By Lauren Sallata, Ricoh: Marketing has long been referred to as a practice that is equal parts art and science. Storytelling, creating an experience, developing campaign concepts, and branding are all art. Experimentation, technology leadership, measurement, data analysis, predictive and programmatic marketing are all science. However, one could argue that there is an art to developing a great A/B test, and there is a science—even if it is a soft science like psychology—to determine the correct brand attributes for your desired audience.

I see it as a true blend, but given today’s martech stack which is central to most marketing capability, a focus on data-driven marketing approaches, and the ever-present discussion of GenAI, have we tipped the scales? Will it soon be all science and technology and no art and humans? Let’s start by considering that:

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SOURCE Ricoh USA