The Ultimate List of Marketing Statistics for 2016

BY AMBER MOORE

Last year we published an extensive list of a whopping 487 marketing statistics for 2015. It went down very well and many of you have requested an equally-extensive, updated list for 2016. So here it is – 347 marketing statistics for 2016. Pop these stats into your next blog post for that ‘wow’ factor – just add a quick link to this post so people can find where it’s from.

General marketing statisticsEmail marketing statisticsMobile marketing statisticsSearch engine optimisation statisticsSocial media statisticsContent marketing statisticsVideo marketing statistics

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General marketing statistics

1. 32% of B2B marketers would describe their organisations marketing maturity level as sophisticated or mature. Content Marketing Institute, 2015.

2. 75% of organisations say in-person events are an effective tactic. Content Marketing Institute, 2015.

3. 72% of organisations ask their audience to subscribe to eNewsletters. Content Marketing Institute, 2015.

4. 85% of B2B marketers say lead generation is the most important organisational goal for the next 12 months. Content Marketing Institute, 2015.

5. Enterprise marketers say engagement is their most important goal (82%), followed by sales (81%), and lead generation (79%). Content Marketing Institute, 2015.

6. B2B marketers consistently cite sales lead quality, sales, and higher conversion rates as the top 3 most important metrics. Content Marketing Institute, 2015.

7. 31% of B2B marketers say that sales lead quality is the most important metric. Content Marketing Institute, 2015.

8. Micro-sized organisations (1-9 employees) are more focused on sales (32%) that sales lead quality (24%). Content Marketing Institute, 2015.

9. 76% of people feel that marketing has changed more in the past 2 years than in the previous 50. Adobe, 2016.

10. Marketers top priority of 2015 was customer experience. Adobe, 2016.

11. 53% of organisations say data-driven marketing is their top strategic priority for 2016. Adobe, 2016.

12. 94% of marketers say that optimizing creative workflows will be important in delivering a great customer experience. Adobe, 2016.

13. Two-thirds of marketing and sales professionals surveyed for a new report do not use a marketing automation platform (MAP). Openprise, 2016.

14. Marketers who use marketing automation say lack of time is preventing advanced marketing. Openprise, 2016.

15. Marketers who do not use marketing automation say that lack of budget is preventing advanced marketing. Openprise, 2016.

16. 41% of marketers cite inconsistent data across technologies as their biggest challenge for maximizing the return on investment in marketing technology. Dun & Bradstreet, 2016.

17. 47% of small business owners handle marketing efforts on their own. Infusionsoft & LeadPages, 2016.

18. Nearly one in five small business owners do not plan to use digital marketing at all in 2016. Infusionsoft & LeadPages, 2016.

19. Nearly half of 1000 small business owners surveyed said they don’t know whether they’re marketing effectively—and 14 percent know they aren’t. Infusionsoft & LeadPages, 2016.

20. Forty-one percent of small business owners use only one or two software applications in their marketing, and another 26 percent use three or four. Infusionsoft & LeadPages, 2016.

21. About half of small businesses plan to invest more in their websites in 2016, and half plan to increase their web advertising budgets. Infusionsoft & LeadPages, 2016.

22. About a quarter of small business owners plan to spend more on print ads or direct mail, and 14 percent will spend more on telemarketing or in-person marketing. Infusionsoft & LeadPages, 2016.

23. In 2016, most small businesses using digital marketing will aim to drive sales, build brand awareness, or simply convey information. Infusionsoft & LeadPages, 2016.

24. 81.3% of global marketers describe data as important to their efforts; 59.3% call it “critical”. The GDMA & The Winterberry Group, 2015.

25. 90.2% of global marketers say they’re focused on predictive analytics and segmentation to better target and engage key audiences. The GDMA & The Winterberry Group, 2015.

26. 56.3% of global marketers said they upped their annual data-driven marketing and advertising expenditures this year. The GDMA & The Winterberry Group, 2015.

27. The availability of marketing and advertising technology was ranked among the top three highest factors driving investment in data-driven marketingThe GDMA & The Winterberry Group, 2015.

28. Improved attribution is the most important factor marketers think will provide more value from data-driven marketing and advertisingThe GDMA & The Winterberry Group, 2015.

29. 87% of marketers are seeing greater return through programmatic ads compared to traditional media buying. AdRoll, 2016.

30. 32% of marketers spent more than 50% of their budgets on programmatic in 2015, quadruple the 7% who focused on programmatic in 2013 and more than double the 14% in 2014. AdRoll, 2016.

31. Programmatic buying on social is now 50% more popular than programmatic display for B2C marketers, with 75% of all B2C marketers using the technique. AdRoll, 2016.

32. 84% of marketers agree attribution is either critical or very important to marketing success, a 140% increase since last reported. AdRoll, 2016.

33. 40% of marketers are now using a multiple touchpoint attribution model, nearly double that of last year. AdRoll, 2016.

34. 24% of brand marketers plan to buy TV programmatically in 2016 (an increase of 81%). Rocket Fuel, 2016.

35. Programmatic buying is expected to see significant increases, with four out of five marketers planning to buy digital display in 2016, an increase of 18% from 2015. Rocket Fuel, 2016.

36. When it comes to driving revenue, 41% of marketers surveyed say that webinars are an effective tactic. DemandWave, 2016.

37. When it comes to driving revenue, 39% of marketers surveyed say that white papers are an effective tactic. DemandWave, 2016.

38. The top 5 local marketing tactics for 2016 are: social media marketing, search engine optimisation, mobile-friendly website, facebook advertising and search engine advertising. ReachLocal, 2016.

39. 97% of local businesses surveyed said they have a website. ReachLocal, 2016.

