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169 key digital marketing statistics to inform your creative production planning through 2022

22 min read
Katie Oberthaler

As creative production and strategy teams know, there’s no shortage of content types and distribution channels that require creative content production. The visual components of the digital content your brand or agency produces for these channels drives major impacts for the business. In fact, according to a study by McKinsey & Co, design-focused firms delivered 32% higher revenue growth on average.

However, knowing where and how to best invest often limited content creation resources and dollars isn’t always clear.

To help, we’ve curated and categorized a list of the most up-to-date digital marketing statistics you’ll find anywhere online. You can use these statistics to inform which content channels can have the most impact and are worth incorporating into your creative strategy.

What we'll cover

 

Content marketing stats

Content marketing is the bread and butter of creative teams. As the buyer becomes more empowered to research online and make informed buying decisions before ever speaking to sales reps, brands and agencies creating marketing and advertising content for clients need to think strategically about the types of content they are using to target each stage of the buyer journey. This isn’t just restricted to topical selection, but also all content formats: videos, ads, whitepapers, email, and more.

Finally, with so much content being published across different channels, it’s critical that creative teams consider other secondary factors outside of traffic, leads and sales. For example, more attention needs to be given to brand management and compliance, as this could be a differentiator in a red ocean of content.

  • Content marketing creates three times as many leads as traditional marketing and costs 64% less. (Showpad, 2020)
  • Only 31% of B2B marketers reported their organization was extremely or very successful with content marketing in the last 12 months. (B2B Content Marketing, 2021)
  • 37% of small organizations, 54% of medium-sized organizations, and 75% of large organizations report outsourcing part of their content marketing efforts. (Content Marketing Institute)
  • 47% of B2B marketers don’t measure ROI from their content marketing efforts. (Point Visible)
  • B2C marketers dedicate an average 26% of their total marketing budget towards content marketing. The most successful content marketers dedicate 40%. (Content Marketing Institute)
  • Generating quality leads is the main goal of 79% of marketers in 2021 (eMarketer, 2020)
  • 46% of B2B marketers planned to increase their marketing spend in 2020 vs the previous year, 12% of those by more than 9%. (Statista, 2021)
  • 96% of the most successful content marketers say that content marketing has helped them build credibility and trust with their audience (CMI, 2018)
  • 95% of the B2B service and product buyers admit that they view content as a trustworthy marker when evaluating a business (Demand Gen Report)
  • 87% of marketers believe that content marketing helped meet their brand awareness goals in 2020. (Statista, 2021)
  • Design and visual content is the biggest challenge for 23.7% of content marketers. (HubSpot, 2020)
  • User-generated content on Facebook affected up to 26.4% of purchase decisions vs 1.9% for Twitter in 2020 (eMarketer, 2021)
  • Video is the #1 form of media used in content strategy, overtaking blogs and infographics. (HubSpot)
  • In 2020, US adults spent 7 hours 50 minutes consuming digital media per day,  up 15% (59 minutes) over the average daily time spent in 2019. (Marketing Charts, 2021)
  • Most marketers measure success with content marketing through sales numbers. (Hubspot, 2020)
  • 70% of marketers are actively investing in content marketing. (HubSpot, 2020)
  • 75% of B2C marketers think their organization is successful with content marketing. (Marketing Profs, Dec 2019)

Video marketing statistics

With video becoming more and more popular, it's important to pay attention to the right video marketing statistics to learn how to better use this content type to reach, inform, and nurture your audience.If you're still not using video as a tool,  you're missing out on the opportunity to increase your brand reach.  

