So let’s talk Science
Marketing is about generating revenue and attracting customers. So it makes sense that some marketers spend all of their time on measurement, analytics, testing and segmentation to create the perfect ad. The Internet has made it possible for people to stay on top of their business at all times. Thanks to analytics, you can track your site traffic and conversions at the click of a button, ensuring your marketing strategy never has to be a mystery.
We live in a world where data is everything. You can see what’s working, come up with new ideas for experimentation, or just get a good sense of how things are going with your business. With data in particular, we can make more informed decisions about how to spend company funds, resulting in more money saved and less wasted on trial-and-error. Whether you use data at work or at home for decision making, data is a powerful tool.
If you’re looking at the world through an analytical lens alone, this may be enough reason for basing all marketing decisions solely on scientific reasoning; however before taking that step let’s take a look where artistic sense fits into the equation: Your creative side is equally important. Many successful entrepreneurs know that using intuition as well as logic will help them prepare even better for any unforeseen circumstances that may arise – which can occur frequently and unexpectedly.
Marketing as an art
The artist in all of us wants to create something amazing that captures attention. Marketing is an art form too: you want people to talk about how much they love your product. It is important to envision the person buying from you as a real human being with feelings that can both love and distrust what they see on their screen.
Campaigns like Nike’s “Just Do It” ad resonate because they show their audience what success looks like. The slogan was created more than 20-years ago when society didn’t have much emphasis on fitness but now everyone wants to look good naked.
Creativity goes a long way for advertisers who are looking to make an impact, but having a campaign that connects emotionally is more effective than one which relies on creativity alone. Human creativity produces creative campaigns, not science. In most cases, they include skilled storytelling, stunning imagery, or simply explaining the product or service in a new way. Furthermore, some level of art is needed to create the branding of your company.
In order to stand out from your competitors, you need an original logo, messaging, and overall identity. This is impossible with data and analytics alone. Another area where science cannot do the work for you is in building customer loyalty. The social media revolution in marketing has made it possible to build relationships with your current and potential customers. However, it is only works if you actually engage with your customers, and there is no scientific formula for that.
Combining art and science to create a winning strategy
When it comes to marketing, the best approach is a balance of both art and science. Data without creativity can seem robotic, while creativity without data can be fun but ineffective.A successful campaign includes a balance between artwork and analytics–but when trying to strike this equilibrium, many marketers struggle because neither seems like enough alone.
The best approach might involve starting out by using the creative side as inspiration before tweaking elements based off research from metrics tools (for example Google Analytics). A mix of science and art are both necessary in order for your business idea or product to succeed. Your intuition and creativity enable you to be more adaptable when an unexpected situation arises, making sure that the company isn’t stuck with one strategy if something doesn’t work out as planned. Science and art have a long history of being viewed as polar opposites. But today, the lines between science and art are blurred more than ever before.
Let’s talk about how we can merge these two seemingly unrelated fields to create an engaging marketing strategy that will increase your bottom line. I would love to hear from you! Leave a comment below.
