Art vs. Science in Marketing
By Paul Dumouchelle, Management Consultant, ADVISA
During the holiday season we may pause to consider the more meaningful aspects of our lives – our connections with others, the special times spent with family, traditions that transcend the banality of daily life – and these elements of our life are very precious to us. Marketers can take a lesson from this annual ritual and remember that brands are built from meaningful connections with our customers and not promotional gimmicks.
The allure of promotional gimmicks is irresistible due to business “science” that can show a measurable ROI for these tactics when properly conceived and executed. Plus, a promotion can be designed, budgeted, run and evaluated within the short life span of a brand manager on a new assignment – what could be better!
Valuable as it is, the science of promotion will never beat the art marketing when building a brand. Even loyalty program marketers recognize this. touches an emotion, a feeling, a sense of the possible that sparks the imagination and makes hair stand on end.
Marketing as art is rarer, certainly, and all the more valuable because of it.
