Striking The Balance: Why Successful Marketing Consists of Equal Parts between Science and Art
“Advertising is fundamentally persuasion, and persuasion happens to be not a science, but an art” — Bill Bernbach.
For some, advertising is all about art and creativity with the aim of showing the very best of your business to your prospective customers. Whilst for others, mentioning advertising drives them to immediately think about science–charts and data. So, which one is correct? Both, because if everything is based only on data, marketing will be like a robot.
In today’s world, the case of advertising is to merge science and art. It is also no secret that data has revolutionized marketing, and is used to inform decisions. However, the execution of those decisions often require creativity. Thus, in every campaign you are about to launch, it needs both of the creative and science sides of marketing.
Though science is impacting the art of advertising, unfortunately, we have been using it in the wrong way. For this reason, Josh Gallagher in his APMF presentation explains how we can make science and art of marketing work together through implementing the 3P’s method–Permanence, Personable, and Persistence.
On the other hand, the synergy of science and art can accelerate your marketing result. The art of marketing will be focused on the emotion, visual, and story-telling. Meanwhile, data, analytics, and measurement will be the focus of the science side of marketing. To make your marketing strategy effective, here are some ways you can implement to strike the balance of both sides:
Humanize buyer personas
Buyer personas serve as a guide across your entire marketing strategy. Through balancing the art and science when you create them, that balance will pervade through all your marketing initiatives.
Having a more personal understanding of your customers leads to content creation that not only builds trust, but also demonstrates your willingness to learn the actual circumstances that affect your customers.
Understand that the creative leads and the data guides
When seeking a new audience of promoting a new product, data will help brands to predict how the product will be received by the public. However, strong creatives can help brands to boost campaign awareness in order to make it successful.
Created multifaceted strategy
Multifaceted marketing strategy allows you to sell your product or service in different ways to maximize your sales, figure out which works best, and eliminate those that don’t, mentioning the consideration of your chosen media, distribution channel, and product packaging to target different audiences.
Let the data decide
Letting the data decide which is most effective helps you to understand the right tweak for improving performance, instead of shooting the dark at how to improve it.
For instance, content-based post and blog articles can be measured by page views, organic traffic, and subscriptions. You’ll be able to see which content is favorable to your audience, allowing you to generate more in a similar way. However, keep exploring and growing your core topic or your audience will become bored with too much homogenous content.
Focus on the result
The goals of a particular campaign will depend on the overall strategy. It is hard to score a touchdown if you are not sure where the end zone is. Key performance indicators should also be determined for each element, ensuring all are working toward those objectives, from content to conversion.
Overall, successful marketing relies on both of the data of a logical approach and the fluidity of an artistic approach. Besides, since science and marketing fall at opposite ends at the spectrum, your marketing strategy should fall somewhere in the middle to create persuasive content and drive better results towards your marketing campaign.
