Recently the Digital Doughnut came out with some real internet marketing statistics for 2016. Here I wanted to share them with you, plus some of my own opinion mixed in with some of the stats that stood out for me, and maybe you too!
I like a good list post like any other person, especially when it is full of geeky internet marketing stats many so-called marketers ignore while outsourcing “all they do for you” to a foreign land where nobody cares about your business like you do…
So, if you really care about your business and it’s reach and brand online, I suggest you take a look here and learn what people (your potential customer) is really doing online, and where they are spending their time…
Let’s get started… Here and there I will place in my own opinion and take about a particular statistic that I find extremely important, something I think we can all use, learn or avoid…
76% of digital marketers will produce more content.
51% of digital marketers will increase their content marketing budget.
In 2016, 67% more leads will be generated by companies with an active blog.
Opinion: Just when you here search engines and blogging is dead, well, think again. I understand media buy through social media channels, it is a new obvious, but content is what people trust, and where we take them when we buy their eyeballs. And just so you know, a blog is the best for conversion rates when accompanied with video!…
88% of B2B marketers currently use content marketing as part of their marketing strategy, yet only 32% have a documented content marketing strategy.
94% of B2B marketers use LinkedIn as part of their content strategy. Other popular platforms include Twitter (87%), Facebook (84%), YouTube (74%) and Google+ (62%).
B2C marketers use infographics more than any other content strategy. 62% report using infographics, and 63% from this group said they were effective.
The most popular social media platform among B2C businesses is Facebook, with 94% reporting its usage. Other popular platforms are Twitter (82%), YouTube (77%) and LinkedIn (76%).
The #1 content marketing goal for B2C businesses in 2016 is sales (83%), followed by customer retention and loyalty (81%) and engagement (81%).
Marketers who prioritize blogging are 13x more likely to achieve a positive ROI on their efforts.
Opinion: Once again content is ruling the online conversion rates. While some look to spend money buying eyes, blogs and solid content is what converts… A positive ROI is counted by the money you make, not the clicks, the views or the rankings in Google, just in the money you make. Want to make money? I suggest you blog.
Just over half (51%) of business owners report that content management is “very important” or “absolutely critical” to creating a cohesive customer journey.
Opinion: It is a journey. As a matter of fact, you will subscribe to my free videos that should be a paid platform today. But, YOU WILL NOT sign up today for the coaching for at least 30-90 days from this moment, so don’t tell me this is not a journey. Be prepared to take people on a short journey to the right answer.
Opinion: Email marketing is as important as the content you create itself. Without either, you have nothing to share, you have no way to truly educate, teach, inspire or entertain… And without a list, you have nobody to share it with as fast.
Segmentation and personalization is a top priority for marketers in 2016. Econsultancy and Adestra’s Email Marketing Industry Census report says 78% of their respondents believe that in the next five years all email communication will be personalized.
Opinion: I am not sure exactly what they mean by “all email communications will be personalized.” I think I personally opted in and am getting your emails sent personally via a simple campaign you have me on. Your email marketing campaign should be personalized with a salutation and welcome text, after that it is all message using the words you, me, I, we or us…
Email is 40 times more effective at acquiring new customers than Facebook or Twitter.
Opinion: All I have to say to some guy I heard the other night that said you do not need an email list, just Facebook, well, hmm, I feel bad for those on the call following this guy.
In the third quarter of 2015, 54% of all email opens occurred on mobile devices or tablets.
Opinion: Mobile friendly is not just about your website, your blog or formatting your content, it is everything from the start to the finish today.
Emails with personalized subject lines are 26% more likely to be opened.
Transactional e-mails produce an average open rate of 72% and a click-through rate of 30%—well above the averages for non-transactional emails, which have an average open rate of 40.8% and an average click-through rate of 9%.
Email marketing ranks highest on ROI compared to other marketing strategies.
Opinion: This is because it is completely personal, your inbox is the most personal place and platform online. If you were a socialist loving college kid, this would be your safe place. Ha! In all seriousness though, email has the highest return on investment because it get’s to where people really are, their inbox.
78% of consumers rank email as the most preferred communication platform.
Emails that include social sharing buttons have a higher CTR of 158% than those that don’t include share links.
Deliverability is a big issue: 17% of all emails never see the inside of a recipient’s inbox. This is due to defunct emails and SPAM traps.
Total spending on Internet advertising is predicted to grow 12.9% next year. The Internet will become the largest medium for advertising in 2016 (ahead of TV).
By 2019 mobile advertising will represent 72% of all US digital ad spending.
26% of respondents say email is the digital marketing channel with the greatest positive impact on revenue; SEO is second (17%), followed by paid search (15%), social media (5%), and online display advertising (5%).
Opinion: SEO, or search engine optimization, is not just about “search engines” like Google or Bing today. As a matter of fact, growing in popularity is YOuTube, Facebook and even Twitter. Of course search hogs up the final search people do on a particular subject, but traditional search engines is not always where search begins today.
