As of late, analytics have changed marketing from being an art form to a more scientific extension of business. Through numerous tests and measurements, data-driven marketing has become the new power in marketing and advertising.
Marketers analyze the impacts of their total spends, the time of their outreaches, message impacts, consumer behavior, and revenue information.
Marketing Automation has helped companies personalize their content, market effectively on different channels, and automate repetitive tasks, thus converting prospects into customers.
Artistic marketers start from the beginning and work to inspire by creating quality messages and that serve as memorable content for their intended audience. The art form of marketing is there to appreciate the implications of human behavior, and to create an emotional connection with their audience.
If you find yourself wondering if marketers should use science or art, analyze recent advertisements you have seen. What was the ad for? When was it released? What outlet did you see it in? Does it evoke any emotion from you? – These are all questions that can help you decipher the strategy behind the marketing.
While art is still a major component of marketing, science has had an increasing role in today’s marketing channels. Marketers are able to use analytics to observe who may be potential customers, their interests, and how they like to be contacted. This information allows marketers to optimize their messages and convey to different segments of a market. By doing this, it also helps marketers create better budgets as they now know who they are marketing to and how probable their audience is to “do as they are told.” Science allows marketers to measure relevancy, overall influence, and the statistics of the reading and click through rate on digital marketing promotions. All the while, the Marketing Automation allows marketers to be ready with the perfectly crafted message when their audience is ready to transact. This enables marketers the opportunity to strengthen customer relationships and in turn increase revenues.
According to BMC Software Chief Marketing Officer, Nick Utton, the majority of great campaigns are 70% science and 30% art. However, science is not effective in marketing campaigns if it is not used properly, and without the art portion of the campaign, a company cannot create an emotional connection with their market. It is best to understand that marketing is a blend of science and art, and successful marketers are capable of blending the technology and strategy to create the greatest campaigns.
If you would like to learn more, feel free to contact us at Netsville