Fact-Based Marketing is one of the most popular marketing strategies. Digital technology has grown exponentially and businesses need to market their services more effectively than they would in the past. It was enough to market products or services using traditional marketing methods in the business 20-30 years ago when there was little competition. But things are different today.
Companies not only market their products but also offer their products or services to their potential customers with much more effective methods. One of these methods is the fact-based marketing method.
Evidence-based Marketing Strategy
Evidence-based marketing strategy, which has become very popular recently, is an approach that aims to streamline promotional processes and improve ROI, which is also called ROI. This type of marketing has developed to adapt to modern consumer needs and choices as a result of marketing techniques keeping up with contemporary technology.
Evidence-based marketing is a prime example of a marketing technique that emerges from technological and commercial developments. Evidence-based marketing, as the name suggests, is based on real data, products, and experience. It is a marketing practice that brings together and collectively uses psychological and sociological theory. It also uses research, data, and business strategy to create and develop various campaigns and techniques.
In marketing studies where this technique is used, statistics, trends, customer interviews, and industry practices are based to formulate marketing. This type of marketing includes many different marketing processes such as brainstorming, execution, and measuring the success of the operation. These processes are also based on a scientifically based method.
Being able to measure marketing campaign results, setting business goals, and defining their metrics can only be seen effectively using an evidence-based marketing strategy. For this reason, it is recommended to use business objectives developed by professionals to accurately measure the success of campaigns. This is a useful strategy as it relies on theoretical knowledge as well as relevant audience, customer research, and results.
Importance of Collecting Data
It is a very important step to collect data and present this data accurately in evidence-oriented marketing studies in any sector. At this point, businesses should be very careful about obtaining information and using this process, which is vital. In evidence-based marketing, which is a comprehensive marketing strategy, relevant marketers must be active, agile, and willing. However, they must have the competence to make changes in every possible situation. As evidence-based marketing targets customers directly, businesses can easily get ahead of their competitors if they have an effective evidence-based marketing strategy.
Fact-Based Marketing
Fact-based marketing shows that the products or services of a company, brand, or business actually work. In a fact-based marketing method, customers are not only presented with the actual physical product but also other metric values. This might include statistical data, metrics, customer experience, and industry practices.
While offering their services to potential customers within the scope of service marketing, marketers have to offer products that form parts of the service as an indication that they are creating this service. The products should be tangible for customers to realize what they will potentially own.
Physical Evidence as a Tool
Physical Evidence is the tools that exist in the service to be purchased and benefitting from using the product. Customers receive various services from many companies during the day, and they unwittingly become a part of this evidence-based marketing. When a service is an intangible product, it is consumed the moment it is produced. Physical Evidence determines what people have regarding those services within and after this consumption.
An example would be a smiling waiter serving a person at a restaurant is a piece of physical evidence. At the same time, the restaurant where the service took place is also considered physical evidence. Another would be a person staying at the hotel. While the hotel is proof, there are no towels, soap, slippers, etc. reserved for the room itself. Personal belongings are also physical evidence.
As technology developed and advances, physical services or products but also digital products are among the most consumed services. Simply, reading this article right now is the physical proof of the internet provider or computer manufacturer. The marketing of user experience to other people as statistical data and customer experience is defined as evidence-based marketing.
Some Steps You Need to Know About Fact-Based Marketing
Thanks to evidence-based marketing strategies, companies can best promote their products and services to their target audiences. It helps customers to easily understand what kind of product or service to expect and the results they will get. There are some important details and tips you need to know in evidence-based strategies. When applied correctly to your target audience, will get you successful and effective results.
1. Leverage Statistics
Take care to keep statistical data on your products and services at all times. When you use this data correctly, the reliability and robustness of your product will emerge accordingly.
In addition, by using this data, you also do data marketing. With data-driven marketing, marketing teams create their strategies based on the analysis of big data. Targeted media buying is a strategy of using customer information for creative messaging. It is one of the most transformational changes to occur in digital advertising. With the acquisition of increasing quality and quantity of marketing data with creative production and automation technologies, businesses can now show more precise and professional marketing activities. The statistics you use in evidence-based marketing clearly demonstrate customer experiences. With statistical data, you can easily answer the following questions to the customer;
- How many people use the product & service?
- How active is the product?
- What is the yield level?
- What is the ratio between the target audience and users?
