Upside-Down Thinking by Patric Fransko
by Patric Fransko
May 10th, 2017

The Science of Marketing

Most people don’t think about the marketing you do for your business as a science, but I want to change that. In my opinion, proper marketing has several of the fundamental elements of the scientific process. In this article, I want to discuss what the similarities are and how to integrate them into your marketing process to achieve better results. 

The first thing I think you should know from someone who studies marketing is that there is no perfect marketing formula. Anyone who tells you that they understand exactly how to market your business is either just trying to sell you on their company or delusional. Every situation has unique elements that make it impossible to know the answer before you begin. In addition, the marketing landscape is always changing. So what was the correct answer yesterday, may not be the correct answer today.

That being said, what are the similarities between science and marketing? Primarily, the process of running experiments and observing the results. It’s my belief that good marketing needs to always be adjusting strategy to things as they change. The best way to do this is to follow a process very similar to a scientist. The first step is to determine the right question to ask. What are you trying to accomplish with your marketing? More leads? More brand exposure? Immediate sales increase? It’s important to know what the objective is in order to craft a program around that objective.

Once you understand the objective, you need to study how a program can be built to deliver on that objective. Once you have a solid plan, run the experiment. What I mean by that is once you have put in the time and have a plan, you must implement that plan. This is the same as a scientist running an experiment to try and prove their theory. Once you run the experiment, observe the results. Did things happen as you planned, or did something unexpected occur?
Inevitably, even if the program produced the results you wanted, a thorough observation will reveal areas in the program that can be improved. Make the adjustments needed, and run the experiment again. This process is a continual cycle in solid marketing.

Ask > Learn > Try > Check > Ask > Learn > Tweak > Go Back to Try

If you follow this process, your marketing programs will change to reflect the evolving observations. What was working yesterday doesn’t appear to be as effective today. Ask what is happening. Learn from the results. Tweak the program. Run the experiment again. Repeat this over and over and you will always have your hand on the pulse of what is working, what isn’t and how you should be changing your marketing to reflect that. If you view your marketing in this way, you will never get stuck in the rut of spending money on marketing that worked well for you three years ago but has long since lost its effectiveness.

I hope this brief article helped you think a little differently about the process and how to apply some science to your marketing program.

This blog is from Focus on Film, the weekly e-newsletter that covers the latest news regarding window film and related products, including paint protection film. Click HERE to sign up—there is no charge. Interested in a deeper dive? Free subscriptions to Window Film magazine in print or digital format are available. Subscribe at no charge HERE.

Leave Comment