The Future Of Marketing: Much Less Art And Much More Science

The Future Of Marketing: Much Less Art And Much More Science


The future of marketing is going to be "much less art and much more science." (InformationWeek quoting David Meerman Scott)

Little shifts cause large returns for big businesses. If you can increase a web page's conversion rate by 1%, it could equate to millions of added sales. Yet there's something about this statement that just rubs me the wrong way.

I would consider myself a marketer, but I don't enjoy the metrics and numbers of scientific marketing. I know it's important, but it just doesn't interest me. What I do enjoy are the stories and relationships that marketing provides me with.

The statement from David Meerman Scott may be true for the Fortune 1,000 companies or companies listed on the stock exchange, but there's still something to be said about shaking the hand of another business owner. Getting to know the history behind the person and hearing the now funny story about when their business almost burned to the ground 10 years ago. The style of business that our grandfathers knew that pushed passed the mere transaction and into the realm of building a long term relationship.

Maybe relationship isn't the top focus for CMOs in the coming years, but I think developing strong relationships is still the most critical part to success in business (heck in life).

Relationships Trump All

Increasing traffic on your site through number crunching and "professional spamming" might not be a bad thing. But never let it replace the personal touch and the deeper side of business and life.

I was at dinner this week with the owner of one of the largest wholesalers in Zimbabwe and a capital broker from Washington DC. Two totally different worlds collided because of good stories and a mutual love for horses. During the day, the broker and I would have meetings with people who threw deals and formal business cards on the table. These people were viable and interesting but the connection and relationship was made through the exchange of "relative" stories. E-marketing can't get that good.

(photo via james vaughan)