Three Pillars of Evidence-Based Marketing
Marcos Malagris explains the importance of broad reach, emotional connection, and consistency in brand building.
Marcos Malagris breaks down three practical fundamentals for marketing effectiveness supported by empirical research. This approach combines broad audience reach, emotional appeal even in B2B, and persistence against premature campaign fatigue.
Marcos Malagris, General Manager LATAM at System1, spoke in a conversation with Bruno Gimenes on Marketing - The Podcast about the essential guidelines for structuring marketing communications around evidence and effectiveness data.
The segment is part of the episode "Data Doesn't Lie, But It Doesn't Decide Alone," which also explores research methodology and media strategy. In the video above, you can watch the complete discussion and the practical examples highlighted by Malagris.
Broad reach as a distribution principle
The first pillar for maximizing marketing ROI is aiming for the widest possible audience reach within an operation's available budget. According to Malagris, over-segmentation should never compromise the brand's ability to reach new prospective buyers.
"In all your communications, within the scope of your budget, always aim for the broadest reach you can achieve. If you don't have the budget to buy large-scale media, you need to create content that can break out of its bubble and go viral," explains Malagris.
The role of emotion in memory and B2B
The second fundamental is emotional engagement. Malagris points out that communications focused purely on product specifications fail to generate broad appeal or build long-term brand recall.
According to Malagris, this principle applies equally to the corporate space: "Tell a good story, tap into universal human truths, and create things that connect people—even in B2B. After all, B2B is still about people." He adds that empirical research proves the superiority of emotional storytelling over purely rational pitches when it comes to capturing attention and embedding a brand in memory.
Consistency and the risk of campaign fatigue
The third pillar centers on message consistency and repetition over time. In Malagris's view, internal teams and marketing leaders often grow tired of their own creative assets long before the target audience has even registered the message.
"When you feel like you're getting tired of a campaign or a specific content angle, that is usually right when it's starting to work. Your fatigue is a sign that the message is finally reaching people with enough frequency to build recognition and familiarity," notes Malagris. The practical recommendation is to avoid switching creative directions before frequency has had enough time to establish brand familiarity.