By Alero Ladipo,
Reflecting on my career across diverse roles and engagements with brands of varying sizes, one question consistently emerges: Is marketing an art or a science?
The discipline offers a unique duality. On one hand, it brings the creative thrill of ideation—ideas flowing freely, energizing teams and sparking innovation. On the other hand, it demands rigorous analysis—digging into data, interpreting numbers, and uncovering the drivers behind consumer choice. The real craft lies in translating these insights into an understanding of human psychology and decision-making.
Yet, in many environments, marketing is still misperceived as “just sales.” Advertising is sometimes dismissed as mere sentiment, especially in today’s social media–driven world, where trends and validation often overshadow substance.
This leads us back to the fundamental question: do organizations still have the ability to influence human behavior, or has that power shifted entirely to digital platforms? And if the ability remains, what drives it—the art of marketing or the science of marketing?
The answer may be neither. It is, in fact, the social science of marketing.
Social science, at its core, is the study of human society and relationships. This is precisely what modern marketing must embrace: not simply selling products or services, but shaping how people connect with a brand and, through it, with one another.
When a brand impacts its community, it forges bonds that transcend transactions. These connections build loyalty and embed the brand in collective memory. Effective marketing strategies, therefore, do more than generate sales—they build trust, credibility, and advocacy, turning customers into long-term partners in the brand journey.
At the heart of this is customer-centricity. Placing the customer’s needs, experiences, and values at the center of decision-making—across product design, communications, service, and support—is the most reliable path to growth. Organizations that embody this mindset strengthen relationships, foster trust, and proactively address customer motivations and pain points, thereby ensuring relevance and resilience.
Value plays a central role here. By clearly articulating and delivering a brand’s value proposition, marketing not only educates and engages potential customers but also differentiates the brand, inspires confidence, and drives both loyalty and revenue growth.
In essence, marketing is not merely art or science—it is the art of science that powers organizational growth. It drives customer loyalty, fuels conversions, adapts businesses to market changes, and sustains competitive advantage. The most effective marketing integrates creativity with data-driven insights, digital strategies, and cross-functional collaboration, enabling organizations to innovate, expand, and thrive.
It is no longer only about functionality (science) or beauty (art), but about intentionality and meaningful interaction.
So, I leave you with this: Marketing as Art? Science? Or the Social Science that shapes the way we live, work, and connect?
Share your thoughts.
Alero Ladipo, is the Group Head, Marketing and Corporate Communications, United Bank For Africa. She shares this piece from Lagos, Nigeria.
