Are you a marketing artist or a marketing scientist?
This was a popular topic on our Facebook Page so I figured I'd share it here: http://www.facebook.com/photo.php?fbid=467135286689628&set=a.216757735060719.49565.105340226202471&type=1&theater
According to the infographic...
A Marketing Artist's philosophy is: "Marketing is about engaging with your customers on an emotional level." A Marketing Scientist's philosphy is: "Data is the key to improving marketing accuracy and effectiveness."
A Marketing Artist's favorite quote is: "I think this will really resonate with our audience." A Marketing Scientist's favorite quote is: "Here are the ROI numbers for that last campaign."
Both - Marketing is both art and science. An effective marketer wears both hats equally effectively.
I would say both with a 70-30 Ratio. 70 for Artist and 30 for Scientist. However, you can't be both at the same point in time. As one (Artist) is based on foresight with a pinch of your gut feeling and the other (Scientist) is based on hindsight. And as Dr. Edward de Bono puts it is his classic book I am Right You Are Wrong: "Whats Obvious in Hindsight will be Invisible in Foresight."
The Scientist, with his/her methodologies can gauge the response of the market on the work of the artist and feed it back to the artist. The artist can now take a call on whether to innovate on the basis of this feedback or start something ground up.
I would like to end this answer by a famous quote by Henry Ford:
“If I had asked people what they wanted, they would have said faster horses.”
Art will not necessarily generate money. Science will not necessarily attract a mass audience. Combine both, and you'll get amazing results. This is the reason why progressive companies hire sociologists & psychologists on their marketing staff in addition to great artists.
Just so happens we have a copy of this infographic in a frame in our office kitchen. Digital Marketing has made us all more marketing scientists than marketing artists, heck clients demanded it. What we're finding is that when we can be marketing artists at the same time the success is that much greater.
Both! I call it Marketing Symmetry, where the art of the brand meets the science of the analytics. But I've found its meaningless gibberish without the right principal advisor. Hiring the coach, cheerleader and mentor makes a significant difference in the end - ROI of course!
I consider myself a bit of both, I try to connect with clients on an emotional level by writing articles and e-mails that evoke a response, but use statistics of previous successful articles to help create the right template and format for the article and/or e-mail to be written in so they want to read the article and it evokes the response required.
Hi Chris ~
For years I've written about the importance of holding a both/and rather than an either/or perspective: marketing is an art, which serves clients best when backed by scientific support. I like how Cathy puts it: "the art of the brand meets the science of the analytics." Personally, I definitely lean towards the intuitive/creative ~ yet I'm also well organized, detail oriented, and known for timely deliverables, clearly more 'scientific' attributes. The smaller the world becomes, the more it behooves us to embrace a whole-brained approach, in business and in life.
Interesting question. I tend to agree with the need to engage on an emotional level but would add it also has to be credible and relevant. I tried to partner with a Six Sigma guy years ago anticipating a shift from 80% of current C-Level Exec's shift from running on intuition to running on insight. That absolutely needs to happen and will as big data aligns with purpose.
From a personal standpoint being one whose profession has been always on the line for possibility thinking, it wasn't until I also refined my critical thinking skills that great work could be attempted.
So semantics aside - scientist or artist - it's more about balance as we dream big. The magic is in the details.
Marketing is communication with the result being an exchange between the parties involved. It's been my experience that all communication is both logical and emotional and constantly changing to get better results. Artistic (expression) and scientific (observe, adjust, respond).
It seems like a fight to see who is more important, the artist or the scientist.
It's neither, because its both! When I read about the most successful organizations (small, medium or large) the topic of artistic or scientific approach never comes up.
The claims are generalizations, which most info-graphics are based on in order to get traction or to create a polarizing environment unnaturally to get publicity.
It's more accurate to say "Marketing is the art and science of creating and proving your messages are effective and profitable."
The true nature of marketing (promoting, advertising, selling, cross selling, getting referrals, surveying, etc) is to connect, build rapport/trust, agree on need/want/problem, clearly show the solution is worth paying for, deliver on promises, and repeat. Simplified version. :)
The best marketing in the world in both artistic (expresses what you have to offer and why it's valuable)
and scientific (proves to you and the customer that your message are working/profitable) meaning all parties profit.
The artist and the scientist are both needed and valuable.
One last comment, being artistic or scientific are skills and some people choose to only identify with one or the other, but if they look carefully they will see they use each to accomplish their goals.
This is great, I loved this infographic. :) I agree the best is to wear both hats, and even though I love the scientific side, I feel more comfortable with the artistic side.
Thanx for the questions. Attaching an emotion to any experience is a natural engagement! What really matters is the type of emotion that warrants engagement for a lifetime!
It depends on when the question is asked. I'm an artist when I design a program and a scientist when I evaluate it. Because I have 40 years of experience and expertise in both on and off-line approaches both aspects inform my recommendations and evaluations.
Neither approach is valid in all situations. The key is knowing which to choose and when.
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