As the official Insights Partner of Adweek Commerce Week, we are excited to announce that the results are in! And our wheels are really turning thanks to all the great insights shared by the marketers in attendance!
Here are some of our key takeaways and highlights:
You’ve got minutes, wait. Maybe just seconds! -
Like our attention spans, shopping decisions are getting shorter and shorter. According to Entrepreneur, marketers now have just eight seconds before they lose their customers’ attention! Of the marketers surveyed at Commerce Week, 39% reported their consumer purchase funnel was measured in just minutes or even seconds. Brands that continue to find ways to drive frictionless commerce will win this split decision now and in the future.
Frictionless shopping is trending -
Social commerce is getting bigger and bigger, and is the ultimate frictionless shopping experience for consumers. Over 76% of marketers reported using interactive shopping on social media via live video as a key customer touchpoint.
Study up on Green Guides -
Of those surveyed during Commerce Week, over 50% reported that both sustainability practices and environmental issues impact their marketing strategies. Good news for marketers hoping to communicate their brands’ commitments to these practices, the FTC is refreshing their Green Guides. The guides haven’t been updated since 2012, and will help marketers understand how to use claims such as “Organic,” “Recycled Materials,” and “Carbon Offset.”
Web 3.0 is here, but the Metaverse is still a WIP - Social commerce and gamification are being used by numerous marketing teams today. However, some technology continues to be more of a work in progress. Fewer marketers reported using more future-forward tactics such as virtual try-ons, augmented reality and stores being powered by blockchain.
Keep experimenting - In a time of rapid consumer behavior change, marketers are carefully balancing the tried-and-true with innovation. When asked what percentage of their team’s time is dedicated to new tactics, half said they spend about 75% of their time on what I know works and 25% toward innovation. Another 46% said they were splitting their time between what I know works and innovation. Only 4.6% were leaning fully into innovation, saying they spend 75% of their time dedicated to innovation, with only a quarter of time spent on what I know works.
Want to learn more? Click here to view the full 2022 eCommerce Insights Survey
