Online marketing statistics
Recently, we have been hearing more and more about the term data-driven marketing. But why is it important to make decisions based on the marketing statistics available to us, rather than on hunches? What marketing indicators and metrics should we be looking at and what counts as good? What are the current online marketing trends?
In this week’s article, we’ve gathered some important online marketing statistics that will help you to keep up to date with international trends.
The importance of digital marketing statistics
As well as helping us to stay competitive, the data we have helps us to know what other players in the market are doing, so we can rank our own activities. Statistics can help us make informed decisions about which channels we prefer over others.
- 45% of organisations do not have a clearly defined digital marketing strategy.
Source: Smart Insights, 2020 - Marketers with a developed digital strategy are 313% more likely to report success than those without a strategy.
Source: CoSchedule, 2019 - 75% of marketers have increased their company’s credibility and trust by having a digital marketing strategy in place.
Source: Content Marketing Institute, 2020
Shocking statistics in digital marketing
- Digital advertising spending is forecast to reach $565.20 billion in 2022.
- The compound annual growth rate of digital marketing is expected to be 17.6% between 2021 and 2026.
- The digital marketing industry is forecast to reach $807 billion by 2026.
- 63% of businesses have increased their digital marketing budgets in the past year.
- Marketers spend 72% of their total marketing budget on digital marketing channels.
- 65% of SMEs have a PPC (paid search) campaign.
- 45% of small businesses have a paid search strategy.
- Of all paid advertising, Facebook and Google ads have the highest ROI.
- 96% of Google’s revenue comes from Google ads.
- About 22% of businesses are satisfied with their conversion rate.
- By 2026, desktops will account for 31% of ad spend and mobile phones 69%.
- Personalised calls to action (CTAs) convert 42% more visitors than impersonal ones.
- The average click-through rate (CTR) for Google search ads is 18%.
- 20% of people read text on a page, but 80% watch a video.
- Visitors take about half a second to form an opinion about your website.
- Sites with a great user experience generate a 400% higher conversion rate.
- Nearly 90% of consumers will buy from a competitor after a bad website experience.
- 88% of marketers say collecting first-party data is a priority to better understand their customers and meet their needs.
Sources: Statista, Hubspot, Econsultancy, Gartner, WordStream, PR Newswire
Key statistical indicators
- The average click-through rate for Google ads across industries is 3.17% for the search network and 0.46% for the display network (WordStream)
- The average conversion rate for Google Ads across all industries in the search segment is 3.75% and 1.77% for display ads (WordStream)
- ROI (return on investment) is the biggest challenge in marketing according to 40% of marketers. While businesses are spending a large part of their marketing budgets on digital, marketers are failing to properly measure their results.
Paid advertising (PPC) trends 2021-2022
- From 2021, Google will own 92% of the global search market.
- Paid advertising has an average return on investment of 200%.
- 65% of customers click on PPC ads.
- Ads can increase brand awareness by 80%.
- PPC generates twice as many visitors as SEO.
Source: https://techjury.net/
These PPC statistics are only the tip of the iceberg, but they are enough to understand the importance and significance of paid advertising. All the more so as research shows that the average internet user encounters between 4-10,000 personalised ads per day. Many people probably don’t realise this, but the number is staggering when you look at it. Every year, the world’s digital population (netizens) grows, and with it the number of advertising platforms.
PPC statistics
- Customers are up to 70% more likely to buy your product if you use retargeting/remarketing, i.e. targeting customers who have already visited your website. (Source: Web FX)
- Conversion rates can be increased to over 40% by combining similar target audiences with display remarketing campaigns. (Source: Web FX)
- More than 50% of clicks on ads are made on mobile devices and more than 40% of online transactions take place on the same device. Mobile optimisation of your site is therefore highly recommended to maximise the effectiveness of your PPC campaigns. (Source: Web FX)
- Shoppers are 155% more likely to search for brand-specific terms if they also encounter display (visual) ads. (Source: SERP Watch)
Video advertising statistics
In the following section, we present some convincing statistics on why it is worth investing in video marketing, despite the high production costs.
