It’s no secret to those working in content creation and strategy that there’s no shortage of content categories or distribution methods that call for original and imaginative content. Your company’s or agency’s digital content for various channels, especially the visual elements, has far-reaching effects on the organization.
However, it’s not always evident where and how to use scarce resources and money for content production.
Why are stats in digital marketing crucial?
Here are a few other reasons why it’s crucial to base marketing decisions on data, in addition to the fact that we need to use statistics from digital marketing to support our claims:
You may focus your efforts on using statistics. You’ll want to know how particular platforms will perform in comparison to others if you’re putting a multi-channel marketing plan into practice. You may make decisions with statistics supporting them by knowing which channels could use more resources than others.
You can maintain competition by using digital marketing statistics. You may learn what others are doing with the use of these data points, which can put you one step ahead of your rivals.
Follow fashion trends. Data exposes patterns and trends in digital marketing that might assist you in finding platforms and techniques where it may make sense to be an early adopter.
Data can create space for alternative tactics. Utilizing digital marketing data gives you complete assurance of what will work. In this manner, you may concentrate on other activities, such as website inspection, and spend less time sweating your plan!
After all, without a solid website, your efforts at digital marketing would be ineffective.
To aid you, we have collected and organized the latest data on digital marketing from a variety of sources.
Facts, that can help you decide whether content distribution platforms should be a part of your strategic plan:
Statistics for search engine optimization
SEM involves using paid search marketing strategies like Google Ads, whereas SEO focuses on increasing quality organic traffic to your website.
Even while Google dominates the market, you should also take into account alternative ad networks with your target demographic, such as Bing and Amazon. Pay particular attention to the content experience and make sure the call-to-action is correctly placed, especially in light of the fact that more than half of all paid traffic currently originates from mobile devices.
- Google’s ad income reached 146.92 billion US dollars in 2020. (2021 Statista)
- In 2020, Amazon’s advertising sales were 12.75 billion USD. 2020 (Statista)
- After Google and Facebook, Amazon is the third most used ad network. 2018 (eMarketer)
- The typical conversion rate for Amazon PPC is 9.47%. 2019 (AdBadger)
- In the upcoming 12 months, 64% of companies want to boost their PPC expenditure. 2019 (State of PPC for 2019/2020)
- Visits from PPC are 50% more likely to make a purchase than visitors from organic sources. 2019 (Unbounce)
- Marketing professionals reported that they will boost their PPC spending for the upcoming year by 62%. (Hanapin)
- 90% of internet users are reached via the Display Network of Google Ads via 2 million websites. (Google)
- Mobile devices account for 53% of all paid clicks. (PowerTraffick)
- According to 56% of digital media experts, brand risk incidents would most likely affect programmatic advertising in 2021. 2020 (eMarketer)
Numbers on content marketing
The mainstay of creative teams is content marketing. Brands and agencies creating marketing and advertising content for clients need to strategically consider the types of materials they are using to target each step of the buyer journey.
This applies to all material types, including videos, advertisements, whitepapers, emails, and more. It is not only limited to topic selection.
Finally, it’s crucial that creative teams take into account additional considerations besides traffic, leads, and revenue gave the volume of material being released across many media. For instance, brand management and compliance require extra focus since they have the potential to stand out in a sea of similar material.
- Only 31% of B2B marketers claimed that in the previous 12 months, content marketing had been extremely or very successful for their company. (Content Marketing for B2B, 2021)
- 79% of marketers’ top priority for 2021 is generating quality leads (eMarketer, 2020)
- In 2020, 46% of B2B marketers intended to spend more on marketing than they did in 2019, with 12% of those spending more than 9% more. (2021 Statista)
- 95% of B2B service and product purchasers acknowledge that they use the content as a reliable indicator when assessing a company (Demand Gen Report)
- In 2020, 87% of marketers say that content marketing assisted them in achieving their brand recognition objectives. (2021 Statista)
- For 23.7% of content marketers, the largest problem is creating visually appealing content. (2020 HubSpot)
- In 2020, Facebook user-generated content influenced up to 26.4% of purchasing choices, compared to 1.9% for Twitter (eMarketer, 2021)
- Sales figures are how most marketers gauge the performance of content marketing. 2020 (Hubspot)
- Investing in content marketing is active for 70% of marketers. 2020 (HubSpot)
- 75% of B2C marketers believe that content marketing is effective for their company. Dec. 2019 (Marketing Profs)
Statistics for email marketing
When done correctly, search engine optimization (SEO) is a strategic investment that yields rankings, traffic, leads, and sales that passively compound over time.
It’s also crucial to bear in mind that material created for SEO should be viewed as a longer-term investment, with real effects occasionally taking up to a year to manifest, particularly for younger sites with little to no existing content.
