110 Digital Marketing Stats

Rob Talbot SEO 10 Comments

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As a digital marketer, I’m always combing the Internet looking for relevant stats. It’s an important process to stay informed, however, finding quality statistics isn’t always easy and consumes hours of time, which could be spent working on the vast amount of other things occupying my Google calendar on a day-to-day basis.  All said, I’ve amassed a pretty substantial list of items over time we thought were worth sharing for those looking to pitch a prospect, convince a colleague or simply look smart at parties. So without further ado, here is a list of 110 marketing statistics, which will hopefully help make your marketing world a little clearer and maybe even a little easier.

We’ve even created an infographic of the top statistics. Click here to download the PDF

SEO

Digital Marketing Stats - boarder

  1. According to an Ascend2 report, 48% of respondents identified keyword/phrase research as a most effective SEO tactic with 34% citing frequent website updates. MarketingProfs
  2. Google gets over 100 billion searches a month worldwide. More than half of those searches are coming from mobile devices. That doesn’t include devices with screens bigger than 6 inches such as tablets. Mashable
  3. 60% of all organic clicks go to the top 3 organic search results. Hubspot
  4. 57% of B2B marketers say SEO has the biggest impact on lead generation. NewsCred
  5. As of May 2015, more Google searches take place on mobile devices than on computers in 10 countries including the US and Japan. AdWords
  6. Google had 94% of the worldwide mobile (smartphone and tablet) search market share in December 2015. Net Market Share
  7. Among the group of SMBs (small and medium size businesses) that had or planned to create a website, just 33% had a mobile-optimized site in September 2015. eMarketer
  8. Changing search algorithms (40%) and budget constraints (38%) are considered the most challenging obstacles to SEO success. Marketing Charts
  9. More than 7 in 10 respondents feel their SEO effectiveness is improving either significantly (15%) or modestly (56%). Marketing Charts
  10. 50% of Search Queries are 4 Words or Longer. WordStream
  11. 81% believe either outsourcing to a specialist (17%) or combining in-house resources and outsourcing (64%) represent the most effective resources for executing SEO tactics. Marketing Charts
  12. More than 7 in 10 respondents feel their SEO effectiveness is improving either significantly (15%) or modestly (56%). Marketing Charts
  13. You lose 97% of leads on Leaky Landing Pages. WordStream
  14. On average, B2B influencers do 12 searches prior to visiting a specific brand’s site. Think With Google
  15. Search is the #1 driver of traffic to content sites, beating social media by more than 300%. Iron Paper
  16. Those involved in the B2B buying process are already 57% of the way down the path to a decision before they’ll actually perform an action on your site. Think With Google
  17. 81% of B2B purchase cycles start with web search and 90% of buyers say when they are ready to buy “they’ll find you”. Freely 
  18. Search is the starting point for 60% of travelers. Search Engine Watch
  19. 90% of B2B researchers who are online use search specifically to research business purchases. Think With Google

    Mobile

  20. In the May 2015 survey from BrightLocal, 61% of consumers said they are more likely to contact a local business if they have a mobile-optimized site. BrightLocal
  21. 57% of customers say they won’t recommend a business with a poorly designed mobile site and 40 percent have turned to a competitor’s site after a bad experience. The Mobile Playbook
  22. Local searches lead 50% of mobile visitors to visit stores within one day. Search Engine Land
  23. 40% of consumers have turned to a competitor’s site after a bad mobile experience. The Mobile Playbook
  24. It’s 2X as hard to get your ad seen on the mobile SERPs. WordStream
  25. 77% of mobile searches are made where a desktop PC is available. Think With Google
  26. 51.7% of emails were opened on Smartphones and 15% were opened on Tablets, with 33.3% opened on desktop/laptop computers according to Movable Ink’s US Consumer Device Preference Report for Q3 2015. Movable Ink
  27. 43% of consumers do research in the store. Clix Marketing
  28. In the same Movable Ink report, they found 41.4% of email opens occurred on an iPhone. Movable Ink.
  29. 49% of B2B researchers who use their mobile devices for product research, do so while at work. Think With Google
  30. Nearly 70% of digital marketers surveyed feel their website is currently mobile-friendly, while 29% admit their site is not optimized for mobile usage. gShift
  31. More than 1/3 of all US Smart phone owners download at least one app per month comScore
  32. Facebook and YouTube ranked as the top two highest smartphone apps of 2015. Time
  33. 86% of moderate-performing teams have integrated their mobile marketing strategy into their overall marketing strategy. Salesforce
  34. Users spent on average 1.8 hours on their smartphones every day and apps account for 89% of their mobile media time. Social Media Today
  35. Only 65% of digital marketers surveyed stated they are starting to include mobile SEO strategies into their search and content marketing planning. gShift

