To the general consumer, the thought of advertising may elicit thoughts of uniquely designed print ads and Super Bowl commercials; thoughts of creative minds with the ability to persuade consumer decisions. For some people, advertising seems to be a strictly artistic discipline when all one sees is the final creative product. In truth, advertising is both art and science – and these seemingly opposing disciplines are necessary to create a marketing campaign that achieves the maximum results.
On one end of the spectrum we have science, the known and the unknown, for the analytical and curious minds looking to uncover unique insights and trends. At the other end lies art, a subjective and ever-changing expression of one’s unique thoughts and imagination in which there is truly never a right or wrong. There are a variety of perspectives on what the core of advertising is, when realistically both science and art’s synergy are central to achieving sustainable, successful strategy and activation.
With art being highly visible and science working behind the scenes, both pillars are needed to build the foundation for a brand. Our President, Sean Cotton, recently said that data is best used as a guide to craft engaging campaigns inspired by the numbers, keeping creative at the forefront while ensuring it is impactful with analytics. Sometimes this synergy is rather simple, when you are working with a full-service agency that puts all the pieces together in-house, but it is often more effective to work separate creative and performance media agencies that both work seamlessly together toward a common goal. As long as both sides of the advertising equation are communicating and ensuring they are moving the brand in the right direction together by prioritizing business outcomes, then the brand will be set up for success.
At Coegi, we are the science fueling the art, digging deeper into the what’s, why’s, and how’s of digital media through robust data-analysis and industry research. The basis for our campaign is research and analysis of our brands’ audiences, then relying on machine learning and human intuition to optimize. However, when it comes to strategy, it all really starts with the measurement framework and ensuring we can understand if the research and thinking we put into action is actually impacting the brand’s bottom line. As a result, this process is not completely devoid of art. In fact, around 75% of an ad’s impact can be attributed to quality creative, according to recent studies. However, great creative pieces need data-driven insights to be delivered to the right audience at the right time. Our teams have to get creative with how and where we reach audiences to make the greatest impact. By laddering this creativity up to the client’s business goals, we can better deliver solutions that make the art work harder for the brand, thus building up ROI. In essence, our strategy is our art.
At the end of the day, effective collaboration is at the core of the art and science of performance marketing. Communication and transparency between departments and our partners offers balance, allowing for seamless work processes and better results for clients. When this is done well, the lines between art and science begin to blur- proving that advertising isn’t just black and white. It’s the molding of colors as the science and art of an agency work together to create a balanced composition that paves the way for brand growth.
“The purpose of marketing is to influence the behaviors of others to bring them closer to your brand, organization, product, or service. The best way to achieve it is to strike a balance between the hard data and evidence that support the best path to take, and the human appeal and creative approach necessary to solidify its impact.” – Eminent SEO CEO, Jenny Stradling
Erin Carley, Account Assistant at Coegi