Evidence-based marketing refers to the practice of using research and data to inform marketing decisions and strategies. This approach recognises that human behavior is complex and often unpredictable, and that understanding the psychological and sociological factors that influence consumer behavior can lead to more effective marketing outcomes.
Evidence-based marketing is founded on both Psychology and Sociology. Psychology is the study of human behavior, thoughts, and emotions, and is a key area of focus for fact-based marketing. For example on a basic level, research has shown that people are more likely to remember information that is presented in a visually appealing and emotionally engaging way, that is, people remember brand messaging (emotion) more than sale or promotional messaging (activation). This insight has led to the widespread use of images, videos, and other visual media in marketing campaigns. Another important psychological principle in marketing is the concept of social proof, which suggests that people are more likely to adopt a certain behavior if they believe that others are doing it as well. This is why customer reviews and testimonials are often prominently featured in marketing materials.
Sociology, on the other hand, is the study of human society and the relationships between individuals and groups. Understanding the social context in which consumers make purchasing decisions is therefore crucial for scientific marketing. For example, research has shown that people are more likely to buy products referred to them by public figures. The fact the Beats by Dre has a higher market-share than Bose noise-cancelling headphones that are empirically better than Beats is a testament of that reality. People want to be in the "cool" tribe like Dre and/or be affiliated to the world of Lebron who incidentally endorsed the brand in its infancy.
Another important sociological principle in marketing is the concept of cultural norms, which refers to the unwritten rules and expectations that govern behavior in a particular society or community. For example, a woman wearing a bikini in Mombasa is OK. A woman modelling a bikini along Moi Avenue is not. Another example? Gender roles: most if not all cooking oil adverts include women not men. Why? Because society defines one of the roles women have as one that prepares meals for their families. Advertisers who are able to tap into these norms, such as by featuring diverse or inclusive representations in their marketing materials, are more likely to resonate with consumers and build trust and loyalty.
Byron Sharp, a well-known marketing professor highlights the subject of data-based marketing and one of his key ideas is the Law of Double Jeopardy. To out it plainly, big brands are big because they are big. In other words, it is all about market-share. The more penetration a brand has, the more customers it will have. Safaricom, the biggest telco in East Africa for example is not big because it has a necessarily better product or that people buy more of it. The reason it is big is because it has more customers than Airtel or Telkom. The two telcos have less revenue because one. They have fewer buyers and those fewer buyers purchase less often.
The Double Jeopardy Law is classic psychology and sociology. People are loyal to big brands because they give reassurance due to the fact that everyone is buying from them. If we were to examine the law of Diffusion of Innovation, few people are early adopters, while most of us are in both the early and late majority. Why? Because we want all the risk taken out of our decision making – we actually don’t want to think while we’re purchasing. We simply want to buy knowing that the experience will be consistent. Big brands bring predictability so we continue to purchase from them.
In conclusion, evidence-driven marketing is a powerful tool for marketers who want to understand and influence consumer behavior. By using insights from psychology and sociology, marketers can create more effective marketing campaigns that are tailored to the needs and preferences of their target audience. By taking a data-driven approach to marketing, companies can build stronger relationships with their customers and ultimately drive growth and success.
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