You can never underestimate the power of great experience in driving performance, and great experience comes from uniting art and science. NMPi CEO, Luke Judge, brought his thoughts to the stage at this year’s connect:London.
The Marriage of Art and Science
Art and science complement each other to inspire great work.
Music, an inherently artistic discipline, is filled with mathematics: major scales are based upon the mathematical equation for the 12th root of 2.
Leonardo da Vinci was an extraordinary artist because he was an extraordinary scientist, and his empirical observations of form were the basis for his paintings.
The Fibonacci sequence, and by extension the golden spiral, occurs naturally in anything from sunflowers to galaxies. It is so appealing to the eye that it is the reason behind our attraction to certain works of art, including, “The Great Wave Off Kanagawa.”
So when art and science come together, the result transcends complexity to create something truly beautiful.
It can be hard to think about digital marketing beyond its impact to the bottom line, but we should be striving for truly great marketing that makes us feel something different: be it wonder, curiosity, excitement or fear of missing out. It is those feelings that create an emotional connection with your brand, and ultimately establish customer loyalty.
Our job is to get someone from those moments of wonder to saying “I Do” and making that lifelong commitment.
Bringing the Romance Back
So how do we guide customers from their first search all the way to that final conversion?
Let’s start by dating; you have to meet your customer first at a time when you are relevant to them, so pique their interest on Search. They’ll swipe right when they’re ready. Once you’ve got them interested, it’s time to add some sizzle. With high impact creative you can create excitement. If you’re a retailer, create an environment which allows them to browse shoppable products set within a real-life setting. By creating these real-life environments you can establish your branding and resonate with the consumer.
You then need to spend some quality time together with personalised dynamic creative. This is where you focus on each other’s interests, build loyalty, and extend your relationship. Say a customer put a tennis racket in their basket but didn’t purchase – target them with a discount code on that racquet to encourage their conversion. If they have previously purchased a racquet, instead target them with related products like tennis balls.
After you’ve spent some time in a relationship, it’s time to get engaged. Make sure it’s a great experience; frictionless like the iPhone. You need to be honest and trustworthy, like John Lewis and Marks and Spencers. And you need to be there when they need you like the AA.
If you get the whole thing right, they’re sure to say “I Do”.