  • By 2022, over 80% of all global internet traffic will come from streaming and downloading videos (Cisco).
  • 87% of video marketers report a positive ROI — a number that is also trending upwards over time (Wyzowl).
  • 78% of video marketers say that video marketing has improved their company’s bottom line (Wyzowl).
  • 51% of B2B decision-makers use YouTube videos to research purchases (Hootsuite)
  • 96% of current video marketers plan to increase or maintain their video spend, a number that is up from last year (Wyzowl).
  • 85% of marketers rank short-form videos as the most effective type of social media content in 2021 (HubSpot)
  • 64% of marketers plan to invest more in short-form video in 2022. (HubSpot)
  • US adults spend 2 hours 13 minutes watching videos per day, up from 1 hour 46 minutes in 2019 (eMarketer, 2021)
  • The most commonly-created types of videos are explainer videos (73%), social media videos (67%), presentation videos (51%), sales videos (41%), and video ads (41%). (Wyzowl, 2021)
  • 70% of YouTube viewers watch videos for "help with a problem" they're having in their hobby, studies, or job.  (Think With Google)
  • 87% of businesses use video as a marketing tool. (Wyzowl, 2021)
  • In a 2018 HubSpot survey, 54% of consumers wanted to see more video content from a brand or business they support.  (HubSpot)


Email marketing statistics

When done right, search engine optimization (SEO) is a strategic investment that delivers passive compounding rankings, traffic, leads and sales for years to come. It’s also important to keep in mind that content produced for SEO should be seen as a longer term investment, with meaningful results sometimes taking a year or more to show, especially for newer sites with no established content footprint. 

Here’s what you should know about SEO in 2022:

  • 92.96% of global traffic comes from Google search, Google Images, and Google Maps. (Sparktoro)
  • 68% of online experiences begin with a search engine. (BrightEdge)
  • 39% of purchasers are influenced by a relevant search. (Think With Google)
  • The #1 result in Google’s organic search results has an average CTR of 31.7%. (Backlinko)
  • Only 5.7% of pages will rank in the top 10 search results within a year of publication. (Ahrefs)
  • 75% of people never scroll past the first page of search engines. (HubSpot)
  • 90.63% of pages get no organic search traffic from Google. (Ahrefs)
  • 52.2% of all website traffic worldwide comes from mobile phones. (Statista)
  • Advertisers are expected to spend $99.22 billion on search in 2024 (eMarketer)
  • Most of that spending will go to placements on mobile devices, with the share growing to about two-thirds by 2024. (eMarketer, 2020)
  • In 2020, Google's ad revenue amounted to 146.92 billion US dollars (Statista, 2021)
  • Amazon’s advertising revenue was USD 12.75 billion in 2020. (Statista, 2020)
  • Amazon is the third most popular advertising platform behind Facebook and Google. (eMarketer, 2018)
  • The average Amazon PPC conversion rate is 9.47%. (AdBadger, 2019)
  • 74% of brands say PPC is a huge driver for their business. (State of PPC 2019/2020, 2019)
  • 64% of brands are planning to increase their PPC budget in the next 12 months. (State of PPC 2019/2020, 2019)
  • PPC visitors are 50% more likely to purchase something than organic visitors. (Unbounce, 2019)
  • 62% of marketers stated they will increase their PPC budgets for the following year. (Hanapin)
  • Google Ads’ Display Network reaches 90% of internet users via 2 million websites. (Google)
  • 53% of paid clicks are made on mobile devices. (PowerTraffick)

Search engine optimization (SEO) statistics

While SEO involves getting more qualified organic traffic to your website, SEM involves paid search marketing tactics, such as Google Ads.

While Google has most of the market share, also consider other ad networks that are crawling with your target audience, such as Bing and Amazon. And, considering that over half of all paid traffic now comes through mobile devices, pay close attention to the content experience and ensure the call-to-action is properly aligned. 