40. 40% of local businesses surveyed said they plan to invest in local listing optimisation. ReachLocal, 2016.

41. 60% of local businesses surveyed said they had claimed their Google My Business listing. ReachLocal, 2016.

42. 25% of local businesses surveyed said they were unsure if their business was claimed with Google. ReachLocal, 2016.

43. 15% of local businesses surveyed said they have not claimed their business on Google. ReachLocal, 2016.

44. 51% of local businesses surveyed said that lead generation is a challenge. ReachLocal, 2016.

45. 57% of local businesses surveyed said they plan to invest in lead generation in 2016. ReachLocal, 2016.

46. 84% of local businesses surveyed said they plan to spend more time on their marketing in 2016. ReachLocal, 2016.

47. 67% of local businesses surveyed said they currently work with more than one marketing provider. ReachLocal, 2016.

48. 46% of local businesses surveyed said they would prefer to only work with one marketing provider. ReachLocal, 2016.

49. 88% of marketers plan to increase or maintain their spending level during 2016 compared to 84% last year. ALF Insight, 2016.

50. 70% of marketers will be investing in CRM, 69% in CMS and 67% in data analytics as the importance of improving the customer journey rises. ALF Insight, 2016.

51. Advertisers saw the largest Y/Y click growth of 2015 in Q4, as traffic grew 19% and spend grew 18%. Merkle, 2016.

52. The top information used by marketers to inform paid optimization strategies is analytics (27%), followed by conversion rates (20%) and A/B testing (17%). Formstack, 2016.

53. Measuring the revenue impact from digital marketing spend remains the toughest challenge for B2B marketers. DemandWave, 2016.

54. Roughly half of all respondents admit that it’s difficult to gain consensus internally on what constitutes a qualified sales lead. DemandWave, 2016.

55. Of those who used account-based marketing, only 53% consider it to be effective — down from 95% just one year ago. DemandWave, 2016.

56. 22% of brands do not implement welcome campaigns to engage new subscribers, and 43% do not use reactivation campaigns to reengage lapsed or inactive subscribers. Yesmail, 2016.

57. Of the technology marketers, marketing manager was the most common job title of 2015. Kingpin, 2015.

58. The technology marketers of 2015 were most likely to be aged 36-45. Kingpin, 2015.

59. While 10% of companies rate their digital marketing programs best-in-class, nearly half (49%) describe it more conservatively as “Somewhat superior” in comparison to their competitors. Ascend2, 2016.

60. More than eight out of ten (81%) of companies rate their digital marketing strategy successful to some extent at achieving their important goals, with 12% rating it “Very successful”. Ascend2, 2016.

61. Successful digital marketing requires financial support, tactical proficiency and strategic efficacy. Consequently, the most significant barriers to success is a lack of these requirements. Ascend2, 2016.

62. The effectiveness of digital marketing to achieve important objectives is increasing to some extent for 89% of companies, with 29% saying “Effectiveness is increasing significantly”. Ascend2, 2016.

63. 62% of companies outsource all or part of their digital marketing tactics, primarily the most difficult types to execute. Outsourcing supplements internal skills to improve performance. Ascend2, 2016.

64. 56% of customers are more likely to buy with a personalized experience. Usabilla, 2015.

65. 75% of digital marketers say face-to-face events are the most effective marketing tool. Usabilla, 2015.

66. 41% of customers interact with ads targeted at their interests compared to random ones. Usabilla, 2015.

67. 45% of online customers buy more from sites offering personalized product recommendations. Usabilla, 2015.

68. Internet advertising will grow by 10% in 2016. Usabilla, 2015.

69. 60% more will be spent on marketing analytics in 2016. Usabilla, 2015.

70. 38% more digital marketing professionals will be hired in 2016. Usabilla, 2015.

71. When people hear information, they’re likely to remember only 10% of that information three days later. However, if a relevant image is paired with that same information, people retained 65% of the information three days later. Brain Rules, 2015.

72. 46% of marketers say photography is critical to their current marketing and storytelling strategies. CMO Council, 2015.

73. Only 27% of marketers have a process in place to aggregate, organize, and manage the visual assets being used across their marketing teams. CMO Council, 2015.

74. 39% of marketers believe that more of their budget should be allocated to the acquisition or creation of compelling visual assets. CMO Council, 2015.

75. The 5 most important marketing tactics for B2B businesses are (in order): in-person events, webinars/webcasts, case studies, white papers and videos. Content Marketing Institute, 2015.

76. The average word count of top-ranking content (in Google) is between 1,140-1,285 words. Content Marketing Institute, 2015.

77. “How to” searches are up 70% year over year. Adélie Studios, 2016.

78. Using inbound tactics saves an average of 13% in overall cost per lead. Hubspot, 2015.

79. Brands relying on inbound marketing save over $14 dollars for every new customer acquired. Hubspot, 2015.

80. Inbound marketing delivers 54% more leads into the marketing funnel than traditional outbound marketing. Hubspot, 2015.

81. Case studies reveal that integrated customer journeys provide a competitive advantage, in some cases doubling sales year over year. Kapost, 2015.

82. Only 23% of B2B marketers claim to have a customer-centric—versus a channel- or product-centric—organizational structure. Kapost, 2015.

83. Website and email are still the most popular channels among the majority of marketers, followed by webinars, social media, and organic search. Kapost, 2015.

