{"id":1810,"date":"2014-08-27T22:33:25","date_gmt":"2014-08-27T22:33:25","guid":{"rendered":"https:\/\/www.modernostrategies.com\/?p=1810"},"modified":"2020-02-15T14:05:57","modified_gmt":"2020-02-15T22:05:57","slug":"technologists-and-creatives-in-marketing","status":"publish","type":"post","link":"https:\/\/www.modernostrategies.com\/blog\/technologists-and-creatives-in-marketing\/","title":{"rendered":"Technologists and Creatives – Left and Right Brain Marketing"},"content":{"rendered":"\n

Although the myth of the left and right sides of the brain controlling logical and creative thinking has seemingly been debunked<\/a>, the concept still serves as a useful metaphor for the difference between creative and technical thinkers.<\/p>\n\n\n\n

Much has been written about the importance of balancing the roles of the creatives and marketing technologists. I even wrote about it<\/a> earlier this year.<\/p>\n\n\n\n

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Two Goals for Every Campaign<\/h2>\n\n\n\n

Today each and every marketing campaign and program should have two goals.<\/p>\n\n\n\n

1. Primary Campaign Goal<\/h3>\n\n\n\n

The short-term campaign objectives. The goals need to be tied to measurable objectives.<\/p>\n\n\n\n

2. Continuous Improvement. <\/h3>\n\n\n\n

Collect performance data that allows you to improve your next campaigns\/ <\/p>\n\n\n\n\n\n\n\n

While the short-term goal is important, over the long-term the lessons learned from each campaign allow your marketing efforts to continuously improve. This can result in vast improvements in your marketing performance over time.<\/p>\n\n\n\n

Most campaigns and marketing programs implemented today have multiple online and maybe offline components. The performance of each channel, and the overall campaign, can be measured. Even the most basic lead generation direct mail campaign, with a goal of capturing engaged email addresses,  will have numerous measurement opportunities:<\/p>\n\n\n\n