Marketing as an Art
The art form of marketing involves many non-verbal communication processes involving subtle and subliminal messages addressing specific audiences. The art form of good marketing consciously and unconsciously creates connections by playing on emotional ties and utilising certain aesthetics, creating involvement between consumers and the advertising. For example the Andrex brand uses some fundamental tools to create emotional ties to their adverts. Their image of a golden Labrador puppy connotes cuteness, playfulness and loyalty, initially from the dog but this symbolises their brand, so ultimately from the company as a whole. This results in unconscious and conscious emotional ties being developed between the consumer and the brand.
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Pieces of art can express a whole spectrum of meanings depending on how it's received by the viewer. Similarly, marketing can be an unique experience depending on individual's reactions to it. Colours are used in order to convey and enhance feelings towards a product, and so the intended meanings are often open to personal interpretation. Although, is it vital that colour gives the correct connotations in order for marketing optimisation?
For example, the colours in the Coca-Cola logo, what do they convey to the audience?
When thinking about the colour red, the representation of power and love often springs to mind. The brightness of the colour has the ability to attract and elevate a product. However, as Coca-Cola is a well known brand the colour red is becoming increasingly associated with Coca-Cola, so the connotations are surpassed by the product itself which then in turn becomes one of the connotations. An unfortunate vicious cycle as advertising is ever more prevalent.
The white writing can imply innocence, and purity. The brand is worldwide so the colour representation needs to have a universal meaning. As the HSBC ads of 2008 demonstrated, meanings of things can differ greatly from culture to culture and regin to region. Some cultures view the colour white as royalty, in others it signifies cleanliness. From Coca-Cola's perspective the colours fit in with their business ethics as being refreshing, inspiring moments of optimism and creating value.
Marketing as a Science
Scientific theories, formulas and research can be used to discover consumer wants that need to be met when marketing for peak customer satisfaction. Can scientific research tap into satisfying consumers? Bruce Marcus, marketing consultant, visualises marketing as a painting where creativity exists on the exterior, although within the interior the scientific approach is vital behind the scenes DNA to result in an overall successful marketing campaign.
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What happens when Science is not applied to Marketing?
The NHS "Get Unhooked" campaign caused fear and dramatic distress to younger audiences. The Advertising Standards Authority banned the posters and the television advertisements from being shown till after the watershed. Meticulous marketing research would have been able to measure behaviour and response levels to the campaign, this scientific approach could have predicted and prevented the public backlash.
What happens when Science and Marketing get the balance right?
Marketing is chock-a-block with scientific equations on their products' packaging as proof of real scientific results, to raise sales and popularity. Boots No.7 anti-wrinkle cream was a successful in that they used science to increase the marketing results and the BBC included the anti-wrinkle cream in their programme showing the scientific evidence of the cream displaying results. Media hype ensued and the cream became very sought after, selling out over Boots stores in the UK.
Decision time
When deciding if marketing is an art or a science Todd Cabral related it to a metaphor of selecting the left or right side of the brain. Both sides are needed together to work concurrently. So does this mean that art needs science as much as science needs art in order for marketing to be successful?
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Marketing concept and philosophy focuses on the idea and viewpoint that all marketing revolves around the customer. The 'consumer is king' in which the consumer must be recognised when considering a product and if customers are satisfied then the profits and goals will have a similar response.
To think of marketing just as an art may be insufficient. When marketing a product on this approach alone the campaign may only provide visual appeal to consumers. On the other hand, to consider marketing as just a science, a product would struggle to succeed if left to an approach simply based on research and data.
The combination of art and science can result in a very effective campaigns, but despite whatever data you collect and no matter how brilliantly creative your ideas are, the end customer is always of greatest importance when developing your marketing strategy.
