Key Insights
Essential data points from our research
Short-form video content like TikTok and Reels is the number one trend marketers are leveraging in 2024
Content marketing generates over three times as many leads as outbound marketing and costs 62% less
91% of businesses use video as a marketing tool
There are over 5 billion social media users globally
LinkedIn generates leads at a 3x higher conversion rate than Twitter or Facebook for B2B
90% of Instagram users follow at least one business
The #1 result in Google's organic search results has an average CTR of 27.6%
68% of online experiences begin with a search engine
Only 0.63% of Google searchers click on something from the second page
For every $1 spent on email marketing, marketers make $36
Welcome emails have an average open rate of 82%
Segmented email campaigns drive a 760% increase in revenue
80% of consumers are more likely to make a purchase from a brand that provides personalized experiences
The global marketing automation market size is expected to reach $13.71 billion by 2030
64% of marketers actively invest in Search Engine Optimization (SEO) software
Consumer Behavior & Tech
- 180% of consumers are more likely to make a purchase from a brand that provides personalized experiences
- 2The global marketing automation market size is expected to reach $13.71 billion by 2030
- 364% of marketers actively invest in Search Engine Optimization (SEO) software
- 435% of marketers use AI for content creation
- 573% of millennials prefer to communicate with businesses via email
- 648% of consumers have left a website without purchasing because the site was poorly curated for them
- 760% of smartphone users have contacted a business directly using the search results
- 858% of consumers are willing to pay more for a better customer experience
- 9Artificial Intelligence in marketing is estimated to reach a value of $107 billion by 2028
- 1088% of marketers say their growth depends on personalization
- 1169% of consumers are concerned about how their data is collected in mobile apps
- 12Chatbots are expected to save businesses up to 2.5 billion hours of work
- 1392% of consumers trust word-of-mouth recommendations
- 1467% of buyers have used a chatbot for customer support in the last year
- 1570% of consumers say technology has made it easier than ever to take their business elsewhere
- 16Mobile commerce sales are projected to reach $710 billion by 2025
- 1744% of consumers say they will likely become repeat buyers after a personalized shopping experience
- 18AR (Augmented Reality) used in marketing can improve conversion rates by 40%
- 1993% of marketers love gamification as a way to increase engagement
- 2086% of consumers leave a trusted brand after only two poor experiences
Interpretation
Think of modern marketing as a digital tightrope: brands that deliver personalized, mobile first experiences powered by AI, automation, chatbots, SEO, AR and gamification will capture customers (80% are more likely to buy and 58% will pay more), yet if you ignore privacy or deliver two poor experiences that make 86% walk away, even billions poured into AI and automation and booming mobile commerce will not save you.
Content & Video Strategy
- 1Short-form video content like TikTok and Reels is the number one trend marketers are leveraging in 2024
- 2Content marketing generates over three times as many leads as outbound marketing and costs 62% less
- 391% of businesses use video as a marketing tool
- 4Blog posts containing images receive 94% more total views than those without images
- 5The average blog post takes about four hours and ten minutes to write
- 673% of B2B marketers utilize content marketing as a key strategy
- 7Viewers retain 95% of a message when they watch it in a video compared to 10% when reading it in text
- 8Podcasts are projected to reach over 500 million listeners worldwide by the end of 2024
- 947% of buyers view three to five pieces of content before engaging with a sales representative
- 10Long-form blog posts generate 77% more backlinks than short posts
- 11Interactive content gains two times more engagement than static content
- 1270% of marketers are actively investing in content marketing
- 1387% of video marketers say video has increased dwell time on their website
- 14Updating and republishing old blog posts can increase traffic by as much as 106%
- 1584% of people say they’ve been convinced to buy a product or service by watching a brand’s video
- 16Companies with blogs produce an average of 67% more leads monthly than companies that don't blog
- 17Infographics are liked and shared on social media 3x more than any other type of content
- 1850% of marketers plan to increase their investment in podcasts
- 19User-generated content usually achieves 28% higher engagement than standard brand posts
- 20Titles with 6-13 words attract the highest and most consistent amount of traffic
Interpretation
Think of 2024 content strategy as a dinner party where short-form video brings guests in, image-rich long-form blogs and refreshed posts keep them talking and linking, interactive pieces and user-generated content double engagement, podcasts and infographics extend your reach, and smart 6 to 13-word titles plus video-driven storytelling turn attention into far cheaper, more plentiful leads than any outbound push.