84. Marketers are forecasted to spend $27.6 billion on display advertising by 2016. Webstrategies, 2015.

85. Marketers are investing more heavily in the tools that help create great customer experience. Kapost, 2015.

 

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Email marketing statistics

86. Email marketing is the #1 choice of marketers worldwide. Campaign Monitor, 2015.

87. In 2015 there was a 3800% ROI for email marketing. Campaign Monitor, 2015.

88. Email marketing has the highest ever mobile open rate at 53%. Campaign Monitor, 2015.

89. 64% of brands do not personalize email copy, and over two-thirds do not use customer data to personalize the products and services featured in brand emails. Yesmail, 2016.

90. 60% of retailers are integrating email with social media channels like Facebook and Twitter, but just 36% use social media to improve the relevance of their email campaigns. Yesmail, 2016.

91. Almost half of retailers do not collect email addresses via social media or in-store, and over two-thirds of retailers do not collect consumers’ email addresses when they interact with the brand’s mobile app. Yesmail, 2016.

92. Twenty-one percent of small business owners don’t store contact information anywhere, while only 24 percent use customer relationship management (CRM) software and 20 percent use an email marketing service provider. Infusionsoft & LeadPages, 2016.

93. Forty-five percent of small business owners don’t maintain an email list that prospective customers can opt into. Infusionsoft & LeadPages, 2016.

94. The average open rate for emails throughout 2015 was 24.88%. Sign-Up.to, 2016.

95. The average click-through rate for emails throughout 2015 was 3.42%Sign-Up.to, 2016.

96. The average unsubscribe rate for emails throughout 2015 was 0.52%Sign-Up.to, 2016.

97. The average click-to-opens rate for emails throughout 2015 was 10.88%Sign-Up.to, 2016.

98. The average unsubscribe-to-opens rate for emails throughout 2015 was 2.72%Sign-Up.to, 2016.

99.  75% of marketers still send their content marketing directly via email. ALF Insight, 2016.

100. Apart from websites (35%) email marketers drives the most ROI with 31% of marketers saying it is their strongest channel. ALF Insight, 2016.

101. 23% of marketers attribute their best leads to organic website traffic, while 17.5% credit referrals and 16% credit email marketing. Formstack, 2016.

102. The biggest generator of high-volume leads is on-page conversions on websites (24%), followed by email marketing (18%) and pay-per-click ads (17%). Formstack, 2016.

103. Responsive design emails earn higher ROI, but only 17% of marketers have fully embraced the adaptive design format. Yesmail, 2016.

104. Mobile email clicks account for 58 percent of all email clicks for brands using responsive design with all of their email marketing efforts. Yesmail, 2016.

105. More than 50 percent of all email opens are happening on mobile devices, according to Yesmail, regardless of whether or not the brand is using responsive design. Yesmail, 2016.

106. Brands implementing responsive design in all of their emails earn 55 percent higher mobile CTO (click-to-open) rates and 23 percent higher desktop CTO rates. Yesmail, 2016.

107. Responsive email campaigns generated an average of 16.2 percent mobile CTO versus non-responsive email campaigns that generated 10.4 percent mobile CTO. Yesmail, 2016.

108. For desktop email campaigns, responsive design emails earned an average 15.7 percent CTO versus 12.7 percent CTO for non-responsive emails. Yesmail, 2016.

109. 17 percent of brands use responsive design for all of their emails, with 38 percent using it for most of their emails. Yesmail, 2016.

110. 26% of brands fail to use responsive design in any of their email marketing efforts. Yesmail, 2016.

111. The amount of email consumers are receiving continues to grow, with brands sending 10 percent more emails over the last year. Yesmail, 2016.

112. Mobile email clicks and desktop email clicks are nearly even, at 49.2 percent for mobile and 50.8 percent for desktop. Yesmail, 2016.

113. More than 25% of all email-driven revenue and 30% of all email-driven orders in Q4 2015, with mobile email revenue up 13% year over year and mobile orders up 9%. Yesmail, 2016.

114. Nearly 75% of respondents rely on email as their primary method of gathering quality leads. DemandWave, 2016.

115. Nearly a third of retailers indicated that integrating email with other digital channels is a top three email marketing priority for 2016. Yesmail, 2016.

116. 60% of retailers are integrating email with social media channels like Facebook and Twitter, but just 36% use social media to improve the relevance of their email campaigns. Yesmail, 2016.

117. 17% of retailers still fail to secure website visitors’ email addresses. Yesmail, 2016.

118. Almost half of retailers do not collect email addresses via social media or in-store, and over two-thirds of retailers do not collect consumers’ email addresses when they interact with mobile apps. Yesmail, 2016.

119. 64% of brands do not personalize email copy, and over two-thirds do not use customer data to personalize the products and services featured in an email. Yesmail, 2016.

120. 10% of brands do not personalize their emails in any way. Yesmail, 2016.

121. 40% of retailers do not use consumers’ purchase data to make emails more relevant, and 50% do not use demographic data to improve message relevance. Yesmail, 2016.

122. While 84% of retailers are sending coupons or other promotions via email, over a third do not allow customers to redeem email-based promo codes by simply scanning the code or entering it at the point of sale. Yesmail, 2016.

123. Email and websites are the most effective digital marketing tactics used by more than half of companies (61% and 59% respectively), followed by search engine optimization with 50%. Ascend2, 2016.

124. Email and websites are not only the most effective tactics used, they are also two of the least difficult tactics to execute. Ascend2, 2016.

125. Personalized subject lines are 22.2% more likely to be opened. Adestra, 2016.

126. Marketers are forecasted to spend $2.4 billion on email marketing by 2016. Webstrategies, 2015.

127. With an ROI of around 4,300% email practically pays for itself. Kapost, 2015.

128. The most commonly used technology among 95% of the most top performing B2B companies is internal email. Kapost, 2015.

 

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Mobile marketing statistics

129. As consumers spend more time on their mobile devices, marketing campaigns are following suit. Mobile ad spend continues to lag mobile time spent, providing an opportunity for creative marketers. IAB, 2015.

