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  • 215 Marketing Statistics You Must See: 2019 & 2020 Data Analysis & Market Share

215 Marketing Statistics You Must See: 2019 & 2020 Data Analysis & Market Share

Category: B2B News

Like the engine to an airplane, marketing is to a business. Simply put, marketing is indispensable, and forward-thinking companies just cannot do without it. However, as important as it is, the world of marketing is subtly complex and extensive. As such, you should have an in-depth understanding of marketing to keep your strategies running without a hitch. This means putting marketing statistics, trends, and real data under the microscope to derive helpful insights.

In this post, we’ve culled the latest and most relevant marketing industry statistics you should know. Whether you’re a corporate or a digital-native marketer, this report has an abundance of data and insights for you. These statistics will give you a better understanding of the marketing scope and boost your marketing efforts.

marketing statistics you should know

1. Brand Marketing Statistics

If there is an aspect of marketing that has changed holistically over the years, it’s comparison shopping. Consumers used to compare product quality and pricing to make buying decisions. This is not the case anymore. While these factors still remain relevant, there’s another criterion that’s becoming just as critical — the trustworthiness of a brand. This is where brand marketing comes in.

Brand marketing is all about promoting your products and services in a way that puts your brand to the fore. That is to say, it’s a form of marketing that wraps your values, identity, and personality in a single package and ‘sells’ it to your audience to win them over.

Eager to learn how the brand marketing niche is shaping up? Here are some statistics to open your eyes on the latest trends in brand marketing.

  • On average, it takes a consumer five to seven impressions to remember a brand. (PanMoore)
  • 64% of buyers make the purchase decision after watching a branded social media video. (Forbes, 2018)
  • Moreover, consistent brand presentation across all customer touchpoints increases revenue by up to 23%. (Forbes, 2018)
  • 11.2% of businesses say that brand consistency is the main reason for investing in emerging technologies. (Bynder, 2019)
  • In addition, marketing industry statistics show that 44.1% of marketers are confident that their brands are well-heard on social media and other online platforms. (Bynder, 2019)
  • Better still, only 55% of organizations believe that their internal brand values are perfectly aligned with the external brand culture. (CIM, 2016)
  • More than 66% of brands are ready to sacrifice financial/commercial gain to avoid hurting their brand image. (CIM, 2016)
  • Lastly, only 48% of marketers consistently measure their brand, customer-related, and nonfinancial success metrics. (CIM, 2016)

Brand Recall

From the stats presented above, it’s clear that you need consistent branding to pique the interest of your target audience towards your brand. Truth be told, consistent branding across all customer touchpoints builds trust and familiarity. That is⁠—it helps consumers know what to expect from your brand, giving them the confidence to invest in it.

However, to reap these benefits, you should endeavor for consistency in your content quality, messaging, and audience interactions. This means you need to establish your identity, unify disparate business units, and stay true to your brand message all the time.

Advertising creates brand awareness, generates direct sales, educates the target audience, and builds goodwill. However, to achieve these benefits, you should execute ad campaigns that are in strict conformity with the most recent trends and best practices. Meaning, it’s pertinent for you to study the latest advertising statistics.

The following advertising statistics will help you gain a deeper understanding of the advertising scope. What advertising tactics do businesses use today? What about adblocking; are consumers becoming too resistant to paid media? Find the answers to these questions and more about advertising below.

General advertising statistics

  • In 2016, the channels with the largest shares of the advertising budget were digital and mobile (41%) as well as TV (41%). Print only took 10% of the share. (Accenture: The Future of Advertising, 2016)
  • By 2020, advertisers in the US will programmatically administer approximately $69 billion on digital display ads. This figure represents over 86% of the total digital display ads served. (IBM, 2018)
  • 54% of people want to view more video content from a business or brand they support. (HubSpot, 2017)

Ad/popups blocking statistics

  • Ad/popup blockers are the biggest threat to digital brand engagement, according to 52.9% of marketers. (Bynder, 2019)
  • Besides, 77% of consumers would rather use an ad filter than an ad blocker. (HubSpot, 2016)

Advertising challenges statistics

  • Moreover, 72% of consumers will lower their opinion of a business if it subjected them to a pop-up ad. (HubSpot, 2016)
  • In addition, 81% of consumers have exited a webpage after seeing a pop-up ad. (HubSpot, 2016)
  • Most importantly, 70% of consumers dislike mobile ads. (HubSpot, 2016)
  • In addition, the top challenges faced by organizations when using customer data for audience targeting include having a siloed organization (63%), data aggregation (47%), and quality of data (44%). (Accenture: The Future of Advertising, 2016)
  • Lastly, 30% of marketers say outbound marketing tactics, such as advertising are overrated. (HubSpot, 2018)

How Businesses Distribute Their Advertising Budget by Channel

41%

Digital/Mobile Ads

41%

TV Ads

10%

Print Ads

Source: Accenture: The Future of Advertising

Designed by

Strategic advertising and self-promotions are must-dos today if you want to create a profitable business. So, it’s hardly surprising that businesses, especially those in the US, have plans to increase their digital display ad spend.

However, self-promotions have gotten a bad rap these days. Because of these, if you obnoxiously bombard your prospects and consumers with too many ads, you’ll probably do more harm to your business than good. With the advent of ad blockers and filters, you stand no chance of being heard or discovered unless you find a way to make your brand more authentic.

3. Events Marketing Statistics

Events bring you face to face with the people that matter most to your business — your target consumers. Unlike other forms of marketing, events are characterized and driven by clear objectives and goals: lead generation, customer appreciation, and product launches. These make events a vital part of any business’s marketing strategy.