  • Advertisers are expected to spend $99.22 billion on search in 2024 (eMarketer)
  • Most of that spending will go to placements on mobile devices, with the share growing to about two-thirds by 2024. (eMarketer, 2020)
  • In 2020, Google's ad revenue amounted to 146.92 billion US dollars (Statista, 2021)
  • Amazon’s advertising revenue was USD 12.75 billion in 2020. (Statista, 2020)
  • Amazon is the third most popular advertising platform behind Facebook and Google. (eMarketer, 2018)
  • The average Amazon PPC conversion rate is 9.47%. (AdBadger, 2019)
  • 74% of brands say PPC is a huge driver for their business. (State of PPC 2019/2020, 2019)
  • 64% of brands are planning to increase their PPC budget in the next 12 months. (State of PPC 2019/2020, 2019)
  • PPC visitors are 50% more likely to purchase something than organic visitors. (Unbounce, 2019)
  • 62% of marketers stated they will increase their PPC budgets for the following year. (Hanapin)
  • Google Ads’ Display Network reaches 90% of internet users via 2 million websites. (Google)
  • 53% of paid clicks are made on mobile devices. (PowerTraffick)
  • 56% of digital media professionals think programmatic advertising will be the most vulnerable to brand risk incidents in 2021. (eMarketer, 2020)

Conversion rate optimization (CRO) statistics

Driving traffic to your creative content is just the first step in the digital marketing equation. The next step is to get this traffic to take action. Here are some of our favorite conversion rate optimization stats this year.

While conversion rate optimization provides an opportunity to get more value from the traffic you are already receiving, only a small number of companies are investing time and money into it. Before you start creating more content and buying more ads, look at your existing digital marketing assets and see if there are opportunities to get some quick wins. 

Page speed, excessive form fields, hidden costs, and requesting sensitive data like age can have negative impacts on conversion rate. Abandoned cart recovery and automated welcome emails are good strategies to have in your arsenal.

  • Only 22 percent of businesses are happy with their current conversion rates. (Source: Econsultancy)
  • 3.32% of e-commerce website visits via tablet devices were converted into purchases in Q2 2020. (Statista, 2020)
  • In March 2020, 88.05% of online shopping orders were abandoned. (Statista, 2020)
  • Automotive had the highest cart abandonment rates out of all measured categories with a 96.88% abandonment rate. (Statista, 2020)
  • 50% of shoppers will abandon carts because of high extra costs like shipping, tax, and fees. (JivoChat)
  • The highest average conversion rate by traffic source is paid search (2.9%). (Smart Insights, 2021)
  • The average conversion rate in Google Ads on mobile across all industries is 4.1% on the search network and 0.6% on the display network. (Wordstream, 2020)
  • Automated welcome emails sent by e-commerce players had a conversion rate of 51.9% in 2020; (Statista, 2021)
  • Automated cart abandonment emails had a conversion rate of 33.89% in 2020. (Statista, 2021)
  • The average conversion rate for landing pages is 9.7% (Unbounce)
  • Conversion rates drop by 4.42% for every extra second of page-load time (Portent, 2019)
  • Companies spend just $1 on conversion rate optimization for every $92 spent on customer acquisition. (Source: Econsultancy)
  • 55.%% of companies plan to increase their CRO budget. (CXL)

Social media marketing statistics

Social media content continues to be a huge driver for brand awareness and content conversion. Creating social media content requires an incredible amount of time and skill to retain and grow audience engagement. Different platforms will yield various results depending on your brand or agency, but creative teams should stay tapped into which content generates the greatest engagement for their brand.

