Marketing Statistics – Using Data To Deliver A Better 2023

Marketing is as broad as it is long. The industry is dynamic, with internal and external forces constantly changing the strategies and goalposts that see results. Consumer trends, technology, and marketing tactics are always evolving; businesses must remain on top of the latest developments and predict how these may change in the future. Any smart…

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Any smart business owner doesn’t want to fall behind competitors; to prevent that outcome, keeping up with the times and bracing for new ones is crucial. Sure, Google Analytics is the top SEO tool for marketers; however, there’s more to staying ahead of the curve than using just that platform. Business owners and marketers must pay attention to real marketing statistics and plan their strategies and goals around the most recent figures.

Using data is among the best ways to foster growth and success – but it’s also important for marketers completing end-of-year reports. In doing so, they can:

Benchmark performance
Conduct an annual marketing report
Go about setting KPIs and metrics
Undertake 2023 forecasting trends
Set targets
Create a budget plan

Of course, SEO, content marketing, social media, video marketing, email marketing, advertising, marketing technology, and sales are a collective – but they all need to be addressed individually and incorporated into tactics to connect with customers, reach target audiences, and (most importantly) boost conversions.

This feat is easier said than done; each piece of the marketing pie is almost an entire industry within itself. Even so, breaking every slice into manageable, bitesize chunks presented upon a solid plate of marketing stats will help business owners and marketers plan their strategies, forecast trends, and adapt their approaches to see greater success in the coming year. With that in mind, here’s an in-depth guide to the newest marketing statistics.

SEO Statistics

Search engine optimization (SEO) enables users to easily find a brand or information online via search engines. As such, Advanced SEO Reporting and strategies form a major pillar holding up marketing campaigns.

Checking the following SEO statistics in marketing will arm business owners and marketers with the knowledge they need to refine their approach, create a plan, and achieve their goals. Real data can help improve SEO strategy, amplify visibility online, increase website traffic, and, in turn, boost conversions.

Organic Search

Search engines are the first starting point for 68% of internet experiences – (Brightedge)
53% of shoppers admit they conduct research before buying to ensure they make the best choice – (Google)
90.63% of pages receive zero organic search traffic from Google, and about 5.29% get ten or fewer monthly site visits per month. That leaves less than 5% of internet pages with an actionable amount of visitors and clicks each month – (Ahrefs)
Only 5.7% of web pages rank in the top 10 search results within the first year – (Ahrefs)
On average, the no. 1 ranking page also ranks in the top 10 in the search results for almost 1,000 other relevant keywords – (Ahrefs)
The higher the number of backlinks a page has, the more organic trafficOrganic search traffic (sometimes called natural or unpaid search) is the traffic that's driven to a website because of unpaid placement on a search engine results page. it receives from Google – (Ahrefs). However, poor-quality backlinks from spammy sites can negatively impact rankings
71% of B2B researchers begin research with a generic search rather than branded search – (Google)
In 2021, 69% of global marketers invested in SEO – (HubSpot)
Social media is the most-used marketing channel, with websites coming in second – (HubSpot)
More than 50% of marketers state that organic traffic and keywordKeywords are the words and phrases that potential customers might search for to find your business. rankings are the top metrics for assessing SEO strategy success – (HubSpot)
Employing strategic keywords is the best strategy for SEO, according to 71% of marketers – (HubSpot)

Conversion Rate Optimization (CRO)

A dedicated budget for CRO can increase ROI by 30% – (Digital Operative)
Users arriving from search advertisements are the least likely to convert on forms, whereas email visitors are the most likely to do so – (Unbounce)
Email collection forms successfully converted the most users. A generous 15% conversion rateA conversion rate is the percentage of visitors that take a desired action on your site. was seen from this method in 2020 – (HubSpot)
Only 3.5% of e-commerce mobile website visitors convert into a sale, with that figure rising marginally to 3.9% on desktop – (Statista)
Social media sees the highest bounce rates (45%), with direct following closely after (44%) – (Kibo)
Just 17% of marketers conduct landing page A/B testing to enhance conversionA conversion is a desirable result on a website that leads to an action such as completing an order, filling out a form, or simply clicking on a link. rates – (HubSpot)

Mobile Search

Mobile devices have represented approximately half of website traffic worldwide since 2017 (not including tablets) – (Statista)
Close to two-thirds of online search is done via mobile devices – (Perficient)
Near a quarter of businesses invest in mobile optimization as one of their best SEO strategies – (HubSpot)

Voice Search

62% of people in the United States over age 12 use voice-operated assistants – (Edison Research)
62% of people in the United States claim to have used voice assistance technology – (Edison Research)
52% of voice-assistant technology users say they use it twice daily or almost daily – (The Smart Audio Report)

Social Media Statistics

Knowing how to market on social platforms is paramount to success, given that billions worldwide use social media every day. Consider the following social media marketing statistics to understand how marketers expand their reach, hoist brand awareness, and promote products and services via the various social medial channels.