130. Mobile messaging — particularly SMS and email — has the broadest reach and highest adoption among mobile users. Messaging apps, relative newcomers but gaining fast in popularity, offer more innovative and engaging outreach options. IAB, 2015.

131. Emerging technology, such as dynamic creative optimization, is breathing new life into mobile browser-based ad campaigns, but marketers should keep an eye on consumer adoption of mobile ad blockers. IAB, 2015.

132. In-app advertising can generate high engagement rates, especially with video. Location-based apps and beacons offer additional data that can enhance targeting capabilities. IAB, 2015.

133. 41% of marketers note attribution transparency is the biggest challenge for mobile advertising. AdRoll, 2016.

134. 19% of local businesses surveyed said their website is not yet mobile. ReachLocal, 2016.

135. 63% of local businesses surveyed said they plan to invest in a mobile-friendly website in 2016. ReachLocal, 2016.

136. Desktop CTO has dropped 29 percent during the last two years, while mobile CTO is up 26 percent over the same time period. Yesmail, 2015.

137. Although one third of B2B marketers generate less than 20% of their traffic from mobile, nearly 80% of all respondents have mobile-friendly websites — signaling the promise of growing conversion via mobile. DemandWave, 2016.

138. This holiday season, 60% of online shoppers aged 18 to 24 will use only a smartphone to shop. Sprout Social, 2015.

139. Mobile advertising will increase by 45% in 2016. Usabilla, 2015.

140. Midway through 2015, mobile video plays exceeded 44% — up 74% from 2014 and up a whopping 844% since 2012. Ooyala, 2015.

141. In Q2 of 2015, mobile phones (34%) and tablets (15%) combined for 49% of video ad impressions — up from 38% in Q1 of 2015. Publishers saw PC impressions drop from 62% to 50% in the previous quarter. Ooyala, 2015.

142. 83% of B2B marketers said mobile apps were important to content marketing. e-Strategy Trends, 2015.

143. 80% of internet users own a smartphone. Smart Insights, 2015.

144. 48% of consumers start mobile research with a search engine. Smart Insights, 2015.

145. 33% of consumers start mobile research with a branded website. Smart Insights, 2015.

146. 26% of consumers start mobile research with a branded app. Smart Insights, 2015.

147. Apps account for 89% of mobile media time, with the other 11% spent on websites. Smart Insights, 2015.

148. Tablet devices account for the highest add-to-cart rates on e-commerce websites at 8.58%. Smart Insights, 2015.

149. 68% of companies have integrated mobile marketing into their overall marketing strategy. Salesforce, 2015.

150. 71% of marketers believe mobile marketing is core to their business. Salesforce, 2015.

151. 58% of companies surveyed have a dedicated mobile marketing team. Salesforce, 2015.

152. By 2019, mobile advertising will represent 72% of all US digital ad spending. Marketing Land, 2015.

153. In 2014, smartphones accounted for over 33% of all online traffic compared to tablets at just over 12%. Marketing Land, 2015.

154. Mobile email opens have grown by 180% in the last three years. Email Monday, 2015.

155. 79% of people surveyed use their smartphone for reading email — a higher percentage than those who used it for making calls. Email Monday, 2015.

156. 83% of mobile users say that a seamless experience across all devices is very important. Wolfgang Jaegel, 2015.

157. 91% of mobile users say that access to content is very important. Wolfgang Jaegel, 2015.

158. Average smartphone conversion rates are up 64% compared to the average desktop conversion rates. CMS Report, 2015.

159. 57% of users say they won’t recommend a business with a poorly designed mobile site. CMS Report, 2015.

160. Marketers are forecasted to spend $8.2 billion on mobile marketing by 2016. Webstrategies, 2015.

 

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Search engine optimisation statistics

161. 55% of B2B marketers say that SEM (search engine marketing) is the most effective paid method for promoting/distributing content. Content Marketing Institute, 2015.

162. Social media and SEO were named as the most difficult digital marketing tactics to execute. Both tactics are time-intensive requiring skilled resources not always available in-house. Ascend2, 2016.

163. 66% of B2B marketers report using search engine marketing (SEM), making it the most used paid marketing tactic among B2B companies. Content Marketing Institute, 2015.

164. 55% of B2B marketers report that search engine marketing (SEM) is their most effective paid advertising method. Content Marketing Institute, 2015.

165. The most popular paid advertising methods for B2C marketers are promoted posts and search engine marketing (SEM). 76% of businesses reported using these strategies. Content Marketing Institute, 2015.

166. The most effective paid advertising method for B2C marketers is search engine marketing (SEM), with 64% reporting that it’s effective. Content Marketing Institute, 2015.

167. Forrester predicts that companies will spend $33 billion on search marketing by 2016. Webstrategies, 2015.

168. Search engine marketing (SEO & SEM) will continue to capture the largest share of online spend at 47% or about 14% of the firm’s total marketing budget 2014. Webstrategies, 2015.

 

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Social media marketing statistics

169. 93% of organisations use social media content as their main content marketing tactic. Content Marketing Institute, 2015.

170. 94% of B2B marketers use LinkedIn to distribute content. Content Marketing Institute, 2015.

171. On average, B2B marketers use 6 different social media platforms to distribute content – the top 4 being LinkedIn, Twitter, Facebook and Youtube. Content Marketing Institute, 2015.

172. 66% of organisations say that LinkedIn is an effective social media platform. Content Marketing Institute, 2015.

173. At the peak in October 2015, the average brand generated 87.5 social media posts per channel per month. TrackMaven, 2016.

