Key Insights
Essential data points from our research
As of 2023, there represent 4.89 billion social media users worldwide, representing a massive audience for digital marketing
Facebook remains the most used social platform widely used by marketers worldwide at 89%
LinkedIn creates 80% of B2B marketing leads across social media platforms
91% of businesses use video as a marketing tool
Content marketing generates over three times as many leads as outbound marketing and costs 62% less
73% of people admit to skimming blog posts while 27% consume them thoroughly
68% of online experiences begin with a search engine
The #1 result in Google’s organic search results has an average CTR of 27.6%
0.63% of Google searchers click on results from the second page
For every $1 spent on email marketing, the average return on investment is $36
81% of SMBs rely on email as their primary customer acquisition channel
Segmented campaigns have seen as much as a 760% increase in revenue
Mobile commerce sales were projected to reach $510 billion in 2023
79% of smartphone users have made a purchase online using their mobile device in the last 6 months
Global digital ad spending was predicted to reach $626 billion by the end of 2023
Content & Video Marketing
- 191% of businesses use video as a marketing tool
- 2Content marketing generates over three times as many leads as outbound marketing and costs 62% less
- 373% of people admit to skimming blog posts while 27% consume them thoroughly
- 4Companies with blogs produce an average of 67% more leads monthly than companies that do not blog
- 5Short-form video has the highest ROI of any social media marketing strategy
- 687% of marketers report that video gives them a positive ROI
- 7Posts with at least one image get 2 times as much traffic as text-only posts
- 861% of online consumers in the U.S. have made a purchase based on recommendations from a blog
- 9Updating and republishing old blog posts with new content and images can increase organic traffic by as much as 106%
- 1096% of consumers say they have watched an explainer video to learn more about a product or service
- 11Long-form content (3,000+ words) gets 77% more backlinks than short articles
- 1247% of buyers view three to five pieces of content before engaging with a sales representative
- 13Viewers retain 95% of a message when watching it in a video compared to 10% when reading it in text
- 14Interactive content generates 2x more conversions than passive content
- 1582% of global internet traffic came from video streaming and downloads in 2022
- 16Podcasts have high engagement, with 80% of listeners listening to all or most of each episode
- 1746% of marketers want to increase their content creation spending in the next year
- 18Infographics are liked and shared on social media 3 times more than other any other type of content
- 1956% of marketers who leverage blogging say it’s effective and 10% say it generates the biggest ROI
- 2088% of marketers say that video marketing provides them with a positive ROI
Interpretation
Think of your content strategy as a winning cocktail: video, used by 91% of businesses and responsible for 82% of internet traffic while delivering the highest ROI and 95% message retention, mixed with blogs that boost leads by 67% and can gain 106% more traffic when refreshed, long-form pieces that attract far more backlinks, images and infographics that multiply shares, and interactive content and podcasts that double conversions and engagement, yields far more leads for far less cost than outbound marketing and gives buyers the multiple touchpoints they want before they buy.
Email & Automation
- 1For every $1 spent on email marketing, the average return on investment is $36
- 281% of SMBs rely on email as their primary customer acquisition channel
- 3Segmented campaigns have seen as much as a 760% increase in revenue
- 4Welcome emails have the highest open rates, jumping to 50% on average
- 5Emails with personalized subject lines generate 50% higher open rates
- 649% of consumers said that they would like to receive promotional emails from their favorite brands on a weekly basis
- 7Marketing automation can lead to a 14.5% increase in sales productivity
- 863% of companies using marketing automation outperform their competitors in both revenue growth and profitability
- 9Sending three abandoned cart emails results in 69% more orders than a single email
- 1042.3% of people will delete an email if it's not optimized for mobile
- 1199% of email users check their inbox every day, with some checking 20 times a day
- 12Interactive emails increase the rate of click-to-open by 73%
- 1377% of marketers have seen an increase in conversions through email personalization
- 14B2B marketers say that new product announcement emails have the highest click-through rate
- 15Fridays see the highest email open rates (nearly 19%)
- 16Adding videos to your email can increase click rates by 300%
- 1764% of small businesses use email marketing to reach customers
- 18Roughly 80% of marketers report an increase in email engagement over the past 12 months
- 19Automated email messages generate a 320% higher revenue than non-automated emails
- 2087% of B2B marketers say email is one of their top free organic distribution channels
Interpretation
Think of email as the marketing equivalent of compound interest; it returns roughly $36 for every dollar spent because when businesses embrace segmentation, personalization, automation, mobile optimization and interactive content, including welcome emails, abandoned cart sequences and videos, they dramatically lift opens, clicks and revenue, which is why SMBs and B2B teams overwhelmingly depend on email as their primary, low-cost acquisition and distribution channel.
