Key Insights
Essential data points from our research
Content marketing generates over three times as many leads as outbound marketing and costs 62% less
82% of marketers report that they actively use content marketing
Short-form video is the top media format for marketers with the highest ROI of any content strategy
There are over 4.8 billion social media users worldwide
LinkedIn generates 80% of B2B social media leads
93% of marketers worldwide are using social media business
The first five organic results on the first page of Google account for 67.6% of all the clicks
68% of online experiences begin with a search engine
53.3% of all website traffic comes from organic search
For every $1 spent on email marketing marketers make $42
81% of SMBs rely on email as their primary customer acquisition channel
Automated emails generate 320% more revenue than non-automated emails
Google Ads reaches a network of more than 2 million websites and apps
Businesses make an average of $2 in revenue for every $1 they spend on Google Ads
PPC visitors are 50% more likely to purchase something than organic visitors
Content & Video Marketing
- 1Content marketing generates over three times as many leads as outbound marketing and costs 62% less
- 282% of marketers report that they actively use content marketing
- 3Short-form video is the top media format for marketers with the highest ROI of any content strategy
- 491% of businesses use video as a marketing tool
- 573% of B2B marketers and 70% of B2C marketers use content marketing as part of their overall marketing strategy
- 6Blog posts containing more than 3000 words get 77.2% more referring domain links than articles shorter than 500 words
- 796% of marketers agree that videos have helped increase user understanding of their product or service
- 8Visual content is 40 times more likely to get shared on social media than other types of content
- 947% of buyers view three to five pieces of content before engaging with a sales representative
- 10Interactive content gains two times more engagement than static content
- 1161% of consumers have made a purchase after watching a video from a brand
- 12Companies that blog get 55% more website visitors than companies that do not
- 1387% of video marketers say video has given them a good return on their investment
- 14Articles with H1 H2 and H3 headers have high performance in terms of shares and traffic
- 1570% of marketers are investing in content marketing
- 1660% of marketers say that content marketing is very important or extremely important to their overall strategy
- 17Updating and republishing old blog posts with new content and images can increase organic traffic by as much as 106%
- 18Podcasts will reach over 100 million listeners in the US alone by 2024
- 19Case studies are the most effective content format for B2B marketers
- 2088% of marketers say that video marketing provides them with a positive ROI
Interpretation
Content marketing is the modern marketing workhorse: short-form and long-form video, in-depth blogs, interactive and visual pieces, podcasts, and case studies deliver 3× more leads at 62% less cost than outbound, earn far more links, shares and understanding, boost conversions and ROI, and—if you’re not creating, updating and properly formatting this content—you're leaving buyers and revenue on the table.
Email & Automation
- 1For every $1 spent on email marketing marketers make $42
- 281% of SMBs rely on email as their primary customer acquisition channel
- 3Automated emails generate 320% more revenue than non-automated emails
- 4Welcome emails have an incredible open rate of 82%
- 5Segmentation of email lists increases open rates by 14.31%
- 6Personalized subject lines increase open rates by 26%
- 749% of consumers said that they would like to receive promotional emails from their favorite brands on a weekly basis
- 8Interactive email content increases the click-to-open rate by 73%
- 9The average open rate for email newsletters across all industries is 21.33%
- 10Identify marketing automation as a major factor in increasing their sales revenue by 80% of marketing automation users
- 11Cart abandonment emails have a 45% open rate
- 12Testing your subject lines can increase your open rate by 49%
- 1387% of B2B marketers say email is one of their top free organic distribution channels
- 1464% of small businesses use email marketing to reach customers
- 1599% of email users check their email every day
- 164 out of 5 marketers said they’d rather give up social media marketing than email marketing
- 17Mobile clients account for 41.9% of email opens
- 18Automation causes a 14.5% increase in sales productivity
- 19Marketers using automation software generate 2x the number of leads than those using blast email software
- 20Including videos in email can increase click rates by 300%
Interpretation
Think of email as the quiet workhorse of marketing: every $1 spent returns about $42, automated emails generate roughly 320% more revenue, double leads and lift sales productivity, open rates range from 45% for cart recovery to 82% for welcome messages, interactive content and video can multiply clicks, and simple steps like segmentation, personalization and subject line testing reliably boost engagement, so with 99% of users checking email daily and many consumers and businesses preferring weekly, mobile-ready, automated emails, treating email as your primary, personalized revenue engine is the smartest move you can make.
