What Makes Marketing Work?

The new marketer is supposed to be tech-savvy and data-driven, plying her trade using everything from marketing automation software and social-listening platforms to data analytics and programmatic-buying tools.

But is something being lost in marketing’s great digital migration?

At its core, marketing has always been about a gut-feeling into human behavior, more art than science. And traditional marketers will argue that this is still the case. In other words, data can only do so much. They’ll point to the inspirational wins in their profession and claim that even the best algorithms can’t create compelling advertising and copywriting.

Marketing the Message

Now comes a cool infographic from down under — Australia-based M2 On Hold, which provides marketing messages to telephone callers on hold. For M2 On Hold, words matter. Nowhere is this more true in the world of marketing than with slogans.

Here’s M2 On Hold’s infographic showing some of the most well-liked and memorable slogans. Marketing experts also weigh in on why they work so well. (Hint: functional and emotional, not computational.)