Mobile & General Trends
- 1Mobile commerce sales were projected to reach $510 billion in 2023
- 279% of smartphone users have made a purchase online using their mobile device in the last 6 months
- 3Global digital ad spending was predicted to reach $626 billion by the end of 2023
- 4Marketers using three or more channels in any one campaign earned a 287% higher purchase rate
- 557% of customers will not recommend a business with a poorly designed mobile website
- 6Digital display ad spending in the US was expected to grow by 15.7% in 2023
- 776% of consumers expect companies to understand their needs and expectations
- 8Artificial Intelligence (AI) in the marketing market is projected to reach $40.09 billion by 2025
- 9Programmatic advertising accounts for over 85% of total digital display ad spending in the US
- 1088% of local business searches on a mobile device result in either a call or a visit to the business within 24 hours
- 1173% of retail consumers use multiple channels to shop
- 12Customer-centric companies are 60% more profitable compared to companies that are not
- 13In 2023, mobile advertising spending worldwide was expected to amount to 362 billion U.S. dollars
- 14Chatbots were predicted to save businesses $8 billion per year by 2022
- 1569% of digital media time is spent on mobile devices
- 1680% of consumers are more likely to do business with a company if it offers personalized experiences
- 17Brands involved in mobile marketing see a 70% higher conversion rate than those that are not
- 18AR (Augmented Reality) used in marketing can improve click-through rates by up to 33%
- 1961% of mobile searchers are more likely to contact a local business if they have a mobile-friendly site
- 20Retargeting ads are 76% more likely to get clicks than regular display ads
Interpretation
Put simply, these figures prove that treating mobile, personalization, programmatic and omnichannel tactics as luxuries will cost you, because 69% of digital media time is spent on mobile, 79% of smartphone users have bought via mobile, programmatic and AI are swallowing ad budgets, multi-channel and customer-centric strategies deliver dramatically higher conversions and profits, and a poorly designed mobile site will stop 57% of customers from recommending you.
SEO & Search Marketing
- 168% of online experiences begin with a search engine
- 2The #1 result in Google’s organic search results has an average CTR of 27.6%
- 30.63% of Google searchers click on results from the second page
- 453.3% of all website traffic comes from organic search
- 5Google accounts for 91.53% of the global search engine market share
- 646% of all Google searches are looking for local information
- 775% of users never scroll past the first page of search results
- 8Voice search is used by 27% of the total global online population on mobile
- 9Content with at least one image significantly outperforms content without any images in search rankings
- 10SEO leads have a 14.6% close rate, while outbound leads have a 1.7% close rate
- 1172% of consumers who did a local search visited a store within five miles
- 12Pages with faster load times rank significantly higher in Google
- 1392.4% of keywords get ten monthly searches or fewer
- 1469.7% of search queries contain four words or more
- 15Including a video in a post increases organic traffic from search results by 157%
- 16Mobile searches for "where to buy" + "near me" have grown by over 200% in recent years
- 1758.4% of the world's internet users buy something online every week
- 18Approximately 15% of the daily searches on Google are brand new queries that have never been searched before
- 19Websites with a blog have 434% more indexed pages
- 20Featured snippets appear in about 12.3% of search queries
Interpretation
Search is where attention lives: 68% of online experiences begin there and Google owns 91.53% of the market, so if you're not on page one you might as well be invisible given the top organic result earns about 27.6% CTR while only 0.63% of searchers bother with page two and 75% never scroll past the first page; local and mobile intent dominate, with 46% of searches seeking local info, mobile where to buy plus near me queries up over 200% and 72% of local searchers visiting a store within five miles; organic drives 53.3% of website traffic and converts far better than outbound, with SEO leads closing at 14.6% versus 1.7%; content matters because pages with at least one image and posts that include video get big boosts—video increases organic traffic by 157% and websites with a blog have 434% more indexed pages—and faster load times rank significantly higher; remember most keywords are tiny and specific, since 92.4% get ten or fewer monthly searches, 69.7% of queries contain four or more words, about 15% of daily searches are brand new, featured snippets appear in 12.3% of queries and voice search reaches 27% of mobile users, so prioritize fast, image and video rich locally optimized long tail content to turn the 58.4% of internet users who buy weekly into your customers.
Social Media Marketing
- 1As of 2023, there represent 4.89 billion social media users worldwide, representing a massive audience for digital marketing
- 2Facebook remains the most used social platform widely used by marketers worldwide at 89%
- 3LinkedIn creates 80% of B2B marketing leads across social media platforms
- 490% of Instagram users follow at least one business account on the app
- 5TikTok has highest engagement rates per post compared to Instagram and YouTube
- 673% of marketers believe that their efforts through social media marketing have been somewhat effective or very effective for their business
- 7User-generated content (UGC) posts on social media have a 4.5% higher conversion rate than non-UGC posts
- 8Tweets with images receive 150% more retweets than tweets without images
- 954% of social browsers use social media to research products
- 1071% 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
- 11Visual content is 40 times more likely to get shared on social media than other types of content
- 1298% of salespeople with more than 5,000 LinkedIn connections meet or surpass their sales quotas
- 13Influencer marketing industry value is estimated to have grown to 21.1 billion U.S. dollars in 2023
- 14The average internet user spends 151 minutes per day on social media
- 15Pinterest drives 33% more referral traffic to shopping sites than Facebook
- 1666% of Facebook users visit a local business page at least once a week
- 17Stories ads on Instagram have a potential reach of over 996 million users
- 1870% of YouTube viewers bought a brand as a result of seeing it on YouTube
- 19Social media advertising spend was projected to reach over $207 billion in 2023
- 2046% of consumers think that brands should avoid being too promotional on social media
Interpretation
With 4.89 billion people spending about 151 minutes daily on social platforms, social media has become a vast, hyper-targeted marketplace where Facebook delivers reach, LinkedIn generates most B2B leads, TikTok fuels the fiercest engagement, Instagram and Pinterest turn followers into shoppers, visuals and user generated content dramatically boost sharing and conversions, influencer marketing and ad spend are booming, and the brands that win are the ones that favor authenticity over blunt promotion.
