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Mastermind Your Marketing — The Science Behind Each Approach

– Contributed content –

Brain hemispheres graphic


16 August 2017. Anyone that has embraced the sciences from a psychologist standpoint will tell you, in no uncertain terms, that the right side of your brain does things differently to the left side of your brain. If they are a good psychologist, then they won’t leave you on a cliffhanger either, they will instead delve into the differences and give you a thrilling spiel about how the right side of the brain is all about creativity and emotion, while the left side is more, how do we say, logical. Yeah. The left side of the brain likes details.

Basically, the right side loves all things artistic and left side has a panache for all this analytic.

Why we are telling you this is simple: this split down the middle translates into marketing approaches, not just from the marketer’s point of view, but in how and who it attracts from a consumer point of view too. However, we are going to stick to the former and delve into how the different sides of the brain alter the marketing approaches they take, and we’re going to delve into…right… now:

Let’s start with online marketing

This area of marketing seems to have divided the approach marketers take more than any other because it allows the different approaches to really run off the spectrum.

If we start with left-side of the brain marketers, they much-much prefer to go down the route of targeted campaigns. They like paying for their campaign to be put in front of the eyes of the demographic they have so meticulously researched. Then will then use all kind of analytical tools and bits of software to measure each every metric of data they possibly can so that they know exactly what impact they are having on sales and where the majority of that impact is coming from. That’s how they like to do things. They like being able to gauge their success.

Compare that to those that use the right side of their brain and you have a very different story. These creative types much prefer going down the spreading brand awareness route, which they like to do by creating robust campaigns that explode with so much personality they can drop them on Facebook and watch the world go wild. Of course, it isn’t just Facebook that they will use. They will employ YouTube, Twitter, Facebook, Instagram and just about anything else that will encourage a conversation to start springing up. They don’t tend to measure success in terms of big data and metrics; they measure it in hashtags and shares.

The difference at networking events

Another area where these two different kinds of marketers show their differences once more is networking event.

The way a left side of the brain-er goes approaches a networking event is through meticulous detail. They will make sure they know exactly who is going, they will make sure they get a great spot on the trade show floor, they will schedule meetings and they will set up a stall that has somewhere for discussions to take place. They will size up their audience and then use targeted campaigns afterwards also motivate sales through getting people to subscribe to their email and then chase these leads up. It is all very well-planned and very well considered.

How a right side of the brain-er does things differently is simple: they try and stand out from the crowd a little more, think on the spot and attract people to them. They will use the kind of merchandise you can find on this home page, such as branded drinks bottles, mugs, marquees and fidget spinners, knowing that these keep brands alive for a lifetime. They may host talks, seminars or speaking events and take that route too. Basically, it is a much more bright lights approach where by they become the standout memory from the event.

What about magazine marketing?

The difference in their approaches on this front can be explained a little quicker.

The left side of the brain marketer (that’s the analytical one, remember), would probably choose to go down a route where they implement a customized URL onto each page they place an advertisement. Why? Simple. That way they can track data (again!) in the form of sales and leads and that sort of thing, all of which will let them scrutinize their ROI.

The more creative and whimsical type of marketing executive, however, would ignore this option in favor of creating a more elaborate magazine advertisement. We’re talking about something like a fold out spread that has lots of gorgeous and eye-catching photography and flirtatious language, all of which will capture the reader’s imagination.  It is a more romantic approach that aims to be the sole focus of the reader’s attention. It is as simple as that. It doesn’t matter what the competitors are doing, or the other content, they want theirs to be the standout feature. It’s harder to measure, but that shouldn’t take away from the impact.

The difference in the billboard approach

These are where you will see the biggest difference in the type of consumer they are trying to attract, or the kind of method that they believe to work at least.

Starting with the left side (so as to avoid confusion), the marketer’s that fall within this bell curve prefer to use billboards to advertise any sales that are currently running. The way they will do this is by showing their audience exactly how much they could save if they were to buy this product or service today. “Save $3000 on your car insurance with Sneaky Pete today.” That kind of thing, which you have no doubt seen before.

The other type of marketer, the artistic type, will go a different route and try and sell a lifestyle. Everyone imagines themselves living a life of Riley (whoever Riley is), and the allure of that is almost too much to resist. So, to get eyes to look at their advert, they will choose to use a dazzling billboard, filled with all things pleasurable, things that you could enjoy if you were to go with them. Instead of saying how much you could save in facts and figures, they would put up a picture of champagne and sports cars and show you just what a $3000 saving on your car insurance could get you.

So, the difference? The left side of the brain marketer’s believes it is the best way to push profits. The right side, however, sees it more as an art. There is no right or wrong, and it could be that art and science collide. After all, there is nothing stopping you, as a business or a marketer, from uniting these two approaches and creating a formidable effect.

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