Marketing – Art versus Science

The big debate? How about “He said, she said?” Maybe it’s even the infamous Blue & Black or Gold & White Dressgate? Or, perhaps it’s merely the beginning of a beautiful friendship.

Let’s break it down…

  • Simple Definition of Science: knowledge about or study of the natural world based on facts learned through experiments and observation.
  • Simple Definition of Art: something that is created with imagination and skill and that is beautiful or that expresses important ideas or feelings.

You can’t argue with the fact that creativity plays a huge part in Marketing. Effective campaigns require compelling copy, eye-catching design and overall appealing content. So it’s an art form, correct? Well, on one hand, yes it is. It’s obvious that most visual marketing campaigns need to have a WOW factor to attract the attention of the audience. But here’s where the underlining debate enters…

How do you know who the audience is? You may have a general understanding, but is it the right audience? You can have the most amazing campaign, expertly designed with vibrant colors, a riveting message and a can’t-miss-out-on offer, but if you’re not reaching the right audience, will it truly be an effective campaign?

Reaching the right audience means understanding the data you have about your audience. With all the disparate data coming in about your customers, including transaction history, you may not have a clear picture of who your audience is. If you are able to develop a rich profile of your customer base using demographics and preferences, now what? Well, as marketing continues to evolve, it’s even more important to analyze that data, segment the data and gain insight to predict future behavior from that data. That sure sounds like science to me!

So is marketing an art or is it a science? I say it’s a combination of the two. Creativity plays a big role in marketing, but there’s no denying data drives results. Developing your campaigns definitely takes artistic direction, but determining the reach and effectiveness of that campaign requires science.

When campaigns require a deeper level of behavioral understanding and prediction, trust the AccuData team of experts to break through the data clutter and help you truly engage with your prospects and loyal customers.

Written by AccuData Integrated Marketing

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