To help you learn more about this form of marketing, we’ve compiled the latest event marketing statistics. With this, you can learn how businesses are promoting events and how much they are spending on event marketing. Moreover, you can get an idea of how many companies are using event technology to measure the ROI on events.

Event marketing strategies statistics

  • According to Splashthat, the most popular types of events that businesses sponsor include industry trade shows (54%), one-day conferences (43%), and business or channel partnerships (41%). (Splashthat: State of Event Marketing, 2018)
  • In organizations with fewer than 1000 employees, 5% of the marketing employees are responsible for event planning. (Splashthat: State of Event Marketing, 2018)
  • The top five event marketing metrics measured include (1) the number of attendees, (2) the number of qualified sales leads, (3) brand awareness, (4) press/social mentions, and (5) the number of sales pipeline generated. (Splashthat: State of Event Marketing, 2018)
  • Between 2017 and 2018, the number of brands planning more than twenty events per year rose by 17%. (Bizzabo, 2018)
  • 62% of senior marketing professionals plan to invest more in live events in the future. (Bizzabo, 2018)
  • Additionally, event planners organize conferences (62.4%), corporate events (61.2%), and seminars and workshops (46.7%). (EventMB, 2016)
  • 40% of marketing professionals say email marketing is a highly effective channel for events promotion. (Bizzabo, 2017)
  • As a result, 85% of marketers use email marketing to promote their events. (Bizzabo, 2017)
  • Lastly, among the social platforms used by event organizers to promote their events are Facebook (81%), Twitter (76%), LinkedIn (61%), Instagram (28%), Pinterest (7%), and SnapChat (3%). (Bizzabo, 2016)

Events marketing ROI statistics

  • Surprisingly, only 23% of events marketing professionals can justify the ROI of events. (Splashthat: State of Event Marketing, 2018)
  • However, only 37% of brands have adopted technologies that can measure the ROI of events. (Splashthat: State of Event Marketing, 2018)
  • Webinars help generate qualified leads, according to 61% of B2B marketers. (Marketing Charts, 2018)
  • Besides, 29% of B2B and 18% of B2C companies run live events to generate leads and increase sales. (Bizzabo, 2017)

Event marketing budget statistics

  • More than 30% of brands spend over 20% of their marketing budget on events. Most importantly, 40% of these brands plan to up their spend on events in the coming years. (Splashthat: State of Event Marketing, 2018)
  • In addition, the most successful companies spend about one point seven times of their total marketing budget on live events. (Bizzabo, 2018)
  • On average, B2B brands spent $20,000 per exhibition in 2017. (Marketing Charts, 2018)

event marketing for lead generation

From the stats above, one can conclude that trade shows, conferences, and other forms of event marketing are highly beneficial. As a result, businesses are using a sizeable amount of their marketing budgets on events marketing.

After all, events create the platform for real-time human engagement between your brand and its consumers. So, by leveraging these, you can collect tremendously valuable feedback and insights to enhance the experience and product or service you offer.

4. Content Marketing Statistics

You’ve heard it a thousand times before ⁠— content matters. Just look around, content dominates in nearly all digital media marketing strategies. From social media and email marketing to SEO, voice search, and video marketing, content is the king. So, the evergrowing influence of content justifies the evolution of content marketing.

Content marketing isn’t about contending for a one-size-fits-all approach to content creation. Instead, it focuses on delivering unique, utterly authentic, and high-quality content that educates, informs and entertains consumers to pique their interest. In plain English, content marketing is all about creating and sharing relevant media to help consumers learn about your brand, products, and services.

The following content marketing statistics will help you unearth the most recent strategies used by other content marketers. The stats will help you understand how content marketing is helping these marketers address consumers’ pain points and generate leads.

Content strategy statistics

  • In 2019, 70% of B2B marketers and 74% of B2C marketers say their current content marketing strategy is more successful now than in the previous year. (Content Marketing Institute, 2019)
  • B2B content marketers use different technologies to manage their content marketing efforts. These include social media publishing/analytics (84%), email marketing software (81%), analytics tools (77%), and marketing automation system (54%). In addition, some also use project/workflow management (53%), content creation (52%), and CMS (50%). (Content Marketing Institute, 2019)
  • When it comes to researching the target audience, B2B marketers use different techniques. The most popular ones include sales team feedback (74%), website analytics (73%), and keyword research (65%). (Content Marketing Institute, 2019)
  • Better still, 77% of the most successful B2B content marketers use personas to research their audience. (Content Marketing Institute, 2019)
  • The top methods used by B2B content marketers to nurture audiences include email campaigns (87%), educational content (77%), and call-to-actions (62%). Additionally, there are those that leverage in-person events (61%) and storytelling (45%). (Content Marketing Institute, 2019)
  • 80% of B2B content marketers use paid techniques to attract new audiences. (Content Marketing Institute, 2019)
  • 66.5% of marketers plan to invest more in creating branded visual content in 2019 than they did in 2018. (Bynder, 2019)
  • Besides, 72% of marketers reported that they use web analytics as the source of data to deliver personalized content and experiences. Also, other data sources used include social media metrics (69%), CRM systems (58%), survey/research (58%), customer support records (57%), and third-party databases (40%). (Altimeter: State of Digital Marketing, 2019)

