Marketing departments are subject to increased pressure from customers and C-level executives. They are continuously urged to stay on top of consumer demands, create customized customer experiences and demonstrate a clear results from marketing. It isn’t easy for marketing teams to keep pace with what’s happening in the industry and what they must be focusing on to ensure success.
This is why it’s crucial to keep track of the latest digital marketing stats. If you are aware of the latest trends in the field in the present, you can enhance your plan for the future.
What is Digital Marketing and Why Is It Important?
The term “digital marketing” is any kind of marketing effort which relies on internet-based media channels and connected devices to deliver an improved user experience. In general, this means using smartphones, computers on desktops as well as an Internet of Things (IoT) to communicate a consistent message across multiple interactions.
Since people spend more time online than ever before on media, digital marketing has become essential to modern marketers. In addition, advances in technology have revolutionized the ways marketers use the data gathered through these channels, allowing them to gain more detailed information and provide more personalized experiences.
Key Digital Marketing Statistics to Keep in Mind in 2022
In order to help marketing professionals stay on top of the latest developments in customer experience, journey mapping, as well as how to continuously measure the effectiveness of marketing activities We have put together an extensive collection of marketing analytics figures. These data will allow marketing teams to evaluate their own performance and pinpoint the areas where they should spend more time and effort to make sure of the success of their marketing campaigns. In order to create the list we researched research on:
- Search Engine Marketing
- Data Quality
- Marketing Attribution
- Data-Driven Marketing
- Marketing Analytics
- Brand Marketing
- Social Media Marketing
- Pay-Per-Click Marketing
- Customer Experience
Let’s look at more than 100 statistics on digital marketing that you must be aware of in 2022:
Search Marketing Statistics
The search engines have become a constant element of our lives. For instance, chances are you’ve stumbled across this web page on Google! If customers require information or want to purchase something or have a need to buy something, search engines can provide the fastest solution. Here are some statistics to show the power of advertising over search engines:
Organic Search
- 85.4 percentage people who use the internet look for information on the internet at least once a month.
- Google handles more than 400,00 search requests every second, on average. This is more than 3.5 billion searches each day!
- Google is the largest search engine, with just 92 % of the world market for search engines. The next largest world search engines include Bing (2.75 percentage) along with Baidu (1.9 percentage).
- Over sixty percent of Google searches are made on mobile devices
- DuckDuckGo is a privacy-focused website, has seen its traffic rise by the rate of 107 percent between the months of October 2019 between October 2021 and October.
- Bing performs around 12 billion search queries every month.
- 38 percent of U.S.-based Bing users earn a household earning more than $100,000..
Mobile Search
- 92.3 per cent of users of smartphones use their phones to browse the internet.
- Research suggests that 70 percent of US impressions from paid search and clicks were made via mobile phones.
- Prior to buying something in a store, 70 percent of smartphone owners utilize their smartphones to conduct further study.
Online Shopping
- 50 percent of searches for products begin on Amazon and 36 percent of them begin with Google.
- Google Shopping ads comprise 75 percent of the retail search advertising as well as 85.3 percentage of the clicks.
Local SEO
- Online customers have eighty percent greater likely shop at brick-and-mortar stores when they are able to check the inventory on their computer.
- 88 % of mobile users who look up the location of a store using Google Maps visit a related store within a week and 76% of them visit within one week.
- 28 percent of “nearby” or “near me” searches result in the purchase.
Voice Search
- The 72-percentage of those who have the ability to speak with a speaker (e.g. Alexa, Google Home) are of the opinion that voice search has been a part of their daily routine.
- 27 per cent of the world’s population that is online uses smartphones for search and voice.
- Experts predict that at the very the very least fifty percent of people will be using voice search by 2022.
Customer Experience Statistics
Modern consumers expect a high degree of personalization in brand interactions. If marketing teams aren’t engaging with prospects and customers through messages that reflect their preferences, purchasing past, or location on the journey to purchase customers will be able to tune out. In this regard, marketing teams must strive to comprehend consumers on their individual levels.
- 85 percent of customers would be prepared to shell out more for greater customer satisfaction.
