Tagged 'science'

5 Ways to Convince Your CEO to Embrace ‘Scientific’ Marketing

Posted by Glenn Pingul on April 30th, 2014 at 7:17 pm

You’re pumped. It’s time to go in a different direction. It’s time to redefine your company’s marketing approach. You’re ready and can’t wait to get started…and then it all comes to a halt.
“Why are the investments we’ve made in marketing not enough?” “Why can’t you apply our existing technologies in new ways to be more effective?” “Why do we need to reinvent the wheel?” “How do you know this approach will drive better results?”
My short answer: “Because if we do the same things over and over again, we can’t expect a different result,” and, I might add, “Because science is proven to trump instinct.”
As a marketer I’d argue that nearly early every one of us is trying to figure out how to use big data to more accurately and systematically identify and meet customers’ needs. In doing so, every one of us wants to adopt a more scientific approach to marketing – one that relies on scientific methodologies to guide how we more intelligently engage customers to drive better results. And yet we all know that this is no easy task – scientific marketing requires not only a new way of thinking but also investment... Read more

Frequency is the penalty for mediocre ads

Posted by Uwe Hook on July 7th, 2010 at 9:20 pm

How Science Started to Dominate Advertising
In 1926, President Calvin Coolidge pronounced a benediction on the business of advertising:
"Advertising ministers to the spiritual side of trade. It is a great power that has been intrusted to your keeping which charges you with the high responsibility of inspiring and ennobling the commercial world. It is all part of the greater work of regeneration and redemption of mankind."
Between 1926 and today, we proceeded dealing with advertising as if it was more science than art. Reach and frequency were introduced, new metrics like GRP and TRP started to dominate the language of the business and now we measure our reach in terms of impressions. Coolidge's idea of inspiration and spiritual redemption through advertising was replaced by spreadsheets, perspiration and a dominance of left-brain thinking.
Is Advertising Art Or Science?
If advertising is a matter of data and science, why do we remember an Apple commercial from 1984 that ran once? And why do I get so annoyed when I see the same, mediocre ad over and over again, behaviorally targeting the hell out of me and perfectly aligned with reach and frequency formulas? I would argue, there's an advertising world outside of science. It's called creative... Read more