Magic vs. Logic - Balancing the Art and Science of Successful Marketing Campaigns
Artistic and scientific thinking, also known as magic vs logic, is a marketing avenue that all successful marketing managers must be capable of.
The artistic side of your marketing campaign, aka ‘the magic’ is the emotional engagement your brand achieves with its target customers. Therefore, the scientific, aka ‘the logic’ aspect of a campaign is the technical side of marketing ie, are your brand campaigns consistent? Are you meeting those KPIs by adopting effective, technical marketing strategies?
It’s almost like the two sides of the brain - the creative right and the logical left - and you need to own them both.
What skills do artistic and scientific marketers need?
There is a certain skill set that marketers who hope to nail this type of marketing need to have. Take a look below and see if there any areas where you feel you could develop.
The ability to listen to both heart and head
The heart and the head are terms used to describe actions backed by emotions and also actions backed by logic. Emotions are usually what generate those magical ideas, the ones you’ve never thought possible before - and it’s the head that reels them in and asks vital questions such as - is this achievable and will it generate the results I need?
Chances are, you need to answer to someone higher in your company, and you require results from your marketing campaigns to prove that you and your team are delivering. Therefore, you need to be both creative and logical - and to do that you have to have the ability to listen both your heart and your head.
The ability to understand what customers want
The customer is the most important part of any marketing campaign - and when it comes to delivering a successful marketing campaign it’s vital that you understand what it is they respond well to. A great example of a magical and logic campaign that understands customers is from Xbox. They were recently promoting the latest Tomb Raider game, and they created a billboard complete with living people who were then pelted with snowballs. The idea was to see who could last the longest, and with a live stream the campaign quickly went viral. Take a look at the snapshot below!
What’s great about this campaign is that it’s fun but also understands the target audience. And the live stream ensuring the marketing campaign reached far and wide.
The ability to analyse the results
Analytics are wonderful - we’re sure you’ll agree - and to have an effective campaign you need to be sure that you can both perform and analyse the results. Google Analytics, Sprout Social and other platforms provide reports that will allow you to monitor campaigns. Setting up tracking UTM codes in your web links can also ensure you’re able to monitor click-through rates from your campaign adverts. All these will allow you to assess what is and isn’t working.
The ability to respond in real time if it isn’t getting the right results
We know marketing managers are busy. Here at Pixel8, we’re often enlisted to help some of the biggest brands in the UK to lessen their work-load and provide innovative results. But one of the best things about modern day marketing is that brands can respond and shift in real time if they aren’t generating the results they want.
Analytics are to hand, especially in digital, and it’s clear to see if a campaign isn’t performing. Therefore, to deliver an effective artistic and scientific campaign, it’s important to monitor them and make adjustments in areas that aren’t going to hit those important KPIs.
Where can marketing managers seek help when it comes to artistic and scientific thinking?
You may have been able to tick off every single one of the above skills required for scientific and artistic marketing, or you may not.
The great thing about marketing is that there’s always something new to learn: a new development to conquer and adopt into your strategy. So with that in mind, we recommend doing the following to ensure you’re heading in the right direction.
Keep a notebook handy
The truth is, you never know when inspiration is going to hit. It could be when you’re in a meeting, or it could be at 2am when you can’t sleep one night. Because of this, it’s always important to keep a notebook to hand.
You’ll be able to store all of your juicy ideas together in one place, and refer back to it at a later date if you need an innovative campaign idea yet are struggling to think of one on the spot.
Speak to other marketing specialists
Another way you can approach a creative and scientific campaign is by enlisting external help. Agencies are specialists in this area - and they know what it takes to generate results because results are the lifeblood of their business. If they don’t perform for you, you’re not going to return your custom. Therefore, agencies can be a great help when it comes to creating these artistic yet logical campaigns.
If you’d like to see an example of how a strong agency should perform, take a look at our recent #MCR2Rio campaign we put together for Eastlands Trust. We generated a reach of 7.3 million in just two weeks!
A strong team with strengths in different areas
One of the best ways to channel both artistic and scientific marketing ideas is to have a strong team around you. Chances are, some employees will be more creative than others, and other team members will be able to think logically about the ideas presented. It’s also handy to have a team of experts for all parts of the campaign. Whether it’s content, social media, SEO or design, it’s incredibly important to have a team who can contribute their strengths in a variety of areas.
How to brief an agency to ensure they deliver on both artistic and scientific fronts
The truth is, a good agency will deliver a marketing campaign that’s both artistic and scientific without being asked - but your role as a marketing manager is to make sure you create a bulletproof brief that has your objectives at the heart of it.
By that, we mean that it’s important to discuss thoroughly with an agency what it is you want your campaign do to and how you want it to do it.
Communication is key, because without it, an agency can’t be expected to deliver what you’re looking for. It’s a collaboration, a joint effort - and a sharing of thoughts, ideas and experience. And this altogether is what makes an effective campaign.
Below we’ve gathered a step by step plan for briefing an agency so that next time you’re working on a creative campaign, you can generate the results you need.
1. Listen to the pitch and research the agency
It’s always important to thoroughly dissect an agency pitch to see if it compliments you own marketing ideologies. As well as this, it’s a good idea to look back at previous clients they've worked with and their case studies. You’re looking for someone who can easily drive the results you need.
2. Provide an agency with everything they need to do their job
One of the areas where agency and client relationships can falter is lack of communication. Here at pixel8, we take the time to get to know your business and make sure we’re on the same wavelength. And for a brand to help with this, it’s a good idea to provide an agency with everything they need to do their job including the likes of your brand guidelines.
3. Give them a written brief to refer to as they work through the project
A written brief can also assist with communication. There’s no room for an error if an agency have exactly what you want to hand, written down in black and white.
4. Be honest
If you don’t like it, say so. You’re paying the agency to deliver and they will bend over backward to ensure you receive the work you need. Chances are, if they’re professional, you won’t need to have this honest conversation - so make sure you choose an agency with a good track record!
5. Be open minded
When approaching an agency, chances are they’re going to have a lot of ideas. Sometimes, there are so many it’s hard to know where to begin, but what a marketer needs to do is keep an open mind. A good agency has worked on hundreds of campaigns before, as have you, but there’s always something a client and agency can learn from one another. Therefore, for the best joint campaign possible, it’s important for both parties to be open minded. This is, after all, about working together to generate results.
Artistic and Scientific Marketing at Pixel8
Here at pixel8, we’re both creative and logical, and we know how to deliver campaigns that are a little different and cut through the noise of competitors. Not only that, but results are at the core of what we do, we’ll eat our hat if we don’t drive return on your investment and exceed expectations.
We thrive in destination marketing, and can capture your brand’s magic whilst always maintaining a scientific eye.
Feel free to call us on 0161 228 6489 if you have any questions or queries!