Digital marketing information you can act on now to improve your business strategy
Digital marketing information you can act on NOW to improve your business strategy
Even though the last two years were anything but normal, there’s still a wealth of insight to gain - and if we were to take but one insight from this year's marketing trends, it would undoubtedly be that every business needs to invest in digital marketing. More and more businesses are relying on attracting online sales to generate various types of income.
There are seven essential segments of digital marketing that can help a business achieve this:
- Search Engine Optimisation
- Content Marketing
- Social Media Marketing
- Email Marketing
- Conversion Rate Optimisation
- Marketing Automation
- Reputation Management
- Pay-Per-Click (PPC)
Below is a compilation of digital marketing statistic based on each of those pillars to help you make judgements about your marketing strategy. We'll begin with some
general digital marketing data to provide an overview before providing some specifics for digital marketing segment
DIGITAL MARKETING SUMMARY
1. 44% of B2B companies’ top marketing spend is digital marketing. (Sagefrog Marketing Group)
2. Marketing strategy and planning are the top areas marketers are investing in for their innovation initiatives. (Gartner)
3. Referrals, email marketing, and SEO are the top sources of qualified marketing and sales leads in the B2B space. (Sagefrog Marketing Group)
4.
Marketers are looking into hosting hybrid events to accommodate those
who wish to attend digitally. These events involve technologies such as
AR and VR. (Stefanini)
5.
In a survey, 80% of B2B tech marketers expressed writing skills are
important, followed by content marketing skills (78%), digital media
skills (77%), data analysis skills (77%), and email marketing skills
(65%). (Spiceworks)
SEARCH ENGINE OPTIMISATION
6. 68% of online experiences start with a search engine. (BrightEdge)
7. About 69% of marketers are actively investing time in search engine optimization. (Hubspot)
8. Google currently has 86.64% of the search engine market. (Statistica)
9. The #1 organic result on Google gets an average click-through rate of 31.7%. (Backlinko)
10. Meanwhile, 67.6% of all search engine clicks go to the first five organic results. (Zero Limit Web)
11. The top 10 ranking sites on Google are over 2 years old. (Ahrefs)
12. Mobile searches account for over 54% of all web traffic worldwide. (Statistica)
13. 55% of conversions (store visits, purchases, or phone calls) occur within an hour of mobile search. (FinancesOnline)
14. The top three SEO tactics for businesses are: keyword strategy, localization, and mobile optimization. (Hubspot)
15.
The top three metrics marketers use to assess the success of their SEO
strategy are: keyword rankings, organic traffic, and time spent on
page. (Hubspot)
CONTENT MARKETING
16. 82% of marketers are actively investing in content marketing. This is up from 70% last year. (Hubspot)
17. Blogs give sites 434% more indexed pages and 97% more indexed links. (Taxoo)
18. Video is still the top most commonly used content marketing format followed by blogs and infographics. (Hubspot)
19.
The top three metric marketers use to measure the success of their
content marketing campaigns are: sales, web traffic, and social
engagement. (Hubspot)
20.
Marketing professionals who use video content in their strategy grow
revenue 49% faster than marketers who do not incorporate videos. (WordStream)
21. Content marketing generates 3 times more leads than traditional marketing. (Demand Metric)
22. Content marketing also costs 62% less than traditional marketing, making its ROI significantly higher. (Demand Metric)
23. 62% of businesses outsource their content marketing efforts. (Demand Metric)
24. 70% of consumers prefer getting to know a company through articles rather than ads. (Taxoo)
25. Blogs are 63% more likely to influence a purchase than magazines. (Taxoo)
26. 92% of marketers report that their content is a valuable business asset. (Review42)
SOCIAL MEDIA
27. There are 4.2 billion active users on some form of social media. (Statistica)
28. An average person will spend up to 3 hours a day on social media. (GlobalWebIndex)
29. 54% of social media browsers use a social media platform to research a product. (GlobalWebIndex)
30. 63% of marketers strongly agree social media is very important to their business. (Statistica)
31. 94 percent of B2C marketers use Facebook, and 94 percent of B2B marketers use LinkedIn. (Statistica)
32. 75% of B2B marketers use social media and social media advertising as part of their overall marketing strategy. (Sagefrog Marketing Group)
33. The most common posting frequency for social media marketers is three-to-four times a week. (Hubspot)
34. Top tactics for social media marketing are: social listening, hashtags, and live video. (Hubspot)
35. Over 73% of marketers believe social media has helped their marketing campaigns be effective. (Buffer)
36.
71% of consumers who’ve had a positive experience with a brand on
social media are likely to recommend that brand to their friends and
family. (LYFE Marketing)
37.
The best time to post for high engagement on Instagram and Facebook is
during the middle of the weekdays (Monday-Friday), around 10 am to 4 pm.
(Sprout Social)
38. 62% of users express they’ve grown more interested in a brand after seeing it on Facebook stories. (Social Media Today)
39. 60% of TikTok users are Gen Zers. (Social Media Today)
40. 25% of vertical full-screen TikTok videos receive a 25% higher watch-through rate. (Social Media Today)
41. 80% of Instagram users say how-to videos are their favorite and 90% of them follow a business on the platform. (Social Media Today)
42. 94% of podcast listeners are more active on social media than the general population. (FinancesOnline)
EMAIL MARKETING
43. Majority of marketers send their customers a maximum of 2 emails every week. (Hubspot)
44.