2. Being Realistic
Marketing your products as “90% customer satisfaction” in your product or service marketing, whether digital or traditional, does not mean that people will queue at the door to buy your products. It is always a more effective method to market-based on realistic data and concrete evidence. At this point, you can compare the total users of your product with those who are satisfied, and you can reveal various statistics and present real data to your customers. It allows you to get much more effective results from your customers and target audience in your studies based on real evidence and data, instead of a marketing strategy based only on customer acquisition.
3. Show Customer Experiences
The customer experience (CX) refers to how a company interacts with its customers at every stage of the customer journey, in marketing, sales, service, and every imaginable point. The satisfaction of your customers who have used your products in the past becomes a good or bad reference for your future customers. While it is the sum of all interactions between the customer and the brand, the most important thing to know when it comes to your customers’ experience is how they feel about it. It is extremely important here that your customers feel when using your products and meet their needs. At this point, you need to make key decisions for each touchpoint of the customer journey. These decisions can affect how your customers see your brand and, as a result, how successful your business will be.
As products become more and more commodified, customers are discerning their experience with the company and brand rather than specific product features and functions. If you show your customer experiences to your potential customers, you will also provide answers to the following questions;
- Can your marketing campaigns address their wants and needs?
- Is your eCommerce site easy to navigate?
- Is assistance provided along the way, such as shopping cart reminders?
- How well do you serve your B2B or B2C customers in sales and service processes?
- Do people and systems easily access all the customer information they need? Can customers receive service without having to provide information about who they are or what interactions they have had with you before?
- Customers’ feelings about the extent to which you understand them to have a strong influence on their satisfaction level and their decision to do business with you. If you succeed in customer experience, you will gain an advantage over your competitors.
4. Tell Your Audience That You Know Them
When customers feel connected to and recognized by their favorite brands, their perspective on the brand changes. To give an example, if you know your target audience very well and analyze the problems they experience very well, develop a product and offer service accordingly, you will be marketing with a very effective approach. To win in this environment, organizations must ensure that their customer experience initiatives deliver personalized and satisfying interactions at every customer touchpoint.
The interactions your customers have with you at all touchpoints have a holistic effect on your customers’ overall perceptions and impressions of your brand. This makes the customer experience truly invaluable to the success of your business. In the field of social media, it is extremely important at this point to analyze what kind of content your followers like what they react to, and their thoughts. You can use a tool like Socialays for this. Socialays allows you to get to know your followers better by categorizing the comments on your social media posts as positive, negative, and neutral (for instance, Instagram posts and comments). Using this tool, you can analyze customer tastes.
5. Leverage Experiential Marketing
The experiential marketing approach is based on understanding and caring for the consumer. Evidence-based marketing type is a marketing technique that can guide the consumer with different methods in order to understand what he wants. Using experiential marketing methods in a coordinated way within evidence-based marketing studies allows you to achieve extremely efficient results.
Experiential marketing opens the way for the consumer to have an enjoyable experience with the product or service offered by the brand. The brand uses the consumer experience card to establish a close connection with the consumer. Accordingly, the fun and positive experience that the consumer will experience also paves the way for appealing to emotions and creating a positive decision.
In evidence-based marketing, where the brand focuses on consumer behavior and purchasing preference, it aims to give people an experience, and it is aimed at giving an idea and feeling about the product or service. Today’s marketing examples cannot bypass consumer emotions. Therefore, each marketing strategy seeks to create an emotion in the consumer and create a positive impression from it.
Experience Strategy
With the experience strategy, the brand has the opportunity to present its personality and develop lively communication. The fact that the consumer accompanies the vitality of the brand and plays a participatory role affects the embodiment of the brand in the eyes of the consumer and creates a positive perception. The important thing here is that the experience is enjoyable, positive, and permanent. The transformation of a consumer into a customer also depends on the experiences created and the positive impression and emotion derived from it.
Marketing examples show themselves in the commercial world by implementing new strategies that will affect the consumer every day. Evidence-based marketing strategy aims to reach the consumer and create customer loyalty in this context. A brand can also increase potential customers by offering the opportunity to try the product or service on the spot.
Fact-Based Marketing can Help Your Brand
Experience marketing can create effective marketing examples to leave a memory and draw attention to people. Examples such as mascots that suddenly appear, virtual reality and augmented reality applications, pop-up shops, bus tours, festivals, and street events that draw attention to social awareness can be listed in this context. Using a fact-based marketing strategy to improve your brand’s presence is now more crucial than ever before. If you want to learn more about how you can improve your brand’s presence, try Socialays today.
