Archive for the ‘Marketing Research’ Category

20 Brilliant B2B Marketing and Digital Business Stats and Facts

Tuesday, August 25th, 2015

B2B marketers today certainly live in “interesting times” (in the sense of the not-actually-Chinese curse).

While search, social media, ecommerce and content marketing have dramatically altered the roles of buyers and sellers, a number of traditional channels (that is, pre-dating millennials) remain highly effective.

B2B marketing and digital business statistics 2015

Image Credit: B2B Marketing Insider

The collection of facts and stats below shed light on this paradox, as well as other insights. Here are four key takeaways from this research for B2B marketers:

  • • Sales people won’t disappear, but their role is changing, and many are struggling to adapt. 82% of B2B decision makers think sales reps are unprepared; product demonstrations are among the least-valued types of information for buyers; and half of all B2B purchases may be made directly online by 2018. To succeed, B2B sales people need to focus on the three Rs—no, not reading, `riting and `rythmetic, but rather responsiveness (50% of sales go to the first salesperson to contact a prospect), relationships, and references.
  • • Social media accounts are like seat belts; they’re only effective if you actually use them. 55% of B2B buyers say they search for product/vendor information on social media. Yet while 95% of B2B marketers have created corporate social media accounts, half are still not active on social media on a regular basis.
  • • Don’t rely too much on advertising. Ads certainly have their place in a web presence optimization (WPO) framework, as the “paid” pillar in the paid-owned-shared-earned (POSE) media model. Search ads are effective for capturing immediate demand and display ads are useful for brand awareness. But 80% of B2B decision makers prefer to get information from articles rather than advertising, and 40% of millennials don’t trust ads—so strong organic tactics need to be part of the mix as well.
  • • The classics still rock. Despite the tremendous growth in digital marketing, several basic old-school marketing channels remain highly effective. Trade shows remain the top source for B2B lead generation, with 77% of marketers saying they generate a significant quantity of leads. 59% of CMOs still say print marketing is an effective channel—and 64% of buyers cite print among their trusted sources of information—while 51% still see value in direct mail.

Get more inspiration from these 20 B2B marketing and digital business stats and facts.

12 B2B Marketing Facts and Statistics

1. Death of the salesman? When purchasing online, B2B buyers rate pricing as the most useful information (though not, generally, special offers or discounts). Technical information and specifications are the next-most important topic. Product demonstrations are least valued. (V3B Blog)

2. 55% of B2B buyers search for information on social media. (Biznology)

3. Today’s sales process takes 22% longer than 5 years ago. (Biznology)

4. 91% of customer say they’d give referrals; only 11% of salespeople ask for referrals. And 82% of B2B decision makers think sales reps are unprepared. (Biznology)

5. 80% of business decision makers prefer to get company information in a series of articles versus an advertisement. (B2B PR Sense Blog)

6. B2B customers now expect the same range of omnichannel buying options they enjoy as consumers – which is why almost half of B2B buyers (49%) prefer to use consumer websites to make work-related purchases. (The Future of Commerce)

7. 52% of B2B buyers say they expect half of their purchases to be made online by 2018. (The Future of Commerce)

8. 78% of B2B customers (and 83% of consumers) say fulfillment options – such as next-day delivery – are important or very important. (The Future of Commerce)

9. Although 95% of B2B marketers have created corporate social media accounts, half still are not active on social media on a regular basis–and just 10% feel they are able to articulate the business value of social media efforts. (MediaPost)

10. Good old-fashioned trade shows remain the top source for B2B lead generation, with 77% of marketers saying they generate a significant quantity of leads, and 82% saying they generate high-quality leads. (MediaPost)

11. The average cost of a B2B sales lead varies widely by industry. Healthcare leads are most expensive ($60) followed by business/finance ($43). At the low end are leads for marketing products/services ($32) and technology ($31). (B2B Marketing Insider)

