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Does Science apply to Marketing? | reMARCable by Marc Binkley
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As some of you may know, I’d studied, trained and worked in science before making the obvious transition to marketing. To my surprise, there are a number of parallels that I’ve been able to draw between the two disciplines. I’d like you to know that no apples were harmed while I was writing this blog post.

Newton’s Laws of Motion as they apply to Marketing.

1. Law of Inertia

States that an object at rest remains at rest. An object in motion remains in motion at constant speed in a straight line unless acted upon by external forces.

Translation:

If your business doesn’t have a marketing plan, it won’t get created on its own. Get working on it. The same goes for social media. You can’t expect someone else to come along and do it for you. It’s up to you to get it done. Start today. Once your message starts moving, it’s easy to keep it moving because you’ve now achieved momentum.

If you’ve started a executing a marketing plan, make sure that you have goals to direct you. Otherwise, any new marketing option from a sales rep, a new marketing manager, a budget adjustment or a new competitor could cause a change in your direction. With every direction change, you’ll move further from your original goal. If this happens, you’ll never really learn which ideas & platforms worked and which ones didn’t.

2. Acceleration = Force/Mass

More commonly known as F = M x A. For the purposes of Marketing, this equation works better when I calculate for acceleration. This law states that the acceleration of an object is affected by both the mass and amount of force on an object.

Translation:

As a general rule of thumb, big corporations move slowly.

When a big company needs to change direction, they are disadvantaged to make quick adjustments. My entire career I’ve heard small companies described as nimble, fast acting or responsive. I can’t remember the last time I heard or used these kind of words to describe a big company. Apple, Google, Zappos and the like may be exceptions. Could it be that something in their work culture mitigates for the force / mass problem of acceleration?

In any case, big companies need enormous amounts of force to overcome their size in order to achieve acceleration. In relation to marketing, energy (force) is required to develop and distribute a marketing message. Furthermore, energy is also used to overcome resistance and align all employees to a common goal. However, once the corporation achieves momentum, it will be very difficult to stop.

In comparison, any small company who used the same amount of energy (time, money, personelle) as a corporation will accelerate faster than the large company because they have less mass to move. I think this is a big reason why there is a rise of personal brands now. There are a number of individuals on social media platforms who have developed larger networks than some major multinational corporations.

3. Action – Reaction Law

For every action, there is an opposite and equal reaction.

This is the law that originally got me thinking about Newton and marketing. I often wondered why one clients campaign worked and another didn’t. This law helps me make some sense of it.

Until recently, most campaigns were of the ‘buy now’ type. You know the commercials. The one with a frantic voice that goes something like this…”come on down to Crazy Bobs, we’ve got a HUGE selection of all models. This week only, we’ve got special deals, a petting zoo, the best customer service and as always the lowest prices. At Crazy Bobs, we’ve gone crazy and you’d be crazy not to buy right now.” It’s the same commercial they run every week. AND it’s the same commercial their competitors run every week. Their whole industry is built on buying now. The real message that Crazy Bobs is distributing is that we don’t really care who you are, but you should buy now because it’s convient for us.

In any market, there will be customers that respond to the lowest price message. However, I believe the majority are looking for more. Consumers may be looking for the right product, the right sales or customer service person. They may need the right value package, or may want to know more about your business other than you’re crazy. For these consumers, the opposite and equal reaction to the buy now message is … ignore, ignore, ignore.

One other thing, consumers can find out everything they need to know about you from Google. Can Google find you?

In newer campaigns, I’ve noticed that the message isn’t to buy now, but rather connect now. Liking a business, sharing a video, following a company or registering an email are very low risk reactions that consumers have proven they’re willing to make. Businesses should take advantage of the consumer willingness to offer up personal information, measure it and test ideas to further engage in conversations.

There are a number of things every business can measure. How about conversations? How many appointments or requests for information do you get online? What’s your daily or monthly web traffic? Bounce Rates? Your database growth? Conversions? The number of leads? Refering sites? the most popular landing pages? what keywords are consumers using to find you? Do you have information that retains these customers?

Clearly, consumers have a lot of choice and are bombarded with 1000’s of messages every single day. To create a proper marketing plan, consider these 3 rules of motion – Overcoming inertia, calculating the appropriate amount of force required to accelerate your company and lastly to measure the appropriate engagement reactions with online tools.

Do you think there are laws of science that resonate with your marketing?

here are a couple of references you may find useful

Google Analytics tutorial

Newton’s Laws In Detail

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