Blogging statistics

  • Moreover, 74% of B2B content marketers have used or developed long-form content in the last 12 months. (Content Marketing Institute, 2019)
  • 73% of marketers say blog posts are the most successful type of content in the awareness or interest stage of the buyer’s journey. However, 6% say that blog posts are the least effective in the evaluation/purchase stage. (Content Marketing Institute, 2019)
  • 55% of marketers claim that blog creation is a top priority for their inbound marketing strategy. (HubSpot, 2018)
  • Besides, brands that prioritize blogging are thirteen times more likely to achieve positive ROI. (HubSpot, 2019)
  • Interestingly, 32% of marketers claim that visual images are the most important content for their brands. (HubSpot, 2018)

Content marketing benefits statistics

  • The top three benefits B2B marketers derive from utilizing content marketing technologies include better insight into content performance (75%), better insight into target audience behavior (56%), and streamlined content repurposing (46%). In addition, other benefits include improved workflow (40%), enhanced customer experience (34%), more conversions (31%), and time savings (31%). (Content Marketing Institute, 2019)
  • Also, 72% of B2B content marketers say their businesses measure content marketing ROI. (Content Marketing Institute, 2019)

Technologies Used to Manage Content Marketing Efforts in 2019

Social media publishing/analytics

%

Marketing software

%

Analytics tools

%

Marketing automation systems

%

Project or workflow management systems

%

Content creation systems

%

Content management systems

%

Source: Content Marketing Institute

Designed by

The popularity of content marketing is not waning anytime soon. From the data we’ve compiled, it’s easy to see content marketing is still king, and it’s likely to sit in its throne for a long time. Looking at the bigger picture, competition is fierce since all marketers have jumped on the content marketing bandwagon. For this reason, you must up your game to inspire, attract, engage, and convert prospective customers.

5. Email Marketing Statistics

The emergence of tools like video communication, instant messaging, and live chat software jeopardized the position of email in business communication. While these solutions took over some areas like customer support, none has, so far, mustered enough power to outshine email in marketing.

Email marketing remains one of the most effective ways to connect with prospects and customers. It helps businesses raise brand awareness, push products and services, deliver important messages, and spread the news about your brand.

The following email statistics will help you discover how other marketers are using email to drive their marketing strategies.

General email marketing statistics

  • From 2014 to 2017, email adoption grew from 69% to 82%. (Forrester, 2018)
  • Another report by The Radicati Group showed that worldwide email users would reach 4.3 billion by 2022. (Radicati, 2018)
  • The biggest email marketing challenges faced by businesses in 2019 include competition for attention in the inbox (45%), resource constraints (40%), and email deliverability (37%). Additionally, some marketers note that the lack of tools to optimize or personalize email (31%) and poor email performance (24%) also make their jobs more difficult. (Validity, 2019)
  • In addition, 61% of consumers who own a smartphone want businesses to contact them via email. (Adobe, 2017)

Email marketing strategy statistics

  • 59% of businesses used in-house resources to support email marketing campaigns in 2019. Meanwhile, only 5% used outsourced resources. Lastly, 35% of businesses used a blend of both in-house and outsourced resources. (Validity, 2019)
  • In a bid to boost email effectiveness, marketers employ different tactics in 2019. They include email personalization (72%), email list management (63%), subject line optimization (52%), email deliverability optimization (51%), A/B testing (50%), reactivation campaigns (36%), and artificial intelligence (10%). (Validity, 2019)
  • According to a Campaign Monitor study, the most effective marketing tactic is personalization (57%). This is followed by list segmentation (37%), automated campaigns (34%), testing and optimization (30%), and responsive design (29%). (Campaign Monitor, 2018)
  • 89% of marketers say their email marketing strategy is successful. (Campaign Monitor, 2018)
  • 57% of marketing professionals consider clickthroughs as the most useful performance metric. Other important metrics include list growth (49%), conversions (47%), and ROI (35%). (Campaign Monitor, 2018)
  • Interestingly, only 23% of marketers encrypt marketing email in transit. (Litmus’ State of the Email Survey, 2018)
  • Email marketers spend about 3.9 hours to get marketing emails reviewed and approved before launch. Additionally, marketers work with more than two departments during the review and approval process. (Litmus’ State of Email Workflows Report, 2018)

Email marketing benefits statistics

  • In 2019, 76% of businesses used email marketing to communicate with customers. Other objectives included building brand awareness (64%), communicating with prospects (63%), generating revenue (56%), and capturing data on subscribers (28%). (Validity, 2019)
  • Better still, 42% of businesses using email marketing reported a significant or slight increase in revenue growth in 2019. (Validity, 2019)
  • Retargeting consumers with ads after they open a marketing email makes them 22% more likely to buy the product or service. (Expertsender Email Marketing Trendbook, 2019)
  • Besides, 88% of marketers in the retail sector claim personalization improves their overall marketing program. (Salesforce: State of Marketing, 2018)
  • Moreover, 87% of marketing professionals say email marketing performance is improving. (Campaign Monitor, 2018)

successful email marketing strategies

Email is still viewed by many as the dinosaur of digital business communication. But from a marketer’s lookout, the email is not a relic of the past. Stats show that more than 75% of marketers still consider email marketing as an effective method to communicate with their prospects and consumers.

Even with the growth of other communication channels like text messaging and live chat, the adoption of email has continued to rise. As a marketer, you should learn effective email marketing strategies because email isn’t going anywhere. More importantly, implement the best email marketing tools to navigate the complexities of the modern email marketing niche.

6. SEO Statistics

Search engine optimization (SEO) helps marketers drive more traffic and increase brand visibility. However, with the tilting SEO landscape ⁠— typified by constantly evolving search engine algorithms ⁠— it can be challenging to gain momentum online.

Remember, Google evaluates more than 200 signals when ranking your website. As such, no one can claim to have a universal formula to beat the Google rank algorithms. Getting to the crest of Google search ranking is nothing about excellence. It’s simply about being better than the rest of other SERP competitors.

