November 15, 2008

Scientific Reasoning

Filed under: Blog Explanations, Marketing Philosophy — Robert John Ed @ 6:40 pm

I started writing this blog some time ago in hopes of codifying some of the tacit knowledge I’ve accumulated over the years.  It’s a pretty basic concept, get down everything you know about a topic and hopefully it helps some people out while making new connections in the community.  It’s worked to an extent, but there are much bigger things to be done.

It has been a short time that this site has been up and running, but I’m already planning a complete rebrand and new organization for the good stuff.  I think that I’ll lay key concepts out in PDF format and post them to another area of the site, they’ll serve as official documentation in a more professional format than daily posts.  The reason this is such a big deal is because someone who comes to the site can’t pour over hundreds of posts (and eventually thousands) in order to find things that help them understand marketing today.  Sure if you read here every day you pick up some things, but the big ideas are still not so easily captured.  I’m going to have to find some way to make them polished, but I’ll figure that out when I get there.  I’ll also be putting more effort into, ahem, marketing it; although I haven’t put a lot of thought to that yet.

Marketing is based on some very concrete ideas, the most important of which is psychology.  There’s a method to the madness that is our lives on a daily basis; understanding it is paramount.  This is why brands hold sentimental value for consumers, why the way you speak with people means something more than the words that are used.  Our psychological profiles dictate everything we interpret.  What and how we interpret information is what impacts us to take action and taking action is what marketers want.  And I can’t emphasize this enough, I’m not just speaking about companies trying to make money.  I’m speaking about everyone with a cause or idea they want to spread.  Getting your friends together for a party is marketing.  Weird huh?

This is a logical segue to another huge underpinning concept, sociology.  I almost went into sociology out of high school.  We had a course in it and it has always been fascinating to me.  The idea that everything we do is affected by our interactions, shaping our perspectives and ideas of the world really hits hard.  Marketers harness sociological concepts every day in what they use to influence the market.  This is the reason that Crocs and other products hit critical mass and seemingly over night they are everywhere.  Nothing attracts a crowd like a crowd.

Underneath all of it lies philosophy.  I’m not sure that other people agree with me on this one.  I see philosophy as the basic system that society uses to interpret psychology and sociology.  It may not be as easy to correlate to marketing, but I believe it’s there and plays an important role.

Lastly, if those things are the components that make up the engine, then communication is the oil that allows everything to work as a cohesive unit.  Marketers must understand that their primary tool is communication.  It comes in all different forms, but the one thing a great marketer MUST have is the ability to communicate.  That means speaking well to groups, writing compelling prose that reaches audiences, creating visually appealing presentations, advertisements and signage; it’s all relative to breaking through the clutter.  And there is a lot of clutter today.

Marketing is built on scientific reasoning, but it is also an art in practice.  If it were purely mechanical, it would be done by engineers.  It’s not.  It’s done by people who excel at communication and can actively perceive and bring value to the market they’re after.   Simple premise, complex formula.


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