Facebook

As of 2021, Facebook boasts over 2 billion monthly active users – (Statista)
According to marketers, Facebook is the most popular social platform across every age group – (HubSpot)
Facebook is the main content distribution channel for marketers today – (HubSpot)
The median engagement rate on Facebook for all industries is 0.08% – (Rivaliq)
Twitter
Twitter is the 12th most-visited website in the world – (SEMrush)
As of 2021, Twitter has over 319 million users – (Statista)
In 2021, 82% of B2B content marketers used Twitter for organic marketing – (Content Marketing Institute)
The majority of Twitter’s audience is male – (Hootsuite)

Instagram

Instagram is the second-highest performing social media channel for marketers – (HubSpot)
Instagram has 500+ million active daily users – (Instagram)
Users spend 10 hours a month on Instagram on average – (Hootsuite)
Users spent an average of 30 minutes a day on Instagram in 2020 – (eMarketer)

Snapchat

Snapchat had over 300 million users in 2021 – (Snapchat, 2021)
59% of US-based users check Snapchat every day – (Pew Research Center, 2021)
Snapchat users spend over 30 minutes on the platform daily – (Snapchat, 2021)
Snapchat was deemed the ‘most important social network’ in 2019 for 44% of US-based adolescents – (Statista)
In 2019, $1.07 billion out of Snapchat’s $1.79 billion revenue was generated in North America – (Statista)

As of 2021, LinkedIn has over 774 million users – around a quarter of them being in the United States – (Statista)
4 of 5 LinkedIn users are key in making company decisions – (LinkedIn)
More than 90% of B2B marketers use LinkedIn for organic social marketing – (Content Marketing Institute)

Pinterest had 459 million worldwide active users every month in 2021 – (Pinterest)
Women account for over 60% of Pinterest’s audience – (Pinterest)
Male and Gen Z users are growing by 40% year on year – (Pinterest)

Social Media Management Statistics

Facebook, Twitter, Instagram, and are the most popular social platforms for marketers – (HubSpot)
Social listening is the top strategy that marketers use – (HubSpot)
In 2020, 66% of marketers believed social listening increased in value in the past year (Hootsuite)
Three-to-four times weekly is the most common post frequency for social media marketers – (HubSpot)
Approximately 60% of businesses plan to increase their Instagram budgets, while nearly half plan to boost budgets for YouTube, Facebook, and LinkedIn – (Hootsuite)

Social Media Usage

Amazingly, the number of social media users worldwide is expected to grow to almost 3.43 billion in 2023 – (Statista)

Advertising Statistics

Advertising seems as old as time itself – that’s because it works. It boosts brand awareness, attracts customers, and increases revenue, no matter the type of ad. Still, some advertising tactics generate greater results than others.

The next batch of figures will highlight which advertising strategies work well presently and how modern consumers see paid media content, enabling businesses to adapt their approach to suit the competitive market today.

Display Advertising

68% of marketers agreed that paid advertising is very or extremely important to their marketing strategies – (HubSpot)
33% of marketers opt for paid advertising to improve brand awareness – (HubSpot)
On social media, image posts are the most-used content for boosting audience engagement – (HubSpot)
Ad placement and audience targeting are the top ad optimization strategies among advertisers – (HubSpot)

Mobile Advertising

Mobile ads accounted for almost 70% of all internet advertising in 2020
Mobile advertising has grown; however, that growth is expected to slow down to around 10.4% by the end of 2022. Still, mobile ad spending is expected to surpass $240 billion dollars – (Statista)
The US was the biggest global market in terms of mobile ad spending in 2019. China came second – (Statista)
Facebook, Google, and Amazon boast the biggest US digital ad spending share

Content Marketing Statistics

Ranking, appearing in SERPS, and advertising are all well and good – but these are external to a company’s website. What happens when users click through to a business’s website, page, or social media channel? That’s right – the content appears and is what makes or breaks the deal between the user and the brand.

Poor or improperly planned and optimised content? Wave goodbye to those conversions and say hello to soaring bounce rates. To prove just how critical content marketing is to business, here are some insightful stats.

