If you met up with 500 marketing strategists and planners in one room for two days, you’d probably encounter some eye-opening statistics, followed by a hefty dose of “WHY?” We sure did. Here are three actionable data points we can’t stop thinking about (and of course, why they matter) from the 4A’s StratFest 2016 in New York City.
1. One in 3 Americans would rather give up sex for three months than downgrade their smart phone to a “dumb phone” for one week.
So what: We’re officially addicted. People are spending a combined average of 4-5 hours a day looking at smartphones and tablet screens. If your brand isn’t leveraging the device in everyone’s back pockets, they’re missing out. From targeted mobile retail programs to location-based media campaigns, it’s time to plan and implement an integrated mobile strategy ASAP.
2. 64% of ecommerce shoppers are beginning their journey on a marketplace like Amazon instead of a search engine.
So what: Goodbye Google? Not quite. This is certainly a hard pill to swallow for ecommerce retailers, but brick-and-mortar stores should be just as concerned. We suspect the large shift in traffic to online marketplaces may actually stem from an increased amount of in-store research during time of purchase at retail locations. Two reasons: price, and most importantly, peer reviews. It’s time for retailers (and brands) to bridge the information gap between physical stores and the online social proof shoppers are seeking.
3. 95% of all decision-making is unconscious.
So what: Our rational brain is usually just rationalizing what our intuitive brain has already decided based on what feels safe. Humans are wired to take cognitive shortcuts, which means it’s our job as marketers to make every decision or behavior we’re encouraging as easy as possible. In an industry built on actively changing behaviors, it’s imperative to understand the million-year history of why people make the decisions they do. A good start? Matthew Willcox’s The Business of Choice: Marketing to Consumers’ Instincts.