December 6, 2020

Balancing the art and science of marketing

To some, marketing is all about art and creativity - making your business look its very best to your prospective customers. To others, mention marketing and they immediately think figures, charts and data. So, who’s right? Well, both.

Marketing marries two distinct philosophies: the art of marketing, and the science of marketing. Finding that great balance of considered creative while taking a data-backed approach is essential for marketing that works.

“Marketing without data is like driving with your eyes closed”
– Marketing scientist Dan Zarrella

Data tells you what is working and what is not. It tells you where to spend your marketing budget to get the results you are after. Not only will you potentially improve your lead generation and conversion rate, but you’ll stop wasting time and money on marketing activities that simply aren’t working.

Take your efforts via social media or email marketing, for example. The data available through most platforms will break down the demographic of your audience, telling you their gender, age, geographical location and more. Are they consuming your content via smartphones or computers? You can even find out when your audience is most active. This information is powerful. Suddenly you have a clearer idea of who you are talking to. This empowers your business to ascertain what value you can offer this specific audience, how to best appeal to them and when to push out your content to maximise your result.

Take the guesswork out of your marketing and incorporate the power of data to reinvigorate your creative endeavours for your business.