- In 2020, more than 3 billion internet users watched a variety of video content online.
- Online video has a 92% viewership rate worldwide.
- By 2022, videos are projected to account for 82% of global internet traffic.
- Product video is one of the best tools for B2B companies to increase their sales.
- On average, people spend 84 minutes a day watching video.
- 14.9% of Generation Y (Millennials) watch 10-20 hours of online video per week.
- 82% of UK teenagers and young adults used YouTube in 2020
- 88% of marketers are satisfied with the ROI of video marketing.
- 78% of marketers say videos help drive sales.
- 60% of marketers said they will increase their video budget in 2022.
- 71% of B2B marketers use video marketing, compared to 66% in the B2C industry.
- 96% of people watch videos to learn more about a product or service.
- 94% of people reported watching explainer videos to learn more about a product and 84% of people said they were motivated to buy by videos (Wyzowl, 2021)
- Video content consumers are twice as likely to buy something they’ve seen on YouTube (Google, 2020)
SEO vs PPC statistics
Over the past few years, a debate has emerged – which is better? PPC or SEO? Not sure whether to use PPC or SEO? Here are the statistics that will tell you the answer, but first let’s be clear: if you have a relatively high budget and want quick results, you should use PPC, whereas SEO is a longer and essentially never-ending process.
- PPC generates twice as many visitors as SEO, so if you’re just starting a business or want to drive more traffic to your existing site in a short period of time, PPC is definitely the way to go. (Source: QUICKSPROUT)
- The “learning curve” for PPC campaigns is about 3-4 weeks, while SEO can take 3-4 months. (Source: BetterSEO)
- 64% of marketers are actively investing in SEO. (Source: QUICKSPROUT)
- Google Display Network reaches 90% of internet users worldwide. (Source: Hubspot.com)
- At the end of 2021, 82% of Google’s revenue came from Google ads. (Source: Search Engine Land)
- 62% of marketers increased their PPC budget last year. (Source: Search Marketing)
- 65% of consumers click on PPC ads. (Source: WordLead)
- PPC ads return $2 for every dollar invested. (Source: Wordlead)
Facebook statistics
It’s no secret that since its launch by Mark Zuckenberg in 2004, Facebook has grown to become one of the most popular social networking sites in the world, attracting tens of millions of users every day, providing a great opportunity to reach potential customers. As a result, the competition for advertising here is also huge, so it’s important to understand the latest Facebook trends, and the best way to do this is to look at the statistics. Let’s see.
- Facebook has 2.9 billion monthly active users and 1.9 billion daily active users. It is the most used social media.
- 37% of the world’s population uses Facebook.
- 56.8% of Facebook users are male and 43.2% are female.
- 27% of the world’s population sees Facebook ads.
- The average age of Facebook’s advertising audience is 31.
- People aged 25-34 make up the majority of Facebook’s audience, with over 643 million users.
Conclusion
Looking at the figures above, there can be no doubt about the role of online marketing. Our prospective customers, like ourselves, see hundreds of ads every day, spend valuable hours watching videos, consuming social media and searching online.
To reach the right audience with our online advertising with the right effectiveness, we need accurate knowledge of the online market, and then the right professionals who can use that knowledge to develop a successful online marketing strategy for us.
If you feel that you need an excellent team of professionals to do all of the above, contact us and you will be in good hands.
If you need professional support for your digital marketing activities, do not hesitate to contact us!
Sources used:
https://www.hubspot.com/marketing-statistics
https://www.demandsage.com/digital-marketing-statistics/
https://www.simplilearn.com/digital-marketing-stats-article
https://www.mediavalet.com/blog/digital-marketing-statistics/
https://www.analytico.ca/digital-marketing-statistics
https://techjury.net/blog/ppc-stats/#gref
https://truelist.co/blog/ppc-stats/
https://www.webfx.com/ppc/statistics/
https://www.wordstream.com/blog/ws/2022/04/19/digital-marketing-statistics
https://wpforms.com/digital-marketing-statistics/
https://www.omnicoreagency.com/digital-marketing-statistics/