How I Use the Scientific Method for Marketing my Clients
How do I constantly deliver objective, data-driven results for my clients? The answer is really quite simple: I use the scientific method in designing and implementing marketing campaigns.
If you’re not familiar on what the scientific method is all about and how it figures in marketing, the American Merriam Webster dictionary defines the concept as “a method of acquiring knowledge that starts with the recognition and formulation of a problem, the collection of data through careful observation and experiment, and the formulation and empirical testing of hypothesis.
The Scientific Method in Marketing
So, what does it have to do with marketing? Some people may think that the scientific method only applies to scientific disciplines but this isn’t so. It is just as relevant to marketing as it is to any other branch of science.
By adopting a scientific approach to your marketing campaigns, you can easily uncover possible challenges in your campaign, understand why certain campaigns work (or fail), and predict more accurate results by analyzing relevant metrics.
By applying the underlying principles of the scientific method, you can identify your ideal customers, understand which customer behavior best determines buying intent, learn how to enhance your branding, and so much more.
How is this possible? To better understand the beauty and value of the scientific method as it relates to business and marketing, let me outline the steps involved so you can easily see how it can improve your marketing campaigns and ensure your success.
The Scientific Method: Step-by-Step
If you’re after real data-driven results, consider your campaigns as a science experiment. Basically, here’s how you should go about the process.
- Define the problem. Everything starts with an observation, question, or idea about something that you already know and/or need to know. For example, you want to know where to put the call-to-action button on your landing page for maximum results or pinpoint which ads produce the best ROI. Defining the right question requires careful thought since it can largely affect the outcome so don’t rush it.
- Gather relevant data. Do a thorough background research by gathering information from reputable sources. You can use existing data from official reports and institutional knowledge, observational data (including big data and observations), and experimental data (including results from focus group discussions, survey responses, and passive experimental data).
- Formulate a hypothesis. Using the data collected from the previous step, draw an assumption that may help explain your observations. Aside from generating predictions that can be tested, a good hypothesis should must be easily measurable and should help answer the original question.
- Test the hypothesis. Design suitable experiments and compare the actual results with the existing data. Make multiple tests to confirm the results. When testing more than one factor, don’t change more than one factor at a time.
- Analyze results and draw a conclusion. Analyze and interpret the data from your experiments. Whether or not your results align with your hypothesis, report them and act accordingly. Either way, the results may add to the existing background information about the subject and can be used for further testing.
While some people may find that the scientific approach is rather dry, boring, and rigid, applying it to your marketing campaigns can provide you with the data, numbers, and objectivity you need to enhance the effectiveness of your promotions, increase your ROI, and fuel the growth of the business.
ABOUT THE AUTHOR
Bonnie is the President & CEO of an award-winning marketing firm, The Mauldin Group where she employs a full-time dedicated staff and has long-standing clients from major healthcare systems, luxury senior living communities, top ten construction companies, distributors, manufactures and retailers.
Her unique experience in instructional design, eLearning, SEO, media production, marketing and business development enables her to bring a unique perspective to a company’s situation. She and her team come up with strategies, solutions and the implementation to solve problems and get results, fast.
Bonnie is an accomplished author, professional speaker and marketing consultant with a passion for helping people succeed beyond their expectation. Shoot for the stars and let her take you to the top! Contact us for a Discovery Call today.