The Future Specialisation For Marketing Professionals Left Brain Marketing Elif Bakiler [email_address]

Todays Agenda Introduction Left Brain Marketing A web analytics model www.realage.com by numbers

Introduction

Left Brain Marketing

A web analytics model

www.realage.com by numbers

Three Technology Trends Media fragmentation Addressability Interactivity Are converging on the world of marketing. In a era of new marketing, analytical strategies based on deep customer knowledge will rise to predominance. Creative will remain essential but will play a smaller, more sophisticated role. The transformation of all mediums into addressable mediums marks the inflection point in the shift (eg. Interactive TV) Source: Forester Research 2004

Media fragmentation

Addressability

Interactivity

Are converging on the world of marketing.

In a era of new marketing, analytical strategies based on deep customer knowledge will rise to predominance.

Creative will remain essential but will play a smaller, more sophisticated role.

The transformation of all mediums into addressable mediums marks the inflection point in the shift (eg. Interactive TV)

Three Technology Trends Media Fragmentation More media channels and content streams now compete for customer attention Customer choice increases, audiences fragment, per contact cost rise, efficiency of advertising decreases, clutter results In 70’s 4-5 r adio channels , 1 TV channel, 4-5 National Newspapers World Wide Web Sites Crossed 100 million Milestone last month from 10 million in 2000 Addressability Increase in t argeting, measurability, tougher data management and customer control on media Adressable media (Digital TV, intenet, Direct mailing, Mobile, Retail POS, Telephone) Interactivity Permits marketer to engage with audience in two way dialogues Low cost market research, more customer data, need for spontaneous treatment decisions, A new marketing discipline emerge: Scenario design Source: Forester Research 2004

Media Fragmentation

More media channels and content streams now compete for customer

attention

Customer choice increases, audiences fragment, per contact cost rise, efficiency of advertising decreases, clutter results

In 70’s 4-5 r adio channels , 1 TV channel, 4-5 National Newspapers

World Wide Web Sites Crossed 100 million Milestone last month from 10 million in 2000

Addressability

Increase in t argeting, measurability, tougher data management and

customer control on media

Adressable media (Digital TV, intenet, Direct mailing, Mobile, Retail POS, Telephone)

Interactivity

Permits marketer to engage with audience in two way dialogues

Low cost market research, more customer data, need for spontaneous treatment decisions, A new marketing discipline emerge: Scenario design

Netting It Out Media Fragment Marketers’ need to target grows Adressable media eclipse mass media Marketers’ abililty to target increases Interactivity increases Cost of communication and data collection falls Marketing becomes more measurable, Analytical marketing techniques predominate

Media Fragment

Marketers’ need to target grows

Adressable media eclipse mass media

Marketers’ abililty to target increases

Interactivity increases

Cost of communication and data collection falls

Marketing becomes more measurable,

Analytical marketing techniques predominate

Left Brain Marketing The rise of predominance of analytical marketing strategies, skills and processes that are centered on audience knowledge , not media

The rise of predominance of analytical marketing strategies, skills and processes

that are centered on

audience knowledge ,

not media

Welcome To The Era Of Left Brain Marketing

Left Brain Marketing Old Way Of Marketing Marketing planning inspired of brand image brainstormings Applied creativity Fuzzy measurements Focus groups Traditional Media (TV, press, Radio) Marketing oriented people Left Brain Marketing Marketing planning inspired by customer data Applied science Precise analysis Statistical models Adressable media (Internet, Digital TV, mobile, e-mail etc.) Analytical oriented people (e.g. Business analysts)

Old Way Of Marketing

Marketing planning inspired of brand image brainstormings

Applied creativity

Fuzzy measurements

Focus groups

Traditional Media (TV, press, Radio)

Marketing oriented people

Left Brain Marketing

Marketing planning inspired by customer data

Applied science

Precise analysis

Statistical models

Adressable media (Internet, Digital TV, mobile, e-mail etc.)

Analytical oriented people (e.g. Business analysts)

Some Left Brain Marketing Terminologies Database Marketing Analytical Marketing Analytical CRM Web Analytics Customer Analytics etc.

