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Digital Marketing Statistics

Last updated: 26.10.2021
Author: Hristina Nikolovska

With an expected growth rate of 18.2% and an already whopping $56.52 billion market value, digital marketing is thriving, flourishing, and changing incessantly. Digital marketing statistics, however, show that what worked yesterday might not work today—and to benefit from the latest trends is just as important as having a creative flair. It’s critical for businesses to stay on top of the newest developments, and what’s a better way to do it than relying on the latest figures across the industry?

Digital Marketing Statistics (Editor’s Choice)

  • 80% of marketers point to customer experience as the key competitive differentiator. 
  • Only 3% of marketing teams haven’t mapped out their digital customer journey. 
  • 44% of marketers think they haven’t fully digitized their marketing efforts.
  • Digital marketing gets the most of the marketing budget.
  • Email marketing has a 4,400% ROI.
  • 75% of users prefer articles of under 1,000 words.
  • Marketers use at least five social media channels to distribute content.
  • The top searched-for skill among new digital marketing hires is data analysis.
  • 52% of marketers can execute personalization at optimal levels on social media.

General Digital Marketing Industry Statistics

Amid the ongoing digital revolution, we’ve witnessed the transformation of the face of marketing and the relationship brands establish with their customers. How do digital marketing experts respond to the latest developments? What are the latest technologies they use? How do they measure success? What are their objectives? What keeps them up at night? Scroll to find out. 

1. 70% of companies have reached or exceeded their online marketing goals. (Gartner)

2. Marketers expect a 75% increase in customer data sources until 2022. (Venture Beat)

3. With 56%, digital marketing gets the most of the marketing budget. (HubSpot)

4. The majority of leads (26.8%) come from referrals. (Pyxl)

5. For 90% of marketers, the pandemic positively impacted their engagement strategy. (Venture Beat)

6. Over two-thirds of marketers say they tweak messages based on customer actions. (Venture Beat)

7. There are over four billion mobile internet users. (We Are Social)

8. 76% of marketers currently run campaigns. (HubSpot

9. Only 16% of marketers think they have fully digitized their marketing efforts. (Gartner)

10. Most marketers use surveys for collecting customer feedback. (HubSpot)

11. 76% of marketers prioritize reconnecting with former clients/customers. (S2 Research)

12. 74% of marketers use touchpoint engagement as their primary metric for success. (Prophet)

13. 94% of customers believe companies should have a strong purpose. (Valchanova)

14. 33% of internet users are concerned about the misuse of personal data. (We Are Social)

15. 37% of professionals don’t plan on conducting market research next year. (HubSpot)  

16. The branded search was highest for fashion ecommerce with 45%. (Statista)

17. 42% of internet users use ad blockers. (We Are Social)

18. Americans spend four hours on their desktops, laptops, or tablets daily on average. (Global Web Index)

19. 80% of marketers say customer experience is the key competitive differentiator. (Venture Beat)

20. Internet adoption rate is 59% globally. (We Are Social)

21. Mobile traffic is expected to grow by 31% annually between 2019 and 2025. (Ericsson)

22. 79% of marketers run tests to evaluate the effectiveness of their messages. (Gartner)

23. Only 42% of marketers are fully satisfied with the quality of their customer data. (Venture Beat)

24. Only 3% of marketing teams haven’t mapped out their digital customer journey. (Prophet)

Online Marketing Industry Statistics 

25. With 62.5%, marketing teams outsource design services the most. (Pyxl

26. Firms ranked agencies’ strength in developing creative projects above all. (S2 Research)

27. Only 27% of marketers received data science guidance. (Venture Beat)

28. 32% of marketing teams now use data science leadership. (Prophet)

29. Most marketing teams (46.3%) consist of 4-5 people. (Pyxl

30. 61% of companies have in-house marketing teams, while 4.9% outsource. (Pyxl

31. More than half of firms are unsatisfied with their marketing agency fees. (S2 Research)

32. 66% of firms not working with an agency believe they are hard to work with. (S2 Research)

33. 96% of clients expect their agency to conduct marketing research. (S2 Research)

34. 49% of marketers outsource content marketing activities. (Content Marketing Institute)