82% of marketers use content marketing on an active basis – (HubSpot)
40 % of businesses don’t document their content marketing strategy – (SEMrush)
Only 37% of B2B marketers and 40% of B2C marketers have a written content marketing plan – (Content Marketing Institute)
Content marketing can create three times as many leads as outbound while costing 62% less – (Demand Metric)
More than 60% of marketers measure content marketing strategy success via sales
Web traffic is one of the top two most common metrics for measuring content marketing strategy success – (HubSpot)
There’s no perfect day to post new content; social shares remain mostly even among posts published on different days of the week – (Backlinko)
Videos, blogs, images, and infographics are the top four content marketing types – (Hubspot)
Just a third of bloggers check their traffic analytics regularly – (Statista).
For blogs, reader engagement begins after 7 minutes of reading – (Medium)
On average, users allocate 51 seconds to read a newsletter after opening it and read only 19% of newsletters – (Nielsen)
Inconsistent brand messaging is among the most confusing aspect of a brand for consumers – (MoEngage)
E-commerce customers are approximately four times more loyal to eco-friendly brands – (Net0)

Video Marketing Statistics

Among the most effective methods of converting users is video marketing. As today’s smartphones and other devices carry powerful video capabilities, consuming this type of content has never been easier or more convenient.

Plus, using video in marketing is relatively affordable and notably easy for most businesses to incorporate – even those with limited resources. Here are some interesting statistics to show how important video marketing is and how global companies use its tactics to appeal to their audiences.

YouTube is the second most visited website, with over 2 billion users – (Omnicore, 2021)
70% of viewers who saw a brand on YouTube made a subsequent purchase – (Google)
84% of consumers say a brand’s video convinced them to purchase a product or service – (Wyzowl)
A video on social media helped 93% of businesses gain a new customer – (Wyzowl)
Videos are 1.5 times more likely to be watched on a smartphone than on a computer – (Facebook)
Most businesses (86%, in fact) use video as a marketing tool – (Wyzowl)
YouTube (85%) and Facebook (79%) are the most-used channels for video marketers (Wyzowl)
83% of video marketers said video helped them generate leads – (Wyzowl)
88% of video marketers claim that video leads to a positive ROI – (Wyzowl)
64% of companies said they acquired a new client in the last 12 months through a Facebook video – (Animoto)
Video is the second most popular content on social media for increasing user engagement – (HubSpot)
Statistics suggest that video engagement lingers from 40% to 53% for videos up to 30 minutes long. It drops to 26% for videos ranging from 30 to 60 minutes and decreases again to 13% for videos longer than one hour – (Wistia)
YouTube reaches more viewers aged 18-34 in the United States than TV networks – (YouTube)
YouTube’s audience spreads across many age groups, with 49% of US users over 65.
In 2022, short-form videos and live streaming were social media’s most effective video marketing genres. This video type includes TikTok and Instagram Reels, for example – (Hubspot)
31% of marketers invest in short-form video, with 46% sayings it’s an effective strategy – (HubSpot)
Short-form video content’s average rate of engagement is 53.9% – (Wistia)
95% of video marketers agreed that video helped to increase consumer understanding of their product or service – (Wyzowl)
The most common types of videos that marketers create are presentations (65%), then ads (57%), and explainers (47%) – (Biteable)
96% of users have watched explainer videos in order to learn more about a product or service – (Wyzowl)
43% of video marketers report that using videos lowered the amount of customer support calls they received – (Wyzowl)
88% of the public wanted more videos from brands in 2022 – (Wyzowl)

Marketing Technology

Marketing technology has transformed and looks completely different from what it did just a decade ago. Not only does tech affect how brands reach their target audiences, it also impacts the way users interact with brands and consume content.

As marketing technology rapidly changes depending on technological advancements and consumer behavioural trends, keeping up to date with relevant technology statistics empowers businesses to connect with their customers more effectively and naturally – be it through software, apps, mobile facets, or others.

Mobile

33% of marketers invest in mobile web design – (HubSpot)
47% of all smartphone users are US-based (Zippia)
88% of people in the US over 11 years old own a smartphone, accounting for around 250 million people – (Infinite Dial)
80% of consumers say they download apps from bands they know and trust – (Sinch)
72% of users are worried about apps tracking their movements – (Sinch)
Users are 35 times more likely to open mobile messages than emails – (Sinch)

Messaging Apps

Whatsapp was the world’s top messaging app, with two billion monthly users. Facebook and WeChat followed behind in second and third place – (Statista)
28% of consumers rectify issues with companies via messaging – (Zendesk)

Final Thoughts

Admittedly, marketing in all its formats is a constantly and consistently evolving industry. Given that its transformative nature never halts, keeping pace with everything it entails is one of marketers’ biggest challenges. Still, keeping up is mandatory if marketers and organisations wish to stay in the game, remain ahead of competitors, and reach heights within their industry.

Whatever a brand’s industry or unique goals, checking in on the latest marketing statistics can help foster the desired success. From SEO, social media and video, to advertising, content, and marketing technology, monitoring the freshest data on these important factors within the industry will help businesses reach their audiences and boost conversions through relevant marketing tactics.

Of course, leaving the job in the trusted hands of experienced experts is always on the table if it sounds too complex or time-consuming – like the professionals here at Click Intelligence!