Art and science go hand in hand when it comes to crafting campaigns that give your customers the creativity they want, while providing the data-driven results your business needs to thrive. Here is an overview of why art and science are both crucial elements of successful marketing campaigns and helpful steps your business can take to create stronger campaigns that include both concepts!
Why Marketing Is Both an Art and a Science
Strong marketing blends the data-driven results of the scientific side of each campaign with their ability to use artistic concepts to reach your target audience in ways that evoke feelings and mean something to them. While it can be tempting to base your marketing campaigns on decisions data indicates you should make alone, this approach generally does not adequately consider who your buyers are as people and what they want from your brand and your products. For this reason, the strongest marketing campaigns are often those that consider both the accuracy that science-oriented marketers prioritise and the personalised campaigns that artistically-oriented marketers can create.
How to Use Both Art and Science to Create Better Marketing Campaigns
Art and science are both essential tools for creating strong marketing campaigns that both benefit your business and provide what your customers want from it, but finding the right balance is not always easy. Here are three helpful steps for creating stronger marketing campaigns that incorporate both art and science!
Create a Balanced Team That Can Bring Both Concepts to the Table
No matter what industry your business is in, building a team that includes individuals with strengths in both art and science is an important step in creating marketing campaigns that use data to create creative and memorable marketing campaigns. Even if the nature of your business leans heavily in one direction or the other, the most successful campaigns rely on having a team that can interpret information that is already available about current sales and past campaigns and turn it into something interesting that speaks to customers.
Campaigns that are too scientific often come across as boring and those that are exceptionally artistic but based on little evidence often do not get a strong point across, which means that making sure your team can deliver heavily in both areas is key when it comes to creating artistic campaigns that are backed by science.
Consider Both Hard and Soft Metrics
Your marketing campaigns’ click-through rates, number of leads generated, and overall revenue may be among the most significant metrics when it comes to determining how well they are helping your business meet its goals, but it is also important to consider the less tangible ways they are impacting your target audience. Soft metrics, such as how well your campaigns build brand awareness, boost engagement, and impact your viewers’ emotions, are often more closely linked to the artistic side of these campaigns, and they can be just as helpful when it comes to considering the overall impact of how each campaign affects your consumers and your business.
Remember That Your Buyers Are Human
Your customers are more than sales numbers, and it is important to make sure your buyer personas reflect who they see themselves as as accurately as possible. Basing your buyer personas on data alone fails to capture why they are interested in making a purchase from your business in the first place, which makes it more difficult to create campaigns that speak to what they are looking to get out of your company and encourages you to create campaigns that may be successful on paper but cannot effectively reach customers with an adequate amount of depth.
At Oracle Tree, we are here to help your business create marketing campaigns that blend art and science to speak to your target audience and give you the results you want. Contact us today to learn more about how we can help you optimise your marketing campaigns to include both of these areas or to get started!
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