EVIDENCE-BASED COMMUNICATIONS
Evidence-Based Communications is a scientific approach to communications, driven by data at the beginning, the middle and the end.
In addition to accountability, the Evidence-Based approach fosters creativity and flexibility, as listening to data and insights opens up new possibilities that strategizing alone cannot achieve. The approach is also extremely cost-effective, as it assures that dollars are being committed to tactics and messages grounded in Evidence, as well as monitoring program effectiveness throughout a communications initiative and allowing for course correction if necessary to optimize results.
EVIDENCE-BASED COMMUNICATIONS ENDS THE GUESS WORK
Evidence-Based Communications ends the guess work. All communications strategies are based in evidence, not speculation.
By using Evidence-Based Communications to develop programs, the agency is ensuring that each client’s communications dollars are spent on tactics and messages that will deliver results..
IT DELIVERS BETTER ROI
IT IS MEASURABLE
By using Evidence-Based tools for bench-marking at the beginning of a program and measuring effectiveness at the end, clients can demonstrate a positive communications ROI.
Because Cynosure Communications measures the impact of a program’s tactics at the beginning, middle and end of program, there is an opportunity to modify tactics in the middle of a campaign.
THE PROGRAMS ARE NIMBLE
WHAT PEOPLE SAY
KIRSTY DUGMORE
Chief Growth Officer at SugaSpice, London, UK.
Over the past decade, there have been significant advances in the field of marketing. The move is largely due to the application of advanced research techniques grounded in scientific methodology, as well as the integration of science-based disciplines into the field of marketing. Globally, evidenced-based marketing is gaining traction at a rapid pace.
IRENE GIL-SAURA
Marketing and Market Research Department, University of Valencia,
As the most recent approach of communication management, the integrated marketing communication (IMC) programmes, enhanced by the advancements in information and communication technology (ICT), are considered an important contribution to the brand equity building.
COLIN LEWIS
Chief Marketing Officer, OpenJaw Technologies
We need evidence-based marketing to save us from the fads and fashions. It is all too easy to base marketing strategies on hope, fear, what has worked in the past and what others are doing, but the best marketers will hinge their decisions on the facts.