Are Marketers Story Tellers Or Scientists?

15 Apr

This is any interesting question, as there are three possible answers: both (the most widely held view), story tellers, or scientists.

With this in mind, check out the YouTube video below by IDG Knowledge Hub:

“According to this 2014 Tech Marketing Priorities study by IDG Research, a successful marketer needs to be the proper balance of storyteller and data scientist. This is a challenge media companies can assist with on several fronts through the design of custom marketing programs to fuel the ‘storytelling’ … to help with the ‘science’ of designing and managing data-driven marketing strategies. This IDG Research survey was conducted of global senior tech marketing leaders providing insights into key marketing priorities for 2015 and beyond.”



13 Responses to “Are Marketers Story Tellers Or Scientists?”

  1. Anthony Macchiarulo April 16, 2015 at 11:15 am #

    57 percent scientist and 43 percent sorry teller is the best combination in my opinion. According to the video many marketers agree. I believe that as a professional you need a sort of science in everything you do, but marketers profession scenarios are very different. Marketers need to tell stories in order to engage the consumers, that is why I find it almost half the battle of being a marketer. In sum, although analytics and math are important, engaging your consumers is just as important.

  2. Maureen April 16, 2015 at 10:18 pm #

    It is very interesting that , consumers usually see marketers as storytellers because they obtain products in some kinds of situations which marketers set in some stories, while they don’t know marketers are always data scientists in that they don’t see how marketers collect and analyze their behaviors through data. Therefore we could say marketers as storytellers is to trigger the purchase intention and marketers as data scientists is to obtain information from purchase behaviors which is helpful to their story telling. We cannot only use one of the two functions of marketers and on the contrary they should work with each other, for the purpose of completing the whole process of marketing.

  3. Anthony Ramdhani April 18, 2015 at 2:06 pm #

    I suppose making a colorful poster with random facts about a product is not enough to attract the consumers’ attention. People like to know more about a product and why it is important. For example, several water distributing companies exist; but to stand out from their competitors, they must incorporate a different tactic in getting the attention of the market. A combination of effective storytelling and scientific facts are just what the public needs because it answers the two questions; the effectiveness of a product and how that product came to be.

  4. Bryan Ehrenfreund (@Ehrenfreund) April 19, 2015 at 1:06 pm #

    IDG raises a good question. With the rise of marketing technology platforms and especially the data analytics they’re able to collect and provide one could make a strong “Scientist” argument. I for one believe you need a balanced approached as I wrote about in a recent LinkedIn post. They’re both vitally necessary and work in collaboration a Maureen stated.

  5. dureariel April 19, 2015 at 11:51 pm #

    IDG reports that there are many short comings in the collection, application, and how quickly it can be analyzed. However, 51% claim to have a sustainable data-driven marketing strategy. While I agree that there is an important scientific component to marketing, I believe it is the story-telling aspect that determines your success as a marketer. The ability to take the seeds of information and sell it.

  6. dmeliones April 22, 2015 at 3:13 pm #

    I believe that marketers should be both story tellers and scientists. The average consumer today isn’t as interested in a flashy poster with no information on it, or a poster with simply words on it. There needs to be a mix of both to appeal to consumers and would likely sell more if they are able to show off the design of a product as well as why it is better than the competition.

  7. Henan Hou (Hester) April 25, 2015 at 2:00 pm #

    Big data is a heating topic in the modern society. It becomes critical for business to understand the information conveyed by the data. And marketers play an important role to translate those information to effective stories so that corporations and customers could better understand the value of certain strategies or products. The balance between story teller and data scientist definitely defines a successful marketer.

  8. Hancy100 April 29, 2015 at 12:30 am #

    I agree this video that the proper balance of storyteller and data scientist is 57% and 43% separately. I believe marketers do everything they do need to base on kind of data science, thus the content will be more professional and persuasive. Plus, a great content is not only include data, but also have impressive story to attract customer to read or buy. I think the balance of storyteller and data scientist just like the balance of emotional and rational. Marketers should include both of them, and give more emotional things to customer than rational, it’s easier to attract customers.

  9. DarrenDuMarketing April 30, 2015 at 12:18 pm #

    When I saw this question, I think the answer is both of them and I cannot assert which part is more important. In the post, IDG gives me an answer, marketers think themselves should act 57% of storyteller and 43% data scientist. Almost half and half between both sides, and the proportion of storyteller is 14% more than data scientist. Based on this survey result, I think this research is reasonable. Nowadays, people are in an information explosion age, we can get new information all the time. Under such a huge data base, people would like to trust the data. They believe data cannot lie. Therefore, sometimes marketers list the new research result by charts, they will lead their audiences to read. However, just showing people data is boring, so the marketers had better create an interesting story to let these data vivid. As a consequence, marketers should combine themselves into storytellers and data scientists.

  10. Emma's blog May 4, 2015 at 8:56 am #

    I think marketers are both scientists and story tellers. They have to make story based on the science. We can not lunch Apple Robert without doing a real one. This world is full of change and rules. For example, people who make advertisement is story tellers. Market executive person is scientist. They know how to control the market and have to use different date to observe the market. Without data analysis, they can not see the bad or good of market. So I think they are both.

  11. bchajkewicz May 4, 2015 at 3:09 pm #

    I think that marketers are both scientists and story tellers. They are scientists because they research and continuously watch how the advertising market is doing. They also research what consumers are interested int and where their attention is going. However, i think that they are more of story tellers because they used their research to realize that people want to watch a story, it is easier to grasp their attention. They use the emotional and the statistical side of advertising to find a way to create the prefect advertisement that people will remember.

  12. Daisy Z.Zhang May 15, 2015 at 11:26 pm #

    I think this article properly describes a good marketer- not only a artist, but also scientist . Because marketer should have more imagination , more idea and more curiosity to realize the dreams of many customers . But on the other aspect , they should know some logic process to turn them into reality and grasp some technique tools to realize the idea from the brain. So for a good marker , they should not only just tell a story far away from the realty , but also should consider some realistic problems. Only in that way ,can customers believe the companies and not think company cheat them.


  1. Are Marketers Story Tellers Or Scientists? | Ma... - April 15, 2015

    […] This is any interesting question, as there are three possible answers: both (the most widely held view), story tellers, or scientists. With this in mind, check out the YouTube video below by IDG Kn…  […]

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