Digital marketing activities and budgets are growing, because they have an impact: more than half of all employed adults say that “digital media has changed the way they work.” The ability to analyze the vast amounts of data generated by digital marketing activities, and translate that analysis into digital marketing strategies and tactics, will be key skills for marketers in the next decade.
Here are four more key takeaways based on the digital marketing facts and statistics presented below:
- • Digital marketing (and customer service) are growing… Companies spent, on average, 25% of total marketing budgets on digital in 2014. But that figure is projected to jump to 75% within the next five years. And while less than a third of customer service interactions took place online last year, volume is expected to grow 53% this year.
- • …because it matters to buyers. 80% of consumers do “a lot” of online research for major purchase decisions, and 46% say they count on social media when making such choices.
- • But getting results isn’t easy. Digital marketers spend more than half of their online advertising dollars on direct response goals, yet consistently generating leads or revenue remains one of their top two challenges.
- • Rethink display? Marketers in the U.S. will spend nearly $24 billion on online display advertising this year, and 59% of CMOs view display ads as an effective marketing channel. But with their low click-through rate, display ads make sense only if they support other measures of digital success, such as brand awareness.
You’ll find more insights in these 14 dazzling digital marketing facts and statistics.
14 Digital Marketing Stats and Facts
1. 80% of consumers say they do “a lot of” online research before making significant purchase decisions. (Digital Marketing Philippines)
2. 46% of online users count on social media when making a purchase decision. (Marissa’s Picks)
3. 38% of companies will hire more digital marketing professionals in the coming year. But about half of those positions will be filled by temporary or contract help, not full-time employees. (MediaPost)
4. 2015 pay ranges for digital marketing positions:
– Chief digital officers: $148,000 – $280,000
– Chief marketing technologists: $140,000 – $241,000
– Chief marketing officer: $142,000 – $230,000
– Director of digital marketing: $128,000 – $190,000
– Director of eCommerce: $100,000 – $166,000
– UI/UX Architect: $103,000 – $155,000
– Web designer: $65,000 – $110,000 annually
– Creative services director: $75,000 – $170,000
– Interactive designer: $73,000 – $113,000
– Art director: $67,000 – $135,000
– Graphic designer: $60,000 – $90,000
– Content creation / social media digital content strategist: $80,000 – $125,000
– Content producer: $58,000 – $105,000
– Director of social media: 42,000 – $105,000
5. More than a third of CMOs say that digital marketing will account for 75% or more of their spending within the next five years. (AdWeek)
6. 60% of all digital advertising goes toward direct response goals. (eMarketer)
7. 42% of CMOs say that analytics skills will become a core competence in marketing (really – only 42%?); 27% believe earned media will become more important than paid or owned media. (AdWeek)
9. 54% of responding companies spent less than $1 million per annum on digital marketing in 2014. At the other end of the scale, 4% of companies spent more than $100 million. (MarketingProfs)
10. Less than one-third of customer service interactions took place online last year (social media, chat or email), but that volume is expected grow 53% in the coming year. (i-SCOOP)
11. Asked to name their number-one challenge, 15% of digital marketers said “meeting the expectations of the always-connected customer,” 14% chose “executing consistent campaigns that drive desired business outcomes” (i.e., leads or revenue) and 13% cited the proliferation of channels across paid, owned and earned media. (B2B Marketing Insider)
12. Companies spent, on average, 10% of total revenue on marketing in 2014. 25% of total budgets were spent on digital marketing, with 51% of companies planning larger budgets for 2015. (Information Management)
13. U.S. spending on online display advertising will reach $23.6 billion in 2015. (MediaPost)
14. Roughly half of all employed online adults also said digital media has changed the way they work, including the number of people they have contact with (51% of respondents) and the number of hours they work (35%). (MediaPost)
This was post #7 of Marketing Stats Summer (#statssummer) on Webbiquity.
#7: 14 Dazzling Digital Marketing Stats and Facts
Even with the continual introductions of shiny new tools for marketers, email remains the workhorse for lead generation. Most CMOs view it as effective and volume continues to grow.
But its popularity has led to overstuffed email inboxes. Consumers and business buyers alike have raised expectations of what’s required for marketers to get, and keep, their attention.
Based on the research below, here are five key takeaways for success in email and mobile marketing.
- • Experiment with video. Integrating video with email marketing can increase click-through rates by more than 90%.
- • Opt-in only. Getting permission before emailing isn’t just the law, it’s a great idea. 90% of C-suite executive say they never respond to cold calls or email blasts.
