Is marketing an art or a science? The answer is yes. Marketing is both -
an art and a science. Enjoy this point and counter point about the art
and science of marketing. Use the strengths of both arguments to better
understand and improve your marketing.
Marketing is a science because marketing is about understanding and
influencing behaviors. Psychology, the science of behaviors, studies how
people react to certain stimuli in predictable ways. This is similar to
Newton's' third law - cause and effect. For every marketing action
there is a reaction. The science is in anticipating the reactions to
Marketing is an art because marketing is about appreciating the
nuances of human behaviors. Beauty is in the eye of the beholder. Beauty
Marketing is a science because marketing is about measuring and
analyzing the numbers. How many prospects do you reach? How many people
read your message? How many do you convert to buyers? How much do they
spend? How many buy again? These are mathematical questions and answers
and important to the success of your marketing. Math and accounting are
important sciences to your business.
Marketing is art because marketing is about creating a demand for
your product. Some of that demand is immediate and some of it is in the
future. You can try to use science to predict the future part but you
might pick a number based on art. There is always an unknown aspect that
we attribute to art.
Marketing is a science because the most common question is "How much
money should I spend on marketing?" The business owner and the
accountants want the answer to this question. It's a good question but
the more important question is, "What return can you expect from your
marketing investment?" That's an important question and it is measurable
Marketing is an art because there is the issue of branding which is
difficult to measure. To generate a good return on your marketing
investment requires a creative approach. That means that you need to
apply the art of marketing. That is difficult to measure but it is
Of course the argument of science versus art could go on. Is it art? Is it science?
I believe that many marketers try to portray marketing as art when
they can't measure their results. Hence they give up responsibility for
their marketing programs. They suggest that marketing is all chance.
Many self-declared branding experts talk about the art of branding and
refuse to face the science of measurement. Don't be fooled by that hocus
I believe that marketing is a science that should draw upon the
art. Never let art dictate the direction of your marketing. Use science
to determine major decisions and use the art for the nuances.
Is marketing a science or art? I believe that it is both art and
science. Most importantly the science should lead and measure; the art
should inspire and create.