174. In October 2015 engagement levels dropped to their lowest levels, with 2.19 interactions per post per brand, per 1,000 followers on average. TrackMaven, 2016.

175. Fifty-eight percent of small business owners are using social media in their marketing, but less than half are creating any other kind of content to help them get leads and salesInfusionsoft & LeadPages, 2016.

176. According to a survey from DemandWave, B2B marketers say that white papers (61%) and LinkedIn (59%) are the most effective digital content and social media tactics for generating leads. DemandWave, 2016.

177. 74% of businesses plan to use social media marketing in 2016. ReachLocal, 2016.

178. Of the 39% of retailers not integrating email with social media, twothirds of those currently use both channels, separately. Yesmail, 2016.

179. 41 per cent of younger Millennials (21 to 25 years of age) use social media to connect with vendors. Among older Millennials (ages 26 to 34), only 18 per cent prefer to do so. Kingpin, 2015.

180. Using a 1-to-5 scale (with 5 indicating channel performance improved substantially), panelists pegged their social media performance growth at 3.90, compared to 3.69 last year. The GDMA & The Winterberry Group, 2015.

181. In 2016, 67% more leads will be generated by companies with an active blog. Sprout Social, 2015.

182. 21% more customers will send direct social media messages to retailers in 2016. Sprout Social, 2015.

183. Between April 2015 and November 2015, the amount of average daily video views on Facebook doubled from 4 billion video views per day to 8 billion. TechCrunch, 2015.

184. In July 2015, Periscope users were watching 40 years’ worth of videos every day. Fast Company, 2015.

185. Visual content is more than 40X more likely to get shared on social media than other types of contentFast Company, 2015.

186. Articles with an image once every 75-100 words got double the number of social shares than articles with fewer images. Buzzsumo, 2015.

187. 71% of online marketers use visual assets in their social media marketing. Social Media Examiner, 2015.

188. Facebook posts with images see 2.3X more engagement than those without images. Buzzsumo, 2015.

189. Buffer reported that for its user base, tweets with images received 150% more retweets than tweets without images. Kissmetrics, 2015.

190. The Instagram community has grown to more than 400 million as of September 2015. Instagram, 2015.

191. 88% of consumers have purchased a product they pinned on Pinterest, and 49% have purchased 5 or more products they’ve pinned. Jeffbullas, 2015.

192. Organic engagement on Facebook more than doubled in 2015, while organic engagement on Instagram almost halved. Smart Insights, 2015.

193. 52% of teens use Instagram, and nearly as many (41%) use Snapchat. Pew Research Centre, 2015.

194. Snapchat has 100 million daily users, 65% of whom upload photos using the app. VentureBeat, 2015.

195. Women continue to dominate Pinterest: 44% of online women use Pinterest compared with 16% of online men. Pew Research Centre, 2015.

196. Shopify users referred by Pinterest spend an average of $80 compared to the Facebook referral average of $40. Jeffbullas, 2015.

197. Pins on Pinterest have viral potential: Over 80% of pins are re-pins compared to 1.4% of tweets retweeted. Jeffbullas, 2015.

198. 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%). Content Marketing Institute, 2015.

199. 66% of B2B marketers rank LinkedIn as the most effective social media platform for their business. Other effective platforms were Twitter (55%), YouTube (51%), SlideShare (41%) and Facebook (30%). Content Marketing Institute, 2015.

200. 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%). Content Marketing Institute, 2015.

201. 66% of B2C marketers say Facebook is their most effective social platform; this is followed by YouTube (53%), Twitter (50%) and Instagram (42%). Content Marketing Institute, 2015.

202. 66% of B2C marketers say Facebook is their most effective social platform; this is followed by YouTube (53%), Twitter (50%) and Instagram (42%). Content Marketing Institute, 2015.

203. Self-employed individuals are more likely to use blogging than large businesses (those with 1,000+ employees). Content Marketing Institute, 2015.

204. B2B businesses are more likely to use blogging than B2C businesses. Content Marketing Institute, 2015.

205. 45% of marketers say blogging is their #1 most important content strategy. Social Media Examiner, 2015.

206. 69% of marketers say they plan to increase their use of blogging this year. Social Media Examiner, 2015.

207. 82% of marketers who blog see positive ROI from their inbound marketing. Hubspot, 2015.

208. 28% of marketers want to learn more about the art of podcasting. Social Media Examiner, 2015.

209. YouTube is 11.3x bigger than facebook in terms of hours viewed, both on the web and in-app. Adélie Studios, 2016.

210. 90% of twitter video views happen on a mobile device. Adélie Studios, 2016.

211. Brands that create 15 blog posts per month average 1,200 new leads per month. Hubspot, 2016.

212. 82% of marketers who blog see positive ROI for their inbound marketing. Hubspot, 2016.

213. Only 15% of consumers trust posts from brands in social, while 70% of people trust brand or product recommendations from friends and family. Kapost, 2015.

 

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Content marketing statistics

214. 30% of B2B marketers called their content marketing effective versus 38% last year. Content Marketing Institute, 2015.

215. 64% of the most experienced B2B marketers say their content marketing is effective. Content Marketing Institute, 2015.

216. Only 6% of the most inexperienced B2B marketers say their content marketing is effective. Content Marketing Institute, 2015.

217. 44% of B2B marketers have clarity in what effective content marketing looks like. Content Marketing Institute, 2015.

218. Only 32% of B2B marketers have a documented content strategy. Content Marketing Institute, 2015.

219. 76% of B2B marketers will produce more content in 2016 than they did in 2015. Content Marketing Institute, 2015.

220. 28% of the total B2B marketing budget is spent on content marketing. Content Marketing Institute, 2015.

