‘Why There’s No Such Thing as Being Too Obvious in Marketing’ – Convince & Convert Blog
Jeffrey L. Cohen says, “Lately, many people describe marketing as part art and part science, but that feels like an oversimplification of what we do. The art side of things is the creativity required to conjure a compelling message, develop stunning visuals, or even design a thing—whether physical or digital—that stops a prospect in their tracks. The science is shorthand for the fact that we are now required to use data.
This is not a bad thing because it makes marketers focus on outcomes. If your outcome is not measurable in some fashion, it is hard to know if your efforts were a success. It also makes it hard to know what you should do next time—the same thing? Something different?
It doesn’t matter if your marketing is deployed with pixels or paper or pavement. You still need to follow the key principles of marketing: Who is your audience? What do you want to tell them? What action do you want them to take? How do you measure success? Each of those elements may be made up of multiple tactics, which could require months of planning, but it really all boils down to these parts”.
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