35. Only 44% of marketers expect to go back to the office full-time. (Venture Beat)

36. The top searched-for skill among new marketer hires is data analysis. (Prophet)

Digital Marketing ROI Statistics 

37. Among the social media channels, Facebook brings the most ROI. (HubSpot)

38. 34% of marketers feel uncertain about measuring the ROI of SMM. (Statista)

39. Brands that run A/B tests enjoy 42x ROI from email marketing. (Litmus)

40. 89% of marketers find influencer marketing ROI comparable or better. (Mediakix)

41. Email marketing has a 4,400% ROI. (OptinMonster)

42. Four in 10 marketers find understanding the ROI of a campaign important to a degree. (HubSpot)

43. 51% of marketers struggle to find new talent in the industry. (Prophet)

Internet Marketing Statistics on Tools and Technologies 

44. Most marketers use built-in marketing or CRM tools for reporting. (HubSpot

45. Mail Chimp is the most used tool for email marketing. (HubSpot

46. 21% of the US retailers will increase their marketing investments in AR/VR tech. (Statista)

47. 52% of marketers struggle to incorporate the right technology platforms. (Prophet)

48. 47% of companies currently use chatbots in marketing. (HubSpot)

49. 44% of marketers use AI/ML technologies on a limited basis. (Gartner)

50. The marketing automation software market is expected to reach $11 billion by 2027. (Research and Markets

51. Social media analytics tools are the most used for account-based marketing. (HubSpot)

52. Google Analytics is the most common tool used for SEO. (HubSpot

53. 38% of marketers use IoT or connected devices as part of their marketing stacks. (Statista)

54. 34% of marketers streamlined their feedback and collaboration with a tool. (Prophet)

55. 55% of marketers plan on increasing their investments in AI and ML. (Venture Beat)

56. 66% of marketers prioritize addressing skills gaps in automation and digitization. (Venture Beat)

57. Microsoft is the most widely used martech platform. (Prophet)

Online Marketing Statistics on Challenges and Objectives 

58. Lack of resources is the biggest challenge in digital marketing. (Pyxl)

59. 40% of marketers struggle in targeting in account-based marketing. (HubSpot)

60. 34% of marketers cite lead qualification as their biggest challenge for the next year. (Pipedrive

61. Both B2B and B2C firms want to invest in content creation the most. (Content Marketing Institute)

62. Finding partners with good topic experience is the biggest challenge for B2B firms. (Content Marketing Institute)

63. Budget issues trouble B2C firms the most in content marketing. (Content Marketing Institute

64. Generating more leads is the number one objective among marketers. (HubSpot)

Digital Marketing vs Traditional Marketing Statistics 

65. Marketers allocated the lowest budget for print advertising. (Pyxl)

66. 70% of people prefer learning about a company through articles rather than adverts. (Demand Metric)

67. 86% of people skip TV ads. (Demand Metric)

68. Only 43% of people have read a print newspaper in the previous month in the US. (Global Web Index)

69. In 2020, 88% of internet users watched TV, down from 90%. (Global Web Index)

70. Users spend six hours on the internet on average, and three hours watching TV. (We Are Social)

71. It takes an average of 80 calls to develop an opportunity. (Business2Community)

72. More than 90% of buyers never answer cold calls. (Super Office)

73. 37% of B2B marketers didn’t spend money on traditional advertising the previous year. (Content Marketing Institute)

B2C vs B2B Digital Marketing Statistics

74. B2C marketers increased their LinkedIn activities by 3% in 2020. (Social Media Examiner)

75. Account-based marketing is the top tactic B2B marketers want to implement. (Statista)

76. B2B services marketers said 15% of their revenue is invested in marketing. (Statista)

77. 59% of B2C marketers plan to increase their content marketing budget over the next year. (Statista)

78. 35% of B2B buyers prefer interactive content accessible on-demand. (Demand Gen)

79. 83% of B2C marketers prefer using blog posts in their content marketing efforts. (Statista)

80. LinkedIn is the most used social media platform among B2B marketers. (Content Marketing Institute)

81. 81% of B2C marketers say they utilize content marketing for brand awareness. (Statista)

82. 75% of B2B buyers are influenced by social media when making decisions. (Super Office)

83. Both B2B and B2C firms prefer using blog posts/short articles in content marketing. (Content Marketing Institute)

Social Media Marketing Statistics 

Market attitudes have also taken a different direction; customers are tech-savvy and make conscious decisions. They expect brands to have a strong purpose, consistent tone, and authenticity. Engagement and personalization are among the hottest topics—and social media platforms are the prime space where brands can achieve these. Of course, not all platforms are made equal. Examine the numbers we brought together to be more informed before crafting your strategy. 

