A good modern marketer is able to merge data with art, logic with imagination, and fact with hyperbole. Modern marketing should be a combination of both right- and left-brain marketing tactics.
Left-brain marketing includes marketing automation, analytics, and consumer insight gained through data and numbers. It’s often thought to be a “black and white” approach lacking in passion. Meanwhile, without the “color” that right brain marketing provides, pitches would be without zest and personality, failing to capture or excite a prospective client. If a campaign doesn’t tingle your senses and thrill your mind, then it is lacking in the “color” or creativity component.
In today’s marketing environment there is no room for marketers who perform by isolating one side of the brain; the best modern marketers aptly blend both.
I’m not the only one who feels this way. Sheryl Pattek, Forrester analyst and CMO blogger, recently echoed this sentiment in her article “2013 B2B CMO Imperatives,” which pinpoints 3 key trends:
- Use data to define the customers to obsess over and how to deliver value to them.
- Optimize marketing automation investments beyond email management.
- Activate a content marketing strategy across traditional and digital channels of communication.
While marketing automation requires left-brain analysis, content marketing employs right-brain creativity. Interestingly, the final criteria Sheryl discusses engages both sides of the brain. Focusing on data spurs customer insight, which helps drive persona development. In the end it takes right-brain analysis to put a face on the numbers and to understand the human aspects of your target audience.
As Sheryl states, “The ability to look beyond data to discover underlying patterns and trends creating actionable data-driven insights must be a part of the 2013 team’s core skills.” This perspective impressed me and affirmed my thoughts, since I also feel that the days of using a one-sided approach must be left behind.
Using both right and left brain allows for a harmonious blend of art and data, just as good marketing should be. Emphasis on data spurs clear strategy and insight, while artistry captures attention and drives change.
I recently came across an interesting Marketo infographic that illustrates ways to identify right-brain vs. left-brain marketing. I definitely recommend checking it out, but keep in mind that the best marketing uses both lobes of our brains, rather than relying on one or the other.
What do you think? Is one side of the brain put to use more when it comes to marketing?