Key Insights
Essential data points from our research
Social media ad spending is projected to reach $219.8 billion in 2024.
The influencer marketing industry is set to grow into a $24 billion industry by the end of 2024.
TikTok is the fastest-growing social media platform with over 1.5 billion active users.
Content marketing generates over 3x as many leads as outbound marketing and costs 62% less.
91% of businesses use video as a marketing tool.
73% of B2B marketers use content marketing to nurture leads.
Google holds approximately 91% of the global search engine market share.
68% of online experiences begin with a search engine.
The top result in Google’s organic search results has an average CTR of 27.6%.
Email marketing generates $36 for every $1 spent.
There are over 4.48 billion email users worldwide.
SMS marketing open rates are as high as 98% compared to 20% for email.
The global AI in the marketing market is valued at $15.84 billion and is expected to reach $107.5 billion by 2028.
64% of marketers currently use AI for content creation.
Marketing automation spending is expected to reach $25 billion by 2023.
AI & Marketing Technology (MarTech)
- 1The global AI in the marketing market is valued at $15.84 billion and is expected to reach $107.5 billion by 2028.
- 264% of marketers currently use AI for content creation.
- 3Marketing automation spending is expected to reach $25 billion by 2023.
- 480% of those who have used AI tools report that it improves their productivity.
- 5Generative AI adoption in marketing is projected to grow at a CAGR of 28.6% through 2030.
- 6Programmatic display acid spending is projected to reach $148 billion in 2024.
- 758% of marketers say that generative AI helps them create content faster.
- 8Chatbots are expected to save businesses up to 2.5 billion hours of work.
- 972% of successful companies use marketing automation techniques.
- 1028% of marketers use AI for email marketing optimization.
- 11The MarTech industry is now valued at over $344 billion.
- 1261% of marketers say AI is the most important aspect of their data strategy.
- 1391.5% of leading businesses invest in AI on an ongoing basis.
- 14AI can increase business productivity by up to 40%.
- 1535% of businesses use AI to create personalized advertisement targeting.
- 16Personalization technology spending is expected to reach $3 billion by 2024.
- 1767% of marketers are using automation for social media management.
- 18Predictive analytics in marketing is expected to grow to $23.9 billion by 2025.
- 1944% of marketers use AI for data analysis and reporting.
- 20Spending on customer data platforms (CDPs) is expected to reach $5.7 billion by 2026.
Interpretation
Once a buzzword, AI has quietly become marketing's growth engine, transforming a $15.84 billion niche into a projected $107.5 billion powerhouse by 2028 inside a $344 billion MarTech ecosystem, driving widespread adoption of content and automation tools, lifting productivity by as much as 40 percent, fueling massive programmatic and personalization spend, helping marketers create content faster and shave billions of work hours with chatbots, and cementing itself as the core of data and predictive strategies.
Content & Video Marketing
- 1Content marketing generates over 3x as many leads as outbound marketing and costs 62% less.
- 291% of businesses use video as a marketing tool.
- 373% of B2B marketers use content marketing to nurture leads.
- 488% of marketers say video has helped them increase user understanding of their product or service.
- 5Podcasts are projected to reach over 500 million listeners worldwide by 2024.
- 6Interactive content gains two times more engagement than static content.
- 746% of businesses plan to increase their content marketing budget in 2024.
- 8Visual content is 40 times more likely to get shared on social media than other types of content.
- 9The global content marketing industry is expected to grow by $584 billion between 2023 and 2027.
- 1082% of global internet traffic comes from video streaming and downloads.
- 11Articles with images get 94% more total views than articles without images.
- 1250% of marketers are using case studies as a primary form of media in their content strategy.
- 13Live streaming usage grew by 55% among marketers in recent years.
- 14Long-form content generates 77% more backlinks than short articles.
- 1561% of online consumers in the US have purchased a product after reading recommendations on a blog.
- 16Viewers retain 95% of a message when they watch it in a video compared to 10% when reading it in text.
- 1756% of marketers create custom content to align with multiple stages of the buyer’s journey.
- 18Infographics are liked and shared on social media 3x more than any other type of content.
- 1980% of people prefer watching a live video from a brand than reading a blog.
- 20B2B companies that blog generate 67% more leads per month than those that do not.
Interpretation
If numbers could talk they'd tell marketers to stop chasing outbound noise and invest in visual, video, interactive and long-form content, because it drives far more leads for far less cost, boosts understanding and sharing, and is fueling massive industry growth.
Email & Mobile Marketing
- 1Email marketing generates $36 for every $1 spent.
- 2There are over 4.48 billion email users worldwide.
- 3SMS marketing open rates are as high as 98% compared to 20% for email.
- 4Mobile advertising spending is expected to surpass $400 billion by 2024.
- 555% of emails are opened on mobile devices.
- 6Segmented email campaigns see 14.31% higher open rates than non-segmented campaigns.