Email & Lead Generation
- 1For every $1 spent on email marketing, marketers make $36
- 2Welcome emails have an average open rate of 82%
- 3Segmented email campaigns drive a 760% increase in revenue
- 461% of consumers enjoy receiving promotional emails weekly
- 5Including the recipient's name in the email subject line increases open rates by 18.30%
- 679% of B2B marketers credit email as the most effective distribution channel for demand gen efforts
- 7Interactive emails increase the click-to-open rate by 73%
- 849% of businesses use some form of email automation
- 980% of retail professionals indicate that email marketing is their greatest driver of customer retention
- 10Approximately 43% of emails are deleted without being opened
- 11Tuesday is the best day to send emails according to multiple studies
- 12Including videos in email can increase click rates by 300%
- 1399% of email users check their inbox every day
- 14Mobile clients account for 41.9% of email opens
- 1564% of small businesses use email marketing to reach customers
- 16Cart abandonment emails have a 39.07% open rate
- 17Nurtured leads make 47% larger purchases than non-nurtured leads
- 1835% of email recipients open email based on the subject line alone
- 19Emojis in subject lines can increase open rates by 56%
- 2068% of millennials say promotional emails have influenced their purchase decisions
Interpretation
Email is the marketing MVP: it returns about $36 for every $1 spent, sees welcome emails open at roughly 82%, drives 760% more revenue when segmented, lifts subject-line opens 18.3% with a name and 56% with emojis, boosts click-to-open 73% with interactivity and click rates 300% with video, is the top channel for 79% of B2B and 80% of retail pros, reaches 99% of users daily with 41.9% of opens on mobile, is used by 64% of small businesses and influences 68% of millennials, benefits from automation used by 49% of companies and cart emails that open at about 39.07%, turns nurtured leads into 47% larger purchases, but still loses roughly 43% of emails to deletion and must respect timing (Tuesdays perform best) and consumers’ appetite for weekly promos at 61%.
SEO & Paid Advertising
- 1The #1 result in Google's organic search results has an average CTR of 27.6%
- 268% of online experiences begin with a search engine
- 3Only 0.63% of Google searchers click on something from the second page
- 4Visitors who arrive via PPC ads are 50% more likely to purchase something than organic visitors
- 5Google owns 91.54% of the global search engine market share
- 646% of all Google searches are seeking local information
- 7Mobile devices generate 58.67% of global website traffic
- 853% of mobile website visitors will leave a webpage if it doesn't load within three seconds
- 9Updating existing content with new keywords can boost organic traffic by 111%
- 10For every $1 spent on Google Ads, businesses earn an average revenue of $2
- 1175% of users never scroll past the first page of search results
- 1288% of local business searches on a mobile device result in either a call or visit within 24 hours
- 13Voice search shopping is expected to rise to $40 billion
- 14Organic search drives 53% of all site traffic
- 15Top-ranking content on Google is between 1,500 and 2,500 words on average
- 16Search ads increase brand awareness by 80%
- 1750% of search queries consist of four words or more
- 18Retargeting ads can increase conversion rates by up to 150%
- 19Companies that blog result in 434% more indexed pages in search engines
- 2028% of local searches result in a purchase
Interpretation
These stats are a wake up call, because with Google owning nearly the whole search market and most people never scrolling past page one, brands that chase top organic placement or smartly use paid and retargeting ads, optimize for fast mobile, local and voice experiences, and publish longer, regularly refreshed content will capture the bulk of traffic, conversions, and revenue while anyone stuck on page two is basically invisible.
Social Media & Influencers
- 1There are over 5 billion social media users globally
- 2LinkedIn generates leads at a 3x higher conversion rate than Twitter or Facebook for B2B
- 390% of Instagram users follow at least one business
- 4The influencer marketing industry is set to grow to approximately $21.1 billion
- 5Facebook remains the most used social platform by marketers worldwide at 89%
- 672% of B2B marketers who use social media use paid social ads
- 7Tweets with images receive 150% more retweets than tweets without images
- 8TikTok has the highest engagement rate per post of any social media network
- 954% of social browsers use social media to research products
- 1098% of salespeople with 5000+ LinkedIn connections meet or exceed their quota
- 11Pinterest attracts 482 million monthly active users
- 1271% 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
- 1333% of B2B marketers state that Instagram is their most important social media platform
- 14Approximately 66% of Facebook's ad audience is used via mobile devices
- 15Nano-influencers (1K-10K followers) have the highest engagement rates on Instagram at 2.53%
- 16YouTube Shorts receives 50 billion daily views
- 17Social media advertising spending is projected to reach $207 billion in 2024
- 18Threads reached 100 million users in just 5 days
- 1979% of people say that user-generated content on social media highly impacts their purchasing decisions
- 20On average, brands earn $5.78 for every dollar spent on influencer marketing
Interpretation
With over 5 billion social media users globally and social ad spend set to hit roughly $207 billion in 2024, savvy marketers are concentrating on the platforms that deliver—Facebook, used by 89% of marketers and with about 66% of its ad audience on mobile; LinkedIn, which drives B2B leads at three times the conversion rate of Twitter or Facebook and where 98% of salespeople with 5,000-plus connections meet or exceed quota; and high-engagement channels like TikTok (highest engagement per post), YouTube Shorts (50 billion daily views) and Threads (100 million users in five days)—while Instagram proves its business value as 90% of users follow at least one brand, 33% of B2B marketers call it their most important platform, and nano-influencers (1K–10K followers) post the best engagement at about 2.53%, all underscoring that visual and short-form content performs (tweets with images get 150% more retweets), paid social is widespread (72% of B2B marketers use it), social research drives purchases (54% of social browsers research products), positive social experiences and user-generated content power recommendations and buying decisions (71% would recommend and 79% say UGC heavily influences purchases), and influencer marketing—set to reach roughly $21.1 billion—returns about $5.78 for every dollar spent.
