Some modern marketers suggest marketing is strictly science, driven by analytics data, calculated placement, and messaging. The science behind marketing often fails to consider long-term factors. Marketers who focus on a campaign’s immediate data, conversions and direction only regard the effects of short-term practices. This methodology is unsustainable when considering the need for stronger long-term building blocks in a detailed marketing plan.
In reality, marketing demands a mix of both schools of thought. If formulated correctly, science and art work in conjunction to create successful modern marketing campaigns that return increased brand awareness, lead generation and revenue.
Utilize science to determine major decisions while maximizing art’s abilities to engage audiences with aesthetically pleasing nuances.
Understanding customer behavior and applying appropriate strategies is essential in balancing the science and art aspects of digital marketing. With regards to customer data, marketing is both science and art. Science will lead, measure and optimize content while art will inspire and create lead generation.
To develop a balanced marketing approach of both science and art, consider these psychological factors that drive all consumer behavior:
8 Steps to Mix Art and Science for Marketing Success
- Engagement: Create a sense of personalization, interest and curiosity. Make a positive connection between your target customer and your product or service.
- Greed: Tap into your customer’s desire for a deal by showcasing value and competitive online offers.
- Timing: Match advertising and product releases with seasonality and demand trends.
- Authority: Consumers purchase from authority. When prices are equal, purchases are made based on perceived authority and assurance. Adjectives with positive connotations such as ‘largest’ and ‘best’ appeal to authority. Another key element in asserting authority concerns focusing on quality. The quality of your website, online promotions and when and where you advertise determines consumer assurance levels. Strategically crafted messages aimed at target audiences are all factors that increase perceived authority.
- Association: Associate your product with something the consumer is already knowledgeable about or does.
- Community: Everyone wants to belong. Create a sense of belonging in your sales process through testimonials, inclusive copy, and reviews. Doing this attracts audiences, increasing chances for improved lead conversion and sales revenue.
- Satisfaction: Guarantee product satisfaction. If consumers think they cannot make a mistake with a purchase, they are more likely to convert. For instance, companies who offer a money back guarantee to unsatisfied customers eliminate an additional purchase barrier and show authority through professional promise.
- Urgency: Typically, consumers will usually wait for the best deal before purchasing products and services. Provide incentive to close the sale by letting the consumer know why they should purchase now rather than later.