- 2/3 of marketers claim they compete largely with respect to customer experience. Eighty percent of marketers believe they will to compete mostly or completely through customer experience within the coming two years.
- Customer experience is increasingly essential for businesses. In 2017, 20% of CX programs were not up to the expectations of customers. The year 2019 was a good one. 96 % of businessesmet or exceeded expectations set by consumers.
- 3.4% of CX managers ( 75 percent) say they’ve noticed positive correlations between satisfaction of customers and business goals.
- Budgets are growing for CX. In 2017, just 47 percent of respondents predicted that their budgets would increase to accommodate customer experience. In 2019, the number has increased to 74 percent..
- The majority of consumers are inclined to change brands to ones that appeal to their specific needs. fifty percent of them saying they would switch brands if they didn’t receiving customized messages and products.
- Many brands are turning towards automation to communicate with consumers in real-time, the customer experience mapping and custom content are regarded as the most effective ways to improve the effectiveness of automation projects.
- In the last year the number of visits to Google Account pages increased by 2.5 billion visitors on Google Account pages to adjust preferences for personalization of ads.
- 38 per cent of users say they’re more loyal over two years back. 57 % say they’d prefer a different company when they offered the same service.
Content Marketing Statistics
Because of the growth in the popularity of internet-based media, users are able to access more content that they have ever had access to. Therefore, it is crucial for marketers to focus on creating content that is engaging and makes them stand out from their competitors. Here are a few key facts to be aware of:
Strategy
- 86 % percent B2C marketers believe that content marketing is the most important element of their plan.
- A majority of companies don’t have a formal content strategy.
- A majority of marketers believe that content marketing improves lead generation and engagement.
Blogging
- 70% of companies have blog content listed as one of the top five content channels.
- 41 percent of nurture campaigns include blog posts that reflect thought leadership.
Video
- 82.8 per cent people who use the internet stream video content online at least once a month.
- 31 percent of marketers employ video messages to promote nurture campaigns.
- Experts predict that more than one million video clips could be uploaded on the internet by 2022.
Podcasting & Webinars
- 71.1 per cent Internet users consume digital audio at least once a month.
- Webinars are a part of the 48th percent of nurture programs.
Data-Driven Marketing Statistics
Marketing professionals turn to libraries of data from big databases to help make crucial decisions regarding campaigns and communicate with consumers through personalized, people-based messaging. Think about the following:
- Data-driven marketing is the top priority of marketing managers is a top priority for marketing leaders 40 percent Many organizations are looking to boost marketing budgets based on data, and 64 percent of marketing executives affirm that data-driven marketing strategies are crucial in the current economic climate. The most frequent uses included:
- Customer journey mapping / analysis
- A/B testing
- Website personalization
- Segmentation
- Two of three marketers say that data-driven decisions prove as more efficient than intuitions.
- Data-driven marketing boosts ROI by using data-driven personalization reports 8 to 5-8 times ROI per campaigns.
- Three out of four marketing leaders interviewed ( 76 percent) make their decisions based on the basis of data analytics.
- In a survey, 32 percent of marketers cited market analytics and competitive insight as the most significant factors that influenced their marketing strategies during the past 18 months. This is more than any other type of category.
- Marketing analytics is the best marketing strategy, and it takes up 16 percentt of their budgets for the year.
- While many companies are beginning to recognize the importance of marketing analytics the majority of marketers claim that proving their worth is among the top three challenges they face.
Advanced Marketing Analytics Statistics
The targeted campaigns that marketers want to deliver with data-driven marketing requires real-time analysis, AI and automation. This is why marketing departments are investing more into marketing analytics platforms and tools.
- In 2020 the amount of analytics used for marketing stood at 52.7 percent. .
- According to Think using Google Marketing executives are more likely to stress these tools and capabilities, compared to the laggards in their industry:
- The top executives are 1.7x greater likely say that the use of machine learning and automation will improve the effectiveness of spending, targeting, and personalization.
- Leaders are 2.3x more likely to use automation to manage budgets as well as bids on a variety of platforms in real-time.
- They are also 53% more inclined believe that machine learning aids marketing teams when analyzing information to better understand the consumer’s needs.
