Forrester has just released a report called left brain marketing planning. They raise the issue of lack of precise marketing planning understanding for the new era. Here are some points made in the report. Also,for some of you who might want a read this report in detail, I have put it up for you to download .
- Jim Stengel, GMO, P&G explains " Marketing is a $450 billion industry and we are making decisions with less data and discipline than we apply to $100,000 decisions…"
- Planners still focus on reach but not on customer behaviour and intent
- Still depend on TV
Left brain marketing planning is a data driven planning approach that allocates resources basis on the holistic picture of the customer across all touchpoints in the buying process from awareness to post-purchase.
I couldn’t agree more with this report. I certainly think this is a good starting point to break the inertia and old mindsets around us.