In this post, we’ll explore some basic marketing theory by taking a closer look at the SOR model.
Maybe you’ve heard of it before, but if not, I’ll walk you through it.
In marketing, there are countless models that explain how to create the best and most profitable campaigns.
Among these, you’ll find models like Maslow’s hierarchy of needs, audience analysis, the 4 Ps, and many more.
It’s no surprise that so many models exist within the same field.
Marketing is fundamentally about understanding people and their behavior, which can be overwhelming without guiding frameworks.
Since we’re all complex individuals with unique needs, it’s impossible to create a single strategy that works for everyone.
That’s why I find it worthwhile to explore models and theories that help align marketing strategies with different target audiences.
Now, back to the focus of this post – the SOR model.
SOR stands for Stimuli, Organism, and Response.
Each of these elements outlines what a business should consider when influencing a consumer to purchase a product or service.
Below, I’ll break down what each element represents.
Stimuli
Stimuli refer to the strategies and tools a business uses to influence consumers to buy a product or service.
This includes promotional strategies, pricing, and media selection for advertisements.
However, the decision to purchase might also be influenced by external factors in the consumer’s environment, such as social, cultural, or political circles.
Organism
The way a business influences consumers doesn’t happen in a vacuum.
This element focuses on the organism – the consumer as an individual and the target group they belong to.
To create effective stimuli, businesses must understand the unique characteristics of their target audience, such as:
- Demographics
- Buying behavior and needs
- Decision-making processes
- Cultural and social factors
By leveraging knowledge about the organism and the stimuli they’re exposed to in their social circles, businesses can design the most effective marketing campaigns.
Response
Ultimately, whether a business succeeds in influencing consumers depends on the response.
The response is the effect an ad, website design, etc., has on the consumer.
Does the consumer decide to make a purchase? What behavior is involved in the decision-making process?
The response provides insights into whether the business’s stimuli were effective.
However, responses vary at the individual level, even within the same target group.
The SOR model in practice
In my opinion, the SOR model offers a valuable perspective for assessing whether your marketing strategies are achieving the desired impact.
It also helps businesses better understand their audiences and apply knowledge about behavior, decision-making processes, and social backgrounds to marketing efforts.
In practice, you typically start by analyzing the organism, then develop the appropriate stimuli strategy.
Finally, the response provides the data – such as conversion rates, ROAS, CTR, etc. You can learn more about these terms in my digital dictionary here.
To conclude, it’s worth noting that the SOR model is just one of many marketing models, and you can often get more value by using different models in combination.
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