2024 Marketing Statistics You Need to Know

2024 Marketing Statistics You Need to Know

Creating, executing, and analyzing a marketing strategy can be challenging for many small business owners. You need to set aside time to not only understand the landscape of your industry, but also the current standards and growing edges of digital and traditional marketing. Knowing what to spend on and where to focus your energy can be difficult, so today we’re sharing some digital marketing statistics to help you on your way.

Content marketing gives your customers something to share

1. You’ll generate three times the number of leads using content marketing, while paying 62% less.

2. Content strategies boost organizations’ win rates by 27% over those without content strategies.

3. Just over 70% of businesses prefer using organic social media to get their content seen by potential customers, with email marketing and paid social media rounding out the top three methods. The best performing type of content is video, followed by short-form articles and success stories!

4. Have you been posting short-form videos on TikTok? If so, you’re taking advantage of not just the best performing but also the most-utilized format in content creation. This trend will likely continue, since 89% of customers say they want to see even more videos from brands.

5. Consumers prefer articles over advertisements! Seventy percent of people say they’d rather learn about a company from reading an article than an ad. Just over 80% say that after reading content, their positive feelings about the company increase.

Social media connects your brand with your target audience

Social media connects your brand with your target audience

1. Social media is used by 93% of people who use the internet, and 43% of people consult social media to help them make purchasing decisions.

2. Know the demographics of your target audience and social media platform! For example, did you know 70% of Americans on Facebook have graduated college and 61% of X (formerly Twitter) users are men? You should because your audience demographics need to match the platform you post on.

3. Video, video, video, everyone loves video! TikTok is growing faster than any other platform and YouTube is nearly universal. YouTube is used by more than 90% of Americans between the ages of 18 and 49. Pro tip: Visual content is 40 times more likely to be shared!

4. Keep the jokes coming, because 80% of marketers report humor has the greatest impact on social media users.

5. Think paid ads go nowhere? Eighty percent of people who shop online have made a purchase through an ad on social media.

Web design should enhance your brand and make a good first impression

1. In 2024, your website has to be optimized for mobile. More than 50% of people use mobile as their usual search method. If your target audience is younger, mobile is even more important. Research shows that 80% of GenZ, 62% of millennials, 66% of Gen X and 35% of baby boomers use mobile search more than any other.

2. Regardless of where they view your website, a customers’ first impression of your business will come from your web design about 94% of the time, and it only takes users 0.05 seconds to form their own opinion of your site.

3. Slow is out, fast is in. Websites that load slowly are estimated to lose retailers $2.6 billion each year.

4. A bad website design will most certainly result in lost business, with 38.5% of web designers blaming bad design as the main reason people leave pages.

5. How do customers find you? When you dig into the data, you’ll see that Google doesn’t send organic search traffic to more than 90% of web pages! You need to use analytics to determine which of your pages aren’t getting hits and what design changes you should make.

It’s alive! (and by that, we mean email marketing)

Promotional emails are still a great way to connect to your audience

1. Think everyone sends your promotional emails straight to the trash, or worse, spam? On the contrary! Email is the preferred contact method for 51% of consumers.

2. How does an ROI of $40 per every dollar spent sound? That’s the average ROI of email marketing.

3. Only 1% of users don’t check their email at least once per day. That means 99% of users are viewing their inbox daily.

4. But don’t be discouraged if the analytics say your customers aren’t opening your emails: 21.33% is the cross-industry average open rate.

5. If you’ve set your sights on a higher click rate, but aren’t there yet, design an email series around video. Videos can increase click rates by up to 65%.

Go the extra mile with personalized messaging

1. Don’t get lost in the shuffle! The internet is a global meeting place where 2.54 billion people shop. That equals 98% of the global consumers surveyed by Google. Personalization is one way to cut through the noise.

2. Personalization is especially effective in the subject line of email marketing! Personalized emails are 26% more likely to be opened.

3. Lead nurturing should be personalized too—this simple step can help sales opportunities increase up to 20%.

You don’t work for the search engines, they work for you

1. More than 90% of online interactions begin on a search engine. That means a higher search engine ranking isn’t just nice—it makes a huge difference. The average-clickthrough rate for the top-ranked URL is 27.6%. That click rate plummets to 2.6% by the time you reach the tenth URL on the first page of search engine results.

2. Prioritize Google. Stay on top of their algorithm because Google is responsible for 91.54% of global traffic.

3. Don’t just think global, think local! Local searches account for 46% of Google searches.

4. Google may not admit it publicly, but some research shows backlinks do help your SEO ranking. On average, the top-ranked URL on a search engine results page (SERP) has 3.8 times more backlinks than the URLs ranked second to tenth. Businesses that have a link-building strategy say they have a 45% greater success rate improving their rankings.

5. Keep your content fresh. Typically, articles displayed on the first page of search results for popular keywords have been updated in the last 1.31 years.

Pay-per-click advertising can help you reach your target audience

1.  As of 2024, conversion rates still vary by specific industry, but on average, organic search is outperforming pay-per-click (PPC) advertising.

2. Search ads are no magic bullet, though. Turns out, 94% of consumers blow right past them in favor of the organic search results.

3. At the same time, research shows half of users can’t tell the difference between organic advertising and PPC.

4. Facebook has the highest conversion rate of any social media platform, with an average of 9.21% of ads converting. When you drill down to industry specifics, you find that the fitness, education, medical, real estate and B2B industries average higher—between 10.68% and 14.29%!

5. If you’re considering a Google Ads or Shopping campaign, keep in mind when planning that 85.3% of your clicks will come from Google Shopping Ads.

Doing it on your own means online marketing can be challenging

1. Do you feel challenged by trying to accurately measure your ROI? You’re not alone. More than 20% of marketers see this as their biggest challenge in content development.

2. If you feel like your customers are sending your email marketing to their trash, you might be right. For emails that aren’t mobile-friendly, there’s a 42.3% chance your hard work is going straight to the bin.

3. Time is of the essence! Your chances of converting a lead online increase 900% if you can follow up in five minutes or less.

Figure out how much and where to spend on marketing efforts

1. Businesses are putting serious resources into marketing—as they should. Mobile advertising alone is expected to hit $400 billion in 2024.

2. Projections show that worldwide spending could increase by 7.7% across the globe, which would grow that spending to $1.76 trillion. That means there is opportunity out there to make sales!

3. Pay-per-click advertising isn’t just about search ads. Display ads are also increasing in prominence. Spending on display ads is expected to hit $190.5 billion in 2024.

4. Small businesses know how important their website is to their success. In 2024, 43% of small businesses say they plan to allocate funds to improve their website’s performance.

5. Still love traditional marketing? Most businesses do both, just in different proportions. About 40% invest more in digital marketing, 32% invest more in traditional marketing and 28% are 50/50, making for a pretty even spread of priorities.

When you look at these trends and facts, what jumps out as a potential opportunity for your business? What is most relevant to your unique mission and audience? Start there and see how your marketing strategy transforms. Talk with one of our marketing experts today!

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