    Content Marketing

  36. On average, 75% of ideas are turned into a content asset, published once and never reused or repurposed again. Kapost
  37. 65% of senior marketing executives believe visual assets (photos, video, illustrations and infographics) are core to how their brand story is communicated. CMO Council
  38. 82% of marketers who blog see positive ROI for their inbound marketing. Hubspot
  39. Content with relevant images gets 94% more views than content without relevant images. Kiss Metrics
  40. 46% of marketers say photography is critical to their current marketing and storytelling strategies. CMO Council
  41. 72% of marketers worldwide said relevant content creation was the most effective SEO tactic. MarketingProfs
  42. Content marketing costs 62% less than traditional marketing and generates about 3 times as many leads. Demand Metric
  43. Companies which blog have 434% more indexed pages than those which do not. Contently
  44. 60% of marketers create at least one piece of content each week. Emarketer
  45. 55% of business-to-business (B2B) marketers said it is unclear within their organization what an effective or successful content marketing program looks like. Content Marketing Institute
  46. 78% of CMOs believe custom content is the future of marketing. Demand Metric
  47. Last year, 38% of B2B marketers said they were effective at content marketing vs. 30% this year. Companies which report being clear on what success or effectiveness looks like also show a higher effectiveness rate (55%). Content Marketing Institute
  48. 60% of marketers predict the use of infographics will increase in 2016 compared to 2015. CMO Council
  49. Infographics are Liked and Shared on social media 3X more than other any other type of content. Mass Planner
  50. Articles with images receive 94% more views. Jeff Bullas
  51. 32% of B2B marketers are sophisticated/mature with content marketing, whereas 56% are still struggling to form a cohesive plan and strategy. Content Marketing Institute
  52. Brands creating 15 blog posts per month average 1,200 new leads per month. Hubspot
  53. 11% have started to create the odd piece of content, yet have not made it part of their digital marketing strategy. Content Marketing Institute
  54. 61% of the most-effective B2B marketers meet daily or weekly with their content marketing team either virtually or in person. Furthermore, those who meet daily or weekly find the meetings to be more valuable (70%) than those who meet bi-weekly or monthly (49%). Content Marketing Institute
  55. Year-over-year growth in unique site traffic is 7.8x higher for content marketing leaders compared to followers (19.7% vs 2.5%). Aberdeen
  56. 76% of B2B marketers say they will produce more content in 2016. Content Marketing Institute
  57. 73% of consumers get frustrated by irrelevant web content. Hubspot
  58. 69% of marketers say content is superior to direct mail and PR. Custom Content Council
  59. The 5 most important marketing tactics for B2B businesses are (in order): in-person events, webinars/webcasts, case studies, white papers and videos. Content Marketing Institute
  60. Website conversion rate is nearly 6x higher for content marketing adopters than non-adopters (2.9% vs 0.5%). Aberdeen
  61. 94% of B2B marketers use LinkedIn as part of their content strategy. Other popular platforms include Twitter (87%), Facebook (84%), YouTube (74%) and Google+ (62%). Content Marketing Institute
  62. When people hear information, they’re likely to remember only 10% of that information three days later. However, if a relevant image is paired with that same information, people retained 65% of the information three days later. Life Learn
  63. 45% of marketers say blogging is their #1 most important content strategy. Social Media Examiner
  64. 72% of marketers think branded content is more effective than magazine advertisements. Custom Content Council
  65. 54% of marketers surveys said they only spend 10% of the digital marketing budget on content distribution. gShift
  66. 69% of marketers say they plan to increase their use of blogging this year. Social Media Examiner

    Influencer Marketing

  67. Word of mouth generates 2 times the sales of paid advertising. McKinsey
  68. Word of mouth is the primary factor behind 20 to 50 percent of all purchasing decisions. McKinsey
  69. Customers acquired through word-of-mouth have a 37 percent higher retention rate. Brandon Murphy
  70. 1 in 3 people come to a brand through a recommendation. Brandon Murphy
  71. Businesses make $6.50 for every dollar invested in influencer marketing. Tomoson
  72. 59% of marketers are planning to increase their influencer marketing budgets over the next 12 months. Tomoson
  73. 22% of marketers rate influencer marketing as the fastest-growing online customer-acquisition channel, beating organic search(17%), paid search (14%) and email marketing (15%). Affiliate marketing performed worst in this category, with just 5% of businesses counting it as their fastest-growing channel. Tomoson
  74. 22% of marketers rated influencer marketing and email as the most cost-effective online customer-acquisition channel. Affiliate marketing performed worst here too, rated the most cost-effective channel by just 2% of marketers. Tomoson
  75. 60% of marketers stated they are not yet using influencer marketing as part of their digital strategy mix. gShift

