In a recent DMA webcast on "marketing to your customer's brain" Roger Dooley gave an overview of neuromarketing. In it, two previously unrelated facts collided.
First, 95% of most marketing doesn't work. The argument was that since direct mail, email and other direct-to-consumer campaigns are often measured in single digits they can't be defined as 'successful'.
Second, 95% of decision making is due to subconscious thought rather than an explicit process. That is, for all the research we're not actually quite sure how consumers come to a decision.
If true, I doubt the relationship between the two is mere coincidence. So I began to wonder what the relationship between those two 95's might be and what questions we need to consider. We should ask ourselves:
- How do consumers actually make decisions?
- How do marketing events and campaigns work?
- How do different types of content affect decisions?
- How do consumer need states impact choices?
- How do messages effect the odds of choosing one option over another?