To stay ahead of the curve and pick the low-hanging fruits of SEO, you’ll need to further your knowledge of the most relevant strategies, tactics, and trends. In this section, we’ll uncover the latest SEO statistics to help you fine-tune your SEO strategy.

  • In 2019, Google was responsible for 75.49% of the global desktop search traffic. Other search engines that followed from a distance include Bing (9.89%) and Baidu (9.20%). Additionally, Yahoo! (2.82%) and Yandex (1.20%) also have a share of the overall desktop search traffic. (NetMarketShare, 2019)
  • Google receives 78,383 searches in one second. (InternetLiveStats, 2019)
  • According to Google’s Andrey Lipattsev, link building, and high-quality content are the two most significant signals used to rank websites for search on Google. (SearchEngineLand, 2017)
  • 57% of B2B marketers say that SEO helps them generate more leads than any other marketing strategy. (HubSpot Blog, 2016)
  • 72% of digital marketers say content marketing is their most effective SEO initiative. (HubSpot Blog, 2016)
  • Most importantly, 61% of internet users research a product online before making a purchase. (Neilsen, 2016)
  • 61% of marketers say that growing organic presence and improving SEO are top priorities for their inbound marketing. (HubSpot, 2018)
  • 67% of clicks go to the top 5 results on the first SERPs in search engines. (Advanced Web Ranking)
  • 70% of marketers claim that SEO is more effective in generating sales than PPC. (Databox, 2019)
  • Furthermore, 36% of SEO experts say that the title tag is the most important SEO element. (Databox, 2019)

The Top 5 Search Engines for Desktop Searches in 2019

Google

Bing

Baidu

Yahoo!

Yandex

Source: NetMarketShare

Designed by

There are numerous search engines, but Google trailblazes the way for the rest. So, to drive commendable traffic to your website and yield increased conversions, you should align your SEO strategies with Google’s latest updates. Moreover, don’t forget to optimize your website for other search engines, especially if you target the global audience. Here is a complete SEO guide to increasing traffic to your site.

7. Influencer Marketing Statistics

Influencer marketing is currently the fastest-growing consumer acquisition model, outpacing all other methods, including organic search, display advertising, and paid search. However, you might be wondering why and how this new marketing technique is outshining the old guards.

The reason is simple ⁠— every business wants to establish an online presence. However, cutthroat competition is a significant impediment. So, to work around this hurdle, businesses are blending intrusive self-promotional approaches with more nuanced inbound tactics such as influencer marketing.

Those who have taken the gamble are reaping the rewards in the form of increased brand awareness, more leads, and sales growth. You can also take advantage of this innovative and aggressive technique, but first, you need to gain a deeper understanding of the influencer niche.

The statistics below will lay bare the trends in the influencer marketing industry. Are businesses getting the intended ROI? How much are businesses spending on influencer marketing? Moreover, what are the best platforms for influencer marketing?

General influencer marketing statistics

Influencer marketing strategy statistics

  • 39% of marketers have plans to increase their influencer budgets in 2019. (Linqia: State of the Influencer Marketing, 2019)
  • Influencer marketing has grown exponentially over the years, from $1.7 billion in 2016 to an estimated $6.5 billion in 2019. (Influencer Marketing Hub, 2019)
  • Furthermore, over the last three years, Google search for influencer marketing ballooned by 1500%. (Influencer Marketing Hub, 2019)
  • Consequently, 63% of marketers plan to increase their influencer marketing budget over the coming year. Nearly 50% of marketing professionals intend to spend more than 20% of their marketing budgets on influencer marketing. (Influencer Marketing Hub, 2019)
  • Also, 77% of influencer marketing campaigns are managed in-house. (Influencer Marketing Hub, 2019)
  • In terms of social platforms used for influencer marketing, Instagram (79%) leads the way. It is followed by Facebook (46%), YouTube (36%), Twitter (24%), and LinkedIn (12%). (Influencer Marketing Hub, 2019)
  • Another report by Linqia mirrored the above results. According to the report, the most popular social platforms for influencer marketers include Instagram (65%), Facebook (53%), YouTube (43%), blogs (35%), Pinterest (32%), and Twitter (30%). (Linqia: State of the Influencer Marketing, 2019)
  • Additionally, 66% of marketers ran three or more influencer marketing campaigns in 2019. (Linqia: State of the Influencer Marketing, 2019)
  • How do marketers manage their influencer marketing programs? The answer: in-house (34%), via turnkey service (26%), through a self-service platform (20), and by outsourcing influencers (17%). (Linqia: State of the Influencer Marketing, 2019)
  • On the other hand, how do marketers measure the success of their influencer marketing campaigns? Engagement (89%), impressions (67%), brand awareness (65%), clicks (63%), conversions (63%), product sales (44%), and audience sentiment (33%). (Linqia: State of the Influencer Marketing, 2019)

Influencer marketing benefits

  • On average, businesses gained $5.20 in earned media value for every $1 spent on influencer marketing in 2018. (Influencer Marketing Hub, 2019)
  • Nano influencers with less than 1000 followers record a 7.2% engagement rate on Instagram, compared to 1.4% on Twitter. (Influencer Marketing Hub, 2019)
  • 57% of marketers claim that influencer content outscored brand-created content. (Linqia: State of the Influencer Marketing, 2019)
  • As a result, 75% of marketers say they use influencer content in other marketing channels. (Linqia: State of the Influencer Marketing, 2019)
  • Most importantly, 92% of marketing professionals think influencer marketing is effective. (Influencer Marketing Hub, 2019)
  • Moreover, 70% of marketers measure the ROI on their influencer marketing campaigns. (Influencer Marketing Hub, 2019)
  • Besides, 78% of marketers consider Earner Media Value to be a reliable measure of influencer campaign ROI. (Influencer Marketing Hub, 2019)
  • Top reasons why brands engage in influencer marketing include creating brand awareness (37%) and increasing sales (32%). Furthermore, many companies use this to build user-generated content (31%). (Influencer Marketing Hub, 2019)
  • After reaching a threshold of 10K followers, influencers enjoy a consistent like-to-follower ratio, regardless of the growing follower size. (InfluencerDB, 2019)

