When creating marketing campaigns for your brand, it’s easy to drown in the sea of analytical data, focusing solely on quantitative assessments. But remember: a creative presentation is just as important as the data. That's why, when science and artistry work together, the results can be inspiring.

1. HOWARTANDSCIENCECANTAKEYOURCAMPAIGNSTOTHENEXTLEVEL
When creating marketing campaigns for your brand, it’s easy to drown in the sea
of analytical data, focusing solely on quantitative assessments. But remember:
a creative presentation is just as important as the data. To create memorable
campaigns that resonate with your audience, a unique, artful approach is vital.
When science and artistry work together, the results can be inspiring.
AREBETTERTHAN
Two Heads
One

2. Social Media
Audience
Growth Rate
allows you to
evaluate marketing
efforts over time.
Conversion tracking
is a quantitative metric
that determines
whether or not users
took a specific action
after engaging with
the campaign.
Guinness’s “Friendship”
campaign’s inspiring video shows a
group of friends playing basketball
in wheelchairs even though only
one of them is paralyzed. The video
resulted in 8.5 million views, and
tons of social buzz.
In Frito Lay’s “Do Us A Flavor”
campaign, the “conversion” was a
call-to-action: the company asked
users to submit new chip flavors. 3.8
million people submitted flavor ideas
to the brand.
THESCIENCE THECREATIVEAPPROACH
Engagement metrics
reflect the relevant
conversations you are
having with your
social media followers.
WestJet Airlines boosted their
audience engagement over Christmas
with a hidden camera, which granted
the wishes of every passenger on one
flight. The video documenting the
experiment went viral, engaging
over 35 million people.
“Pictures, words, people
Together, yet far apart—
We are always linked”
— Tia Kelly,
Social Media Strategy,
Unbounce
@lil_tea
“Socialize online
Share content, infographics
To score likes and Klout”
—Jame Ervin,
Marketing Operations Analyst,
Mojave Network
@jameane
SOCIALHAIKUS

3. Email Marketing
Finish Line shoe company sent
an email regarding the start of a
new charity that allows people to
sell their old shoes, and in return
receive a discount for new shoes.
The subject line was “Selling your
sole can be a good thing.”
Ikea, along with many other
online retailers, sends emails to
users who have abandoned their
shopping carts. Ikea also makes
sure the email’s content is
personalized for each individual
customer.
The Huffington Post uses
images and cliffhanger
copywriting in their email
messaging to entice users to
click through to specific articles
on their website.
Email Personalization
lets users create
segmented email copy
that is relevant to a
particular target
audience.
Click Through Rates
track how many people
follow calls-to-action from
emails to landing pages.
“All for the funnel
cultivate with good content
segment and engage”
—Rose McMunn West
@westwordrose
“Email is dying?
someone’s lying—it’s thriving
`superb ROI!”
—Meryl Evans
Content Marketer and Author
@merylkevans
Open Rates track the
percentage of emails
that recipients open.
64%
of people open an
email because of
the subject line.
EMAILHAIKUS

4. MARKETINGHAIKUS
Marketing Automation
“This, my token, is
a symbol of marketing
automation bliss”
—John Reynolds, Director
of Marketing Technology
Joint Ventures LLC
@johnisagile
“Win back cooled off leads
marketing automation
a game changing tool.”
—Kim Klugh, Copywriter
Howard Miller Associates
@KlughK
Lead Nurturing is about building
relationships and trust with
yourprospects in a way that is both
consistent and relevant.
Landing Pages are customized
pages that your leads are directed
to from a social media page, an
email send, a paid ad, or a search
engine result.
Lead Scoring tracks your
prospect's behaviors and web
activity so you can determine their
level of interest in your product or
solution, in addition to your interest
in them.
ModCloth nurtures leads with a
“wishlist” feature, which they use to
remarket to their customers through
email. ModCloth will send periodical
emails based on “wishlist” items to
help move sales.
KISSmetrics, a popular analytics
blog, has created the anatomy of a
perfect landing page, which includes
a great headline, impeccable copy,
trust indicators, a strong CTA, and
relatable images.
Marketo scores leads based on
behaviors, both online and offline,
so sales people know the hottest
leads to call on.
ADD TO BAG
ADD TO WISHLIST

5. Content Marketing
“Plant thoughts, tell stories
converse by digital means
grow a following”
“Choose words of value
serve up compelling content
tell a strong story”
CONTENTHAIKUS
—Amanda Vera, VP
Howard Miller Associates
@amnda_vera
—Sabrina Hughes,
Agency Technologist
Howard Miller Associates
@SabriHughes
Marketo gets incredibly high consumption
rates from its “Definitive Guides” about
numerous marketing topics. These guides,
which contain valuable information for
marketers, are shared widely via social
channels, and downloaded thousands of times.
SEOmoz, a large SEO consulting firm, uses
weekly videos, tutorials, articles, and
infographics to distribute industry-specific
content to their target audience. This diversified
mix of content has cemented them as thought
leaders in the SEO landscape.
Content Mix is the
diversity of content
types a blog post or
publisher uses to
increase interest.
Consumption notes
the number of people
who are interacting
with your content.
Shares track the total
amount of engagement
(on social, with email, or
through subscriptions)
that a post receives.
Mashable increases shares with a “sticky”
social bar that follows users as they scroll down
the page, enabling users to share posts from
their current view.

6. Creative application of marketing’s scientifically proven principles helps
your brand make its mark in a crowded marketplace, delivering more
commercial bang for your buck.
SOURCES: MAILERMAILER.COM | KAPOST.COM