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Why Both-Brain Marketing Isn’t Enough in 2015

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AnonymousBy Swetha Venkataramani 4 years ago
Home  /  Marketing  /  Why Both-Brain Marketing Isn’t Enough in 2015

Welcome to the age of the super marketer who is creatively analytic or in other words, a marketer who effectively uses both brains! This super marketer is actually an alchemist who can blend hard numbers or data with creativity and imagination. The results of such alchemy are slick marketing campaigns and dynamic projects  that positively impact a company’s bottom line. But now, with big data getting unmanageably bigger, the overwhelming number of marketing tools and channels, remote team members and, target markets getting more complex, is the use of both-brain marketing alone enough to create a super marketer? 2015 may very well be the year when super marketers will need a certain x-factor in order to become truly extraordinary.

Both-Brain Marketing Isn’t New

The term both-brain marketing started gaining popularity in the latter half of 2014. It means that a wise marketer needs to use both the left-brain, which is analytical and the right-brain, which is creative. Many marketers and bloggers have since gone on to talk about both-brain marketing as a brilliant new phenomenon. While the term both-brain marketing maybe new, the phenomenon however isn’t. [Tweet “In reality, effective marketing by default is a both-brain function!”] In modern business, no true creative marketing endeavor can take flight without being backed by logical analysis. Right from a simple newsletter or a blog post, to a bigger marketing conference, every creative marketing effort needs to be backed by strong logic and vice-versa. The time now is ripe for marketers to go beyond just both-brain marketing, something that they have been doing from day one.

Mortal marketers are inherently super!

But what makes a marketer “super”? A marketer needs to be skilled at handling every imaginable social media network (there are 100s!), use the right tools for marketing (there are 1000s!), deal with a complicated love-hate relationship with sales, drive revenues, interact with the press, know basic graphic design and coding, create reports, strategize and execute, cut through the noise thanks to the explosion on content marketing, and most all, still use a balance of both-brains while performing these tasks! If all of those tasks aren’t enough to make a professional super, I don’t know what is! And here’s a fun fact, recent research is proving that the idea of left and right brains is actually a misconception.

A more logical categorization when it comes to marketing maybe a Marketing Super Artist and a Marketing Super Scientist. This infographic serves as a helpful description of  the differences between marketing artists and scientist.

Marketing-Scientists-vs-Marketing-Artists

Source:Cool Infographics

The Super Artist

The Super Artists of Marketing are the ones who drive initiatives such as content creation or graphic design. They build collateral and often offer support at an execution level.

The Super Scientist

A Super Scientist of Marketing pays more attention to the numbers, hard facts and data. This professional often offers support at a strategic level, while still lending a hand in execution when needed.

Needless to say that great marketing teams will have the right mix of both marketing artists and scientists.

The Essential X-Factor to be an Extraordinary Marketer

So in the convoluted world of marketing where colors and numbers are used, where imaginative graphic designers, savvy content creators, smart product marketers, CMOs, and global teams collaborate and execute a shared vision, what really does it take for a super marketer to become extraordinary in 2015? Insights – gathering continuous, real-time insights at Internet speeds! Marketing teams and marketers today more than ever, need to continuously assess themselves, create a scorecard of sorts to see how they are performing in a rapidly changing landscape. A marketer needs to assess his/her skills, the team’s strengths and weaknesses, and how the team is aligned with other departments in a company. These insights have to be crowdsourced from people both in and out of the marketing team, and across geographies when applicable.

[Tweet “Consistently crowdsourcing insights is the only sure way that a marketer can see what realities they face.”]It is the only way to make changes and stay relevant to the target market. Here’s an example of a marketing team’s scorecard from one of our Fortune 500 client. By gathering insights from all of the members of the marketing team, leaders were able to see where they are doing really well, what they can improve, and how they can get there.

There hasn’t really been a tug of war between the two hemispheres of a marketer’s brain. The real tug of war has been between what a marketer thinks are the needs of a target market versus what actually is a consumer’s need! Many teams and companies find it challenging to find the right mix of artistic and scientific marketers who can come together to successfully understand the real needs of the target market. To do this, marketers need to gather insights from real people to generate a real understanding of the realities they face. Understanding where perceptions meet reality and adapting to the market accordingly is the key to a successful marketing team. Without objective evaluations, this is impossible. Clear, consistent, and repeated assessments will yield considerable strength. Here’s to more crowdsourcing marketing insights and extraordinary marketers in 2015!

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 Swetha Venkataramani

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