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What’s More Important in Marketing—Art or Science? – Chief Marketer

There are two sides to marketing, art and science. Traditionally, marketing was all about the creative process, the art. And I love the art—the hip commercials, the comedy, the animated graphics.But what about the analytics, and the science? Here are four things that could improve if marketing approached things from a science-first perspective:

1. Better communications from brand marketing.

This means communications that are relevant at the point of need. It means less contact, less spam and noise, and messages that are anticipated and highly personalized. How do we achieve this? One way is through the use of analytics. For example, analytical methods like optimization help marketers decrease marketing waste while optimizing budgets, processes, and return on investment. Marketing often gets tagged as having a lot of “waste”—but streamlining operations and processes while saving the company money, and even pulling in additional revenue, will always be a win for marketing.

2. Consistent brand communications across all channels, points in time, departments and devices.

At this point in time, organizations have no excuse for contacting a consumer randomly from different parts of the organization with the same marketing or service message. Companies should have a central “brain” or “hub” from where all messages, regardless of channel, flow out to consumers. If I declined to join the hotel vacation club when I checked into your hotel don’t call me the next week at my home and offer it again. Brands are very good at the creative but haven’t mastered ensuring the message is in context, appropriate, anticipated and personalized to a consumer’s needs.

3. Marketing working better with other departments.


Continue reading the full article at http://www.chiefmarketer.com/whats-important-marketing-art-science/

Source: What’s More Important in Marketing—Art or Science? – Chief Marketer

Rence Winetrout

Rence Winetrout

Chief Digital Officer at AAXIS
Rence Winetrout brings nearly 20 years of experience leading Multi-Channel Commerce, Marketing, and e-Business initiatives for premium, global consumer brands in a wide variety of industries, including luxury goods, apparel, footwear, accessories, sporting goods, consumer electronics, and digital goods. Rence is the CMO and SVP of Commerce Strategy for AAXIS Commerce.
Rence Winetrout

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