221. 44% of B2B marketers meet daily or weekly to discuss their content marketing program. Content Marketing Institute, 2015.

222. 54% of B2B marketers say internal content marketing meetings are valuable. Content Marketing Institute, 2015.

223. On average, B2B marketers use 13 different content marketing tactics, e.g. social media, blogs, in-person events, etc. Content Marketing Institute, 2015.

224. On average, B2B marketers use 3 different paid advertising methods to promote/distribute content. Content Marketing Institute, 2015.

225. 87% of B2B marketers ask the audience to subscribe to at least one content offer – mostly eNewsletters and Blogs. Content Marketing Institute, 2015.

226. Organisations that are in the first steps of their content marketing program place greater emphasis on sales (85%) that lead generation (78%). Content Marketing Institute, 2015.

227. On average, 28% of an organisations total marketing budget (not including staff) is spent on content marketing. Content Marketing Institute, 2015.

228. B2B marketers whose marketing maturity level is sophisticated allocate 46% of the total marketing budget on average (not including staff) on content marketing. Content Marketing Institute, 2015.

229. 51% of B2B marketers plan on increasing their content marketing budget in the next 12 months. Content Marketing Institute, 2015.

230. 60% of B2B marketers say that one of their top content marketing challenges is producing engaging content. Content Marketing Institute, 2015.

231. The most effective B2B marketers are more challenged with measuring content effectiveness (53%) than they are with producing engaging content (49%). Content Marketing Institute, 2015.

232. Creating more engaging content in the top priority for 72% of B2B marketers in the next year. Content Marketing Institute, 2015.

233. Creating more engaging content in the top priority for 82% of B2B marketers who are in the first steps of their content marketing maturity program for the next year. Content Marketing Institute, 2015.

234. Having a better understanding of what content is effective is the second priority for 64% of B2B marketers who are in the first steps of their content marketing maturity program for the next year. Content Marketing Institute, 2015.

235. Brands increased their content marketing output by 35% per channel in 2015, while engagement dropped by 17%. TrackMaven, 2016.

236. In 2016, 76% of digital marketers will produce more content. Content Marketing Institute, 2015.

237. In 2016, 51% of digital marketers will increase their content marketing budget.Content Marketing Institute, 2015.

238. In 2016, 28% of overall marketing budgets will be spent on content marketing. Content Marketing Institute, 2015.

239. 60% of digital marketers see the biggest challenge as producing engaging content. Content Marketing Institute, 2015.

240.

241. 34% of marketers selected visual assets as their most important content, behind blogging (45%) and before videos (19%). Social Media Examiner, 2015.

242. Content with relevant images gets 94% more views than content without relevant images. Kissmetrics, 2015.

243. 73% of content creators plan to prioritize creating more engaging content in 2016, and 55% plan to prioritize creating visual content. Content Marketing Institute, 2015.

244. 51.9% of marketing professionals worldwide name video as the type of content with the best ROI. Adobe, 2015.

245. It’s estimated 50% of a marketers time is spent on content creation and delivery. Smart Insights, 2015.

246. Infographics are Liked and shared on social media 3X more than other any other type of content. massplanner, 2015.

247. Infographics were the B2B content marketing tactic with the biggest increase from 2014 to 2015, up from 51% to 62%. Content Marketing Institute, 2015.

248. 60% of marketers predict the use of infographics will increase in 2016 compared to 2015. CMO Council, 2015.

249. B2C marketers place more importance on visual content than B2B marketers — and a whopping 40% of B2C marketers say visual content is the most important type of content. Social Media Examiner, 2015.

250. 88% of B2B marketers currently use content marketing as part of their marketing strategy, yet only 32% have a documented content marketing strategy. Content Marketing Institute, 2015.

251. 61% of the most effective B2B content marketers meet with their content team daily or weekly. Content Marketing Institute, 2015.

252. The most effective B2B content marketers allocate a larger portion of their budget to content marketing: 42% of their total budget, compared to 28% for less-effective marketers. Content Marketing Institute, 2015.

253. B2B marketers report sales lead quality as their #1 most important metric for measuring content marketing success; even more important than sales and conversions. Content Marketing Institute, 2015.

254. Nearly half (48%) of the most effective B2B marketers have a documented editorial mission statement as part of their content strategy. Content Marketing Institute, 2015.

255. 76% of B2B marketers say they will produce more content in 2016. Content Marketing Institute, 2015.

256. 85% of B2B marketers say lead generation will be their most important content marketing goal in 2016. Sales will be their second priority. Content Marketing Institute, 2015.

257. A majority (60%) of B2B marketers report that their top challenge in 2016 will be producing engaging content. 57% say measuring content effectiveness will be their greatest challenge, and 57% say producing content consistently will be their biggest struggle. Content Marketing Institute, 2015.

258. 76% of B2C marketers report using content marketing, yet only 37% say their strategy is effective. Content Marketing Institute, 2015.

259. 37% of B2C marketers say they have a documented content marketing strategy. This is up from just 27% last year. Content Marketing Institute, 2015.

260. B2C marketers use infographics more than any other content strategy. 62% report using infographics, and 63% from this group said they were effective. Content Marketing Institute, 2015.

261. Content marketing budgets have increased among B2C companies this year: On average, 32% of total marketing budgets are going towards content, compared to 25% last year. Content Marketing Institute, 2015.

262. Compared to 2015, 77% of B2C marketers say they will produce more content in 2016. Only 2% will produce less. Content Marketing Institute, 2015.

263. The most popular content marketing tactic reported by 90% of B2C businesses is social media; the next most used tactics are illustrations and photos (87%), eNewsletters (83%), videos (82%) and website articles (81%). Content Marketing Institute, 2015.

