Scientific Marketing? Yes, It's Inbound!

The heart of data-driven marketing lies in data—from its collection and analysis to its use in gaining a strategic advantage over competitors.

According to HubSpot, data analysis—more than just one of the phases of the Inbound process—allows you to analyze and optimize campaign performance throughout the entire process. Analyzing, testing, and optimizing are intrinsic to Inbound and increasingly important for designing campaigns that effectively and efficiently achieve their targets and objectives.

This obsession with data and optimization is transforming marketing into a field where work is conducted through scientific procedures with distinct phases: formulating a hypothesis, testing the hypothesis, and reporting the results to generate knowledge.

This scientific approach is becoming increasingly popular and is completely changing the way we view marketing professionals. In fact, the trend is for CMOs to increasingly have a background in computer science and the sciences, and for marketing to be viewed less and less as an art and more as a science. A disappointment for the more poetic among us, but music to the ears of those seeking to achieve goals and obtain (good) results.

It’s worth noting that scientific marketing isn’t a new practice! The creation of communication campaigns based on statistical data and social studies dates back to the early 20th century, but it’s only now that we’re seeing the most conducive environment for it. Every day, all over the world, millions of users share personal and professional data, routines, and interests on online platforms (such as Facebook or LinkedIn) that sell the information they collect for the price of a Google AdWords or Facebook Ads campaign.

The adoption of Scientific Marketing is no longer a matter of style. Communication is data-driven, and the world is becoming increasingly inbound. It’s now up to companies to decide whether they want to stay stuck in 2018 or seize the future right now.

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