The top four channels for increases in digital marketing spend last year were email marketing (61% of marketers increasing spending on this channel), social media (49%), mobile marketing (40%), and SEO/PPC (38%).
(62%) of the digital display advertising marketplace (online, social and mobile) and will grow to 82% by 2018.
54% of users don’t click banner ads because they don’t trust them.
Opinion: More like fact, I don’t either, hardly ever will I click on a banner ad of any kind.
88% of businesses say that video is an important part of their digital marketing strategy.
64% of businesses who use video believe that it has directly led to increased sales.
Opinion: I know it has, and for not just my own business here, but those I have coached and worked with online, video works, and it works well.
91% of businesses say they plan to increase or maintain their spending on video in 2016.
Gartner’s 2015-2016 CMO report shows that 98% of marketers believe that digital and offline marketing are merging and marketing strategies will need to reflect this.
Social Media Marketing
Social media, it is a must today. Without a simple, but effective social media presence online, visibility can be all the tougher for you and your business online today.
57% of consumers say they’re influenced to think more highly of business after seeing positive comments or praise online via social media mentions.
90% of young adults—ages 18 to 29—use social media (compared to just 35% of those over age 65). Fully a third of millennials say social media is one of their preferred channels for communicating with businesses.
Opinion: Better than Yelp is using Facebook or Twitter as a place to actually engage and communicate with your customers or potential subscribers. And what I mean here is to actually take questions, issues and concerns live here and help people get the answers they need via these channels.
46% of B2B marketers say they’re not sure whether any social channels have generated revenue for their businesses. Only 13% believe they’ve proved the impact quantitatively—though that may be because just 14% tie social media marketing activities to sales levels.
84% of CEOs and VPs say they use social media to help make purchasing decisions.
The share of overall marketing budgets devoted to social media marketing is expected to increase from about 10% on average today to nearly 25% within the next five years.
60% of marketers identify “measuring ROI” as one of their top three social media marketing challenges. These are followed by closely related challenges “tying social activities to business outcomes” (50%) and “devloping our social media strategy” (48%).
“Engagement” (such as likes, shares, etc.) is considered the most important metric for evaluating social media marketing success, with 80% of marketers identifying it as one of the top three metrics. Audience size (61%) and website traffic (56%) round out the top three.
The tools most commonly used to measure social media marketing results are the native analytics provided by the social networks (Facebook, Twitter, etc.) themselves, at 65%. These are followed by social media management platforms like HootSuite (62%) and web analytics (e.g., Google Analytics) at 59%. Just 22% of businesses use dedicated social media measurement platforms.
Facebook, Twitter and Pinterest drive the most social media referral traffic back to websites. But YouTube, Google+ and LinkedIn drive the most engaged traffic.
58% of marketers say original written content is their most important form of social content. 19% say the same about original visual content (e.g., infographics). 10% say curation of others’ content (like this post) is most important. (source)
48% of consumers start mobile research with a search engine and 33% of consumers start mobile research with a branded website.
Opinion: This is the reason you create blog posts, videos and other types of content within your website and blogs, they have a better chance of being ranked within search engines. While social media is more used, serious inquiries are usually done via search engines, and most of those on mobile devices.
Tablet devices account for the highest add-to-cart rates on e-commerce websites at 8.58%.
68% of companies have integrated mobile marketing into their overall marketing strategy.
Google says 61% of users are unlikely to return to a mobile site they had trouble accessing and 40% visit a competitor’s site instead.
Pinterest is the most mobile social network and 64% of its referred traffic comes from either smartphones or tablet devices. (source)
By 2019, mobile advertising will represent 72% of all US digital ad spending.
Mobile email opens have grown by 180% in the last three years.
83% of mobile users say that a seamless experience across all devices is very important.
Opinion: This is why having a coach, mentor or even hiring an honest WordPress setup service provider or web design company is a must. Do not fool yourself, if anything along the way is not mobile friendly from blog post to email, you could lose out on a ton of traffic, and a ton of income.
Average smartphone conversion rates are up 64% compared to the average desktop conversion rates.
57% of users say they won’t recommend a business with a poorly designed mobile site.
Opinion: Um, yeah…, seriously, yeah…!
Wrapping Up The Facts.
I like the image above, even though I am not a skeptic of the giant hairy beast that roams the Pacific Northwest forests, I am a believer if you will. However, I am also a believer in working with facts when it comes to my own internet marketing practices.
Opinions, even my own, are fine, and it is good to test new things out, but remember, the facts are the facts and there are reliable practices every business online can depend on for driving and converting traffic today.
With that wrap up, I hope you enjoy these internet marketing facts, and the opinions in between. So it’s your turn now, get out there and make some statistics of your own, and don’t forget to pay attention to these above on your way…
Do You Have A Second To Share?
If you have a second, sharing this article with your twitter followers would be a huge help. (It’s just below) I know, I’m shamelessly asking you to tweet my article, but it’s easy. And thank you very much…, and God Bless!