Marketing is about identifying the human needs and satisfying them through products and services. Does it sound easy? Of course not. The major challenge lies in ‘finding the needs’ as unlike in case with psychologists, where the customer (patient) has taken the first step of acknowledging the problem/discomfort and has thereby consulted the psychologist. Upon further probing by the psychologist, they will soon uncover the problem and get the desired solution. But in Marketing, the customer doesn’t even know about the problem or the inherent need. Then how will a marketer identify? Is he/she a psychologist with a sixth sense? The answer is NO. There is an ‘Art and Science’ of identifying these needs and providing the solution.
The right side of the brain helps in the Art of marketing as you create a demand for your brand/product through your creativity and ideas. One needs a certain level of imagination to understand why a consumer will like your brand/product. Few key questions we ask are: What are the emotional touch points? Which visuals will appeal the most? How does the consumer behave? What is our brand/product story?
The Science of marketing is the left-brained side of the equation. It rationalizes our creativity and helps us arrive at a decision. Analysis of historical and present data helps us make more informed decisions for the future. Few key questions we ask are: Which touch points will give us better ROI? What is the purchase history of the consumer? Which are the most efficient ways to launch the brand?
In the past, Art was more important to make a difference. With changing times where there is already too much clutter and choices for consumers, data driven marketing strategies help gain a competitive advantage and make better decisions for your company.
In this page, I will be sharing few of the key marketing concepts which have become increasingly relevant in today’s world and should be practised by every marketer.
Voyagely 