Influencer marketing challenges

  • 63% of brands have experienced influencer fraud. (Influencer Marketing Hub, 2019)
  • The top challenges in managing influencer marketing include finding influencers (36%) and managing contracts or campaign deadlines (24%). Besides, some marketers note difficulties such as time restraints (15%) and processing payments to influencers (15%). (Influencer Marketing Hub, 2019)
  • Although travel influencers enjoy the highest like-to-follower ratio, they only account for a scant 5% of Instagram’s total sponsored. (InfluencerDB, 2019)

in-house influencer marketing campaigns

Nowadays, consumers and prospects turn to the people they know or associate with to inform them. This is inarguably changing modern marketing, giving rise to new techniques like brand influencing.

Using influencer marketing should be a no brainer for marketers these days. It’s a tried-and-tested method that delivers the desired results.

Picture this: more than 90% of marketers consider influencer marketing highly effective. Most importantly, marketers can easily measure the ROI of influencer marketing. So, what would bar you from using influencer marketing to achieve your company’s goal?

8. Affiliate Marketing Statistics

Over the last couple of years, affiliate marketing has grown significantly. After all, the flexibility and cost-effectiveness exhibited by this form of performance marketing make it one of the best ways to implement online advertisements.

Besides, the lure of passive income is too enticing for affiliates to resist. On the other hand, affiliate marketing provides numerous benefits to the merchant and significantly contributes to the overall success of a business.

So, it’s hardly surprising that more and more webmasters are starting to implement this marketing strategy. The following affiliate marketing statistics will provide the insights you need to unravel the intricacies of affiliate marketing.

General affiliate marketing statistics

  • According to the marketing industry size data, the total spending on US affiliate marketing will reach $8.2 billion by 2022. This is a significant increase from $5.4 billion recorded in 2017. (Statista, 2019)
  • The total spending on affiliate marketing grew from $482 million in 2016 to 554 million in 2017, representing a 15.1% increase year-over-year. (IAB, 2017)
  • The search interest for affiliate marketing grew by 7% between November 2018 and October 2019. (Google Trends, 2019)
  • In 2018, 43% of affiliate marketing placement was sold to loyalty and cashback partners. (Statista, 2019)
  • According to Rakuten Marketing, 81% of advertisers and 84% of publishers were running an affiliate program in 2016. These numbers are expected to grow in the coming years. (Rakuten Marketing, 2016)
  • Amazon Associate controls 39.3% of the affiliate marketplace. Also, the other platforms with a share of the market include VigLink (9.06%), CJ Affiliate (8.06%), SkimLinks (8.52%), and Rakuten Affiliate Network (8.12%). (Datanyze, 2019)
  • Awin estimates that nearly 80% of its clients were monitoring affiliate activities via its MasterTag. (Awin Report, 2019)
  • The share of affiliate revenue by sector are as follows: retail (43%), telecoms and media (24%), travel and leisure (16%), and finance (9%). (IAB, 2017)

Affiliate marketing budget statistics

  • Also, more than 80% of advertisers were dedicating over 10% of their marketing budgets to affiliate marketing. (Rakuten Marketing, 2016)
  • In 2017, the total affiliate spending on smartphones rose 49% year-over-year. (IAB, 2017).
  • Moreover, 27% of the total affiliate spend in 2017 went to the coupon. Besides, 25% went to cashback websites, content websites (25%), comparison shopping websites (12%), email and newsletter list (7%), and loyalty and reward websites (3%). (IAB, 2017)
  • Besides, affiliate marketing is responsible for 7.5% of the overall digital spend among retailers. (eMarketer, 2016)
  • Besides, the total US affiliate marketing spend will hit $6.82 billion by 2020. (eMarketer, 2016)

Affiliate marketing benefits statistics

  • In 2016, over 50% of affiliate publishers claimed that affiliate marketing accounted for over 20% of their total annual revenue. (Rakuten Marketing, 2016)
  • For every $1 spent on affiliate marketing, advertisers gained $16 ROI. (IAB, 2017)
  • In 2017, affiliate marketing generated $8.9 billion in sales, which is a commendable increase from the $8.1 recorded in 2016. (IAB, 2017)

The Top 5 Affiliate Platforms by Market Share in 2019

Amazon Associates

VigLink

CJ Affiliate

SkimLinks

Rakuten Affiliate Network

Source: Datanyze

Designed by

Digest this: for every $1 spent, businesses using affiliate marketing gained a $16 ROI in 2017. Alongside ROI, affiliate marketing helps track business progress, enhance promotions, increase sales, and scale your online business. These and many other affiliate marketing benefits are there for businesses, big and small, to pick.

9. Social Media Marketing Statistics

Social media is the “new black” of marketing.

There are over 3.2 billion people on social media today. Now, let’s put this data into perspective. With the world population clocking in at 7.7 billion, it means that more than 41% of the world population is on social media.

As you can see, you can reach a sizeable number of your prospects and customers on social media. But, first, you’ll need to square away your social media marketing strategy to reap any meaningful benefit.