12. Just 34% of B2B organizations say they touch leads with lead nurturing on a monthly basis. (B2B Marketing Insider)

8 Other Digital Business Stats and Facts

13. Six of the ten busiest websites are based in the U.S. – but 86% of their visitors come from outside America. (TechCrunch)

14. 15 of the 25 largest U.S. tech companies were founded by first- or second-generation Americans. (TechCrunch)

15. Marketing is all about digital now, right? Not quite. 59% of CMOs still say print advertising is an effective marketing channel. 58% say the same for TV, 51% direct mail, and almost half radio and telemarketing. (AdWeek)

16. The larger the company, the higher the marketing expense budget as a percentage of revenue. Firms with revenue of $5 billion or more spend on average 11 percent, compared with 9.2 percent for those with revenue between $500 million and $1 billion. Marketing budgets as a percentage of revenue varied widely, with nearly half of companies (46%) spending less than 9% of revenue; 24% spending 9-13% of revenue; and 30% spending more than 13% of revenue. (Gartner)

17. 40% of millennials (aged 25-34) don’t trust advertising. Marketers trying to appeal to this group need to understand that, but also that this group is highly educated (33% have a college degree) but struggling financially: many have student loan debt, 52% don’t have enough money to cover basic living costs, and 35% are either unemployed or work part-time. (Heidi Cohen)

18. 50% of sales go the first salesperson to contact a prospect. (Biznology)

19. So much for the “death” of old media. Though the heyday of print may be over, the two most trusted sources of information remain the online versions of traditional media outlets (68%) and print (64%). Blogs come in at 21% (ugh). (Cision)

20. 14% of businesses fail due to poor marketing. (B2B PR Sense Blog)

This was the ninth and final post of Marketing Stats Summer (#statssummer) on Webbiquity. Hope you’ve found the series entertaining and enlightening!

#1: Welcome to Marketing Stats Summer!

#2: 34 Compelling Content Marketing Stats and Facts

#3: 21 Spectacular SEO and Search Marketing Stats and Facts

#4: Five Intriguing Inbound Marketing Stats [Infographic]

#5: 31 Sensational Social Media Marketing and PR Stats and Facts

#6: 17 Excellent Email and Mobile Marketing Stats and Facts

#7: 14 Dazzling Digital Marketing Stats and Facts

#8: 35 Stupendous Social Networking Facts and Stats

#9: 20 Brilliant B2B Marketing and Digital Business Stats and Facts

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35 Stupendous Social Networking Facts and Stats

Tuesday, August 11th, 2015

Though “social media” broadly encompasses a variety of platforms including blogs (WordPress, Medium, Tumblr), content sharing (YouTube, SlideShare, Instagram), and content curation (Scoop.It, Triberr, Paper.li), the term is nearly synonymous to many for the big social networks.

And with Google+ being deprecated, social networking now primarily means the “big three” of Facebook, Twitter and LinkedIn, plus Pinterest now at #4.

Facebook facts and stats 2015

Image credit: The Wonder of Tech

Here are a few highlights from the social networks stats and facts below:

  • • Everyone’s on Facebook–except CEOs? Facebook is of course (by far) the largest social network. It drives more than one-fifth of all social media referral traffic to websites; 30% of the U.S. population gets its daily news there; and 77% of B2C companies have acquired a customer through Facebook. Yet just 8% of Fortune 500 CEOs have a Facebook account–a lower adoption level than American grandparents.
  • • Twitter can’t get no respect. Though 85% of B2B marketers distribute content on Twitter, only half view it as an effective social media channel, and just 42 Fortune 500 CEOs have a Twitter account (and a third of those haven’t posted anything in the last 100 days). Yet 75% of journalists use Twitter to build their personal brands, and Twitter drives more web visits than StumbleUpon,  Reddit, Google+, YouTube, and LinkedIn–combined.
  • • And LinkedIn means business… 40% of B2B buyers say LinkedIn is important when researching technologies and services to purchase; 65% of B2b companies have acquired a customer through LinkedIn; and 91% of B2B marketers distribute content there. The most popular type of content is industry insights.
  • • …while Pinterest means shopping. Pinterest drives 25% of all retail website referral traffic. Consumer brands are noticing: 36% of Fortune 500 companies had a presence in 2014, up from 9% in 2013 and just 2% in 2012.

