MARKETING – WHERE ART AND SCIENCE MERGE TO CREATING MOMENTIVE IMPACT – EVOLUTIONARY
Data has revolutionized marketing. Where marketers are once dependent on insights, now they depend on insights gathered from careful data analysis. Marketing is all about appreciating, creating, and proposing a change in mindset to produce better results, and art. Moreover, marketing is required to repeat analysis and measurements, two terms closely related to science. This is marketing, where art and science merge to create an evolutionary Momentive Impact.
Marketing As Art
Understanding human behavior is the most significant aspect of marketing. Once the target audience is identified, marketers strive to create campaigns that can effectively reach that audience. These campaigns include design and copywriting, two precisely artistic pursuits. As the audience receives the campaigns, modifications, and changes can be made to obtain better results.
Marketing As Science
Though creativity plays a vital role in marketing, it’s no secret that data drives the results. Analytics are essential when implementing marketing campaigns, and constant changes and tweaks are made to determine how to achieve better results. Those changes are recommended to the designers and writers, who use art to produce a new version of the existing campaigns. Without that data, there is no way to enhance what’s already been done.
Getting The Right Balance
Numerous marketers fail as they try to stick to either art or science. A creator’s team having no accountability to measure results calls marketing the “art.” An analyst’s team who understands the science of marketing investments in bringing great results yell at calling marketing the “art.” If any marketer considers marketing as only art or science, it’s the right time to reevaluate the methods and approaches.
Here are few tips for building a strategy that flawlessly combines the art and science of marketing.
Develop a well-balanced team
Build a team that has both artists and scientists. Maybe an “artist” doesn’t know Google Analytics, but they have numerous unique content ideas. Maybe “scientists” can’t write compelling content, but they have extensive knowledge to optimize and bring results to your business.
Analyze hard and soft metrics
Hard metrics are quantitative, concrete figures like leads generated, click-through rate, cost per lead, and revenue generated. Soft metrics cannot be represented numerically, such as thought leadership, audience sentiments, audience engagement, and brand awareness.
Buyer personas should be more human
Buyer personas help you across the entire marketing strategy. If you craft a buyer persona based on raw data, you will have an impersonal view of the target audience. Therefore, analyze the available data, add an artist’s perspective to include emotional depth. Your buyer persona is perfect when you can picture a multi-dimensional, real person instead of an assembly of data points.
Make the right investment
Make sure the tools and technologies you are using perfectly balance the art and science of marketing. Your marketing tech stack must be able to maintain massive data, generate reports, track metrics performance, and automate administrative tasks. When technology is used to maximize efficiency, the team harvests the advantages of science without being bogged down by consistent data entry, reporting, maintenance, and analysis.
Effective marketing is made of strategies and tactics that are intrinsically linked to innovation and technology. The perfect marketing strategy always blends intuition and data, creativity and analysis, emotions and logic. The balance between artistic and scientific attributes is the formula of long-term evolutionary marketing success.