  • 98.3% of Facebook users access the platform on mobile devices. (Statista)
  • 81% of businesses prefer to use video marketing on Facebook. (Buffer)
  • 96% of B2B marketers use LinkedIn for organic content distribution and 83% for paid social ad campaigns (Sprout Social)
  • 88% of consumers are more likely to purchase from a company after reading reviews from other customers on social media. (Sprout Social Index)
  • Online 15% of marketers use social media data to measure ROI. (Sprout Social Index)
  • Facebook is the biggest social network worldwide boasting roughly 2.8 billion monthly active users as of Q4 2020. (Statista, 2021)
  • Facebook is the primary content distribution channel for marketers today. (HubSpot, 2020)
  • Each person spends an average of 2 hours and 25 minutes on social networks and messaging. (GlobalWebIndex)
  • In 2019, over 87% of video marketers on LinkedIn described the platform as an effective video marketing channel. (Wyzowl, 2020)
  • 18% of marketers currently use Facebook Groups. (HubSpot, 2020)
  • As of the fourth quarter of 2020, Pinterest had 459 million monthly active users worldwide. (Statista, 2021)
  • Instagram is the social channel with the second-highest ROI among marketers. (HubSpot, 2020)
  • When examining B2B advertising, social media advertising was used by 83% of marketers and ranked second in success (29%) behind search engine marketing (33%). (CMI, 2021)
  • User-generated content on Facebook influences purchasing decisions for up to 25.3% of people. (eMarketer, 2021)

Mobile marketing statistics

Mobile device targeting and user experience should be a core focus of any digital marketing content creation strategy. This includes everything from ad targeting and creative assets to website UX and landing page optimization. Not optimizing for the mobile user is akin to neglecting around 50% of your potential customer base. 

  • Globally, there are 5.2B unique mobile internet users. (DataReportal)
  • 63% of mobile traffic is reported to come from video content. (Ericsson)
  • Nearly 50% of buyers start product searches from their mobile devices. (CleverTap)
  • 80% of the internet users own a smartphone. (McFadyen Digital)
  • US adults spend an average of 3 hours, 23 minutes per day on mobile devices in 2018. (Statista)
  • Ericsson Mobility Report predicting a 25% increase in mobile traffic by 2025. (Ericsson, 2020)
  • Mobile devices are used for over 40% of online transactions.
  • More than 60% of B2B buyers report that mobile played a significant role in a recent purchase. (JoshMDawson)
  • 46% of people would not purchase from a brand again if they had an interruptive mobile experience. (LinkedIn)
  • 50% smartphone users are more likely to expect to purchase something immediately while using their smartphone. (Think with Google)
  • Google owns 96% of mobile search traffic.
  • In a survey conducted in February 2020, responding marketers in the United States indicated that 13.5% of their marketing budget was devoted to mobile marketing. (Statista, 2020)
  • In 2019, mobile advertising spending worldwide amounted to 189 billion U.S. dollars and it is expected to surpass 240 billion dollars by 2022.  (Statista, 2020)
  • Mobile banner advertising is projected to reach approximately 152.6 million U.S. dollars by 2025, up from roughly 63 million U.S. dollars registered in 2017. (Statista, 2021)
  • If the mobile page takes longer than 3 seconds to load, 53% of people will leave it. (Search Metrics, Clever Tap)

eCommerce marketing statistics

With so many content channels for buyers online, the eCommerce content and buyer experience needs to reduce as much friction as possible. In order to reduce cart abandonment, keep costs like shipping and taxes transparent from the start, allow guest checkout, and implement search and easy navigation (Amazon’s key strength) on your brand store. 

  • The global eCommerce market is predicted to reach $4.89B in 2021. (eMarketer)
  • M-commerce volume is forecast to rise at a 25.5% compound annual growth rate (CAGR) until 2024, and account for 44% of all eCommerce transactions. (Insider Intelligence)
  • The #1 reason why people choose to shop online is free delivery (GlobalWebIndex)
  • The B2B eCommerce market is estimated to reach $20.9 trillion by 2027. (GlobalNewswire)
  • 33.6% of consumers perform price comparison in-store on their mobile device. (PYMNTS)
  • Up to 70% of shoppers abandon online shopping carts. (Statista, 2019)
  • 28% won’t buy when they are required to create an account to checkout. (Baymard, 2021)
  • Most checkout flows contain around 15 form fields for users to fill out, as opposed to the ideal 7-8 fields. (Baymard, 2021)
  • US click-and-collect eCommerce sales are expected to grow 60.4% to $58.52 billion (eMarketer, 2020)
  • Amazon will account for 50% of all US eCommerce sales by 2021 (Statista, 2020)
  • Search and navigation are the most important site elements for online shoppers (Statista, 2020)
  •  In 2019, e-retail sales accounted for 14.1% of all retail sales worldwide. This figure is expected to reach 22% in 2023. (Statista, 2020)

