The Physics of Marketing
Archimedes’ principle, Bernoulli’s equation, Doppler effect, Pascal’s law……sounds familiar? No – we are not about to lecture you about the (countless) theories in physics. Well maybe, we are. As a person whose experience with physics is limited to laughing at Big Bang Theory jokes, I found it extremely hard to believe that marketing principles could be explained in terms of Physics too! Yep, you read that right – marketing and physics.
Dan Cobley, a marketing director at Google gave a TED talk on the topic of how marketing could explained based on the laws and principles of Physics and the weird part is that it’s actually easy to get! So we wondered, why not spread the word? So here goes…
The law of motion
We’ll start with an easy one – Newton’s Second Law of Motion
The law states that “The acceleration of an object as produced by a net force is directly proportional to the magnitude of the net force, in the same direction as the net force, and inversely proportional to the mass of the object.”
Simply put, it just means that a larger mass requires more force to change its direction – and the same applies to marketing as well. The bigger a brand, the more difficult it is for repositioning. The solution lies in marketing portfolio brands, or new brands for new ventures
The uncertain(ity) law
Now for a slightly more technical one – Heisenberg’s Uncertainty Principle
The principle is that the position and velocity(momentum) of a particle cannot both be measured exactly, at the same time. True – because the act of measuring changes it (Confusing, right?).
In marketing, the rule is modified to say that, it is impossible to determine consumer behavior with just what the customers SAY they do. The solution is simple – with digitization on the rise, it is easy to analyse and predict consumer patterns rather than holding surveys where we know people …will sometimes…er…lie.
It doesn’t stop with this – oscillation frequency, particle forces, equilibrium systems – the count is endless once you know what you are looking for. The bottom-line is that both physics and marketing prove that what we perceive is only the tip of the iceberg, understanding only comes from facts and figures and thorough analyses.
So what are you waiting for? Get those grey cells to work and let us know how it goes!