- Leaders are 1.5x more most likely to implement their online measurement knowledge to investments and digital campaigns in real-time.
Even with the increased focus on analytics and investments in analytics platforms, problems remain. Take a look at the following:
- Marketing teams are challenged to show the ways in which investment in analytics can contribute to the success of their organizations. 35 per cent of marketers say they lack instruments to quantify the effect of spending on performance of the company.
Data Quality Statistics
Quality of data is essential in today’s world of data-driven marketing and personalizedization. Not only are good data crucial to help inform strategies, but it can also help to train AI or machine learning programs. If the data used to train them is not good the programs won’t be as effective in delivering specific messages in real-time.
- 54 per cent of businesses say that accuracy and quality of data is the greatest challenge in marketing based on data.
- 57% that marketers not correctly using data and could be getting inaccurate results.
- 47 percent of data records that are new contain at least one critical mistake. Just 3 percent of CEOs discovered that their department’s were within acceptable levels of quality of data.
Controlling this information does not have a free ride, however. The current Marketing Data and Analytics Survey by Gartner discovered the 37 per cent of survey respondents believe the time that is spent on manually preparing and pulling data as a hindrance to the team’s success.
Marketing Attribution Statistics
Marketing teams continue to struggle with attributing specific engagement to purchases/conversions, and how specific touchpoints contribute to overall ROI.
- Many businesses don’t get access to metrics in the form of quantitative numbers which prove the worth of marketing expenditure.
- A majority of respondents believe that improving the measurement of ROI is the top priority in strategy based on data.
- 9 percent Many marketers rate their organization’s understanding of data-driven attribution as outstanding.
- 29 percent of them rate their comprehension as satisfactory.
- 27,4 percent have a neutral opinion.
- 12 percent rate it extremely poor.
- 22 percent rate it lower than the mean.
- 44 per cent of marketing professionals have plans to introduce multi-touch attribution within the coming year.
- 65 percentage of marketers believe in the value of data analytics. 64 percent of respondents believe with the notion that literacy in data is essential. However, approximately half of survey respondents are on teams that are equipped with skills that is either above or lower than expected and have the possibility of improvement.
- These jobs are also hard for filling, with more than one-third marketing professionals ( 37 percent) mention information analysis among the most difficult jobs to fill.
- In nearly half of companies ( 45 percent) Data experts are performing fundamental tasks (including visualization of data) as opposed to data analytics.
- More than 50% of marketers aren’t confident in their models, which shows that there is a gap between the present state of analytics and where they’re trying to go.
- In addition, more than fifty percent ( 57 percent) of marketers across the globe are overwhelmed by the volume of information.
- One out of 4 advertising dollars ( 26 percent) is allocated to paid media. To ensure that this money isn’t wasted, businesses require an advanced attribution system to determine exactly the things that are working and what’s not.
- The measurement of offline media is challenging for marketers. This is evident in the CMO’s attitude towards offline spending should the economy be affected. Just 16 per cent from CMOs are likely to be willing to increase offline media spending when the economy is uncertain and 33 percent would cut their spending.
Brand Awareness Statistics
Data-driven real time marketing could lead marketing teams to concentrate upon the direct-responseadvertising which is pushing short-term marketing campaigns that aim to convince customers to take an action. However, businesses should make use of this information to build awareness of their brand and create value that is in line with their customers. These are the kinds of marketing campaigns that increase consumer loyalty and keep customers loyal.
Brand Building Statistics
While direct response marketing is more easily measured in terms of their value to an organization, marketing departments should be aware of these branding statistics in the back of their minds:
- 64 per cent of clients who have a strong relationship with the brand that they have aligned values as a reason.
- 56 per cent of consumers tend to be more loyal towards brands who match with their beliefs, as well as “get the brand.”
- Forrester found that emotion resonance was essential in branding, and fifty percent of the value of branding being resulted from its ability to connect with customers.
- 7 impressions are generally needed before a customer will remember your brand.
- A little over 66 % of Millennials and Gen Z prefer brands that have an underlying mission statement or that represent something.
