sys: 3 brands who have mastered marketing science and art.
marketers will face many challenges in 2023.
The year has been a heady mix of uncertainty and excitement, from economic volatility to the growing complexity of technology, and even changes in privacy policies. This year has brought a mix of excitement and uncertainty.
It is particularly true for marketers who have been forced to adapt strategies and tactics on the fly to meet ever-changing business goals.
This has, at the very least, forced marketers to rethink the art as well as the science behind the campaigns that they build, plan and execute.
Unpacking marketing
It is still true that the old adage “marketing includes both art and science in equal measure” holds true. Let’s define “art” and science to better understand what we mean.
- The art marketing is all about attracting customers and creating experiences that customers enjoy. Consider content, channels and creativity.
- While the science behind marketing may involve some creativity, it is primarily concerned with “how” and “why”. This is where science comes into play. Consider data and IT, as well as measuring revenue impact.
Brands who have mastered the art and science blend
The following brands are real-world examples of successful brands who have successfully blended the art and the science of marketing:
Reformation of the “text message that was heard around the globe”
The sustainable fashion brand reformation used SMS to engage its mobile-first audience of Millennials and Gen Z while remaining true to their brand’s voice.
The brand achieved 96% CTR by combining provocative and non-promotional creatives with smart targeting.
BrandAlley: advocacy data, supercharged growth
Cost of acquisition vs. customer retention is an important conversation, especially in light of the tightening of marketing budgets.
BrandAlley, with the help of Mention Me, combined advocacy data and personalized content in order to lower acquisition costs. This fueled customer loyalty campaigns which reward customers for generating revenue via referrals. This is an excellent example of art and science working together in marketing.
Ochsner Sport Personalization Journey
Ochsner Sport, Switzerland’s biggest sporting goods retailer felt pressure to improve its personalization in recent years. The company achieved this by balancing two key things: the science and art of using data to unlock customer centricity, while also building a cross functional personalization program.
Hear directly from these brands
SAP Emarsys’ Omnichannel masterclass will feature these brands, as well as many others, at this year’s Power to the Marketer Festival.
Discover how innovative brands and leading brands are elevating marketing.
Masterclass on Omnichannel Marketing for Marketers, June 7-8
Day One is about art and you will get insight on topics such as:
- Learn how to master SMS and reach new audiences
- How to improve customer loyalty
- Redefining value exchange to improve customer data
Day 3 is about science. You’ll learn:
- How marketing and IT can work together to drive CX innovation
- Utilizing data to increase customer referrals
- Build a personalization cross-functional program
To register for the Omnichannel Masterclass or to find out more about the speakers and topics, visit the event registration page.
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