When I explain Marketing Technopology to people, I often start out by saying that it is the advancement of the art and science of marketing, Carl Warner just wrote an article in AdWeek titled The Science of the Art of Advertising, which is right in line with what I mean.
The article poses the question of if, or how, can you measure the feeling someone gets from an ad (or perhaps from a brand in general). I’d argue that’s where social media comes in: If people are moved by something, they’ll discuss it with their friends. If those discussions happen on Facebook, Twitter, YouTube and elsewhere, then you can measure it. So when creating online marketing solutions and online ads, think about how you measure the use (number of people and views) and impact (number of discussions) and any other metrics you consider necessary for your campaign. But don’t let the science of measuring get in the way of the art of the marketing.