What to know about SEO in 2023 is as follows:
- A pertinent search has a 39% effect on buyers. (Consider Using Google)
- Within a year after publishing, just 5.7% of pages will appear in the top 10 search results. (Ahrefs)
- In search engines, 75% of users never scroll past the first page. (HubSpot)
- Google does not send any organic search traffic to 90.63% of pages. (Ahrefs)
- Mobile devices account for 52.2% of all website traffic worldwide. (Statista)
- In 2024, advertisers anticipate spending $99.22 billion on search. (eMarketer)
- Placements on mobile devices will account for the majority of total spending, with the percentage increasing to roughly two-thirds by 2024. 2020 (eMarketer)
- Google’s ad income reached 146.92 billion US dollars in 2020. (2021 Statista)
- In 2020, Amazon’s advertising sales were 12.75 billion USD. 2020 (Statista)
- After Google and Facebook, Amazon is the third most used ad network. 2018 (eMarketer)
- The typical conversion rate for Amazon PPC is 9.47%. 2019 (AdBadger)
- PPC is a significant business driver, according to 74% of brands. 2019 (State of PPC for 2019/2020)
- In the upcoming 12 months, 64% of companies want to boost their PPC expenditure. 2019 (State of PPC for 2019/2020)
- Marketing professionals reported that they will boost their PPC spending for the upcoming year by 62%. (Hanapin)
- 90% of internet users are reached via the Display Network of Google Ads via 2 million websites. (Google)
- Mobile devices account for 53% of all paid clicks. (PowerTraffick)
Statistics for social media marketing
Brand recognition and content conversion continue to be greatly influenced by social media content. To maintain and increase audience engagement, social media content creation takes a tremendous amount of effort and talent.
Depending on your business or agency, different platforms will provide different outcomes, but creative teams should keep an eye on the material that drives the most interaction for their brand.
- 81% of companies prefer to employ Facebook video marketing. (Buffer)
- As of Q4 2020, Facebook had around 2.8 billion monthly active members, making it the largest social network globally. (2021 Statista)
- Today, Facebook is the main platform used by marketers to distribute content. 2020 (HubSpot)
- Social networks and messaging are used on average for two hours and twenty-five minutes every individual. (GlobalWebIndex)
- LinkedIn was rated as a successful video marketing channel by more than 87% of LinkedIn’s video marketers in 2019. 2020 (Wyzowl)
- Facebook Groups are now used by 18% of marketers. 2020 (HubSpot)
- Pinterest has 459 million monthly active users globally as of the fourth quarter of 2020. (2021 Statista)
- The social media platform with Instagram’s second-highest ROI among advertisers. 2020 (HubSpot)
- 83% of marketers employed social media for B2B advertising, which was second in terms of success (29%) to search engine marketing (33%). (CMI, 2021)
- Up to 25.3% of Facebook users’ shopping decisions are influenced by user-generated content. 2021 (eMarketer)
Statistics for video marketing
Given the growing popularity of video, it’s critical to pay attention to the correct video marketing statistics to understand how to utilize this sort of content to reach, educate, and cultivate your audience.
If you’re still not using video as a tool, you’re losing out on the chance to expand the reach of your business.
- 51% of B2B decision-makers look up products on YouTube. (Hootsuite)
- As compared to last year, 96% of existing video marketers want to raise or retain their video spending (Wyzowl).
- In 2021, short-form videos are predicted by 85% of marketers to be the most successful format for social media content. (HubSpot)
- In 2022, 64% of marketers anticipate increasing their short-form video spending. (HubSpot)
- US adults view videos for an average of 2 hours and 13 minutes each day, up from 1 hour and 46 minutes in 2019. (eMarketer, 2021)
- Explainer videos (73%), social media videos (67%), presentation videos (51%), sales videos (41%), and video advertisements (41%) are the most often produced types of videos. (2021, Wyzowl)
- 70% of YouTube users look to the platform for “assistance with an issue” related to their employment, studies, or hobbies. (Consider Using Google)
- Video is used as a marketing tool by 87% of companies. (2021, Wyzowl)
- 54% of respondents to a 2018 HubSpot study said they would want to see more video content from brands or companies they support. (HubSpot)
Statistics on marketing automation
Leading brands and agencies must continue to make investments in marketing automation tools to provide their creative content and save time, improve real-time ad spend optimization, scale campaigns, and more precisely assess campaign effectiveness across many channels.
- For enterprises, automation ranks as the fourth most important sector for investment. (2020, Statista)
- Within a year, 76% of marketers observe a favorable ROI. (Marketo)
- The primary objective of marketing automation is thought to be lead creation.
- All organizations employ marketing automation in 75% of cases.
- The conversion rate for automated cart abandonment emails was 33.89% in 2020. (2021 Statista)
Statistics for conversion rate optimization (CRO)
Getting people to see your original content is simply the beginning of the digital marketing process. Getting this traffic to take action is the next stage. Here are some of our favorite statistics from this year’s conversion rate optimization.
Conversion rate optimization offers the chance to maximize the value of the traffic you are already receiving, but few businesses are spending time and money on it. Look at your current digital marketing assets to determine if there is any potential for fast wins before you start developing additional content and purchasing more advertisements.
Conversion rate can be negatively impacted by page speed, extensive form fields, hidden fees, and requests for personal information like age. Automated welcome emails and abandoned cart recovery are useful tactics to have at your disposal.