PPC & Advertising Trends
- 1Google Ads reaches a network of more than 2 million websites and apps
- 2Businesses make an average of $2 in revenue for every $1 they spend on Google Ads
- 3PPC visitors are 50% more likely to purchase something than organic visitors
- 4Search ads increase brand awareness by 80%
- 5The average click-through rate in Google Ads across all industries is 3.17% for the search network
- 665% of all clicks on paid Google ads come from mobile devices
- 740% of brands want to increase their PPC budget
- 8The top 3 paid advertising channels on social media are Facebook, Instagram and LinkedIn
- 996% of brands are spending money on Google Ads
- 10Display advertising has a much lower average click-through rate of 0.46% compared to search
- 1174% of brands say that PPC is a huge driver for their business
- 12Programmatic display advertising accounts for 89.3% of all US digital display ad spend
- 13The average cost per click (CPC) in Google Ads across all industries is $2.69 for search
- 1432% of companies use PPC to directly sell products to consumers
- 15Ad blocking usage in the US is steady at approx 27% of internet users
- 16Mobile advertising spending is expected to surpass $399 billion by 2024
- 17Retargeting ads are 76% more likely to be clicked on than regular display ads
- 1875% of people say paid search ads make it easier to find the information they are searching for
- 19Amazon's share of the US digital ad market has grown to over 14%
- 20Video ad spend is expected to grow to $295 billion by 2026
Interpretation
Given Google Ads' reach across more than two million sites, near-universal adoption, and an average $2 return for every $1 spent, combined with PPC visitors being 50% more likely to buy, search ads lifting awareness by 80%, mobile driving 65% of paid clicks and programmatic and video commanding the lion's share of spend, smart marketers who prioritize targeted, mobile-first paid search and retargeting can turn display's tiny CTR, ad blockers and rising rivals like Amazon into reliable revenue instead of wasted impressions.
SEO & Organic Search
- 1The first five organic results on the first page of Google account for 67.6% of all the clicks
- 268% of online experiences begin with a search engine
- 353.3% of all website traffic comes from organic search
- 40.78% of Google searchers click on results from the second page
- 5SEO leads have a 14.6% close rate while outbound leads have a 1.7% close rate
- 669.7% of search queries contain four words or more
- 7Mobile searches for "near me" have grown over 250% in the last two years
- 846% of all Google searches represent local intent
- 992.4% of keywords get ten monthly searches or fewer
- 10Backlinks are one of the top three ranking factors for Google
- 11Updating existing content can increase organic traffic by 111%
- 12Voice search accounts for 20% of all Google searches on mobile devices
- 1360% of smartphone users have contacted a business directly using the search results
- 14Pages with a faster load speed rank significantly higher in Google
- 1558% of all Google searches happen on mobile devices
- 1628% of local searches result in a purchase
- 1712.29% of search queries have featured snippets in their search results
- 1875% of users never scroll past the first page of search results
- 19Companies who blog receive 97% more links to their website
- 2061% of B2B marketers stated that SEO and organic traffic generate more leads than any other marketing initiative
Interpretation
Think of Google as the internet's front door: if you're not in the top five results on page one, optimized for mobile speed and local "near me" and voice queries, regularly refreshing content and earning backlinks and blog links that target long tail keywords and featured snippets, you're basically handing customers to competitors while missing the lion's share of traffic and the far superior close rates that organic search delivers.
Social Media & Influencer Marketing
- 1There are over 4.8 billion social media users worldwide
- 2LinkedIn generates 80% of B2B social media leads
- 393% of marketers worldwide are using social media business
- 4Influencer marketing industry is set to grow to approximately $21.1 Billion in 2023
- 5TikTok has highest engagement rate per post of any social media network
- 671% of consumers who have had a positive experience with a brand on social media are likely to recommend the brand to their friends and family
- 7User-generated content is used by 86% of companies as part of their marketing strategy
- 854% of social browsers use social media to research products
- 990% of Instagram users follow at least one business
- 10Facebook is still the most viewed social platform with over 2.9 billion monthly active users
- 11Micro-influencers have a 60% higher engagement rate than macro-influencers
- 1283% of B2B marketers use social media marketing
- 13Tweets with images receive 150% more retweets than tweets without images
- 1498% of marketers say Instagram is the most influential platform for influencer marketing
- 15Nearly 45% of internet users worldwide turn to social networks when looking for brand information
- 1661% of consumers trust influencer recommendations only 38% trust branded social media content
- 17Pinterest ads yield a 2x higher return on ad spend for retail brands compared to other social media platforms
- 183 hours is the average time spent on social media daily by internet users
- 1972% of B2B marketers who use paid social media specifically use LinkedIn Ads
- 20Social media video generates as much as 1200% more shares than text and image content combined
Interpretation
With 4.8 billion people spending about three hours a day on social platforms and Facebook reaching 2.9 billion monthly users, marketers cannot ignore that 93% of their peers are already active, LinkedIn generates 80% of B2B social leads while TikTok boasts the highest engagement, Instagram dominates influencer impact as the influencer market nears $21.1 billion and micro-influencers drive 60% more engagement, user-generated content is used by 86% of companies, visuals and video multiply shares and retweets by huge margins and Pinterest can double retail ROAS, so brands that prioritize platform-specific, video-first, influencer-led and UGC-rich strategies will turn browsers into buyers and advocates.
