Key Insights
Essential data points from our research
68.7% of all clicks go to the top three organic search results
Content marketing costs 62% less than traditional marketing and generates about 3 times as many leads
53.3% of all website traffic comes from organic search
58.4% of the world's population uses social media
Facebook remains the most used social platform worldwide with 2.9 billion monthly active users
90% of Instagram users follow at least one business
72% of people prefer watching a video to learn about a product or service
Mobile devices generate 54.4% of global website traffic
91% of businesses use video as a marketing tool
Email marketing generates $36 for every $1 spent
Welcome emails have a massive 91.43% open rate
Segmented email campaigns produce 30% more opens and 50% more click-throughs than unsegmented campaigns
The top 3 paid advertising spots get 41% of the clicks on the page
Users who visit a website after clicking on a PPC ad are 50% more likely to purchase than organic visitors
The average click-through rate in Google Ads across all industries is 3.17% for search and 0.46% for display
Email Marketing
- 1Email marketing generates $36 for every $1 spent
- 2Welcome emails have a massive 91.43% open rate
- 3Segmented email campaigns produce 30% more opens and 50% more click-throughs than unsegmented campaigns
- 4Emails with personalized subject lines generate 50% higher open rates
- 5sending 3 abandon cart emails results in 69% more orders than a single email
- 6Tuesday is the best day to send emails to get the highest open rates
- 749% of all emails are opened on mobile devices
- 899% of email users check their inbox every day
- 9B2B marketers say that email newsletters are their most critical content marketing success factor
- 10Adding videos to your email content can increase click rates by 300%
- 1180% of business professionals believe that email marketing increases customer retention
- 12Interactive emails increase the click-to-open rate by 73%
- 13The average open rate for all industries is 21.33%
- 1447% of email recipients open an email based on the subject line alone
- 15Email subscribers are 3.9x more likely to share your content on social media
- 1660% of consumers say they have made a purchase as the result of a marketing email
- 17Using emojis in subject lines increases open rates by 56%
- 18The average bounce rate for email campaigns constitutes only 0.7%
- 1933% of unsubscribe rates are due to email frequency
- 2064% of small businesses use email marketing to reach customers
Interpretation
If email were a salesperson it would be the overachieving, tailored rep who shows up on Tuesday with a welcome handshake (91.43 percent opens), uses segmented and personalized pitches to get 30 percent more opens, 50 percent more clicks and 50 percent higher subject line opens, sprinkles video and interactive bits to multiply clicks by 300 percent and raise click to open by 73 percent, recovers carts with three messages to drive 69 percent more orders, converts 60 percent of buyers and keeps 80 percent of professionals sold on retention, thrives on mobile since 49 percent of opens happen there and 99 percent of users check email daily, yet knows not to pester because frequency causes 33 percent of unsubscribes even though bounces average only 0.7 percent.
PPC & E-commerce Strategy
- 1The top 3 paid advertising spots get 41% of the clicks on the page
- 2Users who visit a website after clicking on a PPC ad are 50% more likely to purchase than organic visitors
- 3The average click-through rate in Google Ads across all industries is 3.17% for search and 0.46% for display
- 465% of all clicks regarding high-intent commercial keywords go to paid ads
- 579% of marketers say that PPC is hugely beneficial for their business
- 680% of consumers have made a purchase because of an online ad
- 7Retargeting can lift ad engagement rates by up to 400%
- 870% of cart abandoners can be recovered through retargeting display ads
- 963% of shopping occasions begin online
- 10Amazon accounts for 40% of all US ecommerce sales
- 1146% of internet users in the US count on reviews to make purchases
- 1293% of online shoppers say that shipping options are an important factor in their online shopping experience
- 13The average conversion rate for e-commerce websites is 2.86%
- 1480% of shoppers stop doing business with a company because of poor customer experience
- 15Personalized homepage promotions influence 85% of consumers to buy
- 16E-commerce sales are expected to reach 21.8% of total retail sales by 2024
- 17Google Shopping Ads generate 76% of retail search ad spend
- 18Omnichannel strategies drive an 80% higher rate of incremental store visits
- 1950% of consumers will switch to a new brand for the first time if offered a coupon
- 20Chatbots boost e-commerce conversion rates by up to 10%
Interpretation
Ignore the evidence at your peril, because paid ads are the web's front row, with the top three spots grabbing 41% of clicks, 65% of high-intent clicks going to paid ads and PPC visitors 50% more likely to buy; Google Shopping commands 76% of retail search ad spend while Amazon accounts for 40% of US ecommerce; retargeting can lift engagement by up to 400% and recover 70% of abandoned carts, personalized homepages influence 85% of shoppers and chatbots can add up to a 10% conversion lift, yet the average ecommerce conversion rate is only 2.86% and 80% of customers will stop doing business after a poor experience, so investing in paid, retargeting, personalization, seamless shipping and omnichannel strategies is essential if you want to capture the 80% of consumers who have purchased because of an online ad and avoid losing shoppers to competitors armed with coupons and reviews.
