Successful businesses make strategic decisions supported by marketing statistics. However, most business owners do not have the resources or bandwidth to invest heavily into these areas. So, how can organizations feel confident in their business decisions if they are not able to conduct primary research?
Businesses large and small can benefit from marketing statistics compiled by other organizations. This secondary research can be especially helpful in high-impact business areas like digital marketing.
Creating a digital marketing strategy that is backed by concrete marketing statistics can help grow your business while mitigating investment risks.
Below are 40 digital marketing statistics to help you build a successful strategy for acquiring and retaining customers online.
Search engine optimization statistics
- Google accounted for 79 percent of all global desktop search traffic in 2017. (NetMarketShare)
- Roughly 3.5 billion searches are made on Google every day. (Internet Live Stats)
- The first organic search result on Google accounts for about 33 percent of traffic share for a search term. (Blurbpoint)
- Organic search results are the primary focus for 70- to 80-percent of search engine users. (MarTech)
- 90 percent of searchers have not made up their mind about a brand before conducting a search. (Status Labs)
- 88 percent of consumers perform some research online before making a purchasing decision. (eCommerce Wiki)
- 25 percent of people expect all searches to be done by voice by 2023. (Hubspot)
Marketing statistics indicate Google continues to be the most dominant search engine across every industry. When making investments into SEO initiatives, it should be to increase your organic search rankings for Google search results.
The top organic results for searches are substantially more valuable than other lower results and paid results.
Moving forward, it would also be wise to optimize your content for voice search because marketing statistics predict voice queries to continue to grow in popularity.
Mobile marketing statistics
- 82 percent of smartphone shoppers conducted “near me” searches. (Uberall)
- 96 percent of mobile search traffic is from Google. (NetMarketShare)
- Mobile advertising will account for 72 percent of digital advertising spend in the United States by the end of 2018. (MarketingLand)
- Peak hours for mobile use are between 8 p.m. and midnight (SmartInsights)
- U.S. adults spend an average of three hours and 35 minutes on a mobile device every day. (eMarketer)
- 82 percent of in-store customers use their mobile device to help with their purchasing decision. (Omnicore)
Mobile marketing takeaways
Companies need to pay attention to marketing statistics that show the mobile experience should be pleasant for their customers. This applies to eCommerce businesses and brick-and-mortar stores. Consumers are using their mobile devices at all stages of the buyer decision-making process. At a minimum, businesses should have a mobile-friendly website.
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Content marketing statistics
- Content marketing generates three times as many leads as paid search. (Content Marketing Institute)
- 45 percent of B2C marketers think that visual content is the most important type of content. (Content Marketing Institute)
- 9 percent of marketers plan to add Medium to their content marketing efforts in the next year. (HubSpot)
- 17 percent of marketers plan to add podcasting to their marketing efforts in the next year. (HubSpot)
- 26 percent of Americans listen to a podcast every month. (Edison Research)
- 84 percent of consumers expect brands to produce entertaining and meaningful content. (Meaningful Brands)
- The average content length for a result in the top 10 of Google for a term is at least 2,000 words. (Sweor)
Content marketing takeaways
Content marketing is an excellent strategy to improve your organic search rankings, and many marketers plan to invest heavily in this discipline moving into 2019. Marketing statistics indicate your business should make an effort to provide engaging, high-quality content — such as podcasts, videos and other multimedia content forms.
Social media marketing statistics
- More than 3 billion people are on social media worldwide. (We Are Social)
- Facebook has 2.23 billion monthly active users, YouTube has 1.9 billion monthly active users and Instagram has 1 billion monthly active users. (Dreamgrow)
- People between the ages of 18 and 34 make up 61 percent of Instagram’s active users. (Statista)
- 53.7 percent of Facebook’s users are between the ages of 35 to 64. (Statista)
- More than 50 percent of internet users say they follow an influencer or celebrity’s social media account. (Influencer Marketing Hub)
- Consumers are 71-percent more likely to purchase a product or service that was referred on social media. (Influencer Marketing Hub)
- 59 percent of U.S. consumers believe that social media has made it easier to get their customer service questions resolved. (Lyfe Marketing)
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Social media marketing takeaways
Social media is a digital platform that makes it incredibly easy for brands to reach consumers. However, as these marketing statistics demonstrate, it’s important that you understand the demographics of your target audience and use the social media platform that is most popular for that group.
For instance, brands with a younger audience should use social platforms like Snapchat or Instagram, whereas more general audiences can be reached on sites like Facebook or YouTube.
Additionally, social media is a two-way communication channel. Your brand should not just talk to your target audience; it should cultivate a conversation and use the medium to respond to questions, praise and concerns.
Email marketing statistics
- 70 percent of consumers will delete an email that isn’t mobile friendly. (Duct Tape Marketing)
- Almost 60 percent of consumers check email from their mobile device, and 75 percent of those people use their smartphone to check email more than any other device. (Fluent)
- It’s estimated that there will be almost 5.6 billion active email accounts by 2019. (Statista)
- 51 percent of businesses use some form of marketing automation. (Emailmonday)
- The optimal length of an email subject is 17 to 24 characters. (Coschedule)
- Tuesday through Thursday between 8 a.m. and 10 a.m. are the best days and times to send emails on average. (Vertical Response)
Email marketing takeaways
Check the marketing statistics. Email continues to be one of the best ways to move leads through the sales funnel.
Additionally, by following a few simple optimization techniques, you can vastly improve your email open rates and subsequent click-throughs.
Video marketing statistics
- Video content can increase organic search traffic by 157 percent. (Wordstream)
- Videos with products can increase purchases by 144 percent. (Neil Patel)
- Landing pages with videos see an increase of 86 percent in conversions. (Eyeview)
- 64 percent of consumers are more likely to purchase a product after watching a video about it. (Forbes)
- 59 percent of decision-makers prefer video over text-based content. (Forbes)
- YouTube users watch roughly 5 billion videos every day. (Omnicore)
- Online videos will make up more than 85 percent of all U.S. internet traffic by 2020. (Cisco)
Video marketing takeaways
Video is the next frontier, as marketing statistics suggest, and creative brands would be wise to start investing in this content form. Trend reports show a rapid increase in the number of videos consumed online — not just on YouTube. Consumers are digesting more video content, and they are using it to make purchasing decisions.
Analyze your own data when possible
Secondary research is an excellent option for businesses that do not have the time or resources to devote to researching marketing statistics — but it pales in comparison to the insight you can glean from looking at your own data. Whenever possible, pull reports and assess what initiatives work or don’t work so you can build and iterate the perfect digital marketing strategy for your business.