- • Keep social media in perspective. Integrating social media with email can increase reach and impact, but prioritize email strategy. As noted below, 61% of adult workers cited email as “very important” to doing their jobs. Just 4% said the same for social networking sites like Twitter, Facebook and LinkedIn.
- • Open your wallet. Email accounts for 18% of digital marketing budgets on average,and 61% of marketers plan to increase spending on email this year.
- • Mobile is untapped opportunity. Though half of B2B buyers are comfortable using smartphones for business buying, and 40% of purchases are directly influenced by smartphones, only 3% of digital marketing is allocated to mobile.
Find more insights and guidance in this collection of email and mobile marketing facts and statistics.
8 Email Marketing Stats and Facts
1. There were 191 billion emails sent every day on average in 2014. That figure is expected to increase to nearly 297 billion by 2017. (The Wonder of Tech)
2. 58% of CMOs say email marketing is effective. (AdWeek)
3. On average, email accounts for 18% of digital marketing spending. (MarketingProfs)
4. Video and e-mail marketing can increase click-through rates by more than 90%. (41 Stories)
5. U.S. spending on email marketing will reach $2.3 billion in 2015. (MediaPost)
6. 61% of marketers plan to increase spending on email this year. About half plan to grow their social media budgets while 40% will allocate for for mobile. Print and direct mail are areas most likely to see spending cuts. (Direct Marketing News)
7. 90% of C-suite executive say they never respond to cold calls or email blasts. (Biznology)
8. 61% of adult workers cited email as “very important” to doing their jobs. Just 4% said the same for social networking sites like Twitter, Facebook and LinkedIn. (MediaPost)
9 Mobile Marketing Facts and Statistics
9. Though the total number of new Internet users is now growing at less than 10% per year, the number of new smartphone subscribers ist growing at a 20%+ rate. (TechCrunch)
10, Mobile devices (tablets and smartphones) accounted for 25% of total web use in 2014. (TechCrunch)
11. 35% of CMOs say that mobile will account for more than half of their total marketing spend within five years. (AdWeek)
12. Though 83% of respondents identify mobile as significant or highly significant, only 3% of digital marketing is allocated to mobile. (MarketingProfs)
13. Almost 400 million Facebook users are mobile-only. (Ber|Art)
14. B2B buyers are comfortable using multiple devices for work-related purchases with half saying they use smartphones. (V3B Blog)
15. In 2014, U.S. adults spent 23% more time on mobile during an average day than in 2013. (iMedia Connection)
16. 40% of purchases are directly influenced by smartphones. (iMedia Connection)
17. 22% of corporate marketers cite mobile search optimization as a top SEO challenge. Just 1% say that mobile search optimization is the “most effective SEO tactic their company uses.” (MediaPost)
This was post #6 of Marketing Stats Summer (#statssummer) on Webbiquity.
#6: 17 Excellent Email and Mobile Marketing Stats and Facts
Guest post by Sean Gordon.
How much money does your business spend on new business outreach? In 2014, the average budget allocated to outreach ranged from nine and 12 percent of sales revenues and up to 50 percent for a new product launch. Sales acceleration incorporates strategies that automate processes to reduce the required spend.
To make the most of sales acceleration strategy, one must understand what it is, how it creates an efficient sales funnel and which technologies best improve results.
Sales Acceleration Defined
Sales acceleration was created to shorten the sales cycle using tactics, such as immediate response times, increased social media interaction and large databases. These methods, combined with sales automation, increase the leads contacted and converted, while decreasing the resources required.
Creating an Efficient Sales Funnel
Sales acceleration makes the sales funnel more efficient by incorporating social media messaging, tailored outreach and prompt response times. The process utilizes databases of customer information to contact leads and to record every interaction to provide detailed schedules and task lists. The increased knowledge about leads allows sales teams to be more productive.
Information is key to optimizing sales practices. Analytics of each lead can come from company software, social media platforms, etc. Incorporating tailored outreach overcomes the weaknesses of customer relationship management technology to build a bridge that quickly converts leads into customers.
About the author: Sean Gordon is CEO of Intelliverse, a leader in enterprise cloud software and managed services. His experience as director of sales at AT&T and vice president of InterCall led to his success in servicing 2,000 customers from Fortune 500 companies. A graduate of the University of Connecticut, Sean continues to stay relevant and focused on his customers.
Business and consumer marketers are nearly unanimous in their belief in the importance of social media to marketing activities. As noted below, the money is following that belief: social media now accounts for about 11% of all digital marketing outlays, and spending on social media marketing will total nearly $10 billion this year.
