"if you always do what you've always done, you'll always get what you've always got"
"Marketing is the art of getting someone else to do something you want because they want to do it" (With apologies to Dwight D. Eisenhower).
Marketers are not artists. We try to be highly creative thinkers who apply scientific principles to managing the marketing process. Designers and copywriters (creatives) are the artists and marketers need to manage their artistic output to ensure it delivers on business objectives. We need to ensure effectiveness and accountability -- that we are meeting these objectives; that is our master, not art.
Too many marketers look at ads and websites as if they were bright shiny objects and throw logic and science out the window. Considering marketing's credibility battle and a short life span of CMOs (less than two years), I think a new model is in order. Brand marketers can learn a lot from direct marketers. Brand marketers often look at accountability as forsaking the brand, but done well, it's just the opposite.
Marketing should be scientifically managed art. At a handful of companies it is this, but it's certainly not the norm. Check every study on marketing accountability published in the last five years. We need to be raising the bar on marketing to earn organizational credibility and move the bar on marketing ethics. In an age where customers are no longer so dependent on marketers for information (they can now communicate with peers with ease), marketing must evolve, and part of that is becoming more scientific.