recommendation list on how to live younger and healthier 150 Questions = customized health information & educational programs sent via e-mail to Members
  29. 30. How do we drive traffic to our platform? <ul><ul><li>RealAgeTV Show (Jan’07) </li></ul></ul><ul><ul><li>Our own advertising in the newspapers, magazines & internet </li></ul></ul><ul><ul><li>PR Activities in the fairs & events </li></ul></ul>
  30. 31. RealAge By Numbers
  31. 32. RealAge By Numbers
  32. 33. RealAge By Numbers
  33. 34. RealAge By Numbers
  34. 35. Impact Of Marketing Activities On Daily Member Registration Müge Anlı TV Show Vatan Newspaper site of the day Istanbul FM Radio Show Reha Muhtar Lig TV Osman Müftüoğlu column Main page news Main page banner Ertuğrul Özkök Column
  35. 36. Milliyet Banner
  36. 37. Google Ads - Keywords
  37. 38. Thank You ! Elif Bakiler [email_address]