Combining Art and Science at connect:London – Part 2

This is the second edition of our coverage of Luke Judge’s presentation at connect:London. Last time, we looked at how art and science complement each other to inspire great work. When they work together, they can transcend complexity to create something truly beautiful. As a marketer, we should be using these moments to get potential customers from moments of wonder to the “I Do” moment.

In the second half of the presentation, we look at how the current technological climate has allowed us to unite media, creative and technology in order to deliver experiences that delight audiences.

The Creative Renaissance

Reaching the “I Do” moment has never been more promising. Once upon a time, technology could only support media or creative, never both. Now, however, we are on the cusp of a creative renaissance, where our technology has matured enough to give us a unique opportunity to bring together media, creative and technology in new and exciting ways. From the first banner ad in 1994 to the launch of social advertising in 2006, all the way up to the introduction of DoubleClick Bid Manager in 2012, we’re now at a place where programmatic bidding is everywhere.

We’re moving into a new phase of interconnectedness where data and measurement bind media, creative and technology together. There has never been a time when we have had such powerful tools to deliver experiences that delight our audience.

The Marketing Symphony

With all of this in mind, how do you get started?

Think of the modern marketing mix as an orchestra, with an effective CMO as a conductor as they piece it all together to deliver a great experience for their audience. Data, creative, tech. media and measurement all make up different sections within the orchestra: woodwind, brass, strings and so on, and each one needs their own time to shine.

  • Data – Your Violin Section: Use data to garner learnings about a target audience and create a segmentation plan to deliver results. Data comes in many forms, it’s up to the marketer to collect and unite what’s relevant.
  • Creative – Your Woodwind Section: In the same way that the woodwind section often leads the melody, creative leads your campaigns. This is where we pick the formats that will appeal most to the audience.
  • Tech – Your Percussion Section: This gives us the right tools to monitor your creative formats, underpinning everything that we do. From setting up and managing our campaigns to the measurement of their performance, we couldn’t do any of this without our technology.  
  • Media – Your Brass Section: Media gets your campaign out into the world; finding the right audience at the right moment, with minimum waste, at the best possible price.
  • Measurement – Your Lower String Section: The strings sit at either end of the orchestra, and measurement is the twin to data. You rarely find violins without a double bass, and you won’t find data without measurement. This allows you to demonstrate your performance, supporting your entire marketing symphony.

In any given symphony, different sections will need to be showcased; focussed on; brought to the forefront. As a skilled conductor can control the whole orchestra while also bringing out the melody, a talented CMO has complete oversight of the marketing mix, knowing exactly the right time to bring out different elements.

Always remember…

Our key takeaways are simple. Use data to get to know your audience. Tell them a story that sparks an emotional response and use creatives which build on that connection. As you’re taking stock of performance, measurement will be important but remember to trust your instincts. Then you’ll be sure to get the “I Do”.

You can find the slides from Luke’s presentation on our Slideshare.