Find these and many more nuggets of information in these nearly three dozen stupendous social networking facts and stats.

12 Facebook Statistics and Facts

1. Each day on Facebook, there are 350 million photos uploaded; 45 billion “Like” buttons clicked; and 10 billion messages sent. (The Wonder of Tech)

2. Facebook accounts for 21% of all social media referral traffic to websites. (TechCrunch)

3. 81% of B2B marketers use Facebook to distribute content. (Digital Marketing Philippines)

4. Worldwide digital ad spending topped $140 billion in 2014. Facebook accounted for 7.8% of that total. (eMarketer)

5. 8.3% of Fortune 500 CEOs have a Facebook account, putting them firmly behind America’s grandparents in terms of adoption. 2.6% of CEOs have Instagram accounts. (MediaPost)

6. While 55% of SMBs maintain a Facebook Page, just 20% have run a Facebook ad or promoted post. (MediaPost)

7. 77% of B2C companies have acquired customers through Facebook. (Ber|Art)

8. In an average month, 1.28 billion users are active on Facebook. (Convince & Convert)

9. In the United States, average click-through rate (CTR) for Facebook advertising increased by better than 50% last year, from .09% to .14%. But the average Facebook CTR in the U.K. is nearly twice that, at 0.27%. (Convince & Convert)

10. Facebook drives 23% of all website traffic. (Shareaholic)

11. 81% of millennials are on Facebook and their median friend count is 250. (Heidi Cohen)

12. 30% of the U.S. population gets its daily news on Facebook. (BentoBox Media)

8 Twitter Facts and Stats

13. 85% of B2B marketers use Twitter to distribute content. (Digital Marketing Philippines)

14. Or 74% of them do, depending on whose stats you believe.  (Biznology)

Twitter social media marketing

Image credit: Ber|Art

15. And yet – only half of B2B marketers view Twitter as an effective social media channel. (Ber|Art)

16. Twitter offers more referral traffic per share than Facebook. (Social Media Today)

17. 42 Fortune 500 CEOs (8.4%) have a Twitter account, though nearly a third haven’t posted anything in the last 100 days. Those who do post send an average of 0.48 tweets per day. Roughly half tweet once a month or less, and less than a quarter tweet daily. (MediaPost)

18. Twitter drives just over 1% of all website traffic. While that’s considerably less than Facebook or Pinterest, it’s more visits than are driven by StumbleUpon, Reddit, Google+, YouTube, and LinkedIn–combined. (Shareaholic)

19. Twitter is where millennials turn for business and financial information as well as sports. (Heidi Cohen)

20. 75% of journalists say they use Twitter to build their personal brands. (BentoBox Media)

10 LinkedIn Statistics and Facts

21. 91% of B2B marketers use LinkedIn to distribute content. (TopRank)

22. Just 30% of executive directors at the top 100 companies in NASDAQ are active on social networks. LinkedIn led the way, with 23% of executives maintaining a profile on the professional site, followed by Twitter with 11%. (MediaPost)

Why B2B marketers should use LinkedIn

Image credit: Ber|Art

23. Nearly two-thirds (65%) of B2B companies have acquired a customer through LinkedIn. (Ber|Art)

24. 40% of B2B buyers say LinkedIn is important when researching technologies and services to purchase. (Ber|Art)

25. 97% of the Fortune 500 companies have a company profile on LinkedIn. Yeah, I’m thinking the same thing–how is it possible this isn’t 100%? (Sword and the Script)

26. 98% of sales reps with 5000+ LinkedIn connections achieve quota. (Biznology)

