Successful marketing? It’s art + science
“The artist marketeer creates content that captures the hearts and minds of their audience.”
Here is a thought. Successful marketing is a perfect blend of art mixed with science. Marketing, it’s not a one-dimensional discipline anymore. Nowadays, it’s fundament is an artistic expression nurtured by data-driven insights.
That is why we believe in two archetype marketers. The Artist and the Scientist. Some marketers are both.
Let’s dive deeper into this theory-
The human brain is separated into two distinct functions, the “left brain” and the “right brain.”
The right side of the brain is responsible for creative thinking and artistic intuition — which is why artist marketers are considered to be “right-brain” thinkers. The artist marketer creates content that captures the hearts and minds of their audience.
“But Yin always needs Yang. The artist needs the scientist.”
They know what makes the heart beat’s faster. They create messages, imagery, and inspiration. They may understand the importance of marketing data, but they know only true creativity sparks engagement that can’t be found in spreadsheets and reports.
But Yin always needs Yang. The artist needs the scientist. Because powerful content, is nurtured by solid data. Data that is measured daily, monthly, by the quarter and so on.
”The scientist sets clear objectives, tracks important metrics, and analyses results to track impact.”
Let’s look at the left-brained marketer, who makes decisions based on facts and evidence. The scientist. The science of marketing is an endless process of testing, analysis, and adaptation. The scientist sets clear objectives, tracks important metrics, and analyses results to track impact. Data supports every choice they make, from the structure of a landing page to the time of day a story is posted. Through testing and adaptation, this marketer is able to constantly optimize and improve every facet of their marketing strategy. They know what the artist marketer needs, in order to improve content strategies.
It goes without saying, in the landscape of digital marketing, art and science go hand in hand. Both disciplines create a digital footprint that stimulates contentflow and interactive engagement through your channels and platforms.
When you keep both the artist and scientist happy, your content strategy will show sustainable growth in the long term.