Database Marketing

Analytical Marketing

Analytical CRM

Web Analytics

Customer Analytics

etc.

A Web Analytics Model MappingWorks By Proximity Worldwide

MappingWorks Defined the desired destination for the business Maps out the journey that customers take to get to the destination: The different journeys that people might take The flow of people on those journeys Not everyone arrives at the desired destination

Defined the desired destination for the business

Maps out the journey that customers take to get to the destination:

The different journeys that people might take

The flow of people on those journeys

Not everyone arrives at the desired destination

What Is It? Start Finish

What Y ou C ould D o W ith MappingWorks 1. Focus Marketing Energy on key problem areas 2. Focus Research Energy on key problem areas 3. Build the context for mixed messaging 4. Build the context for multi-media channel strategies 5. Build a bottom-up approach to generating marketing budgets

1. Focus Marketing Energy on key problem areas

2. Focus Research Energy on key problem areas

3. Build the context for mixed messaging

4. Build the context for multi-media channel strategies

5. Build a bottom-up approach to generating marketing budgets

Customer Journey: Online Grocery Shopping

Customer Journey: Online Grocery Shopping

Customer Journey: Online Grocery Shopping

Customer Journey: Online Grocery Shopping

Customer Journey: Online Grocery Shopping

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

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

RealAge By Numbers

Some Latest Internet Numbers

“ Motivating Healthy Behavior” with RealAge

What’s RealAge? A health-media company which provides health-positioning platform . RealAge is to provide ; Science-based , peer-reviewed medical information based on primary research , A v alid, understandable measurement of current medical status , Execute entertaining permission based health education e - mail series on requested areas of interest better than anyone , Leverage the trust and emotional connection with our members by introducing our sponsors as specific solutions . Make our members’ lives and their children’s lives better by motivating them to live younger, healthier lives .

A health-media company which provides health-positioning platform .

RealAge is to provide ;

Science-based , peer-reviewed medical information based on primary research ,

A v alid, understandable measurement of current medical status ,

Execute entertaining permission based health education e - mail series on requested areas of interest better than anyone ,

Leverage the trust and emotional connection with our members by introducing our sponsors as specific solutions .

Make our members’ lives and their children’s lives better by motivating them to live younger, healthier lives .

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

RealAge Helps Advertisers Reach an Active, Health-Minded Audience Do you want to reach consumers who are motivated to live healthier, younger lives? Do you want to target your message based on precise lifestyle and/or health condition information? 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? RealAge offers unique targeting capabilities that provide opportunities to communicate with individuals interested in health, wellness, and lifestyle goods.

Do you want to reach consumers who are motivated to live healthier, younger lives?

Do you want to target your message based on precise lifestyle and/or health condition information?

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?

RealAge offers unique targeting capabilities that provide opportunities to communicate with individuals interested in health, wellness, and lifestyle goods.

Guaranteed Measurable Results Our member-first approach to marketing provides personalized, informational messages to our members—and measurable results for our clients. 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. Our members see advertising that is better suited to them: higher personalization, more relevance, less noise. And our advertisers are able to reach the audience that is most likely to be interested in their products.

Our member-first approach to marketing provides personalized, informational messages to our members—and measurable results for our clients.

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.

Our members see advertising that is better suited to them: higher personalization, more relevance, less noise.

And our advertisers are able to reach the audience that is most likely to be interested in their products.

How RealAge stays engaged with member s ? Health Minded Members comes to www.RealAge.com .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

How do we drive traffic to our platform? RealAgeTV Show (Jan’07) Our own advertising in the newspapers, magazines & internet PR Activities in the fairs & events

RealAgeTV Show (Jan’07)

Our own advertising in the newspapers, magazines & internet

PR Activities in the fairs & events

RealAge By Numbers

RealAge By Numbers

RealAge By Numbers

RealAge By Numbers

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 www.NTVMSNBC.com Main page news Milliyet.com.tr Main page banner Ertuğrul Özkök Column

Milliyet Banner

Google Ads - Keywords

Thank You ! Elif Bakiler [email_address]