Marketing so far focussed on one Big Idea. It exploited creativity associated with the right brain. These days, however, marketing is increasingly becoming data-driven. There is huge data about consumer behaviour, marketing channels, feedback, data from online apps and video streams, customer service etc. Marketing has to be analytical and this is associated with the left brain. This happens to be science.

There are 5000 plus mar-tech or marketing technology products to encourage marketers to embrace this change — shifiting from art to science. The science-based aspects include analytics, AI, automation, content marketing, data management, media optimization, sales automation or CRM tools etc. Mar-tech and ad-tech firms have to use these effectively.

At the time, creative ideas must be used in technical thinking. Instead of templates, we have to use imagination and inspiration.

The art of story telling must use the data with the story. There should be creative blending of data and story.  Data we seek not for its own sake, but for insights and inspiration. Data science and art folks must collaborate.

Just great brands are not enough. We have to build great brand experience. Marketing has to orchestrate the experience. Creative mad man must work with math-men. Marketing is an emotive science. It is no longer confined to right brain and left brain alone, but to the whole brain. It is a fusion of art and science.