54 Statistics & Trends That Will Shape Your Digital Marketing Strategy

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1.) In 2017, TV ad spending will total $72.01 billion, or 35.8% of total media investments in the US. Meanwhile, total digital ad spending will equal $77.37 billion, or 38.4% of total ad spending. (Source: eMarketer.)

2.) Google and Facebook dominate the digital advertising space with a combined share of 57.6%. Nearly .60¢ of every dollar spent in the digital space goes to these two companies. (Source: Visual Capitalist.)

3.) The cost of digital advertising is rising 5x faster than inflation in the U.S., and 71% faster than the cost of TV ads. (Source: ADI.)

4.) The average click-through rate (CTR) for display ads is 0.06%. (Source: HubSpot.)

5.) Native ads are viewed 53% more than banner ads. (Source: HubSpot.)

6.) The CTR for native ads is more than double regular display ads — 0.33% for mobile, and 0.16% desktop. (Source: Business Insider.)

7.) A delay of one second in landing page response time can result in a 7% drop in conversions. (Source: Kissmetrics.)

8.) Consumers who are retargeted in digital channels are 70% more likely to convert. (Source: HubSpot.)

9.) Usage of online ad blockers has increased 30% in the last year, and ad blocking on mobile devices has surged 90% year-over-year. (Source: PageFair.)

1o.) 18% of online users in the US have installed ad blockers. (Source: PageFair.)

11.) There are over 300 million mobile devices and 236 million desktop devices that currently have ad blocking software installed. (Source: PageFair.)

12.) Ad fraud will likely to exceed $50 billion globally by 2025, second only to the drug trade as a source of illegal income. (Source: World Federation of Advertisers.)

Mobile Marketing

13.) In October 2016, web browsing on mobile devices overtook desktop browsing. (Source: StatCounter.)

14.) As of May 2015, more Google searches take place on mobile devices than on desktops in the US. (Source: Google.)

15.) Marketing in the mobile channel now makes up 21% of online spending, up from a mere 4% in 2010. (Source: comScore.)

16.) 61% of users are unlikely to return to a mobile site they had trouble accessing, and 40% visit a competitor’s site instead. (Source: Google.)

17.) 84% of mobile marketers believe they’re providing a positive experience. Less than half of consumers report their experience was positive. (Source: Unlockd.)

18.) 83% of mobile users say that a seamless experience across all devices is very important. (Source: Wolfgang Jaegel)

19.) Mobile apps convert 100% to 300% better than mobile websites. (Source: Criteo.)

20.) 39% of searches for banking related products were initiated on a mobile device. (Source: Hitwise.)

21.) 53% of mobile pages are abandoned if longer than 3 seconds to load. (Source: DoubleClick.)

Content Marketing

22.) Content marketing is the digital strategy most favored by marketers today. One in five say it is their top method for generating leads. (Source: Smart Insights.)

23.) 86% of B2C marketers use content marketing. They spend an average of 25% of their budget on it, and 75% plan to increase their spending. (Source: Demand Metric.)

24.) Per dollar spent, content marketing generates three times as many leads as traditional marketing. (Source: Demand Metric.)

25.) Conversion rates are six times higher for companies and brands using content marketing than those that aren’t — 2.9% vs. 0.5%, respectively. (Source: Aberdeen Group.)

26.) Companies that publish at least 16 blog posts per month get almost 3.5 times more traffic than companies that publish four monthly posts or fewer. (Source: HubSpot.)

27.) On average, long-form blog posts with over 1,000 words generate 9x more leads than short-form posts. (Source: Curata.)

28.) 70% of people would rather learn about a company through articles rather than an advertisement. (Source: Demand Metric.)

29.) 85% of content marketers cited paid distribution, such as social media, PPC, and native ads as the most effective content marketing tactic above organic efforts. (Source: eMarketer.)

30.) One-third of marketing executives will hire more SEO and content professionals in the coming year. (Source: Conductor.)

Email Marketing

31.) Email has a median ROI of 122% – more than four times higher than other marketing formats, including social media, direct mail and paid search. (Source: Direct Marketing Association.)

32.) For every dollar spent on email marketing, an average of $44 dollar return on investment is realized. (Source: Campaign Monitor.)

33.) The average white collar professional sends and receives 121 emails a day. (Source: The Radicati Group.)

34.) Over one-third of consumers (34%) only use their mobile devices to read emails. (Source: Informz.)

35.) Segmented email campaigns have an open rate that is 14.32% higher than non-segmented campaigns. (Source: Mailchimp.)

36.) The open rate for emails with a personalized message averages 18.8%, as compared to 13.1% without any personalization. (Source: Statista.)

37.) Personalized email messages improve click-through rates and conversions by over 10%. (Source: Aberdeen.)

38.) Emails with a responsive design get 24% more clicks on mobile, but only 17% of marketers are using responsive design in their emails. (Source: YesMail.)

39.) Only 47% of marketers are fully optimizing the snippet text in their emails for easy reading on mobile devices. (Source: Salesforce Marketing Cloud.)

Social Media Marketing

40.) Online adults ages 18-34 are most likely follow a brand on a social media platform. (Source: MarketingSherpa.)

41.) 71% of consumers who have had a good social media service experience with a brand are likely to recommend it to others. (Source: Ambassador.)

42.) Visual content is more than 40 times more likely to get shared on social media than other types of content. (Source:HubSpot.)

43.) Four out of every 5 minutes of social media time is spent on mobile devices. (Source: ComScore.)

44.) Gen X (ages 35-49) spend the most time on social media — 6 hours and 58 minutes per week. Millennials (ages 18-34) came in second, spending 6 hours and 19 minutes of their time per week on social networks. (Source: Nielsen.)

45.) When social media is part of their buyer’s journey, customers tend to convert at a 129% higher rate, and they are four times as likely to spend significantly more than those without a social component. (Source: Deloitte.)

46.) Reading or social media reviews and online comments influence the shopping behavior of 67% of consumers. (PwC).

47.) Tweets with images get 18% more clicks, 89% more favorites and 150% more retweets. (Source: Buffer.)

48.) Image posts on Facebook 179% more interaction (likes, comments, shares) than an average post. Posts ending with a question get 162% more interactions. (Source: Facebook.)

Search Engine Marketing

49.) 93% of online experiences begin with a search engine. (Source: Vimeo.)

50.) Three out of four consumers never scroll past the first page of search results. (Source: Search Engine Journal.)

51.) 30% of all mobile searches are related to location. (Source: Google.)

52.) Half of those who conduct a local search on their smartphone visit a nearby physical location within a day, and 34% who searched on computer/tablet did the same. (Source: HubSpot.)

53.) Companies that blog have 97% more inbound links, and websites with blogs have 434% more indexed pages. (Source: TechClient.)

54.) At least 70% of users ignore the paid ads that appear above Google’s organic search results. (Source: imForza.)

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This article was originally published on June 27, 2017. All content © 2018 by The Financial Brand and may not be reproduced by any means without permission.

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