- Out of all measured categories, automotive had the highest cart abandonment rate (96.88%). (2020, Statista)
- Due to hefty additional charges like shipping, tax, and fees, 50% of customers will abandon their carts. (JivoChat)
- Paid search has the greatest average conversion rate (2.9%) among all traffic sources. (2021 Smart Insights)
- Google Ads on mobile have an industry-average conversion rate of 4.1% on the search network and 0.6% on the display network. (2020 Wordstream)
- E-commerce companies’ automated welcome emails had a conversion rate of 51.9% in 2020; (Statista, 2021)
- The conversion rate for automated cart abandonment emails in 2020 was 33.89%. (2021 Statista)
- The typical landing page conversion rate is 9.7%. (Unbounce)
- Every additional second that the website takes to load reduces conversion rates by 4.42%. 2019 (Portent)
- For every $92 spent on client acquisition, businesses only invest $1 on conversion rate optimization. (Extract from Econsultancy)
- 55% of businesses want to raise their CRO spending. (CXL)
Stats on mobile marketing
Any plan for creating digital marketing content should have a primary focus on mobile device targeting and user experience.
This covers everything from landing page optimization and ad targeting to creative materials and website UX. It’s equivalent to ignoring about 50% of your potential consumer base if you don’t optimize for mobile users.
- Over 40% of internet purchases are made using mobile devices.
- More than 60% of B2B buyers claim that a recent purchase was significantly influenced by mobile. (JoshMDawson)
- If they experienced an intrusive mobile experience, 46% of individuals said they would not buy from a brand again. (LinkedIn)
- 50% of smartphone users are more inclined to anticipate making an imminent purchase when using their device. (Consider using Google)
- 96% of all mobile search traffic belongs to Google.
- According to a poll of American marketers that was done in February 2020, 13.5% of their marketing budgets were allocated to mobile marketing. 2020 (Statista)
- Spending on mobile advertising was 189 billion dollars in 2019 and is projected to reach 240 billion dollars by 2022. 2020 (Statista)
- By 2025, mobile banner advertising is expected to generate around 152.6 million US dollars, up from about 63 million US dollars in 2017. (2021 Statista)
- 53% of users would quit a mobile website if it takes longer than three seconds to load. (Clever Tap and Search Metrics)
Statistics for online marketing
Because there are so many content channels available to consumers online, the eCommerce content and customer experience must be as frictionless as possible.
Reduce cart abandonment by implementing search and simple navigation (Amazon’s major strength) on your brand store, allowing guest checkout, and keeping expenses like shipping and taxes upfront.
- Online shopping cart abandonment rates can reach 70%. (2019, Statista)
- When customers must form an account in order to check out, 28% of them won’t buy. (2021, Baymard)
- Instead of the optimal 7-8 fields, most checkout processes include approximately 15 form fields for customers to complete. (2021, Baymard)
- eCommerce click-and-collect sales in the US are anticipated to increase by 60.4% to $58.52 billion (eMarketer, 2020)
- By 2021, Amazon will represent 50% of all US eCommerce sales. 2020 (Statista)
- For online customers, search and navigation are the most crucial site features. 2020 (Statista)
- 14.1% of all retail sales globally in 2019 were made online. In 2023, this percentage is predicted to rise to 22%. 2020 (Statista)
Marketing to businesses data
The B2B buyer experience is complex, with several decision-makers and touchpoints. For each level of the funnel, B2B enterprises must provide a variety of content assets.
The task of effectively repurposing this information into various formats appropriate for important channels involves an unlimited supply of time and resources. Think about outsourcing the development and delivery of some or all of your content.
- Before choosing a product or service, B2B buyers reportedly peruse 13 pieces of material. (2020 Marketing Charts)
- 89% of B2B researchers use the internet to investigate possible acquisitions (Google)
- An average of 8 of the 13 pieces of material that consumers reported consuming originated from the vendor, with the remaining 5 coming from other sources. (2020 Marketing Charts)
- With almost two-thirds (63%) of teams consisting of at least three decision-makers, B2B marketers are required to tailor their content to more than one decision-maker. (2020 Marketing Charts)
- There were 332 B2B firms giving webinars in March 2020, up 36% from 245 in February. 2020 (Statista)
- 41% of B2B companies carry out their marketing tasks internally (Statista)
- At least one content marketing task is outsourced by half of B2B marketing teams (CMI)
- The typical rate of conversion from MQL to SQL is 13%. (Implisit)
- 7 out of 10 B2B customers view videos during the sales process (Google)
- LinkedIn generates 4 out of 5 social media B2B leads (LinkedIn)
Conclusion
These facts about digital marketing creative need to help you make choices that will benefit your company. Use these new statistics to inform your content distribution and production strategies through 2023 and beyond, whether you’re producing material for marketing campaigns, videos, SEO, SEM, or emails.
A significant hurdle in the development of your digital content might be completing it before distribution for each channel. Try out Krock.io for free to see how you can speed up the creative review and approval process for all content kinds.
