The Right Brain vs. Left Brain of Marketers
Psychologists and personality theorists have long believed there to be differences between the right and left side of the brain. The side that dominates in an individual contributes to that person's natural
personality. Therefore, people can be described as either left-brain thinkers or right-brain thinkers. As a marketer, the type of thinker you are guides the campaigns you design.
Left and right brain functions
Both sides of the brain produce traits associated with them. These are commonly cited as:
- Left brain: 1) Logical; 2) Focused on facts; 3) Realism predominates; 4) Planned and orderly; 5) Math-and science-minded; 6) Prefers nonfiction.
- Right brain: 1) Emotional; 2) Focused on art and creativity; 3) Dreams and imagination predominate; 4) Occasionally absent minded; 5) Prefers fiction; 6) Enjoys creative storytelling.
- In marketing, there is a similar divide between emotion-based, artistic marketing and value-based, practical marketing. The marketers who design these ads can be considered left-or right-brain thinkers.
Television advertising approach
- Left-brain marketer. The commercial describes the product or service from a practical standpoint: what you get, why you need it. and why no other company does it quite the same. The commercial focuses heavily on the
product or service and less on the actors in it. It shows many shots of the product in use. and displays testimonials from satisfied customers explaining why you’ll love it.
- Right-brain marketer. The commercial is structured like a short story, following a mini plot with a climax and a resolution that involves the brand. Focuses on outrageous comedy and the element of surprise to make the
Magazine advertising approach
- Left-brain marketer. Implements a custom URL for each magazine the ad is placed in. so that leads and sales can be tracked in terms of ROI per publication.
- Right-brain marketer. Creates a fold out and spread focused on breathtaking imagery and vivid language to captivate the readers' attention. The goal is to romanticize the reader into ignoring the competing content of the
publication, instead of discussing the practicality of the product.
Billboard advertising approach
- Left-brain marketer. Uses billboard placement to strategically advertise timely sales. The billboard shows the viewer how much they will save on the company's products if they buy now.
- Right-brain marketer. Creates a sparkling digital billboard accentuating the luxurious or pleasurable lifestyle a brand can offer you.
Online marketing approach
- Left-brain marketer. Uses a targeted paid-search campaign with traffic analytics software to track every metric of the campaign and gauge the program's impact on direct sales.
- Right-brain marketer. Focuses on building a robust and personality-rich social media campaign to spread brand awareness. Uses channels such as YouTube. Facebook. and Twitter to encourage conversation and
distinguish the company from its less social competitors.
Thoughts on marketing accountability
- Left-brain marketer. "Profit begins with marketing. The best way to measure a marketing campaign's success is through its impact on bottom-line revenue".
- Left-brain marketer. "Marketing is an art, not a science. Its impact is measured with brand loyalty and perception. It cannot always be measured with math".
Sources: Dailytelegraph.com | Slant.avenuea-razorfish.com.