- 760% of consumers prefer to contact brands through email for customer service.
- 8Adding videos for your email can increase click rates by 300%.
- 9Mobile commerce sales are projected to reach $534 billion in 2024.
- 1069% of mobile users say that they are more likely to buy from companies whose mobile sites help them easily find answers.
- 11Automated welcome emails generate 320% more revenue than promotional emails.
- 1264% of decision-makers read their email via mobile devices.
- 13Personalizing email subject lines leads to a 50% higher open rate.
- 14The average time spent in apps is 4 hours and 48 minutes per day.
- 1573% of online shoppers use their mobile phones to make purchases.
- 16Push notifications have a 50% higher open rate than email.
- 17Abandoned cart emails have a 45% open rate.
- 18Mobile accounts for approximately 58% of global web traffic.
- 1991% of smartphone users have bought or plan to buy something after seeing a relevant ad.
- 20Interactive email content increases the click-to-open rate by 73%.
Interpretation
Put simply, with email yielding $36 for every $1 spent, more than 4.48 billion users, sky-high SMS and push open rates, and mobile dominating traffic, commerce and ad spend, marketers who fail to prioritize mobile-first, personalized, segmented, automated and interactive messaging including video, welcome and abandoned-cart flows are leaving a fortune on the table.
SEO & Search Advertising
- 1Google holds approximately 91% of the global search engine market share.
- 268% of online experiences begin with a search engine.
- 3The top result in Google’s organic search results has an average CTR of 27.6%.
- 453.3% of all website traffic comes from organic search.
- 546% of all Google searches are seeking local information.
- 6Mobile searches for "where to buy" + "near me" have grown by over 200%.
- 775% of users never scroll past the first page of search results.
- 8SEO leads have a 14.6% close rate, while outbound leads have a 1.7% close rate.
- 90.63% of Google searchers click on something from the second page.
- 10Organic search drives 1000% more traffic than organic social media.
- 1160% of smartphone users have contacted a business directly using the search results.
- 12Search ad spending is expected to reach $132 billion by the end of 2024.
- 13Updating and republishing old blog posts with new content and images can increase organic traffic by as much as 106%.
- 1492.4% of keywords get ten monthly searches or fewer.
- 15Pages with a faster load time rank higher in Google search results.
- 16Voice search is used by 50% of the US population daily.
- 17On average, ranking in the #1 spot on mobile gets 27.7% of the clicks, whereas on desktop it gets 19.3%.
- 1896.55% of content gets zero traffic from Google.
- 19Companies that publish 16+ blog posts per month get 3.5x more traffic than those that publish 0-4 posts.
- 20Question keywords see a 7.7% higher CTR than non-question keywords.
Interpretation
If Google were a city, 91% of the population would live there, so unless you claim the top organic address—averaging a 27.6% click-through rate—with fast, frequently updated, mobile and voice optimized content that answers local and question-led queries, you risk joining the 96.55% of pages that never get visitors, even though organic search drives roughly 1000% more traffic than organic social, converts far better than outbound leads, and is where billions in ad dollars and exploding "near me" and voice searches are headed.
Social Media Marketing
- 1Social media ad spending is projected to reach $219.8 billion in 2024.
- 2The influencer marketing industry is set to grow into a $24 billion industry by the end of 2024.
- 3TikTok is the fastest-growing social media platform with over 1.5 billion active users.
- 490% of social media users follow at least one business on Instagram.
- 5LinkedIn has over 1 billion members in more than 200 countries and regions worldwide.
- 6Short-form video is the #1 media format for social media strategies.
- 776% of social media users have purchased a product they saw on social media.
- 8The average user spends 143 minutes per day on social media.
- 9User-Generated Content (UGC) videos on TikTok get 22% more attention than brand-created videos.
- 10Facebook remains the most used social platform globally with over 3 billion monthly active users.
- 1154% of social browsers use social media to research products.
- 1266% of creators say that TikTok is the best platform for brand deals.
- 13Social commerce sales are expected to reach $2.9 trillion by 2026.
- 1477% of businesses use social media to reach customers.
- 15YouTube Shorts receive 70 billion daily views.
- 1693% of marketers worldwide are using Facebook business specifically.
- 17Pinterest users are 7 times more likely to say the platform is the most influential for purchasing.
- 18Micro-influencers have a 60% higher engagement rate than macro-influencers.
- 1928% of Gen Z uses social media as their preferred search engine over Google.
- 20Threads reached 100 million users within five days of launching.
Interpretation
With ad budgets eclipsing $200 billion, influencers and creators conjuring a $24 billion industry, TikTok and Facebook amassing billions of users, short-form and user-generated video outperforming brand content, and people spending hours a day researching and buying on-platform, the takeaway is simple: treat social as your primary marketplace, search engine, and storefront or be surprised when your customers buy next door instead.
