Opinion piece. Marialena Perpiraki.

There is an unspoken universal experience between Marketing professionals. A feeling that Marketing, as a field but also as a corporate function, is considered a form of unscientific mumbo jumbo; unpredictable, immeasurable, and subjective. Most of the time, it is an experience that is simply felt. In rare occasions, it is outwardly communicated, especially in Tech and Engineering corporations.

A “fond” memory of mine is when a Head of an Engineering department described the unfounded claims he added to a presentation as “Marketing voodoo”. At the same company, a C-level once referred to an investor’s projections as “Marketing non-sense”. Our department’s key performance indicators (KPIs) were not selected and measured carefully, despite the company’s costly investments in Performance Marketing tools that could provide reliable and quantifiable results. Although the Marketing field has expanded and evolved beyond imagination, in so many corporations, the field still remains a mystery.

This interpretation of the profession can be devastating to Marketing graduates who spent years studying to be accepted in Higher Education Institutions. There is a sense of unseriousness and unprofessionalism that can lead them feeling undervalued. I cannot be the only one asked to “make the slides prettier” or to order new pens because “they have a logo on them, so this is Marketing”, while being completely disregarded when selecting the product’s unique selling propositions.

Equating Marketing to “voodoo” can indeed influence the way the respective Department is positioned within a company. Although it can be frustrating, us Marketing professionals can embrace this perspective, own it and use it to our advantage. There is a form of magic in Marketing and, by studying it, the Marketer is not simply exploring a new science; he or she acquires a craft that can do miracles.

Marketing Magic

There are many ways Marketing professionals can tune into their magical abilities. Here are a few examples:

• Marketing voodoo. As Marketers, we get a glimpse of the unconscious mind. We understand that 90% to 95% of our decision-making is based on emotions. We may have no voodoo dolls, but we do possess the keys to “unlock” the unconscious. And just like that, we can influence purchasing decisions and actions.

• Marketing alchemy. Due to a higher understanding of broad and abstract ideas, we have the ability to bring people’s ideas into reality. We transform businesses into brands and brands into legacies.

• Marketing astrology. Just like an astrologer observes the planetary movements to predict the future, we use forecast tools to estimate the reach and engagement to our clients’ social media channels. We may require no birth charts, but detailed customer demographics and interests come in handy.

Marketing balances the quantifiable with the unquantifiable. It can be data-driven but also based on intuition — sometimes, we go with what feels right. There are objective principles but also subjective decisions — who would deny that personal taste plays a role in the designs we opt for?

It is time to embrace what makes this profession unique. To be empowered rather than overpowered by the biases. It is time to create magic.

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