Shann Biglione wrote an article for the Drum titled The science of marketing: taking inspiration from quantum physics.

« Great marketing is fairly simple, but hard. Yet, we keep celebrating people who want us to believe they make the complicated easy »

Wave-particle duality of consumer behavior

Physics: « Electrons, photons and protons not only carry their properties like particles that move as points in space, but also as waves that ripple through it. Light (photons), when sent through a thin hole, doesn’t just send a straight line of its particle through the holes, it projects wave-like patterns that echo behind it. Einstein described this as having “two contradictory pictures of reality; separately neither of them fully explains the phenomena of light, but together they do.” »

Marketing: « One can both display extremely rational behaviors at times — all the while being emotionally driven a second later. »

The uncertainty principle of data systems

Physics: « Heisenberg’s uncertainty principle… states that the more precisely the position of some particle is determined, the less precisely its momentum can be predicted from initial conditions. We cannot know both accurately at the same time. »

Marketing: « Relying too heavily on data creates dangerous levels of misattribution between provenance, intent and context of the user. And so, it begs the question: would we be more effective as marketers if we made the assumption ‘data-driven marketing‘ is dictated by an uncertainty principle that dispels the illusion of it being deterministic? »

The unification of marketing theory

Physics: « Our understanding of the atomically small is defined by the probabilistic models of quantum field theory, while the world at a cosmic level is currently explained by Einstein’s deterministic models of general relativity… Decades later, scientists are still trying to solve one of the greatest challenges of modern physics: uncovering a unified theory that makes sense of the small and the big. »

Marketing: « It’s not about being long-term or short-term, it’s about accepting that both play a role and that every brand needs to strike a balance between the two… Building the brand will reduce price sensitivity but giving consumers a good understanding of what they’re buying in the first place remains essential. »

« It’s valuable to find relief in the beauty of balance, nuance, complementarity, and yes, just as in physics, sometimes even contradictions. »

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