When the average person thinks about the concept of marketing, they usually think about the work a company does to convince people to buy their products through advertising and promotions. They think about Super Bowl ads and Mad Men and all that creative work. But marketing is more than creatively trying to convince people to buy your stuff. Marketing is also about the data, strategy, planning, and technology required to manage a big piece of the customer experience and to prove ROI.
Marketing has changed a lot in the past twenty years. Today’s marketing depends on technology, automation, analytics, and process to ensure the marketing dollars you are spending are generating quality leads and nurturing those leads into customers. And modern marketing is built on an effort to be customer-centric. The idea is to be in relationship with the customer through their entire customer journey from awareness to advocacy. To do that, marketing must think systematically. It must be aware of each touch point the customer has with the company and be able to meet them at that point and offer them what they need. The ability to make that happen centers on technology and logistics. This is where your left-brain marketers shine.
Typically, personality experts talk about left-brained people as being based in data, logic, process, systems, and concerned over details. That's exactly what a left-brained marketer is. A left-brained marketer is a systems thinker. They see the entire customer journey has a system. They understand how to use technology to deliver the messaging the right brained marketers have created and know how to track these interactions and feed collected data back into the system. Your left-brained marketers are your data junkies. They measure the effectiveness of your marketing efforts so you can know what is working and what isn’t.
Long gone are the days of shot gunning marketing messages out into the world and then hoping for increased sales. Left-brained marketers keep make sure that everything can be measured and tracked so you know what part of your marketing spend is working, and what isn’t.
Strategy & Planning
Left-brained marketers are also good at strategy and planning. Their unique ability to think logistically is an aid to aligning the marketing department with the company’s goals and creating a strategic marketing plan. Left-brained marketers think about resource allocation and execution. They make sure that your marketing department works like a machine.
You Need Both
To be a successful modern marketing department you need both right-brained creatives and left-brained strategists. You need people who can create the relevant messaging the customer needs to hear and other people who know how to deliver that message to the customer and gauge their reaction to it.
Do you have left-brained marketers on your team? Here at 1 Bold Step we are exclusively a team of left-brained marketers. We understand that modern day marketing sits on top of a process and technology foundation and we work with your creative team to ensure your strategy and systems are working for you.
If you are tired of spending marketing dollars without any idea of what’s working and what isn’t, or if you are just looking to get your marketing house in order and aligned with the business, we are the right marketing agency for you. Of course we will also help you get more leads and close more sales.
If you need help with your left-brained marketing, contact us today!