Marketing as an Art or Science: Must We Choose?
Awhile back, Seth Godin proclaimed that marketing is both an art and a science, "and that’s the problem". With all due respect, Seth, I have to disagree. More specifically, yes- marketing is both an art and a science, but no- that’s not a problem.
The notion that we must choose between the art and science of marketing neglects that people have a left brain and a right brain, and we use them both simultaneously. This applies to the marketers doing the work, and the consumers and business professionals we’re trying to reach.
When I contemplate buying a car, my logical side needs to hear that it’s safe, reliable and affordable. But those aren’t the only characteristics that interest me, because my emotional side wants to know that it has a killer sound system, wicked acceleration, and comes in a hot color. Marketers must hit me with science and art to win me over.
Similarly, when I plan a campaign to introduce a new high tech product to the market, I must appeal to both the logical and the emotional. To do so, I might highlight how the product can save a business tons of money, while making the professional look like a genius in front of the boss. I, too, must hit the target with science and art to win them over.
Is marketing an art or a science? It’s both. Must we choose one at the expense of the other? No. Do I ask and answer my own questions? Sometimes.
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June 10th, 2009 at 12:18 pm
Alas, that’s not what I meant by “science.” I meant the science of measurement, of testing, of doing spreadsheets of GRPs and the science of media buying.
The challenge in marketing is when the science direct marketer researcher measurers need to work with the Chiat Day big picture artists.
June 11th, 2009 at 11:31 am
Hi Seth,
Thanks for the comment and the interesting post. I suppose there are always conflicts when number crunchers and artsy types collide. My viewpoint tends to come from the marketing and communications strategy level, where an understanding of both is essential.
June 16th, 2009 at 8:53 am
Seth and Todd– you are both right, of course.
A copywriter/CD all my life, I had the very interesting experience of teaching a class in Media Planning at a local university. I’ve always told my creative classes that an ad campaign has to do two things to be successful: carry the correct message AND be creative enough to get noticed. Without either, you’ve obviously wasted money.
The media class reminded me that there’s a third leg on that stool: that message must reach the right people. And oddly enough, after years of dealing with subjective likes/dislikes of bosses, clients, their spouses and their next-door neighbors, it was a little bit satisfying to work in an area where success was somewhat quantifiable. A “good job” isn’t quite as much a matter of opinion.
Thus, even the creative guy must admit that we should use whatever science we can to eliminate (or at least control) as many variables as we can as part of the process.
(Just don’t pretend it’s as useful over here on the art side!)
June 16th, 2009 at 8:54 am
Todd – An understanding of both the science and art is essential, but it seems like most people skew to either one side or the other. It seems like a key part of being a good marketer is understanding that there are two sides, and knowing when to ask questions about the side with which you’re less familiar, once you’ve identified where you sit on the art-science spectrum.
June 16th, 2009 at 10:35 am
Actually, I think the Quiznos “Torpedo” campaign is an example of great science, but thin art. (I did a post on it.)
The sandwich itself is a perfect answer to two problems: Quiznos pricey subs (cheaper than Subway’s $5 Foot Long”) and subs in general being messy “on the go food” (it’s neater and easier to handle.) The promotion they have going pushes the travel feature, but the commercial (a talking oven) doesn’t promote EITHER benefit, and isn’t very creative.
Is there a right brain in the house?
June 18th, 2009 at 12:53 pm
Great comments all around. I think the struggle between art and science, specifically when to lean one way or the other, is fascinating. Based on the name of this blog, you probably know where I end up. But I don’t think leaning towards science requires sacrificing good art. I think good science can make art a lot better – by establishing much needed boundaries for creative work.
This comes after a few incidents where I felt as if good artists talked me into great creative concepts that drifted off message, off brand or off purpose (not quite talking ovens, but close). Since then, I’ve added more left brain to my marketing toolkit, and it’s worked for me.
June 23rd, 2009 at 3:05 pm
Todd,
I was doing a post on the latest Taco Bell spot, and it occurred to me that it was another “art vs. science” example. Using the ubiquitous “take a penny” bowl as a way to demonstrate low prices is certainly logical and effective, in theory, BUT…using an unlikeable character swiping pennies from them to finance his food is a big miss on the “art” side, in my book.
June 24th, 2009 at 9:48 am
Hi Mike,
Agreed- I don’t like those ads a bit- and I think the art side is a lot to do with likability. A lot of times when I look at creative, I either like it or I don’t. And often times, I can’t tell you why I like one treatment over another – I just do. I think that’s where a good balance between art and science helps- the definitive science side helps balance out the subjective art side.
July 23rd, 2009 at 1:39 pm
Fascinating observations & commentary – what a happy find to stumble upon this blog today, a month later!
In an effort to provide a viewpoint from an artistic type consumer as well as dabbler in marketing, I am drawn into media messages that appeal to my artistic nature yet balance that by providing something to back it up – that’s where the science comes into play, right? Drawing a conclusion based on that, my two cents would be that knowing the target audience would therefore assist somewhat in guiding how best to balance the art & science needed for any particular task at hand, as it appears that hard & fast rules would not serve the purpose well. Sometimes it seems that it would be appropriate to “skew” to one side or the other depending on the message and who you are attempting to reach with it. But even with all that said, the last comment we all make snap judgments with ads based on our own preferences…but cool to consider how the art & science are working basically at a subconscious level in us to provide that response!
July 23rd, 2009 at 1:59 pm
Hi Lisa,
I’m glad you stumbled here too! The science definitely comes into play once it comes time to back up a message. I’m in the process of writing about this very topic, so I hope you’ll visit again and check it out.
I think it’s important, no, critical, to know thy audience when contemplating the art/science balance. It’s critical to know thy audience for many reasons, but tone and treatment definitely need to be audience specific. As an artistic type consumer, you would probably be turned off by a dry ad that highlights the math or even the logic of a new product, right?
Me, I’m more of a left brainer- so while I use a Mac, the initial pull for me was an ad highlighting the stability of the operating system, not the hip and colorful online demo with people dancing as music, pictures and videos zoomed around the screen. Just an example of how different audiences can strike a different art/science balance.