The social media statistics below will help you learn the ropes from marketers who have made it in this niche. In addition, the stats will reveal how your competitors are optimizing their marketing strategies on Facebook, Twitter, Instagram, LinkedIn, and Pinterest to broaden their reach, boost brand awareness, and promote products and services.

General social media marketing statistics

  • 61% of B2B marketers increased their use of social media in 2019. (Content Marketing Institute, 2019)
  • Additionally, 55% of marketing teams collaborate with support teams to respond and manage issues and inquiries over social media. (Salesforce: State of Marketing, 2018)
  • 65.7% of marketers say that social media algorithm changes are the biggest threat to digital brand engagement. (Bynder, 2019)
  • Furthermore, 69% of marketers say that social media marketing delivers the best ROI for their digital marketing strategy. (Altimeter: State of Digital Marketing, 2019)
  • In 2017, 90% of the businesses in the US were using social media marketing. (Statista, 2019)
  • In the US, 90.4% of millennials, 77.5% of Gen X, and 48.2% of Baby boomers use social media. (eMarketer, 2018)
  • 57% of businesses say social media stories have been effective as part of their social media marketing strategy. (Buffer, 2019)
  • 71% of brands don’t use messaging apps (Messenger and WhatsApp) for their marketing. (Buffer, 2019)
  • Moreover, 78% of brands have either invested in social advertising or plan to do so in the next year. (HootSuite, 2019)
  • Also, 70% of Gen Z consumers in China now buy directly from social media platforms. (HootSuite, 2019)
  • 54% of shoppers visit social media channels to research products. (Globalwebindex, 2018)
  • Moreover, 36% of social media users follow accounts of the brands they like. (Globalwenindex, 2018)
  • Lastly, marketing reports show that digital consumers spend an average of 144 minutes per day on social media channels. (Globalwenindex, 2018)

Facebook marketing statistics

  • In Q2 2019, Facebook had 2.41 billion monthly active users. (Statista, 2019)
  • 4.6% of marketers use story ads on Facebook. (Buffer, 2019)
  • Moreover, Facebook Marketplace is now being used in seventy countries by over 800 million consumers. (HootSuite, 2019)
  • In January 2019, 96% of active users access their Facebook account through mobile devices. (Statista, 2019)
  • 10% of active Facebook users in the world are women aged 18 to 24 years old. (Statista, 2019)
  • With 270 million Facebook users, India is the leading country in terms of Facebook audience size. (Statista, 2019)
  • Furthermore, 51% of US teens (13 to 17 years old) use Facebook. (Pew Research Center, 2018)
  • In 2018, Facebook’s mobile ads revenue accounted for nearly 93% of the total ads revenue for 2018. (Facebook Report, 2018)
  • Additionally, in Q2 2019, the average price per Facebook ad decreased by 4%, but the ad impression increased by 33%. (Facebook Report, 2019)
  • On average, Facebook users click on 11 ads per month. (HootSuite, 2019)
  • Facebook is responsible for 80.4% of the total US referral share to ecommerce websites. (eMarketer, 2019)
  • Better still, compared with Facebook ads, mobile-first creatives deliver a 27% higher probability of driving brand lift. (Facebook News, 2018)
  • Besides, 95.8% of marketers say Facebook produces better ROI than other social media networks. (eMarketer, 2016)

Instagram marketing statistics

  • As of July 2019, Instagram had one billion active users. (Statista, 2019)
  • 64% of brands have either executed Instagram stories into their social strategies or plan to execute in the next year. (HootSuite, 2019)
  • Also, 19.3% of brands invest in story ads on Instagram. (Buffer, 2019)
  • Instagram is responsible for 10.7% of the total US referral share to ecommerce websites. (eMarketer, 2019)
  • There are more than two million monthly advertisers on Instagram. (Instagram, 2017)
  • A Q4 2018 report by Facebook shows that Instagram had over 500 million daily actives on Insta stories. (Facebook Report, 2018)
  • Instagram earned $2.2 billion in revenue in Q2 2018. Furthermore, the platform’s revenue is projected to rise to $6.8 billion by 2020. (Statista, 2019)

Twitter marketing statistics

  • Twitter has 330 million active users. (Statista, 2019)
  • Twitter is responsible for 0.3% of the total US referral share to ecommerce websites. (eMarketer, 2019)
  • Also, as of February 2019, 22% of US citizens were using Twitter. (Statista, 2019)
  • 83% of consumers that got a reply from brands on Twitter felt better about the brand afterward. (Twitter Insights, 2016)
  • Moreover, 84.5% of users have noticed a promoted account on Twitter. (Twitter Insights, 2016)
  • Besides, 68% of Twitter users have followed a brand after noticing its promoted account through Twitter ads. (Twitter Insights, 2016)
  • In addition, Twitter users are savvy shoppers: 53% are early adopters, 64% are highly likely to influence purchase, and 80% are affluent millennials. (Twitter, 2019)
  • Tweets with GIFs record 55% more engagement than tweets without. (Twitter Business, 2018)

