Numerous parallels exist between science and digital marketing. We see it every day when, for example, we observe organic traffic increase yet conversion rate drops. Using a scientific method approach, we formulate a hypothesis for tactics we can execute to improve that conversion rate, predict the outcome of those tactics, then test, test, test and analyze, analyze, analyze to try to answer "Why?" and come up with a way to increase performance.
A couple months back, seeking to further showcase the connection between science and digital marketing, we shared some of our favorite scientific quotes that are perfectly fitting for digital marketing. It doesn't just stop at those seven quotes--there are near infinite quotes and we wanted to share a few more that we love.
"A person who never made a mistake, never tried anything new." ~ Albert Einstein
Don't be afraid to try something new in your digital marketing efforts. Maybe it's the new Pinterest Buy Buttons, maybe it's writing more "how to" content to reach an audience that's higher in the purchase funnel, or maybe it's simply adding new goals to your analytics to track and evaluate intent, in addition to purchases. Sure, if you never try, you'll never make a mistake. But you'll also never find new avenues for success.
"Measure what can be measured, and make measurable what cannot be measured." ~ Galileo
Want to see how people that visit a certain page on your site, let's say a women's apparel section, interact with the rest of the site? Want to understand which product pages are the most valuable to your brand? Want to see how mobile visitors differ from desktop visitors? All that is measurable with a little customization of your analytics account and creation of custom dashboards. Just because Google Analytics or other tracking software doesn't provide what you're looking for in their standard reporting doesn't mean it's not possible to get the data you want.
“The universe does not behave according to our pre-conceived ideas. It continues to surprise us.” ~ Stephen Hawking
The same is true of the digital industry. Who would have guessed that Yo, the inane app that allows you to send just a single word to your contacts, would become valued at $10 million last year? Or how would anyone guess that a perpetually pissed pussy would become an internet celebrity, grace the front page of The Wall Street Journal, and be valued at $100 million dollars? So don't be surprised that you're constantly surprised when working in the digital marketing industry!
“I have not failed. I've just found 10,000 ways that won't work.” ~ Thomas Edison
Yes, another quote about failure and making mistakes. Because it's that important to the success of digital marketing campaigns, and truly life in general.
"Rational thoughts never drive people's creativity the way emotions do." ~Neil deGrasse Tyson
Every one of our digital strategies is built on the knowledge that our audience is human, and humans are emotional creatures. So this quote hits home for us. Data helps us create rational strategies, but we know that appealing to our audience's emotions requires creativity, which doesn't always come out data points. Marrying the rational with the irrational, the data with the emotions--that's how we truly create an impact.
"The best scientist is open to experience and beings with romance - the idea that anything is possible." ~ Ray Bradbury
All of us at Interstellar share one thing in common--a love affair with digital. We don't just do this for a 9 to 5 job. We live, breath, eat and sleep digital. It's this romance with digital strategies coupled with our years of experience that allow us to see the infinite possibilities for our client's digital campaigns, then narrow it down to those that will be the most relevant, plausible and impactful.
"Science is organized common sense where many a beautiful theory was killed by an ugly fact." ~ Thomas Huxley
You may think you know why your conversion rate is dropping or believe that your audience isn't on Pinterest, but data often tells a different story. We seek to organize and understand this data so that we can prove or debunk every theory--beautiful or not--through testing, experience and hard fact.