Social Media Marketing Management Statistics

84. Social media is the primary approach to digital marketing. (HubSpot

85. 27% of users turn to social media to research products to buy. (We Are Social)

86. With 88%, exposure is the most celebrated benefit of SMM. (Social Media Examiner)

87. Social listening is the most used tactic for social media marketing. (HubSpot)

88. There are over four billion active social media users. (We Are Social)

89. 39% of companies are thinking of investing in social media over the next year. (HubSpot)

90. Facebook and Instagram are the most used platforms by marketers and social media marketing agencies. (Social Media Examiner)

91. 51% of companies started using social media after the COVID-19 breakout. (Aweber)

92. Marketers use at least five social media channels to distribute content. (Demand Metric

93. 82% of the US population uses social media. (Global Web Index

94. 57% of marketers find using stories an effective marketing tactic. (Valchanova)

95. 89% of top-performing salespeople use social media platforms. (Super Office)

96. Users spend 2:25 hours on social media daily on average. (We Are Social)

97. Only 50% of companies have a documented social media strategy. (Valchanova)

98. 52% of marketers can execute personalization at optimal levels on social media. (Prophet)

Social Media Platforms Statistics

99. With more than two million users, Facebook has the largest user count among channels. (Statista)

100. As of September 2021, Facebook’s market capitalization is just over $1 trillion. (Google Finance)

101. Account followers on Instagram grow by 1.68% on average monthly. (We Are Social)

102. Instagram has more than one billion users. (Hootsuite)

103. India has the largest ad audience on Instagram with 180 million. (Statista)

104. There are more than 200 million business accounts on Instagram. (Instagram)

105. Instagram’s advertising reach is 1.22 billion users. (We Are Social)

106. The number of active users on Twitter is expected to reach 340 million by 2024. (Statista)

107. The average user clicks on 11 ads on Facebook in a month. (We Are Social)

108. Twitter generated more than $3.2 billion in advertising service revenue in 2020. (Statista)

109. 62% of marketers plan on increasing organic YouTube marketing. (Social Media Examiner)

110. 91,702 videos are viewed a second on YouTube. (Internet Live Stats)

111. YouTube is the second most visited website. (Statista)

112. TikTok gets the most downloads among social media platforms. (We Are Social)

113. Twitch has 2,585,789 viewers per week on average. (Twitch Tracker)

114. Twitch is the most popular live stream channel among gamers in the US. (Statista)

115. 34% of US teens found Snapchat the most important social network. (Statista)

116. YouTube is the number one video streaming platform, ahead of Netflix. (We Are Social)

117. LinkedIn has over 726 million user advertising reach. (We Are Social)

Content Marketing Statistics 

Pardon the cliché, but content still reigns supreme. Though social media platforms are perfect for engagement, there are countless benefits to content marketing, which is excellent for storytelling and helps brands go beyond promoting products or services. Publishing useful, informative, and interesting content adds credibility to a brand and fosters loyalty. Scroll down to explore how marketers are making use of this lucrative tactic. 

Content Marketing Management Statistics

118. 82% of marketers use content marketing. (HubSpot

119. 20% of companies find their content management ‘very successful’. (Content Marketing Institute)

120. Videos are the most used form in content marketing. (HubSpot

121. 78% of customers perceive a relationship with brands when they see custom content. (Demand Metric)

122. 42% of marketers have a documented content marketing strategy. (Valchanova)

123. Most marketers and content marketing agencies use sales to measure the success of content marketing. (HubSpot)

124. 61% of marketers plan to invest in a website upgrade over the next year. (HubSpot)

125. 60% of customers enjoy reading relevant content from brands. (Demand Metric)

126. 55% of customers want content with a story that resonates with them. (Demand Gen)

127. 47% of buyers view at least 3-5 pieces of content before contacting a sales rep. (Super Office)

128. 60% of marketers say content is very important for their overall digital strategy. (Valchanova)

