December 02 2015 50 Digital Marketing Trends & Statistics to Help Fine Tune Your Strategy As the digital landscape evolves, so should your digital marketing strategy. Staying on top of the emerging trends in mobile marketing, SEO, social media marketing, email marketing and content marketing can be a job in itself. But have no fear – ZAG Interactive is here, with 50 of the most useful digital marketing stats and trends to help you fine tune your budget, tactics and strategy for 2016. Mobile Marketing Trends 2015 is the first year that mobile searches on Google surpassed searches on computers in 10 countries including the United States and Japan. (Source: Google) In 2015, 49% of digital ad spending was allocated towards mobile. (Source: eMarketer) 62% of smartphone users have used their phone to look up information about a health condition and 57% have used their phone for online banking. (Source: Pew Research Center) 68% of businesses have integrated mobile marketing into their overall marketing strategy. (Source: Social Media Today) 57% of people will not recommend a company with a poorly designed mobile site. (Source: Social Media Today) By the end of 2015, 39.5 million adults in the U.S. will have utilized a wearable, up 58% since last year. This number is expected to double by 2018. (Source: Ad Week) Smartphone based traffic from social media websites increased 100% year over year. (Source: Adobe) 76% of people read a text message faster than an email. (Source: SAP) 65% of smartphone users in the U.S. check their phones within 15 minutes of waking up, and 64% check their phones within 15 minutes of going to bed. (Source: Heidi Cohen) 44% of consumers want brands to deliver deals and coupons to their mobile devices. (Source: HubSpot) Email Marketing Trends & Statistics Email marketing yields an ROI of 4,300%. (Source: Direct Marketing Association) 71.2% of people will delete an email immediately if it doesn’t display correctly. (Source: Blue Hornet) 88% of smartphone owners use email on their phone, making email a more widely-used smartphone feature than social media, watching videos or using GPS navigation. (Source: Pew Research Center) 35% of consumers open their email based on how compelled they are with the subject line. (Source: Convince and Convert) Emails with personalized subject lines are 22.2% more likely to be opened. To increase your open and CTR, use any of these words: New, Alert, Bulletin, Sale, Video, Daily, Weekly. (Source: Mark the Marketer) Brands that use email to nurture leads generate 50% more sales-ready leads at 33% lower cost. On average, leads that are nurtured produce a 20% increase in sales opportunities compared to leads that haven’t been nurtured. (Source: Hubspot) Emails that include social sharing functions see an increase of click through rates by 158%. (Source: Nonprofit Hub) Only 8% of companies have an in-house email marketing team. (Source: Mark the Marketer) 88% of people prefer getting HTML emails vs.12% of people who prefer receiving plain text from companies. (Source: HubSpot) 72% of consumers prefer to communicate with companies they do business with via email. (Source: Marketing Sherpa) Search Engine Optimization Trends 50% of people who conduct a local search via their smartphone visit a store within a day, and 34% of those who searched via a tablet or computer do the same. (Source: Google) 48% of consumers start mobile research with a search engine. (Source: Social Media Today) Integrating pay per click (PPC) and organic SEO yields a 25% increase in clicks on average and a 27% increase in profits over disconnected efforts. (Source: Digital Marketing Philippines) 51% of all visits to B2B and B2C websites originate from organic search, while 10% are driven from paid search and 5% from social media. (Source: Media Post) Your company is 53% more likely to show up on the first page of Google if you have a video on the landing page of your site. (Source: 41 Stories) The close rate for organic search leads is 14.6% on average, compared 1.7% for outbound marketing leads. ( 89% of consumers use a search engine to start their buying process. (Source: Biznology) 57% of marketers cite their biggest barrier to SEO success is having a dedicated in-house SEO resource. (Source: Media Post) 4 in 5 consumers use search engines to find local information. (Source: Google) 53% of marketers rank content creation as the most effective SEO tactic. (Source: NewsCred) Social Media Marketing Statistics 98% of sales reps with 5000+ LinkedIn connections achieve quota. (source: Sales Benchmark Index) The average organic reach for Facebook pages in 2012 was 16%. As of March, 2015, the average organic reach of Facebook page with over a million likes has dropped to 2.27%. For pages with 50,000 – 100,000 fans, the average organic reach is 9.62%, and for pages with fewer than 1,000 fans, the average organic reach is averaging at 22.8%. (Source: Locowise) Link posts on Facebook drew the most organic page likes, with an average of 4.48%, followed by status updates with 2.62%, photos at 2.14%and videos with 1.85%. (Source: Social Times) Posting on Facebook on Thursdays and Fridays yields an 18% higher engagement rate. (Source: Bit.ly blog) 77% of B2C businesses have acquired a customer via Facebook and 65% of B2B companies have acquired a customer from LinkedIn. (Source: BerArt) Adding an image to your tweet increases clicks 18%, favorites 89% and retweet 150%. (Source: Buffer Social) People are 72% more likely to make a future purchase from a brand they follow on Twitter. (Source: Twitter) 78% of Facebook users are mobile-only. (Source: Business 2 Community) Lack of overall strategy and competing priorities are the top two obstacles impeding the adoption of social business within a company. Only 11% of marketers say that legal or regulatory concerns are barriers. (Source: i-SCOOP) 1 million web pages are accessed via the “Login with Facebook” feature. (Source: Jeff Bollas) Content Marketing Statistics In 2015, content marketing generated 3x as many leads as traditional outbound marketing and cost 62% less. (Source: Demand Metric) 69% of senior marketers allocate their digital marketing budget to website content, development and performance optimization, while 53% spend their funding on social media community growth and engagement. (Source: Adobe & CMO Council) 53% of marketers say content creation is the most effective SEO tactic. (Source: NewsCred) Video is now the sixth most popular content marketing tactic, as 70% of B2B marketers use some form of online video with their overall strategies. (Source: Eloqua) 55% of marketers plan on increasing their content marketing budget over the next year. (Source: Ad Age) 62% of businesses outsource their content marketing. (Source: Iconsive) The top three things that make content marketing effective are Audience Relevance (58%), Engaging & Compelling Storytelling (57%) and Triggers/Response Action (54%). (Source: LinkedIn Technology Marketing Community) Long-form blog posts yield 9 times more leads than short-form blog posts. (Source: Curata) The second highest share of digital marketing budgets is allocated towards content creation and management. (Source: Kapost) 70% of consumers say they would rather get to know a company through articles than from ads. The internet has helped level the playing field for many brands, but keeping up with technology can be a challenge. As technology advances, so should your digital marketing strategy. Are you ready to better define your digital strategy for 2016? 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