B2B marketing statistics

The B2B buyer journey is complex; made up of multiple touchpoints and decision makers. B2B companies need to create numerous content assets to accommodate each stage of the funnel. This content should be repurposed into different formats suitable for key channels, which requires an endless amount of time and resources to execute properly. Consider outsourcing part or all of the content creation and distribution. 

  • On average, business buyers will read 13 pieces of content before making a purchase decision. (Marketing Charts)
  • Over 70% of B2B decision makers prefer remote human interactions. (McKinsey)
  • Product specs (67%) and product comparisons (65%) were cited as the most useful types of content during the B2B decision-making process. (Focus Vision)
  • B2B buyers read a reported 13 pieces of content before making a buying decision. (Marketing Charts, 2020)
  • 89% of B2B researchers gather information about potential purchases through the internet (Google)
  • Of the average 13 pieces of content buyers reported consuming, an average of 8 came directly from the vendor, with the remaining 5 being from third-party sources. (Marketing Charts, 2020)
  • B2B marketers are expected to personalize their content to more than one decision-maker, with almost two-thirds (63%) of teams being composed of at least 3 decision-makers. (Marketing Charts, 2020)
  • Between February and March 2020, the number of B2B brands offering webinars grew by 36%, from 245 to 332. (Statista, 2020)
  • During a 2019 survey conducted among B2B marketing professionals in the United States, it was found that 50% of respondents believed e-mail to be the most effective channel in producing a high return on investment. (Statista, 2020)
  • 46% of marketers stated that they were planning to increase their B2B content marketing spending in the following 12 months, out of which 12% planned to increase it by more than 9%. (Statista, 2019)
  • 41% of B2B businesses conduct their marketing activities in-house (Statista)
  • Half of B2B marketing teams outsource at least one content marketing activity (CMI)
  • The average MQL to SQL conversion rate is 13% (Implisit)
  • 7 in 10 B2B buyers watch videos throughout their sales journey (Google)
  • 4 in 5 B2B leads from social media come through LinkedIn (LinkedIn)

Marketing automation statistics

It's still essential for leading brands and agencies to invest in marketing automation technologies to deliver their creative content and save time, better optimize ad spend in real-time, scale campaigns, and more accurately measure success across multi-channel campaigns. 

  • Automation is the fourth most prioritized investment area for businesses. (Statista, 2020)
  • 76% of marketers see a positive ROI within a year. (Marketo)
  • Lead generation is considered the top goal of marketing automation.
  • Three-quarters of all companies use marketing automation (Social Media Today, 2019)
  • The marketing automation software market was estimated at USD 6.08 billion in 2019 and is expected to be USD 16.87 billion in 2025, registering at a CAGR of 19.2% through the forecast period (2020-2025). (Research and Markets, 2021)
  • For automated cart abandonment emails, the conversion rate stood at 33.89% in 2020. (Statista, 2021)
  • The top three marketing automation solutions chosen by global industry professionals as of July 2020 were Hubspot, Adobe Marketing Cloud, and Oracle Marketing Cloud, accounting for slightly more than 48.5% of the market. (Statista, 2020)

These digital marketing statistics should guide you to decisions that drive results for your business. Whether it’s in content creation for marketing campaigns, video, SEO, SEM, email, use this new data to shape content production and distribution strategy through 2022 and beyond.

Getting content for every channel across the finish line prior to distribution can be a major roadblock in your digital content creation process. Learn how to streamline the creative review and approval for all content types with a free trial of Ziflow.

Katie Oberthaler