Content Marketing Channels Statistics

129. Most marketers (27%) allocate their budgets to paid media. (HubSpot

130. 72% of marketers paid channels for content distribution. (Valchanova)

131. Daily blog entries increase the chance of success by 128%. (Valchanova)

132. Digital ad spending is expected to reach over $500 billion in 2024. (Global Web Index

133. Search advertising spending is expected to reach $66 billion in 2021. (Statista

134. 70 million new posts are published on WordPress-based sites per month. (WordPress)

135. 75% of users prefer articles under 1,000 words. (Contently)

136. 68% of people think blogs add credibility to a website. (Social Marketing Writing)

137. 59% of B2B marketers consider blogs as the most valuable channel. (Demand Metric)

138. 42% of bloggers now rely on original research. (Valchanova)

139. iHeartRadio is the leading podcast publisher with 266.06 million streams. (Statista

140. Mobile searches for podcasts increased by over 80% in two years. (Google

141. 70% of marketers repurpose old blog posts. (Valchanova)

142. 57% of firms have blogs on their websites. (Roundpeg)

Email Marketing Statistics 

Email is still among the most effective marketing strategies, bringing in significant ROI. Yet, as the years go by people grew tired of ever-full inboxes, making this strategy a tad trickier than it used to be, which is why more businesses bet on email marketing firms to harness the full potential of this powerful tool. To figure out the best approach for your business, check out the latest numbers. 

143. The majority (40%) of marketers send 0-2 emails per week. (HubSpot)

144. 59% of customers unsubscribe because of too many emails. (OptinMonster)

145. 10% of internet users do not use emails. (Statista

146. 60% of customers would subscribe to an email list for promotional messages. (OptinMonster)

147. 36% of marketers find email marketing the most effective tactic in driving sales. (Aweber)

148. Message personalization is the most used tactic for email marketing. (HubSpot

149. 91% of customers unsubscribe from company emails. (Demand Metric)

150. 77% of companies have seen more engagement with email marketing. (HubSpot

151. There are four billion email users globally. (Statista)

152. 306 billion emails were sent and received in 2020. (Statista)

153. 43% of email opens are via mobile. (Statista)

154. 16% of permission-based emails never make it to the inbox. (Litmus)

155. Only 30% of companies run A/B tests on their emails. (Litmus)

156. 1 PM is the best time to send emails. (OptinMonster)

157. Tuesday has the highest open rate. (OptinMonster)

158. Email marketing is the most implemented tactic among B2B firms. (HubSpot)

159. 30% of marketers prefer sending monthly emails. (Roundpeg)

160. 36% of marketers have an email subscription count of between 0 and 100. (Aweber)

Online Video Marketing Statistics 

Why not take advantage of one of the greatest gifts the digital age has given us? So much can be done in the form of a video, and it is by far the most attention-grabbing, engaging, easy-to-consume type of content. With a solid strategy, video marketing can do wonders. Scroll down to get the scoop before crafting one of your own or hiring a video marketing specialist to do it for you. 

161. Videos shorter than one minute attract the most engagement. (HubSpot)

162. Instagram is the primary short-video channel, while YouTube gets most of the native videos. (Social Media Examiner)

163. 96% of customers have watched an explainer video of a product/service. (Wyzowl)

164. Dynamic video targeting can increase ROI by 49%. (The Drum)

165. Events placed at the beginning of the videos have the highest conversion rate. (HubSpot)

166. 90% of internet users watch videos when online. (We Are Social

167. Videos make up 63% of mobile traffic. (Ericsson)

168. People are twice as likely to share a video with their friends than any other type of content. (Wyzowl)

169. Those aged 18-24 are the most likely to watch digital videos. (Statista)

170. 85% of organizations use video as a marketing tool. (Wyzowl)

171. 10% of marketers are unclear about video marketing ROI. (Wyzowl)

172. The optimal video length is between six and 10 seconds. (Design Shack)

173. People watched 12.2 billion minutes of video in 2020. (HubSpot)

174. 54% of marketers still don’t use live video. (Valchanova)

SEO Statistics 

Did we mention content being king? Well, SEO is the mastermind behind it, and it puts the crown on top. Virtually all digital effort depends on good visibility. It might seem daunting to stay on top of the ever-changing search engine trends, it is not impossible at all. Check what we have prepared to help you get going. 

