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Blending Art & Science: The Challenges of Marketing in 2023

Much has been written about the challenges marketers are up against in 2023. From economic volatility and growing technological complexity to changes in data privacy policies and exponential improvements in AI, this year has been a heady mix of uncertainty and excitement. This is especially true for marketers, who have had to course-correct on-the-fly, retro-fitting strategies and tactics to accommodate ever-shifting business goals.

If nothing else, this has forced marketers to rethink both the art and the science of the campaigns they plan, build and execute. To better understand this, let’s first unpack what exactly we mean by “art” and “science.” The art of marketing is essentially all about reaching customers, and creating brand experiences customers love. Think content, channels, creativity, and connection. The science of marketing can certainly involve creativity, but it’s primarily about the “how” and “why” of what you’re doing. That’s where data, IT and technology, and measuring revenue impact come in.

When it comes to real-world success stories of brands that are effectively blending the art and science of marketing, Reformation, BrandAlley, and Ochsner Sport stand out. Sustainable fashion brand Reformation harnessed the power of SMS to engage their mobile-first, Millennial and Gen Z audience while staying true to their brand voice. By marrying provocative, deliberately non-promotional creative with smart targeting, the brand created the “text message heard around the world,” which achieved a 96% CTR and 963x total program ROI in just six months.

BrandAlley, meanwhile, married advocacy data with personalized content to fuel customer loyalty campaigns that reward customers who generate revenue for BrandAlley via referrals. Switzerland’s largest sporting goods retailer, Ochsner Sport, has felt the pressure in recent years to up its personalization game. They achieved this by balancing the art of building a cross-functional personalization program with the science of using data-driven insights to unlock true customer centricity.

SAP Emarsys will showcase these brands and many more at its Omnichannel Masterclass, which forms part of this year’s Power to the Marketer Festival. Day 1 of the event is all about the art and will cover topics such as mastering SMS to reach new audiences, perfecting customer loyalty to increase retention, and redefining the value exchange for better customer data. Day 2 is all about the science and will cover topics such as how IT and marketing can drive CX innovation together, leveraging data to drive customer referrals, and building a cross-functional personalization program.

To join the omnichannel masterclass event or to learn more about speakers and topics, visit the event registration page.

Originally reported by Martech:
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