Digital marketing continues to grow. Consumers use multiple online and offline channels when researching and purchasing and often traverse between devices when they do so. Marketers are inundated by more types of digital data and are continually adjusting their strategies to ingest more data and to improve their marketing execution.
While we know digital marketing is constantly evolving, what are the important statistics and trends that every marketer should know to inform their marketing strategy? Take a look at this collection of statistics to find out.
- Email is the most effective digital channel. It has a median ROI of 122 percent, more than four times higher than any other digital marketing format. Email is nearly 40 times more effective than social channels in helping brands acquire new customers. (eMarketer)
- About 3 in 5 consumers check their email on the go and 75% of Americans say they use their smartphones most often to check email. (Fluent) Not optimizing emails for mobile is simply no longer an option.
- Video is expected to make up 80 percent of all Internet traffic by the end of 2019. Fifty-four percent of consumers want to see more video content from marketers, and audiences say they are more likely to retain marketing messages delivered via video. (SmallBizTrends) Marketers should consider adding more video to their email campaigns.
- 82% of marketers report increased open rates with rich email personalization. (ActiveTrail) With the availability of more types of data, personalization has become much more advanced and marketers must consider personalizing beyond just the first name in order to see higher conversions.
- Email Marketing: Effectiveness vs. Difficulty
Email marketing is the most common channel for personalization, however according to Ascend2’s survey, while personalized messages are highly effective, they also rank as the most difficult type of email to deploy. Three in 5 (62%) email marketers chose personalization as being among their most effective types of email. Nearly half (47%) of survey respondents stated that personalization is also the most difficult type of email to execute.
- Triggered emails, which are messages delivered only when an individual has taken a certain action such as subscribing or abandoning a shopping cart, have a 71% higher average open rate and 102% higher average click-through rate compared to general newsletters. (Benchmark Email) Marketers should experiment with adding more types of triggered emails to their marketing mix.
- Every day individuals and businesses send more than 293 billion emails, and that number is expected to increase to more than 333 billion by 2022. (Statista) Be sure to test different email formats, copy, headlines and creatives to optimize your chances of making it to the inbox and getting opened.
- Marketers still must deal with inactive email subscribers. However, according to Return Path, more than half (56%) of respondents said they do not actively try to re-engage inactive subscribers. Of the 44% who do create targeted campaigns for re-engagement, two-fifths (39%) find that free resource offers are effective, marking the highest rate of satisfaction of the 5 campaign types identified.
- Customer testimonials and making subscribers aware of new products or services tie for the second-most effective re-targeting campaigns, with 37% reporting using them effectively. Coupons/discounts and surveys are also considered by more to be effective than ineffective, though the gap is narrower for surveys than for other types.
- 73% of millennials prefer communications from businesses to come via email. (Hubspot)
- Facebook usage has dropped considerably among teens. YouTube, Snapchat and Instagram are the most popular online platform among this age group. (Pew Research)
- Instagram continues to attract a younger audience with 72% of teens saying that they use the platform. This is an impressive increase from 2015 when 52% of teens said that they used the platform. (Sprout Social)
- Facebook is the second favorite platform for consuming videos after YouTube. 40% of consumers said that they watch the most videos on Facebook. (SproutSocial)
- Social networks are the biggest source of inspiration for consumer purchases with 37% of consumers finding purchase inspiration through the channel. (PwC)
- Social media is the most relevant advertising channel for 50% of Gen Z and 42% of millennials. (Adobe)
- Non-customers are three times more likely than customers to visit retailers from social media ads.
- 50% of consumers said that seeing user-generated content would increase their chances of buying products through a brand’s social media. (Curalate)
- 49% said that easy payment systems (like Amazon Pay) would increase their chances of buying through social media. (Curalate)
- 73% of consumers want to see posts about discounts and sales. 60% want to see posts that showcase new products and services. 59% want to see posts that teach something. (Sprout Social)
- The most common reason why consumers reach out to brands on social media is because they have a question. 57% of consumers reported doing this. The second most common reason is to have an issue with a product or service resolved. 45% of consumers have done this. (Sprout Social) Brands must be constantly monitoring social channels to engage with consumers in a timely manner, build relationships and provide better experiences.
- Growth in programmatic spending on connected TV, social video advertising and OTT has contributed to US marketers spending an estimated $29.2 billion this year on programmatic video. This will account for just about half (49.2%) of the total programmatic digital display ad spending for 2019, per new data from eMarketer.
- Native advertising increases purchase intent by 18%. (Forbes)
- Native ad spending is projected to increase to $41.1 billion in 2019. This means native advertising will account for 61 percent of total digital display ad spending in the U.S. (eMarketer)
- Native video advertising accounts for 56 percent of video ad spending. (IAB 2018 Video Ad Spend Study)
- Appearing in mobile search ad results can increase brand awareness by 46 percent. (Think with Google)
- Mobile ad campaigns are five times more effective than online advertisements. (Mobile Marketer)
- eMarketer projects that by 2019, 83.6 percent of U.S. digital display ad dollars will transact programmatically. (eMarketer)
- Ad spend on over-the-top (OTT) streaming video will increase 20% this year to $2.6 billion, according to a Winterberry Group study of US ad spend data.
- In a 2018 poll by Advertiser Perceptions, a majority of US advertisers said that precise targeting is a leading benefit of OTT advertising; 39% cited detailed measurement.
- Research by eMarketer estimates that total U.S. ad spend will hit $238.82 billion, with the amount spent on digital media buys surpassing that of traditional and accounting for 54.2 percent of the market. The research shows that digital ad spend will hit $129.34 billion in 2019, while traditional media buys will generate $109.48 billion, with total online media buys generating $172.29 billion in revenue by 2021.
- 40% of all mobile users are searching for a local business or interest. (Impact)
- 57% of all mobile users will not recommend a business if their mobile website is poorly designed or unresponsive.
- Mobile websites that load in 5 seconds or less will end in a viewing session that’s 70% longer than their slower counterparts.
- A mobile special or offer is 10 times more likely to be used than the same offer in print form. (Omnicore)
- After seeing a marketing email, half of consumers (50%) have purchased through mobile websites, 24% through a smartphone app, 35% purchased on a computer, 27% in-store. (Fluent)
- 52% of consumers are put off with a business after a bad mobile experience and 40% will go to your competitor instead, after a bad experience with your mobile site. (LinkedIn)
- A slow page can result in a 97% mobile shopping cart abandonment. (LinkedIn)
- 80% of buyers used their mobiles inside a store for product reviews, price comparison and alternative options and other store locations. (LinkedIn)
- Mobile-influenced offline spending was more than $1 Trillion. (Biznessapps)
- 48% of the buyers use smartphones as the first point of contact to start their search. Thinkwithgoogle
SIMPLY FOR FUN
- Social media explained – how to eat a donut on different social media channels:
- The original name of Twitter was actually Twttr. A few months before Twitter launched, the founders decided to change the name and rebrand. (bitrebels.com)
- Google’s first ever tweet was sent in 2009. It was binary code for “I’m Feeling Lucky”, which is the button next to the search button on Google. (OMGFacts)
- China has treatment camps for internet addicts. 200 million Internet users in China are between the ages of 15 and 35.
- The first webcam was created at the University of Cambridge to monitor the Trojan coffee pot. A live 128×128 grayscale picture of the state of the coffee pot was provided as the video feed.
- The internet is 11,022 days old. You can check the latest update on HowOldIsTheInter.net.
Interested in learning more about digital marketing? Check out our free guide below: