Comments on: What’s more important to marketing success – science or creativity? http://clearthoughtconsulting.wordpress.com/2008/11/05/science-or-creativity/ Tue, 15 Dec 2009 14:28:34 +0000 http://wordpress.com/ hourly 1 By: Mick Dickinson http://clearthoughtconsulting.wordpress.com/2008/11/05/science-or-creativity/#comment-53 Mick Dickinson Mon, 07 Sep 2009 13:20:14 +0000 http://clearthoughtconsulting.wordpress.com/?p=28#comment-53 The FD wants marketing to be scientific. The Marketing Exec wants it to be creative. The Marketing Director knows it has to be both. Great stuff as ever Bryony. The FD wants marketing to be scientific. The Marketing Exec wants it to be creative. The Marketing Director knows it has to be both.

Great stuff as ever Bryony.

]]> By: edenchanges http://clearthoughtconsulting.wordpress.com/2008/11/05/science-or-creativity/#comment-10 edenchanges Mon, 24 Nov 2008 13:16:25 +0000 http://clearthoughtconsulting.wordpress.com/?p=28#comment-10 The more you know, the more creative you can be - at least that's my thought on it. I think of facts and knowledge as the tools that I can then creatively build with. Your tools don't have to be creative; the creativity comes in the using. Good blog. I like it. Regards Stephen The more you know, the more creative you can be – at least that’s my thought on it.

I think of facts and knowledge as the tools that I can then creatively build with. Your tools don’t have to be creative; the creativity comes in the using.

Good blog. I like it.

Regards

Stephen

]]> By: Jeff Petrosillo http://clearthoughtconsulting.wordpress.com/2008/11/05/science-or-creativity/#comment-8 Jeff Petrosillo Fri, 07 Nov 2008 00:11:51 +0000 http://clearthoughtconsulting.wordpress.com/?p=28#comment-8 Sophisticated modelling and data-driven decision-making should take centre stage. It's been in the background for too long and now we finally have the necessary tools to utilize it for all its worth. However, this doesn't devalue the creativity...data makes up the roots and the stem, but creativity always makes the beauty and value of the plant. Sophisticated modelling and data-driven decision-making should take centre stage. It’s been in the background for too long and now we finally have the necessary tools to utilize it for all its worth.

However, this doesn’t devalue the creativity…data makes up the roots and the stem, but creativity always makes the beauty and value of the plant.

]]> By: Katie Donovan http://clearthoughtconsulting.wordpress.com/2008/11/05/science-or-creativity/#comment-7 Katie Donovan Thu, 06 Nov 2008 21:56:35 +0000 http://clearthoughtconsulting.wordpress.com/?p=28#comment-7 Bryony, Nice article. I agree that neither can live in its own vacuum. Creativity in marketing is essential.then again, having the knowledge of results helps foster greater creativity for better results in the future. There are so many media now to interact with customers and prospects and each one has various rules of engagement, time commitments, and results. If sending an email to all your current customers typically nets a 1% response rate, what creative approach to an email will net a 2% response rate? You are probably thinking in much grander scale for creativity but sometimes the least costly can be the most effective. Which is really the overall goal of marketing - generating interest from the most potential customers. Writing a subject line that evokes emotion in an email is as creative as coming up with the theme for a party at the big national conference. Usually, it just doesn't seem as exciting. Bryony,

Nice article. I agree that neither can live in its own vacuum.

Creativity in marketing is essential.then again, having the knowledge of results helps foster greater creativity for better results in the future.

There are so many media now to interact with customers and prospects and each one has various rules of engagement, time commitments, and results. If sending an email to all your current customers typically nets a 1% response rate, what creative approach to an email will net a 2% response rate?

You are probably thinking in much grander scale for creativity but sometimes the least costly can be the most effective. Which is really the overall goal of marketing – generating interest from the most potential customers. Writing a subject line that evokes emotion in an email is as creative as coming up with the theme for a party at the big national conference. Usually, it just doesn’t seem as exciting.

]]> By: Anne Purvis http://clearthoughtconsulting.wordpress.com/2008/11/05/science-or-creativity/#comment-6 Anne Purvis Thu, 06 Nov 2008 18:54:20 +0000 http://clearthoughtconsulting.wordpress.com/?p=28#comment-6 Creativity and how you present it to a suggested customer. You must take their needs and combine them with what you want to get out of the deal and take if from their. You also must be creative about how you contact him/her in the future and don't be bothersome but be smart, present well even if a phone call or email and they will remember you and when the time comes you will be awarded the contract. Creativity and how you present it to a suggested customer. You must take their needs and combine them with what you want to get out of the deal and take if from their. You also must be creative about how you contact him/her in the future and don’t be bothersome but be smart, present well even if a phone call or email and they will remember you and when the time comes you will be awarded the contract.

]]> By: Brian Liu http://clearthoughtconsulting.wordpress.com/2008/11/05/science-or-creativity/#comment-5 Brian Liu Thu, 06 Nov 2008 18:45:33 +0000 http://clearthoughtconsulting.wordpress.com/?p=28#comment-5 I believe that science can certainly be used to tailor your message and define your audience but only creativity can create impact and awareness. One cannot work successfully without the other. I believe that science can certainly be used to tailor your message and define your audience but only creativity can create impact and awareness. One cannot work successfully without the other.

]]> By: Mark Prus dba NameFlash.info http://clearthoughtconsulting.wordpress.com/2008/11/05/science-or-creativity/#comment-4 Mark Prus dba NameFlash.info Thu, 06 Nov 2008 12:54:01 +0000 http://clearthoughtconsulting.wordpress.com/?p=28#comment-4 Excellent question! I've tangled with this one several times over my 25+ year career in Marketing. I will acknowledge that facts and data can help you make better decisions. But in the end were are trying to predict human behavior, which will always be an imprecise science at best. I don't believe there is one right way to answer this question...just as you cannot say that one side of the brain is more important than the other (left brain versus right brain debate). It is the combination of left brain logic with the right brain synthesizing that makes humans tick...and if anyone can develop a quantitative model to figure this out, they will be a billionaire in no time! Excellent question! I’ve tangled with this one several times over my 25+ year career in Marketing. I will acknowledge that facts and data can help you make better decisions. But in the end were are trying to predict human behavior, which will always be an imprecise science at best. I don’t believe there is one right way to answer this question…just as you cannot say that one side of the brain is more important than the other (left brain versus right brain debate). It is the combination of left brain logic with the right brain synthesizing that makes humans tick…and if anyone can develop a quantitative model to figure this out, they will be a billionaire in no time!

]]> By: Karen Davis http://clearthoughtconsulting.wordpress.com/2008/11/05/science-or-creativity/#comment-3 Karen Davis Wed, 05 Nov 2008 17:57:05 +0000 http://clearthoughtconsulting.wordpress.com/?p=28#comment-3 whatever the approach you do will be successful as long as you do it right. Be creative and scientific at the same time. whatever the approach you do will be successful as long as you do it right. Be creative and scientific at the same time.

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