Tune in to Time for A Reset
The marketing landscape has evolved significantly over the years, with the emergence of new technologies and a greater emphasis on data-driven decision-making. Somewhere along this evolution journey, marketers have lost touch with the art of marketing.
On the latest episode of Time For a Reset Marketing Podcast – Insights from Global Brand Marketers, brought to you by CvE Marketing Consultancy, host Paul Frampton connects with Ollie Shayer, Omni-Media Director at Boots, the 175-year-old UK health and beauty retailer and pharmacy chain. Join them as they discuss the fascinating role of an Omnichannel Media Director and how they balance art and science in marketing.
Balancing the Art and Science of Marketing
Ollie explains that marketing today is at an exciting crossroads of balancing data-driven approaches with creative elements. Integrating AI and generative AI highlights the need to bridge data with creativity. Great marketing has always been a blend of art and science. As data becomes more pivotal, it’s crucial to maintain creativity. Successful marketers will meld art and science effectively, leveraging science and data to uncover customer insights and then combining that with creativity to connect with humans authentically. Maintaining this balance is essential to ensure marketing remains human-centric.
“Marketing is definitely an art and a science. There’s an element of creativity and coming up with ideas and concepts, but the science part is essential. The science is about understanding your data and your customers and then using those insights to craft your creative process and deliver the right message to the right customer at the right time.” Ollie Shayer
Responsible Use of Data and Customer Trust
Ollie strongly believes that those responsible for customer data bear significant responsibility for how they use and protect it. Customers trust businesses with their data, expecting it to be used for better experiences, like personalisation and improved service. Misuse of data can lead to broken trust, causing customers to withdraw their data or stop patronising the business. Viewing data as personal information from individuals, not just a homogenous mass, is essential. Responsible data usage is crucial for the evolving retail media industry and requires a collective effort to ensure ethical practices for maintaining customer trust.
“We have to use data responsibly. We have to make sure that we’re maintaining customer trust and privacy. So it’s about finding that balance between using data to create personalised experiences for customers, but also making sure that we’re not crossing any boundaries and that we’re being transparent with our customers about how their data is being used.” Ollie Shayer
Innovation in Retail and Consumer Behaviour
Ollie highlights how understanding consumer behaviour is becoming increasingly crucial for businesses. Consumer insights help identify market demands and unmet needs, guiding product development and marketing strategies. For instance, there’s a high volume of searches for certain conditions in healthcare, indicating demand for relevant products.
Platforms like TikTok influence purchasing decisions through trends, emphasising the importance of real-time data. Companies increasingly integrate marketing, commercial, and product development functions to leverage these insights effectively. This approach enables them to develop products and services that meet consumer needs based on rich and live data.
Conclusion
The importance of balancing art and science in marketing cannot be overstated. By combining creativity with data-driven decision-making, businesses can create effective marketing campaigns.. The art of marketing captures the emotional aspects of consumers, while the science of marketing provides the analytical foundation for decision-making. By finding the right balance between these two elements, businesses can unlock the full potential of their marketing efforts and achieve long-term success.
Join us on Time For a Reset: The Marketing Podcast with Global Leaders
Tune in to the latest episode of Time For a Reset: Marketing Podcast – Insights from Global Brand Marketers, brought to you by CvE Marketing Consultancy, where we sit down with representatives of household brands to uncover the secrets behind driving transformation in today’s rapidly evolving world. From shifting consumer behaviour to the increasing importance of marketing in driving business growth, this podcast delves into the strategies and insights that are shaping the future of marketing.
You can read the full transcript episode here.
