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What?s More Important To Marketing Success ? Science Or Creativity? Marketing Articles | November 6 Wholesale Nike Shoes Free Shipping , 2008
Marketing is increasingly viewed as a science, where sophisticated modelling and data-driven decision-making are taking centre stage. Against this backdrop, has creativity become a less important m...


Marketing is increasingly viewed as a science, where sophisticated modelling and data-driven decision-making are taking centre stage. Against this backdrop, has creativity become a less important marketing skill? It has certainly been argued that marketers come in two shapes ? the scientist and the artist. My contention is that significant marketing success requires a careful balancing of both Wholesale Nike Shoes Online , and that neither is the superior marketing skill.


In a previous article (What to Say When), I outlined the key steps in an effective sales funnel, and the role of marketing at each stage. So, working on the assumption that a decision to buy starts at awareness, let?s also start here in reviewing the relative roles of science and creativity on marketing success.


In my first major agency role with Mason Zimbler (www.mzl) Wholesale Nike Shoes China , our MD used a simple equation to set the scene which has stayed with me ever since:


Frequency x Impact = Awareness


The premise is that if either element is out of balance, your chances of success are limited. It is a simple concept. In regard to frequency, think ?it takes more than one drip of water to get wet?. The Chartered Institute of Marketing in the UK suggest that it takes three sightings of an ad to really notice it. When we talk about impact, the most important element is relevance ? did your ad, email Wholesale Kids Nike Shoes , banner, blog, etc strike a chord with the recipient, if not they won?t notice you. (There?s also more on this in my article ?what to say when?). So, if your piece is dull and irrelevant Wholesale Womens Nike Shoes , your audience will not see it. Or, if your piece is stunningly relevant, but they only see it briefly, you?re unlikely to really get the message across. Taking these two elements as our bases for comparison, we?ll review the contribution of science and creativity to each.


The scientific approach to communication frequency:


The scientific approach to managing the frequency of your marketing messaging is to model an ideal contact density for each segment or Wholesale Mens Nike Shoes , in highly sophisticated set-ups, for each individual. That is the number of touches that person, or group of people, typically require in order to respond. This enables the marketer to develop a communications plan that ensures the optimum number of touches. Large consumer organisations, like banks Wholesale Nike Shoes , also use this technique to ensure that their customers aren?t over-communicated ? having observed that over-communication can trigger complaints or defections, smart technology-driven rules are applied to ensure that this risk is minimised.


The creative approach to communication frequency:


A creative approach to communications frequency is to think laterally. The best example of a really creative approach to this is the innovative use of ambient media. By putting themselves in the shoes of the audience, a creative team will dream up highly creative media placements to ensure that the message gets to people regularly. For example, the National Union of Students in the UK ran a highly successful campaign highlighting the risks of sexually transmitted infections by stickering ten pence pieces and dropping them in student union bars. This is creative thinking on many levels ? firstly the location, then the assumption that a student would pick up a stray coin Cheap Nike Shoes Free Shipping , and the association of the money having passed through many hands linking directly to the message itself. Another example of this is the use that Amplex deodorants made of placing their ads on the hanging hold bars on underground trains and busses ? we all know how unpleasant it is to be on crowded public transport where someone nearby has a body odour issue. Creatively tapping into this gave Amplex a highly creative media placement opportunity ? putting the message right in front of their audience every time they travelled through London. By mapping out a buyer?s journey and thinking about how to get your message across creatively at each point, you can vastly increase your opportunity-to-see.


The scientific approach to communication relevance:


Scientific marketing has increased the likely relevance of marketing messages exponentially in recent years. The ability to analyse and overlay various data sources to build up a rich picture of your audience, and indeed each individual in that audience, is immensely powerful. Sophisticated optimisation techniques can tell you what to say, when to say it and even which medium is most appropriate for a particular segment or person. The various data strategy awards are littered with excellent examples of this approach.


The creative approach to communication relevance:


When it comes to creativity and relevance Cheap Nike Shoes Online , we need only look to viral marketing for lessons in why creativity is essential. The Cadbury Gorilla ad would never have come about by virtue of scientific messaging development. Marketers need to remember that they are talking to people, with feelings and a sense of humour. We also all know that a recommendation from a friend is vastly superior in terms of our likelihood to listen than an official piece of marketing. As such, tapping into word of mouth is essential and creativity is king in the ?click to forward? world. The earlier examples of creative media placement also show how creativity can increase relevance by being appropriately positioned to amplify your message.


Balancing and fostering a healthy mix of marketing skills:


Having merely scratched