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