• Syncology Design

Is Marketing an Art or a Science?

Let's start with the simple definition of Science and Art. Science: "The pursuit and application of knowledge and understanding of the natural and social world following a systematic methodology based on evidence. " Art: "The expression or application of human creative skill and imagination, typically in a visual form such as painting or sculpture, producing works to be appreciated primarily for their beauty or emotional power." To look at where Marketing fits in, each has its merit. Branding, creative campaign, inspirational design, are foremost important in the marketing array that the consumers are attracted to and always will be. But it's very evident and almost inarguable to marketers that the way we measure the success of marketing is very data-driven and so sophisticated that it's virtually a combination of scientific proof of human behaviour, so science it is. Till now, you probably will ask, what is the conclusion then? Let me tell a short story here of one of my client's account. They are a group of absolutely incredible people to work with, passionate, strong head, want to do big things. When they reach out to Syncology, the brand has already been designed (such as logo, colour palette, website). But, here is a but, the client said: why it doesn't feel it is my brand. As I work alongside with this client a bit furthermore, I see the problems, never this clear. If we look at it from an artistic point of view, it did not connect with the brand owner. When we build a marketing strategy, the foremost significant step ZERO is to connect and to understand the spirit of a brand, story behind it, the persona, personality. When it is missing, it is an instant disconnection, and anything designed is standalone. Marketer, who is also an artist, knows how to craft campaigns that talk to its audience's desires, frustrations, fears and many other qualities that make us human. Tapping into our most intimate needs, we can form deep connections with customers with art. We say creativity is vital in Marketing, but creativity is always built on the understanding of its essence that makes people take action Now let's switch to the scientific side, you can say it's about to get boring. But please allow me 15 more seconds to explain why it is even more critical. The brand has been designed and delivered without a solid definition and understanding of the marketing, competition, audience and trending. The brand owner kept on wondering why the attraction was very low, and engagement was never as expected. We don't intend to confuse our customers with all the technical jargons, but the reality is, without A/B testing, you can never prove if your guessing and assumption is right. The measurement of marketing performance always has a scientific element. We often ask mathematical questions to demonstrate the success of a marketing campaign, or prove the results from a spending perspective. I remember a very famous quote: Food is a serious business. Without further dragging this as a debate article, I would like to quote: Marketing is a Science with Creativity simply because it is the most beautiful combination of science and art. #marketing #design #syncology

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