Many companies can be clearly divided into one of these two classes: art or science. But in the line of marketing, this is a bit vague. Also, you may get different answers depending on the person you ask. For instance, if you are asking investors that buy houses, you may get a different answer if you are asking entrepreneurs who are selling goods and services online.
This could appear like a totally philosophical discussion, however the ideas at the back of it could get marketing experts to do their everyday job in totally different approaches. This technique impacts not just individual initiatives, but even the marketing path of the entire company. In what path must the approach preferably go? Many marketing experts in the industry make use of both.
The Science of Marketing
After all, the main function of marketing is to draw in customers and create income. With this thought, some marketers recommend focusing entirely on measurement and analysis.
When it comes to money, it’s crucial to make an educated decision. With all the analytics available to online marketers, it’s easier to monitor all data applicable to your market. You could immediately see the bounce rate of conversion rates by accessing data from your website traffic.
This data is very useful because it helps you run tests to understand what works and what doesn’t and try new methods. Improving the site requires most of the guesswork and is easy to quantify. That said, you can easily justify the reasons for yourself or for someone who is responsible for the company’s finances.
If you are a logical analyst, you must have good reason to base all your marketing decisions solely on scientific thinking. But before doing so, let’s first understand where the sense of art is in the equation.
The artistic side of marketing
Have you heard “You know your audience” many times? It can be too many to count. But in this case, it means in the broadest sense. No matter what industry you’re in, you’re marketing to people who aren’t robots, so marketing decisions cannot be made solely from data.
Think of a marketing campaign to become a consumer and drive purchases. If you’re like most people, you’re going to be very innovative or think of someone who matches your feelings.
Outstanding sports are not created by science. They are the product of human creativity and usually involve skillful storytelling, amazing images, or new ways to describe a product.
More importantly, you need a certain amount of artwork to create a brand for your business. If you want to stand out from your competitors, your logo, message, and overall identity must be unique, and no data and analysis can generate original ideas.
Another area where science can’t do the job for you is customer loyalty. While this is a relatively new development in marketing, social media has the potential to build relationships with current and potential customers. However, this is only true if you are actually interacting with the customer and there is no scientific formula.
How to combine art and science to develop an effective marketing strategy
Both the arts and sciences are positioned in successful marketing strategies. However, if you are overly dependent or unfamiliar with marketing, it can be difficult to balance. Data without creativity can behave like a robot, while data without creativity is interesting but ineffective. If so, how to merge the two?
Your best bet is to use research and analytics as a framework for your marketing strategy, but use artistic methods to create real content. Say you are writing a new blog post or article for your website. How does a hybrid approach to content marketing work?
You can use analytics tools to conduct keyword research and select topics. You can find interesting statistics or research. Then give some freedom to style, content, and graphics.
Or you can think of it as a three-step process.
1. Determine the subject and basic content using scientific methods.
2. Use art to influence the delivery method.
3. Then go back to science and determine if your efforts are successful.
You can use the same process for almost any aspect of your marketing strategy. In order to find an effective method (ineffective method), we review previous work and use it as a starting point for brainstorming. When new and exciting content comes to mind, try it unless it directly contradicts your understanding of your audience or industry.