264. The most effective content marketing strategy for B2C businesses is eNewsletters (61% of marketers say these are effective). Other effective strategies are in-person events (67%), illustrations/photos (66%) and social media content (66%). Content Marketing Institute, 2015.

265. The #1 content marketing goal for B2C businesses in 2016 is sales (83%), followed by customer retention and loyalty (81%) and engagement (81%). Content Marketing Institute, 2015.

266. 30% of B2C marketers say sales is their most important content marketing metric. Content Marketing Institute, 2015.

267. 50% of B2C companies say they plan to increase their content marketing budget in 2016. Content Marketing Institute, 2015.

268. Just over half (51%) of business owners report that content management is “very important” or “absolutely critical” to creating a cohesive customer journey. Salesforce, 2015.

269. 71% of marketers report using visual assets as part of their content marketing strategy. Social Media Examiner, 2015.

270. 78% of consumers will trust you your brand if you create more customized content. KEY Difference Media, 2015.

271. Conversion rates are nearly 6x higher for content marketing adopters than non-adopters (2.9% vs 0.5%). Kapost, 2015.

272. 58% of marketers said “original written content” is the most important type of content, outdoing visuals and videos. Social Media Examiner, 2015.

273. Almost 60% of marketers reuse content two to five times. They generate “snackable” content based on assets. Oz Content, 2015.

274. 41% of marketers confirm marketing content’s positive ROI. Hubspot, 2015.

275. Adopting an inbound strategy doubles average website conversion rates, from 6% to 12%. Hubspot, 2015.

276. Two thirds of B2B marketers say content is fuel across all channels, including events, social, demand generation, etc. Kapost, 2015.

277. 67% of surveyed B2B companies reported marketing content a top three or high priority within their overall 2015 marketing strategy. Kapost, 2015.

278. Interactive content, such as apps, assessments, calculators, configurators and quizzes, generate conversions moderately or very well 70% of the time, compared to just 36% for passive content. Kapost, 2015.

279. 25% of marketers rated their content as slightly or very interactive. Kapost, 2015.

280. Comparing interactive to passive content, interactive content is somewhat of very effective at educating the buyer (93% vs 70%), differentiating from competitors (88% vs 55%) and being shared (38% vs 17%).  Kapost, 2015.

281. 71% of B2B tech marketers cite lead generation as their top content marketing goal. Kapost, 2015.

282. On average, B2B companies with 250+ employees spend 55% of their annual marketing budget on content production and creation, excluding promotion investments. Kapost, 2015.

283. Inefficiency in content production results in an estimated $958M each year in excessive spend for mid-to-large B2B US companies.  Kapost, 2015.

284. Of 3,408 B2B companies surveyed with 250+ employees, in the US alone, $5.2B a year was spent on content creation efforts. Kapost, 2015.

285. For B2B marketers using a marketing content platform, they saw a 200% increase in the volume of content produced. Kapost, 2015.

286. 67% of all respondents indicated they believe there is room for improvement in current content creation processes. Kapost, 2015.

287. 100% of efficiency experts (ie. top performing marketing content) had invested in standardized workflow and approval technology. Kapost, 2015.

288. Marketers using marketing content platforms saw 60% improvement in content effectiveness from documented alignment with customer personas. Kapost, 2015.

289. 90% of efficiency experts (ie. top performing marketing content) use marketing automation tools, and therefore have a propensity for creating targeted content for all stages of the buyer’s journey. Kapost, 2015.

290. 44% of B2B marketers believe the current technologies used are insufficient for scaling content marketing needs over the next 1-3 years. Kapost, 2015.

291. Efficiency experts (ie. top performing marketing content) are seven times more likely to invest in technology to help streamline their content processes. Kapost, 2015.

292. The majority of companies measure content success based on driving awareness via website, social shares, etc. Kapost, 2015.

293. 60% of marketers report that hiring marketing content talent is “somewhat difficult”. Kapost, 2015.

 

Videos-01

Video marketing statistics

294. 60% of marketers are looking to use video in 2016, a 20% YoY rise. ALF Insight, 2016.

295. While more than 80% of respondents identify videos as their most widely used content marketing tool, only 29% say they generate leads, and just 18% say they drive revenue. DemandWave, 2016.

296. 74% of online traffic in 2017 will be video-based. Usabilla, 2015.

297. 65% of senior marketing executives believe that visual assets (photos, video, illustrations and infographics) are core to how their brand story is communicated. CMO Council, 2015.

298. Shoppers who view video are 1.81X more likely to purchase than non-viewers. Adobe, 2015.

299. 61% of businesses told us they currently use video as a marketing tool. Of these, 66% were NOT using video just 12 months ago. Wyzowl, 2016.

300. 91% of businesses say they plan to increase or maintain their spending on video in 2016. Wyzowl, 2016.

301. 67% of businesses say they plan to spend more on video in 2016. Wyzowl, 2016.

302. 88% of businesses say that video is an important part of their marketing strategy. Wyzowl, 2016.

303. 76% of businesses who use video believe that it provides a good ROI. Wyzowl, 2016.

304. 93% of businesses who use video believe that it has increased user understanding of their product or service. Wyzowl, 2016.

305. 72% of businesses who use video believe that it has improved the conversion rate of their website36% of businesses who use video believe that they’ve received less support queries as a result. Wyzowl, 2016.

306. 62% of businesses who use video believe that video has increased the amount of organic traffic they receive. Wyzowl, 2016.

307. 64% of businesses who use video believe that it has directly led to increased sales. Wyzowl, 2016.

308. 45% of businesses who use video say they have an explainer video on their home page. Of these businesses, 83% say their home page explainer video is effective. Wyzowl, 2016.