    Social

  76. Nearly two-thirds of American adults (65%) use social networking sites. Pew Research Centre
  77. Articles with an image once every 75-100 words got double the number of social shares than articles with fewer images. Buzz Sumo
  78. 35% of all those 65 and older report using social media. Pew Research Centre
  79. Young adults (ages 18 to 29) are the most likely to use social media, with 90% using one or more platforms. Pew Research Centre 
  80. Buffer reported for its user base, tweets with images received 150% more retweets than tweets without images. Kiss Metrics
  81. In a January 2015 study by Social Media Examiner, just over 4 in 10 small and medium-sized business (SMB) marketers worldwide said they were able to measure the ROI of their social media activities. Social Media Examiner
  82. April 2015 polling by Manta found nearly 6 in 10 US small-business owners (SBOs) still weren’t seeing ROI from social media activities. eMarketer
  83. As of the end of 2015, the top social media channels used by small businesses were Facebook (41%), LinkedIn (17%), Google+ (13%) and Twitter (12%) according to Ebiquity
  84. 28% of teens selected Snapchat as the most important service in 2016, edging Instagram’s 27%. Adweek
  85. Thrive Analytics found in 2015 many SMBs (small and medium-sized businesses) just don’t have the resources to keep up with social media. Thrive Analytics
  86. 55% of small businesses updated social media business content monthly or less frequently, while just 15% did so daily and 30% weekly. This likely means the social followers theses small businesses have—who often demand real-time, or close to real-time, info—are seeing out-of-date content. eMarketer
  87. Currently adoption rates for social media stand at 76% for those with college or graduate degrees, 70% of those with some college education and 54% for those who have a high school diploma or less. Pew Research Centre
  88. Photos on Instagram showing faces get 38% more likes than photos without faced. Georgia Tech
  89. Over 70% of adult Internet users are on Facebook as of the end of 2015. Pew Research Centre
  90. 52% of teens use Instagram, and nearly as many (41%) use Snapchat. Pew Research Centre
  91. Pins on Pinterest have viral potential: Over 80% of pins are re-pins compared to 1.4% of tweets retweeted. Jeff Bullas
  92. 78% of professionals access content on LinkedIn is to “keep up with industry news”, 73% use it to “discover new ideas within the industry”. LinkedIn

    Analytics and Reporting

  93. Transactional emails outperform non-transactional emails across by a margin of 17.7%. Silver Pop
  94. 27% of B2B marketers say they are effectively tracking content utilization metrics. Aberdeen
  95. 17% of marketers said they have no content effectiveness measurements in place and 49% are using only basic metrics such as clicks or downloads. ionInteractive
  96. Customer journey analysis is now the most valuable CRO (conversion rate optimization) method, coming in above A/B testing, according to an Econsultancy report. 
  97. Average website conversion for companies with defined processes is more than twice that of companies without (5.9% vs 3.8%). Aberdeen

    General Marketing

  98. 61% of B2B marketers send all leads directly to sales; however, only 27% of those leads will be qualified. Marketing Sherpa
  99. During their journey, only 25% of buyers reveal their interest to vendors early in their journey. Demand Metric
  100. Customers are 5.2X more likely to purchase from companies with a great customer experience. Kapost
  101. 33% of marketers were not sure which digital channel makes the biggest positive impact on revenue. MarketingProfs
  102. Nearly 200 million Internet users have now installed ad blocking software. PageFair
  103. Shoppers who view video are 1.8x more likely to purchase than non-viewers. Adobe
  104. Marketers are forecasted to spend $2.4 billion on email marketing by 2016. Webstrategies
  105. Gartner’s 2015-2016 CMO report shows that 98% of marketers believe digital and offline marketing are merging and marketing strategies will need to reflect this. Gartner

    Digital Marketing Technology

  106. 74% of B2B marketers use marketing automation tools to deliver targeted content by stage of the buyer’s journey. Kapost
  107. Marketing technology represents 33% of the marketing budget. Chiefmartech
  108. 28% of marketing technology spend goes to infrastructure (e.g. servers, storage, network) to run marketing software. Chiefmartech
  109. 80% of firms (still) report having a “chief marketing technologist” role. Chiefmartech
  110. 48% of marketers use 2-5 different marketing technologies per month. 37% use 6-9 and 9% use 10 or more. gShift

Comments 10

  1. “1 in 3 people come to a brand through a recommendation”

    That is an important stat, because most industries can easily spend 25% of our net operating cash on sales and marketing. If customer retention is low, then it is likely that referrals are also down and the whole system becomes inefficient.

    Also, this shows how much more effective FB targeting can be, when you are targeting the friends of people who already like your page.

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