- Infusing purpose into your brand will yield a huge return and help brands that are purpose-driven outperform the market , by around 120 per cent.
Branding Challenges Statistics
While considering the benefits of branding-building campaigns however, many companies have difficulty communicating with their customers. Marketing teams must make use of data collected from customers to ensure that their values are aligned with the desired public and establish an attribution model that will determine the effect from these marketing campaigns to business performance in order to avoid dangers:
- Six out of ten marketers believe that their brand’s positioning is in line to the overall goals of their business.
- Marketers spend 15.9 percentage of their budgets for advertising on branding, which is the most expensive line item related to campaigns.
- 58 % of marketers believe that branding is a key factor when making a purchase choice for prospective customers.
- 35 percent of marketers have issues when it comes to managing their brand across the globe.
- 35 percent of marketers also have trouble keeping their brand’s relevance.
Email Marketing Statistics
In the face of issues brought on by epidemic, email marketing will play a crucial role in keeping customers connected even when in-person shopping isn’t feasible.
- 90.9 percentage of internet users email , at the very least, once per month.
- More than 50 % of marketers have plans to increase the number of emails they send out over the next three months.
- Emails are able to achieve an 50-100 times more click-through rates in comparison to Facebook as well as Twitter.
- The emails have the ability to reach 85 percentof those they are sent to , and receive an opening rate of 22.86 percent and a click-through percentage at 3.71 percent.
- For every $1 that marketers invest in the marketing via email they get an additional $42.
- The 78 percentof marketers believe that list segmentation is an important marketing automation feature they simply cannot live without.
Social Media Marketing Statistics
In the year 2020 it was the year that social media took off in a variety of ways for brands because of public health issues and regulations made it necessary for marketers to come up with new ways to interact with their customers. In addition, as the use of social media platforms grows, advances in technology are allowing marketers to get even more benefits from these channels.
- The majority of buyers in B2B and 84 per cent C-suite executives claim to are using social media to make purchases.
- More than 3.6 billion users utilized social media globally in 2021. This number is expected to rise to 4.41 billion by 2025.
- The millennial generation continues to dominate social media use, With 90.4 percentage of Millennials having an active presence on social media during 2019 and being and followed by 77.5 percent of Generation X along with 48.2 per cent of Baby Boomers.
- Facebook is the most popular platform with the highest number of active monthly users with 2.7 billion.
- TikTok users use the platform 15 % more frequently than users of other social media platforms.
- TikTok is predicted to surpass 1.5 billion people in 2022.
- fifty percent Of nurture programs utilize social media.
- 95 percent of businesses make use of Facebook to market their content.
Ecommerce Statistics
- It is expected that mobile commerce will take a market share of ecommerce of 72.9 percent in 2021.
- About nine per cent of respondents utilize the voice technology to shop once every week or more often.
- eCommerce is predicted to be responsible for 17.5 percentageof the total retail sales in the world in 2021.
- More than two-thirds of online-commerce website traffic is sourced from Google with 43% of it coming from organic sources and 26% of it coming from CPC.
- 65 per centof customers search for price comparisons when shopping in stores, while 49 percent browse reviews on the internet prior to buying.
Paid Media Statistics
- Mobile devices are responsible for 70 percent of the clicks that are made to Google Ads.
- Google estimates that, for each dollar that is spend in Google Ads companies earn an average of $8 in profits
- In a survey, 28 percent of Internet users claim to have discovered new products or services via advertisements that are paid for.
- eMarketer forecasts that PPC advertising spending will rise to more than 258 billion dollars by 2022.
- 74% of brands use pay-per-click as their main business source of revenue.
- Paid search is about 40 percentage of a company’s total marketing budget.
- Voice search provides a ripe opportunity for PPC marketers, as voice-based ad revenues are slated to reach $19 billion by 2022.
- A majority (58%) of millennials say they have made an purchase based upon an advertisement on the internet.
Final Thoughts
When marketers are investing more money in big data and strategies for marketing based on data They should keep this in mind to ensure that they aren’t making common mistakes in personalization or attribution – and making sure that they provide the best experience for customers and the most measurable ROI.