Much has been written about it challenges vendors face off in 2023.
From economic volatility and increasing technological complexity to changes in data privacy policies and exponential improvements in AI (yes, ChatGPTtalk about you, again!), this year has been a heady mix of uncertainty and excitement.
This is especially true for marketers, who have had to course-correct on the fly and adapt strategies and tactics to accommodate ever-changing business goals.
If anything, this has forced marketers to rethink both the art and science of the campaigns they plan, build and execute.
Unpacking the art and science of marketing
The old adage that marketing is both science and art in equal measure still holds true. To understand this better, let’s first unpack what exactly we mean by “art” and “science.”
The science marketing can certainly involve creativity, but it’s mostly about the “how” and “why” of what you’re doing. This is where science comes in. He thinks data, IT and technology, and measure revenue impact.
Brands that have perfected the mix of art and science
When it comes to real success stories of brands that effectively combine the art and science of marketing, the following brands stand out:
Reform and the “text message heard around the world.”
Sustainable fashion brand Reformation they harnessed the power of SMS to engage their millennial and Gen Z-first audience while staying true to their brand voice.
By combining provocative, deliberately non-promotional creative with smart targeting, the brand created the “text message heard around the world,” achieving a 96% CTR and 963x total program ROI in just six months .
BrandAlley, Advocacy Data and Supercharged Growth
The cost of acquisition versus retention is a conversation that has become especially relevant in the face of tighter marketing budgets and smaller teams.
To reduce acquisition costs, BrandAlley (with help from Mention Me) combined advocacy data with personalized content to fuel customer loyalty campaigns that reward customers who generate revenue for BrandAlley through referrals. This is a powerful example of the art and science of marketing working hand in hand.
The personalization journey of Ochsner Sport
As Switzerland’s largest sporting goods retailer, Sports Ochsner has felt the pressure in recent years to up its customization game. They achieved this by doing two important things: balancing the art of building a cross-functional personalization program with the science of using data-driven insights to unlock true customer centricity.
Hear these brands first hand
SAP Emarsys will showcase these brands and many more at its Omnichannel Masterclasswhich is part of this year’s Power to the Marketer Festival.
See how leading brands and innovative marketers are elevating the art and science of marketing.
Power to the Marketer Omnichannel Masterclass from June 7 to 8
Day 1 it’s about art and you’ll learn about topics like:
Mastering sms to reach new audiences Refine customer loyalty to increase retention Redefine the value exchange for better customer data
Day 2 it’s all about science and you’ll learn about:
To join the omnichannel masterclass event or to learn more about speakers and topics, visit the event registration page.
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