Some people refer to the two sides of marketing as art & science but I prefer the term a colleague of mine established: magic & logic.
The term magic works for me as it is about creating an event, an interaction that is able to establish some form of emotional connection.
But logic is increasingly important to a brand as it strives to be consistent and successful in delivering to the needs and expectations of its customers at every point of interaction.
I believe a good marketer needs to be competent in both.
I started writing this post intending to look at some big-hitting art gallery websites and pick out best practice.
The aim was to turn you content marketers green by showing you websites for juicy organisations whose very ethos has always been content, form, learning, information, and which are now trying to adapt and evolve to make some money, too (outside of entry fees and patronage).
You can see this as the exact reversal of, for example, a marketing agency, which stereotypically has always been trying to sell through its website and is now getting its collective head around the idea of information, learning and content as the very top of the sales funnel.
So, I’ll give honourable mention to a couple of big galleries, and then move on to the meat of the post, which has been hijacked by my enthusiasm for Tate.org.uk, a website mottled with the sublime.