LinkedIn marketing statistics

  • LinkedIn has 310 million active users. (Statista, 2019)
  • Also, LinkedIn is responsible for 80% of the total social media B2B leads. (LinkedIn Business, 2017)
  • Better still, LinkedIn accounts for 50% of the total social traffic to blogs and websites. (LinkedIn Business, 2017)
  • Furthermore, 57% of LinkedIn traffic comes from mobile devices. (LinkedIn Business, 2019)
  • Besides, 92% of B2B marketers say that LinkedIn is part of their digital marketing mix. (Demandwave, 2016)
  • 90% of B2B marketers reduce their cost per lead with the LinkedIn Lead Gen Forms. (LinkedIn Business, 2016)
  • Even more, 94% of B2B marketers use LinkedIn to distributed content. (LinkedIn Business, 2019)
  • Compared with other social media platforms, LinkedIn delivers the highest visitor-to-lead conversion rate of 2.74% (HubSpot, 2019)
  • Besides, more than 600 million LinkedIn users can be reached via ads on this professional social network. (HootSuite, 2019)
  • Moreover, 52% of online buyers claim that LinkedIn had a significant impact on their research process. (Demandwave, 2018)

Pinterest marketing statistics

  • Pinterest has 265 million active users. (Statista, 2019)
  • Moreover, Pinterest is responsible for 8.2% of the total US referral share to ecommerce websites. (eMarketer, 2019)

social media marketing ROI

Is social media the most important pillar to digital marketing? Yes, it is. Social media marketing is not only cost-effective, but it is also the most versatile form of marketing. The stats above show the tremendous opportunity that businesses have using social media. The number of people you can reach by rolling out effective social media campaigns is just enthralling.

10. Video Marketing Statistics

Unlike other forms of content marketing, video is better at capturing the attention of a distracted audience. Get this ⁠— a minute of video is worth 1.8 million words. That’s how effective video is. Moreover, consumers today have developed an innate proclivity towards audiovisual content. This makes video more important to marketers today than ever before.

While video marketing is one of the newest additions to the marketer’s toolbox, the results it delivers prove otherwise. For example, video marketing optimizes ROI on advertising campaigns, improves organic position, and increases conversion. This is just the tip of the iceberg; there are plenty of benefits coming from video marketing.

However, make no mistake: you still need a good grasp of video marketing trends and best practices to reel in optimal benefits. The stats and data below will give you the insights you need to crystallize your video marketing.

General video marketing statistics

  • In 2019, 10 minutes of every hour spent watching media is spent on mobile streaming. (AppAnnie: State of Mobile, 2019)
  • Further, 63% of brands are using video as a marketing tool. (Wyzowl, 2017)

YouTube marketing statistics

  • More than 1.9 billion logged-in users visit YouTube every month. (YouTube, 2019)
  • Besides, over 70% of YouTube’s watch time comes from mobile devices. (YouTube, 2019)
  • Moreover, YouTube mobile ads grab the viewer’s attention approximately 83% of the time. (IPSOS, 2017)
  • More importantly, 95% of YouTube ads are audible. For comparison, only 15% of Facebook Video ads are audible. (Google, 2016)
  • 93% of YouTube Ads are viewable. (Google, 2016)
  • Furthermore, in 2018, YouTube began to show twice as many preroll ads through the ad pods. (Adage, 2018)
  • YouTube derives nearly three quarters (73%) of its ad revenue from video viewership in the US. (eMarketer, 2018)

Social video marketing statistics

  • 74% of video viewers said there is a connection between watching a social video and making a purchase. (HootSuite, 2019)
  • Internet users watch 100 million hours of daily video on Facebook. (Techcrunch, 2016)
  • 90% of US consumers who watch digital videos do so on YouTube. On the other hand, 60% watch videos on Facebook, 35% on Instagram, 21% on Twitter, and 18% on Snapchat. (eMarketer, 2019)
  • Besides, on average, Facebook videos garner an engagement rate of 6.13%. (HootSuite, 2019)
  • Twitter video views have grown 220 times since last year. (Twitter, 2019)
  • In addition, Twitter videos are six times more likely to be retweeted than tweets with photos. (Twitter, 2019)
  • Most importantly, five times more people notice a video on Twitter than through other sources. (Twitter, 2019)
  • Better still, videos on Twitter increase the average lift in buyer intent by 34%. (Twitter, 2019)

Where Do US Consumers Watch Social Videos in 2019?

YouTube

%

Facebook

%

Instagram

%

Twitter

%

Snapchat

%

Source: eMarketer

Designed by

Product video marketing statistics

  • 79% of customers prefer watching videos to learn about a product to reading a text on a page. (Wyzowl, 2017)
  • 84% of consumers have bought a product after watching a brand’s video. (Wyzowl, 2017)
  • Moreover, 90% of consumers watch product videos on their mobile, whereas 60% watch on their desktop. (Wyzowl, 2017)
  • Lastly, in the past two years, consumers have watched more than 50,000 years of product review videos. (Google, 2018)

Although it’s the newest addition to the marketer’s toolbox, video marketing has taken the marketing world by storm. From the monthly active users (MAUs) for channels like YouTube, it’s easy to see that video is now a staple of today’s lives.

From the consumer’s perspective, video is efficient and convenient. On the other hand, video provides marketers with a versatile, attractive, and extremely shareable channel to reach consumers. As a result, having an effective video marketing strategy in place can benefit your brand and put you ahead of the curve in your niche.

11. Mobile Marketing Statistics

These days, everyone has a smartphone, tablet, or any other mobile device. In fact, according to one report, consumers spend 40% of internet time on mobile devices (Marketing Land). The era of mobile has arrived, opening a new horizon for digital marketers. That is to say, mobile is the future of marketing. For this reason, if you are not using mobile marketing, you should consider doing so to avoid trailing behind your competitors.

The following mobile marketing statistics will give you insights into the evolving mobile marketing world.

