We’ve been looking lately as some of the upcoming marketing conferences here in Toronto, and the Art of Marketing show in March caught our eye. It looks like a great show, but it made us start to think.
One of the interesting things for us at iterro is that so much of our efforts go into developing what we could call the “Science” of Marketing. Marketing has always been considered a very “right brain” activity, attracting the creative and inventive artistic types. And yet, as one of the greatest cost centers for most companies, marketing directors tend to be very data-driven and results-oriented, which means that marketing tools have to be “left brain” and focused on statistical results.
Most marketing planning starts in a place of logic – we have this promotion or that product to push out to our market. From there, it goes into an artistic development phase, where brainstorming and preliminary creatives are completed. Then the process bounces back to testing and/or rollout, which is again a left-brained activity.
Few clients have the tools to execute campaigns quickly and efficiently, which makes the creative vs logistics process so difficult and time consuming. The entire purpose of MarketingBox is to bridge that gap between art and science for marketing executives and to give them the tools to push their very best creative brand messages out consistently, affordably, and with measurable results that prove ROI.
Perhaps we should start a conference on the Art and Science of Marketing?