As a professional marketer, I like to think that marketing is equal parts science and art. Like with science, you need to form conclusions based on observable data, and gradually refine your processes to get the best results. Like with art, you need to be creative and harness the power of your own ingenuity to achieve something great.
Despite my philosophy that scientific processes and artful approaches will always yield tangible results, the reality is that marketing is somewhat unpredictable. Audiences can be researched and marginally understood, but they can’t be controlled or predicted, and as a result, marketing deviates from the science/art approach and becomes something more akin to a gamble…
