Alright there is the artistic world and the science world that we view everything in. What I mean is the ecosystem in which we fit in decides how we would look at things around us and interpret it. Makes sense? Let me put it into perspective.
In the scientific world we have explanation for everything (well most at least). Why does the sun rise from the East or rather it doesn’t rise but Earth rotates to expose different geographies to the light emitted from the brightest star in our galaxy. Positions are relative to each other in this world. Science can explain light, dark, hot, cold, wet, dry and anything else that our brain is capable of thinking. Heck it can even explain how the very brain works. But when it comes to the artistic world, we are looking at a different setting altogether. It perceives the human mind, not so much of the brain (thankfully it accepts the existence of one). Most things are feelings. Whether it is dry, hot, wet, cold. People feel it. The body the mind feels it. The sun rises, we are stationary while things around us move. There is sadness, love, hope and much more.
And then there is a marketing world that we are so fond of! At least I am. So how do things work in the marketing world? Let’s take a look.
Marketing by itself is a science. There is a deep study behind every action that is initiated in the marketing world. The theories have been researched, the calculus proven, the theorems have stood the test of time and yet new experiments are undertaken everyday. A whole lot of contributors in this field are trying to add value to the existing and yet others who merely manipulate the ground rules of this science to achieve success. But a closer inspection will tell you a different story. Most of the things in this world are make believe. Nothing that you do can be proven yet the mind accepts it, wants to experiment with more. Everything is relative. It is a perfect setting of the artistic world that a lot of things in marketing are dependent on hope. It depends on how the audience will react. It is so much like performing on a stage in front of a live audience. Only in this case the audience is yet to buy your ticket. If they like your performance you will not only be applauded but will further your cause amongst them. But what will please their ears comes from a little bit of practice & experience. The odd grey hair helps.
But the science part of it says that if the experiment fails, try it with a different set of assumptions or perhaps use a different technique and you will succeed. Much like Thomas Alva Edison said “If I find 10,000 ways something won’t work, I haven’t failed. I am not discouraged, because every wrong attempt discarded is another step forward”. Marketing is a big deal. It harps on the fact, that what you portray is felt by the observer in the right way. This will decide the success or failure of the experiment. Not only did Toyota contribute to the environment with its hybrid vehicle PRIUS but also successfully marketed it as the environment friendly cars to make it to the top 10 amongst American cars. It is not a standalone thing. It works in the true world through interaction. Marketing is thus a culmination of both the worlds.
Thus a marketer can be best described as a scientartist painting the canvas with brush of experiments, hoping they are successful. And that works!
