Marketing: Both Art and Science

Marketing is truly unique in that it is both art and science. Very few professional disciplines can make this same claim.

Most business disciplines rely primarily on science. Accounting and Finance are mostly numbers. Successful Operations relies on the application of math and science. There is some artwork to Human Resources, but it is mostly the application of the science of human interaction. Even Strategy is something that is planned only after significant data crunching and investigation.

Outside of the business world, it seems that most professional disciplines are either art or science, but not both. Musicians, painters, performers and other artists understandably lean mostly upon art. Politicians, lawyers and civic officials are wise to use math and science, but their artistry is in relationships and negotiations. Medical professionals and researchers depend heavily on science for obvious reasons. Teachers might be the closest thing to marketers in that they must balance both art and science, but even the best teachers are communication artists.

But marketers? Marketers straddle the line between art and science. On one hand, a marketer must understand that s/he must create a new, unique and powerful message or image that will cut through the clutter of everyday life. This requires great artistry and great feel. Not everyone can create a “Purple Cow” as Seth Godin coined.

On the other hand, a marketer must grasp the math behind marketing. It is mostly a numbers game in that the more messages you broadcast, the more brand awareness you create. This number can be better understood when campaigns are measured, scientific principles are applied and decisions are made based on data. Without science, even the most artistic marketing campaign will not pervade the marketplace.

So make sure that your marketing is both art and science. Create messages and images that are appealing from an artistic perspective. Test those messages and images with scientific data gathering. Science can tell you a lot about the art and vice versa. Future decisions can then be made based on both numbers and feel. If a marketer has both data and instincts, success is not far.

In all, marketing genius is not so unique if the right balance is found between art and science. While not easy, it is very possible for both small and big businesses.