Still, marketers sometimes struggle with strategy, tactics, and measurement in social media marketing. Here are five actionable takeaways from the two-and-a-half dozen noteworthy social media marketing and PR statistics and facts presented below:
Be responsive. People expect to hear back from the brands they interact with on Twitter and other social networks. And when they report a problem or issue, they expect to hear back quickly: 53% of consumers on Twitter expect a response within the hour. Furthermore, nearly half of all social media users share content with their friends, family and co-workers at least weekly; so if they have a bad experience with your brand, the word is likely to spread.
Strategize and measure. 88% of marketers believe social media marketing is important, and 75% of consumers say they use social media in the buying process. Yet nearly half of marketers only “somewhat agree” that analyzing social media engagement can help improve the bottom line. The key to making social media marketing effective at the business level is to have a strategy in place and measure key performance indicators. Unfortunately, strategy and measurement are cited as the top two challenges faced by social media marketers. They aren’t easy, but those who get these two areas right will succeed.
Know your market (B2B). Twitter is the place to engage with companies: While just 20 of the of Fortune 500 companies actually engage with their customers on Facebook, 83% have a presence on Twitter—as do 76% of the NASDAQ 100, 100% of Dow Jones companies, and 92% of the S&P 500. For reaching top executives though, LinkedIn is the place to be. Though only 32% of Fortune 500 CEOs have a presence on any major social network, the majority of those (25% of the total) are on LinkedIn. And 59% of executives prefer video content to text.
Know your market (B2C): Nearly three-quarters of adult Internet users in the U.S. are active on at least one social network (predominantly Facebook)—but not all use social media the same way or have the same expectations. For example, while just 2% of all consumers prefer social media over other channels for customer service, 27% of Gen Y-ers favor it. On the other hand, consumers aged 55-64 are more than twice as likely to engage with brand content as those younger than 28. Older social media users favor Facebook and Pinterest; the 34-and-under crowd dominates on Tumblr and Instagram.
Get social PR right. While journalists are open to connecting with and being contacted by PR pros using social media, they prefer email for pitches and follow up. But 76% of journalists say they feel pressure to think about their story’s potential for sharing on social media platforms—so make sure that’s part of the pitch.
There’s much more in this collection of two and half dozen sensational social media marketing and social PR facts and statistics.
16 Social Media Marketing Stats
1. People ages 55-64 are more than twice as likely to engage with a brands’ content than those 28 or younger. (Social Media Today)
2. People share content 49% more on weekdays than on weekends. (Social Media Today)
3. On average, social media accounts for 11% of digital marketing spending. (MarketingProfs)
4. 72% of adult internet users in the U.S. are now active on at least one social network, up from 67% in 2012. (Marissa’s Picks)
5. More than 70% of users expect to hear back from the brand they’re interacting with on Twitter, and 53% want a response within the hour. (Marissa’s Picks)
6. 49% of people say they share online content they like with friends, family or co-workers at least weekly. (Ber|Art)
7. 86% of marketers believe that social media is important for their business. (Ber|Art)
8. U.S. spending on social media marketing will reach $9.7 billion in 2015. (MediaPost)
9. Although 88% of marketers believe social media marketing is important, nearly half (48%) only “somewhat agree” that analyzing social media engagement can help improve the bottom line, and 15% don’t think analyzing social engagement matters at all. (eMarketer)
10. The top four challenges faced by social media marketers worldwide are assessing the effectiveness of social media activities (cited by 67% of marketers); designing an overall social media strategy (62%); making social media data actionable (61%); and educating staff on how to use social media (59%). (eMarketer)
11. Product/brand recommendations on social media mean more to younger people. 28% of those aged 18-34 say they are “very” or “fairly” likely to make a purchase based on a friend’s social media post, while just 33% say they are “not at all likely” to do so. The first figure gets smaller and the second larger with age; among those 65 and over, just 4% are likely to make a purchase based on a social media recommendation, while 78% are not at all likely. (Heidi Cohen)
12. 75% of customers say they use social media as part of the buying process. (Biznology)
13. 56% of marketers do not use any form of paid promotions on social media. (Cision)
14. Consumers may use social media for customer service, but they don’t love it. Although 67% of consumers have already used a company’s social media channel for customer service, just 2% say they prefer it over other options. Phone and email remain the most popular channels (66% combined). (MediaPost)
15. However–27% of Gen Y-ers favor social media for customer service. (MediaPost)