  • The global time spent on shopping apps rose to 18 billion hours in 2018. (AppAnnie: State of Mobile, 2019)
  • In 2018, mobile ads were responsible for 65% of the total digital ad spend in the US. (AppAnnie: State of Mobile, 2019)
  • Additionally, paid ads drove a 15% increase in US game downloads in 2018. (AppAnnie: State of Mobile, 2019)
  • Besides, 60% more mobile apps will monetize via in-app ads in 2019, scrambling for a piece of the $250 billion digital ads marketplace. (AppAnnie: State of Mobile, 2019)
  • Mobile video advertising is the primary focus for 55% of brands in EMEA, followed by mobile social advertising (53%). (MMAGlobal: Mobile Marketing in EMEA, 2019)
  • In addition, 58% of marketers use locational data, whereas 45% use chatbots. Other popular mobile technologies include artificial intelligence (39%) and AR (36%). (MMAGlobal: Mobile Marketing in EMEA, 2019)
  • Moreover, 81% of marketers say mobile plays a vital role in the purchase journey of their customers. (MMAGlobal: Mobile Marketing in EMEA, 2019)
  • Furthermore, 72% of marketers in EMEA use engagement metrics (CTR, video completion rates, and social sharing) to quantify the effectiveness of their mobile marketing campaign. (MMAGlobal: Mobile Marketing in EMEA, 2019)

total digital ad spending for mobile

Mobile is disrupting the way consumers engage with brands. That is to say; mobile is shifting the way businesses handle their marketing efforts. As a result, the proliferation of mobile devices has impelled the increased significance of mobile marketing. Consumers are using mobile devices on an incredibly regular basis. Consequently, it’s now imperative for businesses to adopt mobile marketing as one of their basic marketing strategies.

12. Marketing Technology Statistics

Technological advancements shape the marketing world in myriad ways. Firstly, it changes consumer behavior and compels marketers to hone their skills. More importantly, technology gives birth to marketing solutions that redefine the way brands engage their audiences.

The following statistics provide valuable insights into marketing technology. How do businesses use marketing technologies? What is marketing automation software? Find the answers to these questions and more in this section.

  • On average, enterprise brands use more than 90 marketing tools. (IBM, 2018)
  • In 2017, 80% of marketers preferred using integrated advertising and marketing technology from one vendor. (Think With Google, 2018)
  • Many marketers have synched their commerce systems with social media marketing (58%), marketing emails (51%), digital advertising (51%), and transactional email (48%) efforts. (Salesforce: State of Marketing, 2018)
  • 44% of marketing organizations use IoT technology to broaden their toolkits. Additionally, other technologies in use include voice-activated personal assistant (32%), artificial intelligence (29%), and virtual reality/augmented reality (24%). (Salesforce: State of Marketing, 2018)
  • 88% of marketing professionals in the retail sector say advertising and marketing have integrated technology stacks. (Salesforce: State of Marketing, 2018)
  • Moreover, 90% of brands that have adopted events technologies say they are better positioned for future success. (Splashthat: State of Event Marketing, 2018)
  • On average, event marketing software saves businesses approximately 223 hours per year. (Bizzabo, 2018)
  • 55% of B2B companies and 54% of B2C companies use event software. (Bizzabo, 2018)
  • In addition, according to marketers, the following technologies will have the biggest impact on events: live streaming (30%), social networks (24%), VR/AR (20%), artificial intelligence (13%). (Bizzabo, 2018)
  • Furthermore, while 94% of companies admit personalization is critical to marketing success, 47% say IT roadblock is a major barrier to their personalization effort. (IBM, 2018)
  • The software marketing cloud is the primary MarTech platform for 26% of marketers. Additionally, other platforms used include Adobe Marketing Cloud (22%), Oracle Marketing Cloud (20%), IBM (18%), SAP (5%), Marketo (4%), SAS (2.2%), and HubSpot (1.6%). (Altimeter: State of Digital Marketing, 2019)
  • 31% of marketers say integration is the biggest challenge they face when using marketing technology. (Altimeter: State of Digital Marketing, 2019)

The current pace of digital innovation has forced marketers to adapt — not just by sharpening their skills, but also by implementing and learning how to use the latest marketing technology. For example, both B2C and B2B marketers are using IoT to broaden their skills. Also, the use of emerging technologies like AI and AR/VR is gathering steam in the marketing niche. If you are a marketer, it would be a risky gamble to ignore the importance of marketing technology.

13. Other Marketing Statistics

  • One annual agile marketing report revealed that 36.7% of marketing teams are executing agile marketing to permit them to deliver quality work, easily pivot marketing priorities, and boost productivity. (IBM, 2018)
  • GDPR is helping marketers enhance data hygiene and build customer trust. This comes in the wake of a study revealing that 60% of companies view GDPR as an incredible opportunity to tighten up security, privacy, and data management. (IBM, 2018)
  • Besides, 84% of local marketing partners are actively making efforts to learn more about marketing. (BrandMuscle, 2019)

What Do These Marketing Statistics Mean for Your Business?

There you have it — a compilation of the most important marketing statistics you should know. There is no denying that the marketing world is an everchanging landscape and staying abreast of the latest tactics is imperative to the success of your business. As such, you need to continually check new statistics to understand the industry, as well as your audience, better.

The marketing statistics we have highlighted will open your eyes to the latest developments in the marketing niche. Hopefully, you have deduced essential insights from the compilation to reinforce your next big marketing strategy. Moreover, if you’ve started to build a team of marketing professionals, be sure to look at these best marketing tools and apps to maximize your team’s productivity.

By Louie Andre

B2B & SaaS market analyst and senior writer for FinancesOnline. He is most interested in project management solutions, believing all businesses are a work in progress. No stranger to small business hiccups and drama, having been involved in a few internet startups. Prior to his for-profit ventures, he has had managed corporate communications for a Kansas City-based Children International unit.

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