309. 47% of businesses who use video use it in their email campaigns. Of these, 80% believe it to be an effective tactic. Wyzowl, 2016.

310. 87% of businesses who use video say they use it on social media. Of these businesses, 78% say they believe it to be an effective tactic. Wyzowl, 2016.

311. 53% of businesses who use video say they struggle to promote the video content they produce. Wyzowl, 2016.

312. 42% of businesses who don’t currently use video, say they plan to in the future. Wyzowl, 2016.

313. 15% of businesses say they don’t use video because it’s too expensive. Wyzowl, 2016.

314. 12% of businesses say they don’t use video because they’re unclear on the ROI of video. Wyzowl, 2016.

315. 12% of businesses say they simply don’t feel video is needed. Wyzowl, 2016.

316. 10% of businesses say they lack the time to create and promote video content. Wyzowl, 2016.

317. 9% of businesses say they’re unable to convince the decision maker in their business that video is a worthwhile investment. Wyzowl, 2016.

318. 85% of businesses say that it’s likely they’ll begin or continue using video in the future. Wyzowl, 2016.

319. Where both text and video are available on the same web page, 69% of users would prefer to watch video to learn about a product or service. Wyzowl, 2016.

320. A staggering 98% of users say they’ve watched an explainer video to learn more about a product or service. Wyzowl, 2016.

321. 74% of users who watched an explainer video to learn more about a product or service subsequently bought it. Wyzowl, 2016.

322. 77% of consumers say they’ve been convinced to buy a product or service by watching a video. Wyzowl, 2016.

323. 70% of users say they have shared a brand’s video with a friend, or on their social media channels. Wyzowl, 2016.

324. 76% of users say they would share a branded video with their friends if it was entertaining. Wyzowl, 2016.

325. 69% of users say they would share a branded video if it contained information that might be of interest to their friends. Wyzowl, 2016.

326. 65% of users say they’d share a video if it was informative. Wyzowl, 2016.

327. 55% of users say they’d share a video if it was inspirational. Wyzowl, 2016.

328. 31% of users say they would share a branded video with their friends purely because they like the brand. Wyzowl, 2016.

329. Only 3% of consumers say they would never share a branded video under any circumstances. In other words, make a great video and 97% of consumers would happily share it with their friends and social networks. Wyzowl, 2016.

330. 33% of users say they’ve watched a video in the iOS App Store or Google Play Store before downloading – and over half of them say it helped them to decide whether to download or buy. Wyzowl, 2016.

331. When having difficulty with an app or product, 68% of users would prefer to watch a video that explains how to solve the problem, as opposed to calling the business and speaking to a support team member. Wyzowl, 2016.

332. 61% of users say they have been put off buying a product after watching a bad explainer video. Wyzowl, 2016.

333. The majority of users (37%) said they were put off by the fact that the video didn’t explain the product or service clearly enough. Wyzowl, 2016.

334. 25% of users said the video’s low quality was discouraging. Wyzowl, 2016.

335. 21% of users found that the video was too long. Wyzowl, 2016.

336. 12% of users said the video was poorly designed. Wyzowl, 2016.

337. 5% of users cited bad animation as the reason they were put off. Wyzowl, 2016.

338. Social video generates 1200% more shares than text and images combined. Adélie Studios, 2016.

339. Companies using video enjoy 41% more web traffic from search than non-users. Adélie Studios, 2016.

340. 62% of consumers are more likely to have a negative perception of a brand that published a poor quality video. Adélie Studios, 2016.

341. Native video uploads to facebook have a 10x higher reach compared to shared YouTube links. Adélie Studios, 2016.

342. Video drives an 157% increase in organic traffic from search engines. Adélie Studios, 2016.

343. 4.8% is the average conversion rate for websites using video, compared to 2.9% for those who don’t. Adélie Studios, 2016.

344. 74% of millenials find video helpful when comparison shopping. Adélie Studios, 2016.

345. By 2017, online video will make up nearly 70% of consumer Internet traffic. Cisco, 2015.

346. 67% of marketers plan on increasing their YouTube marketing. Social Media Examiner, 2015.

347. 35% plan on increasing their use of short-form video services like Vine. Social Media Examiner, 2015.

 

Sources

Content Marketing Institute, 2015

Adobe, 2016

Openprise, 2016

Dun & Bradstreet, 2016

Infusionsoft & LeadPages, 2016

The GDMA & The Winterberry Group, 2015

AdRoll, 2016

Rocket Fuel, 2016

DemandWave, 2016

ReachLocal, 2016

ALF Insight, 2016

Merkle, 2016

Formstack, 2016

Yesmail, 2016

Kingpin, 2015

Ascend2, 2016

Usabilla, 2015

Brain Rules, 2015

CMO Council, 2015

Adélie Studios, 2016

Hubspot, 2015

Webstrategies, 2015

Campaign Monitor, 2015

Sign-Up.to, 2016

Adestra, 2016

IAB, 2015

Sprout Social, 2015

Ooyala, 2015

e-Strategy Trends, 2015

Smart Insights, 2015

Salesforce, 2015

Marketing Land, 2015

Email Monday, 2015

Wolfgang Jaegel, 2015

CMS Report, 2015

TrackMaven, 2016

TechCrunch, 2015

Fast Company, 2015

Buzzsumo, 2015

Social Media Examiner, 2015

Kissmetrics, 2015

Instagram, 2015

Jeffbullas, 2015

Pew Research Centre, 2015

VentureBeat, 2015

massplanner, 2015

KEY Difference Media, 2015

Oz Content, 2015

Wyzowl, 2016

Cisco, 2015

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