27. You are almost 5X more likely to schedule a first meeting if you have a personal LinkedIn connection. (Biznology)

28. Twitter and Facebook may reign when it comes to social sharing of stories, blog posts, and visual media, but when it comes to direct traffic to your main site, LinkedIn is far and away the No. 1 social referral source. LinkedIn accounts for 64% of social media-driven visits to corporate home pages, vs. 17% from Facebook and 14% from Twitter. (Buffer)

29. The three most popular types of content on LinkedIn are industry insights (favored by 60% of users), followed by company news (53% – likely popular with job seekers) and new products/services (43%). (Buffer)

30. To optimize reach, post at least 20 times per month on LinkedIn. But keep in mind that “LinkedIn’s best-in-class marketers post 3-4 updates per day, which could mean up to 80 posts per month” (though only if your content supports this). (Buffer)

5 Pinterest Facts and Stats

31. Women account for 69% of all users but 92% of all pins on Pinterest. (Ber|Art)

32. Pinterest accounts for 25% of all retail website referral traffic. (Ber|Art)

33. 36% of Fortune 500 companies had a presence on Pinterest in 2014, up dramatically from 9% in 2013 and just 2% in 2012. (Sword and the Script)

34. According to data from Shareaholic, Pinterest drives nearly 6% of all website traffic–5X as much as Twitter (does that sound right?). (Shareaholic)

35. Pinterest is where millennials shop. (Heidi Cohen)

This was the eighth and penultimate post of Marketing Stats Summer (#statssummer) on Webbiquity.

#1: Welcome to Marketing Stats Summer!

#2: 34 Compelling Content Marketing Stats and Facts

#3: 21 Spectacular SEO and Search Marketing Stats and Facts

#4: Five Intriguing Inbound Marketing Stats [Infographic]

#5: 31 Sensational Social Media Marketing and PR Stats and Facts

#6: 17 Excellent Email and Mobile Marketing Stats and Facts

#7: 14 Dazzling Digital Marketing Stats and Facts

#8: 35 Stupendous Social Networking Facts and Stats

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14 Dazzling Digital Marketing Stats and Facts

Tuesday, July 28th, 2015

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.

Change in digital marketing budgets 2015

Image credit: AdWeek

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

(MediaPost/Mondo)

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)

8. Despite their low click-through rate, 59% of CMOs view online display ads as an effective marketing channel. 56% say the same for social 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.

#1: Welcome to Marketing Stats Summer!

#2: 34 Compelling Content Marketing Stats and Facts

#3: 21 Spectacular SEO and Search Marketing Stats and Facts

#4: Five Intriguing Inbound Marketing Stats [Infographic]

#5: 31 Sensational Social Media Marketing and PR Stats and Facts

#6: 17 Excellent Email and Mobile Marketing Stats and Facts

#7: 14 Dazzling Digital Marketing Stats and Facts

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17 Excellent Email and Mobile Marketing Stats and Facts

Tuesday, July 21st, 2015

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.

email and mobile marketing statistics 2015

Image credit: AdWeek

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.

#1: Welcome to Marketing Stats Summer!

#2: 34 Compelling Content Marketing Stats and Facts

#3: 21 Spectacular SEO and Search Marketing Stats and Facts

#4: Five Intriguing Inbound Marketing Stats [Infographic]

#5: 31 Sensational Social Media Marketing and PR Stats and Facts

#6: 17 Excellent Email and Mobile Marketing Stats and Facts

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31 Sensational Social Media Marketing and PR Stats and Facts

Tuesday, July 14th, 2015

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:

Social media customer service growth

Image credit: i-SCOOP

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)

Twitter social media marketing

Image credit: 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)

social network user demographics 2015

Image credit: Social Media Today

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)

Social media is the #1 activity on the web

Image credit: B2B PR Sense Blog

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.

#1: Welcome to Marketing Stats Summer!

#2: 34 Compelling Content Marketing Stats and Facts

#3: 21 Spectacular SEO and Search Marketing Stats and Facts

#4: Five Intriguing Inbound Marketing Stats [Infographic]

#5: 31 Sensational Social Media Marketing and PR Stats and Facts

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