Are We Marketers or Scientists?

Matthew Ketchum

by Matthew Ketchum

Creative Director

My wife is a scientist. I’m a writer. And we have more in common than you might think. As with most families, we can’t help but talk about work in our post-dinner conversations, and I’ve always felt she helps me better understand what I do from a scientific perspective. She claims I help her from a creative perspective. But then I began to think, what if we actually don’t do two completely different jobs, but instead two very similar ones?

Consider it from 30,000 feet. Science begins with a question.

We begin with an objective.

Scientists then do research.

We study the data, too.

Scientists turn the question and data into a hypothesis.

We turn them into an insight.

Scientists perform experiments based on their hypothesis.

We do our experimenting by concepting in creative war rooms.

Scientists then collect data from these experiments.

We study patterns and click-through rates based on our concepts.

Then we rinse. Then we repeat.

And in the end, we’re able to determine what’s working, what isn’t, what can be improved and how we’ll do it better the next time. See, I’m not one to believe advertising ever really hits the nail on the head. Just as science is also an ever-evolving concept. If science is knowledge in process, so is marketing.

When so much of what we do can be opinion based, such as which concept to pick and what directions to move in, it’s important we understand our more clinical (yet still creative) cousin. Because when we collect our data, study it, develop better and better insights, and do continuously better creative, we continue to do the most important thing we can: evolve.

To see what a more scientific approach can do for you, give Marriner a call or an email, or send a drone. And if you’re more of an old-school type, we also respond to carrier pigeons, smoke signals and singing telegrams.

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