SEO & Content Marketing
- 168.7% of all clicks go to the top three organic search results
- 2Content marketing costs 62% less than traditional marketing and generates about 3 times as many leads
- 353.3% of all website traffic comes from organic search
- 4The average top-ranking page on Google also ranks in the top 10 search results for nearly 1,000 other relevant keywords
- 5Updating and republishing old blog posts with new content and images can increase organic traffic by as much as 106%
- 646% of all Google searches have local intent
- 7Long-tail keyword searches have a click-through rate 3% to 5% higher than generic searches
- 850% of search queries consist of 4 words or more
- 90.16% of the most popular keywords are responsible for 60.67% of all searches
- 1092.42% of keywords get ten monthly searches or fewer
- 11Titles with a question mark have a 14.1% higher click-through rate compared to pages that don’t have a question mark in their title
- 1261% of B2B marketers stated that SEO and organic traffic generate more leads than any other marketing initiative
- 1390.63% of content gets no traffic from Google
- 14The average Google voice search result is 29 words long
- 15Articles with a word count between 2,250 and 2,500 earn the most organic traffic
- 1672% of marketers say content marketing increases engagement
- 17Websites with active blogs have 434% more indexed pages and 97% more inbound links than those without
- 18Compressing images and text can cure 25% of pages that fail Core Web Vitals
Interpretation
Here’s the blunt truth for marketers: organic search rules the internet, with nearly 69% of clicks going to the top three results and over half of website traffic coming from search, so invest in content because it costs 62% less than traditional marketing and delivers three times the leads, long in-depth posts and republishing old articles can more than double traffic, question-based titles and long-tail queries boost click-through rates, local intent and four-plus-word searches are decisive, voice results are short so answer concisely, a tiny share of keywords own most of the volume so target them wisely, and simple fixes like compressing images can cure a quarter of Core Web Vitals failures while rescuing content from the 90% of pages that get no Google traffic.
Social Media Marketing
- 158.4% of the world's population uses social media
- 2Facebook remains the most used social platform worldwide with 2.9 billion monthly active users
- 390% of Instagram users follow at least one business
- 4LinkedIn generates nearly 3 times more leads for B2B companies than Facebook and Twitter
- 573% of marketers believe that their efforts through social media marketing have been “somewhat effective” or “very effective” for their business
- 654% of social browsers use consumers use social media to research products
- 7TikTok was the most downloaded app of 2021 with 656 million downloads
- 8Tweets with video get 10x more engagement than those without
- 998% of salespeople with more than 5,000 LinkedIn connections meet or surpass their sales quota
- 1083% of consumers say they would use the Instagram Explore tab to discover new products and services
- 1171% 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
- 12Pinterest attracts 444 million monthly active users
- 13User-generated content is 42% more effective than professionally-created content on Facebook
- 1480% of B2B content marketing assets are distributed via LinkedIn
- 15The average engagement rate per post on Instagram is 0.98%
- 16Mobile devices account for 99% of social media usage
Interpretation
With nearly 60% of the world now scrolling social on mobile, marketers who treat platforms as a unified discovery economy, using Facebook for reach, Instagram for shopping and exploration, LinkedIn to generate B2B leads and help salespeople consistently hit quotas, TikTok for mass attention, and Pinterest for inspiration, while prioritizing video and user-generated content, can turn the 54% of social browsers researching products and the 71% who will recommend after a positive experience into measurable results, which helps explain why 73% of marketers call social efforts effective despite average engagement rates like Instagram’s sub-1%.
Video & Mobile Marketing
- 172% of people prefer watching a video to learn about a product or service
- 2Mobile devices generate 54.4% of global website traffic
- 391% of businesses use video as a marketing tool
- 4Viewers retain 95% of a message when they watch it in a video compared to 10% when reading it in text
- 575% of all video plays are on mobile devices
- 6Videos up to 2 minutes long get the most engagement
- 785% of Facebook videos are watched without sound
- 8Including a video on a landing page can increase conversion rates by up to 80%
- 9SMS open rates are as high as 98%, compared to just 20% for email
- 10Google says 53% of mobile users abandon sites that take over 3 seconds to load
- 1170% of YouTube viewers bought a brand as a result of seeing it on YouTube
- 1290% of consumers discover a new brand or product through YouTube
- 1357% of users say they won’t recommend a business with a poorly designed mobile site
- 14In-app spending accounts for 50% of all mobile app revenue
- 15Users spend 90% of their mobile time in apps and only 10% on the mobile web
- 16Vertical video ads (9:16 ratio) on Snapchat are watched to completion 9 times more often than horizontal video ads
Interpretation
Consider this: with roughly three in four people preferring video to learn, viewers remembering 95 percent of what they see versus 10 percent of what they read, more than half of web traffic and three quarters of all video plays coming from mobile, YouTube and vertical ads that work without sound driving discovery and purchases, and SMS opens near 98 percent, any brand not serving short videos optimized for fast loading mobile pages and apps is basically shouting into a slow loading void while competitors convert customers.