The top three email marketing strategies for marketers are: message
personalization, mobile-friendly emails, and subscriber segmentation. (Hubspot)
45. 81% of B2B marketers say their preferred form of content marketing is email newsletters. (Content Marketing Institute)
46. For every $1 spent on email marketing, you can expect a $38 return. (Forbes)
47.
84% of survey respondents from B2B organizations express they’ve
included email as a marketing tactic, primarily because of its high ROI.
(Smart Insights)
48. 81% of marketers claim email is best for customer acquisition. (eMarketer)
49. CTA buttons, as opposed to text links, in emails increase click-through rates by 28%. (Campaign Monitor)
50. The average open rate for emails in North America is 18.13%. (GetResponse)
51. Friday is usually the day with the highest click-through rates, which is at 2.7%. (Campaign Monitor).
52. 42.3% of people will delete an email if it’s not optimized for mobile. (SaleCycle)
53. 77% of organizations have seen an increase in email engagement rates during 2021. (Hubspot)
54. Segmented email campaigns hold a 14.31% higher open rate than non-segmented campaigns. (Mailchimp)
CONVERSION RATE OPTIMISATION
55. The average landing page conversion rate is 2.35%.
The top 25% of high-performing sites have an average conversion rate of
5.31% and the top 10% have an average conversion rate of 11.45%. (WordStream)
56. Mobile conversion rate in 2021 was 2.2%. (Statistica)
57. Meanwhile, desktop users have a conversion rate of 4.14%. (Statistica)
58. Paid search and organic search deliver the highest conversion rates and lowest bounce rates. (Episerver)
59. The more landing pages you have, the more leads you can earn. Businesses with 40 optimized landing pages get 12 times more leads than those with only 1 to 5 landing pages. (Hubspot)
60. Long-form landing pages can generate 220% more leads than regular landing pages. (MarketingExperiments)
61. Only 17% of marketers use A/B tests on their landing pages to improve conversion rates. (Hubspot)
62. 71% of companies conduct two or more A/B tests each month. (Invesp)
63. CTA buttons are the most popular site component to A/B test. (Invesp)
64. Personalized CTAs convert 202% better than normal CTAs. (Hubspot)
65. Landing pages that have a slow page load time can produce a 7% decrease in conversion rate. (Neil Patel)
MARKETING AUTOMATION
66. 76% of all companies use marketing automation. (Hubspot)
67. Nearly 90% of companies who use marketing automation say their strategy is successful. (MarTech)
68. The top 3 areas marketing automation is being used for are: task management, content automation, and chat bots. (Hubspot)
69. 76% of marketing automation users see a positive ROI within its first year of use. (Marketo)
70. 80% of companies report an increase of leads after implementing marketing automation (Invespcro)
71. 77% of marketers report an increase in conversions due to automation. (Invespcro)
72. Hubspot is the most popular automation platform among B2B marketers. (Sagefrog Marketing Group)
73. Marketers are allocating about 26% of their budget towards marketing automation. (Hubspot)
74. Business leaders believe the biggest benefit of marketing automation is lead generation and saving time. (Instapage)
75.
Nearly a third of marketers in a survey reported that marketing
automation initiates closer relationships between sales and marketing. (Liana Technologies)
ONLINE REPUTATION MANAGEMENT
76. Perhaps unsurprisingly, 81% of consumers will trust the advice of their friends and families over a business. (Hubspot)
77. However, 75% of shoppers say they trust online reviews as much as a personal recommendation. (BrightLocal)
78.
Out of all your avid customers, 59% will walk away from your brand
after several bad experiences and 17% of them will leave after one bad
experience. (PwC)
79. Product reviews are over 12 times more trusted than product descriptions and sales copy. (eMarketer)
80. 48% of consumers will only pay attention to reviews written within the last two weeks. (BrightLocal)
81. The average local marketer will spend 17% of their time on online reputation management. (BrightLocal)
82. Almost 70% of online consumers will look at a product review before making a purchase. (OptinMonster)
83. 71% of consumers are inclined to come back to a business that responded to one of their reviews. (BrightLocal)
84. 47% of worldwide internet users say they leave an online review at least once a month. (GlobalWebIndex)
85. 65% of U.S. consumers feel a positive experience with a brand is more influential than good advertising. (PwC)
PAY-PER-CLICK (PPC)
86. 62% of B2B marketing professionals have used and seen ROI from paid social media efforts. (Sagefrog Marketing Group)
87. Google Ads results that have purchasing keywords (e.g. “buy”, “purchase”, etc.) receive 65% of clicks. (WordLead)
88. PPC ads can boost brand awareness by 80%. (Google)
89. 65% of all high-intent searches bring in a PPC ad click. (WebFX)
90. For every $1 spent on Google Ads, businesses can earn an average revenue of $2. (Google)
91. You are 70% more likely to convert site visitors with retargeted display ads than regular display banners. (wishpond)
92. 50% of PPC clicks are made on mobile devices. (Rank Boss)
93.
72% of online shoppers are likely to abandon their shopping carts. With
retargeting ads, 26% of those shoppers are likely to return and
complete their purchase. Without retargeting, the chances of completing
their transactions decrease to 8%. (wishpond)
94. 40% of businesses believe their PPC budget is lower than it should be. (WordStream)
95. 75% of people click on ads because they expect the ads to help them find the right information they’re looking for. (Clutch)
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You've probably realised that there is a LOT to be done - but don’t worry, that’s where we come in. We have experts that work in each of these digital marketing segments, so we can help you create a multi-faceted marketing plan.
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