175. 69% of marketers have invested in SEO. (HubSpot

176. 75% of marketers find SEO at least very effective in reaching their goals. (HubSpot)

177. Top-ranking gets the most traffic 49% of the time. (Ahrefs)

178. 92% of keywords get 10 or fewer monthly searches. (Ahrefs)

179. Wikipedia was ranked as the most visible domain. (Statista)

180. 93% of all internet traffic is generated by Google. (Zero Limit Web)

181. Mobile queries with ‘best’ and ‘right now’ have grown over 125% in two years. (Google)

182. 70% of marketers say SEO is more effective in driving sales than PPC. (Databox)

183. 86.5% of marketers use PPC to inform their SEO efforts. (Databox)

184. 56% of global internet traffic comes from mobile. (Statcounter)

185. Using old content can increase the average SERP session duration by 280%. (Databox)

186. 90.6% of content gets no traffic from Google. (Ahrefs)

187. 66.3% of pages don’t have a single backlink. (Ahrefs)

188. The first SERP position typically has 2,416 words in. (Sweor)

189. The first five organic results on the first page account for 67% of all clicks. (Zero Limit Web)

190. Organic ranking always equates to higher quality traffic. (Zero Limit Web)

191. Mobile phones account for 71% of all Google Search Clicks. (Merkle)

Lead Generation Statistics 

This is where it all comes down to, all campaigns, sleepless nights, frustrations, endless data, and numbers—all for a nice array of warm leads. Explore to see what is working and what isn’t. 

192. Lead generation is the top priority for online marketing. (HubSpot

193. Lead nurturing can increase conversions up to 84%. (Invesp)

194. Only 8% of marketers find their lead nurturing process excellent. (Demand Gen)

195. Developing targeted content is the biggest challenge in lead nurturing. (Demand Gen)

196. Lead nurturing leads to 50% more sales-ready leads. (Invesp)

197. 83% of marketers said video helped their lead generation process. (Wyzowl)

198. 44% of marketers think GDPR made it extremely difficult to capture leads. (Forbes)

199. 34% of marketers plan to increase their lead generation budget up to 10%. (Demand Gen)

200. 49% of marketers cite emails as the most effective channel in early engagement. (Demand Gen)

201. Only 2% of sales occur at the first meeting. (Marketing Donut)

202. Nurtured leads make 47% larger purchases than non-nurtured leads. (Invesp)

203. Personalized CTAs convert 202% better than basic ones. (HubSpot)

204. B2B marketers say 65% of their leads come from referrals. (HubSpot)

205. 80% of new leads never translate into sales. (Invesp)

Dolce Finale 

Authenticity, engagement, innovation, and personalization define digital marketing today. A good team with stellar research abilities is vital to generate a well-articulated and informed tone for brands, qualities that customers are expecting today. Marketers work day in day out to further optimize their strategies and train themselves in the latest technologies. Digital marketing statistics conclusively show that regardless of the size of your business, investment in digital marketing — both in the form of time and money — is no longer optional for growth and to stay relevant in this highly competitive market.

Sources: Gartner, Venture Beat, HubSpot, Pyxl, We Are Social, HubSpot, S2 Research, Prophet, Valchanova, Statista, Global Web Index, Ericsson, S2 Research, Content Marketing Institute, Prophet, Statista, Litmus, Mediakix, OptinMonster, Statista, Research and Markets, Pipedrive, Content Marketing Institute, Demand Metric, Business2Community, Super Office, Social Media Examiner, Statista, Statista, Statista, Demand Gen, Statista, Statista, Aweber, Global Web Index, Statista, Google Finance, Hootsuite, Statista, Instagram, Statista, Statista, Internet Live Stats, Statista, Twitch Tracker, Statista, Statista, Content Marketing Institute, Statista, WordPress, Contently, Social Marketing Writing, Statista, Google, Roundpeg, Statista, Statista, Statista, Statista, OptinMonster, Wyzowl, The Drum, Statista, Design Shack, Ahrefs, Ahrefs, Statista, Zero Limit Web, Databox, Statcounter, Databox, Ahrefs, Sweor, Merkle, Invesp, Demand Gen, Forbes, Demand Gen, Marketing Donut, HubSpot