16. Facebook and Pinterest are among the “oldest” social networks in terms of their member demographics; 63% of U.S. Facebook users and 58% of those on Pinterest are age 35 and older. On the other hand, the 34-and-under crowd dominate on Tumblr (just over 50%) and Instagram (60%). Twitter is more balanced. (Social Media Today)
6 Social PR Statistics and Facts
17. While many journalists say they’d like PR pros to contact them via social media, less than half of PR practitioners have successfully pitched a journalist or outlet via social. So while engaging on social is a great add-on, traditional methods such as using a media database to target specific beats remains ever-important. (Cision)
18. The top three measures used by PR pros to show social media success increased website traffic (64%), increased engagement (61%) and increased followers (59%). (Cision)
19. 88% of PR professionals say their businesses or clients regularly engage on Facebook—more than any other social media platform. Twitter came in a close second at 85%. (Cision)
20. Journalists receive, on average, 50-100 press releases every week. 44% prefer to receive them in the morning. 68% just want the facts. (B2B PR Sense Blog)
21. 76% of journalists say they feel pressure to think about their story’s potential for sharing on social media platforms. 64% say they prefer that follow-up on “pitches” be done via email rather than phone. (BentoBox Media)
22. When using video, 74% of journalists prefer content created by their own organizations. Just 3% use corporate / branded videos. (BentoBox Media)
6 Facts and Stats About Executive and Enterprise Social Media Use
23. Just 32% of Fortune 500 CEOs have a presence on any of the major social networks (Twitter, Facebook, LinkedIn, Google+, and Instagram). Most of those have a presence on only one platform, with the majority (25.4% of the total) on LinkedIn. Mark Zuckerberg is the only Fortune 500 CEO on all five major social networks — and he owns two of them. (MediaPost)
24. 59% of senior executives prefer video over text. (41 Stories)
25. Just 20 of the Fortune 100 comnpanies actually engage with their customers on Facebook. (i-SCOOP) [IMAGE maybe – good one – social customer service]
26. On a company level, 83% of the Fortune 500 had a Twitter presence in 2014, up from 77% the year before. 80% were on Facebook, up from 70%. (Sword and the Script)
27. Among 500 of the largest U.S. companies, Cisco and HP score first and second in their use of social media for corporate communications. But Facebook is only number 242, and Apple comes in 416th place. According to research by Investis, “Facebook was marked down because it did not engage with its corporate audience using the other social media platforms reviewed. Even on its own platform, Facebook’s investor relations page fell well short of best practice. For example, it does not use videos or hashtags and it does not appear to have responded to any of the posts left by users.” (Virtual Press Office)
28. Only 76% of Nasdaq 100 companies maintain a corporate Twitter account which compares with 100% of the Dow Jones and 92% of the S&P 100. (Virtual Press Office)
3 SMB Social Media Marketing Stats
29. 75% of SMBs use social media to promote their businesses–more than any other media category. (MediaPost)
30. Social media is not only number one in terms of utilization by SMBs, it is also number one in share of SMB media spending (21% of total media budgets). (MediaPost)
31. In the average firm of 100-500 employees, seven people are involved in a buying decision. (Biznology)
This was post #5 of Marketing Stats Summer (#statssummer) on Webbiquity.
#5: 31 Sensational Social Media Marketing and PR Stats and Facts
With the 4th of July celebration just behind us in the U.S. and many people still away from the office (mentally if not physically), it seems an opportune time here in the lazy, hazy days of midsummer to take a quick look back at the seven most-read posts of 2015 so far.
You’ll find all that and more here in the top seven posts on Webbiquity so far this year.
Which advanced practices are most helpful for Twitter marketers? How can brands and individuals make their tweets stand out? Find those answers and many more.
6. 10 Top Marketing Thought Leaders in Social Media (May 21)
If you were asked to name the top thought leaders in marketing today–those you’d definitely advise others to follow on social media–who would be on your list?
5. 27 (of the) Best Social PR Guides and Tips of 2014 (January 6)
In few professions has the emergence of social media been such a double-edged sword as public relations. Here’s how PR pros can help maximize brand visibility.
4. 2015 SEO Checklist [Infographic] (March 17)
As search algorithms have become more sophisticated the practice of SEO has gotten easier to explain yet more challenging to execute. Here’s what to do in 2015.
3. 48 Phenomenal SEO Guides, Tips & Tactics (February 24)
Which SEO tactics are likely to remain effective? What’s most important: on-page optimization, link building or technical SEO? Find those answers and many more.
2. 19 More Outstanding Social Media Marketing Guides (January 13)
What are the best social networks for b2b social media marketing? The best and worst times to post updates? Find those answers and many more here.
And the #1, most-read post of this year so far is…
Discover how B2B social media marketing differs in effectiveness from B2C, which network drives half of all social traffic to B2B websites and blogs, and more.
Social media marketing stats and facts are a hot topic! Useful for presentations, planning sessions, bar trivia and more. The Marketing Stats Summer (#statssummer) series will resume next week here.