Please accept all cookies to ensure proper website functionality. Set my cookie preferences

The other day I was reading a press release. The company said it wrote articles on "proven tactics" that marketers could use. This got me thinking about whether you can prove anything works in marketing....

After all, you can't prove anything in science. What you can do is provide a growing number of studies that tend to support a theory. But as any scientist knows, a theory (or the eternal viability of any marketing tactic) can be "falsified" by one test that doesn't support the theory.
Since human behavior is certainly as difficult to understand as, say, chemical reactions and physical interactions, it seems quite silly to believe that anything related to customer reactions can be proven. In fact, in my other life as an academic, you won't find one piece of research that has been published that will use the word "proven."
So, while this looks good in a press release, I would caution people to be quite skeptical of this claim. In other words, while this might work to get people to read the articles that purport to show "proven tactics," I would look at them as entertainment and not something to be seriously believed.
What's your view on this?

Continue reading "Can Marketing Tactics Be Proven?" ... Read the full article

Subscribe's free!

MarketingProfs provides thousands of marketing resources, entirely free!

Simply subscribe to our newsletter and get instant access to how-to articles, guides, webinars and more for nada, nothing, zip, zilch, on the house...delivered right to your inbox! MarketingProfs is the largest marketing community in the world, and we are here to help you be a better marketer.

Already a member? Sign in now.


image of Allen Weiss

Allen is founder, CEO, and Positioning Practice Lead at MarketingProfs. Over the years he has worked with companies such as Texas Instruments, Informix, Vanafi, and EMI Music Distribution to help them position their products defensively in a competitive environment. He is also the founder of Insight4Peace and the Director of Mindful USC.