Eight Lessons from the Father of Data-obsessed Marketing

Snapchat. Mobile marketing. Virtual reality. Marketing automation. As marketers, we have a tendency to focus on the newest, buzziest, most-hyped ideas and look at the giants whose shoulders upon which our industry stands. Claude Hopkins lived far before any of these buzzy terms. Even before TV commercials. He’s one of the most influential advertising professionals in history, yet many modern marketers have probably never heard of him. After all, his seminal work – Scientific Advertising – was published almost 100 years ago. Hopkins’ career resided in a sweet spot for influencing our industry. His research pre-dates and informed David Ogilvy and Rosser Reeves (aka Don Draper). In fact, in Ogilvy on Advertising, Ogilvy says, “Nobody should be allowed to have anything to do with advertising until he has read [Scientific Advertising] seven times. It changed the course of my life.” Yet Hopkins arrived after earlier pioneers like Walter Scott and Daniel Starch, so his teachings were informed by not just opinion, but data. As he says in his book, “Advertising, once a gamble, has thus become, under able direction, one of the safest business ventures.” Hopkins’ discoveries enabled him to be very tactical and practical with the advice he gave to early advertisers. This is advice successful marketers are still putting into practice today, such as:   “We learn the principles and prove them by repeated tests.” Digital marketing has made A/B testing much easier, quicker, and cheaper. And you can see this dedication to testing and learning rolled out…
Source: Marketing Experiments
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