40+ Statistics that will inform your Digital Marketing Strategy in 2018

Are you thinking of creating a new digital marketing strategy or reviewing existing one for 2018?Here are interesting statistics across the digital marketing channels that will inform you strategy and ensure 2018 in terms of ROI is better than 2017.

Search Engine Optimization.(SEO)

1. According to Internet live Stats  over 40,000 search queries   every second on average are made on google.This translates into 3.5 billion searches per day and 1.2 trillion searches per year.
2. A study by Forester revealed that 93% of online experiences start with search engines.
3. 80% of individuals ignore Google-sponsored ads according to a report.
4. 70% of links search engine users click on are organic ( not paid ads)
5. A chart from Advanced Web Ranking showed that websites which ranked 1st for targeted keywords (words and phrases searches enter into search engines, also called search queries) for searches done on desktop in November,2017 had a  Click-Through Rate (CTR) of 31.5% for 1st position, 13.95% for 2nd position, 9.37% for 3rd. 0.81% for the 13th position, etc






Image source:Advanced Web Ranking

6. The same chart revealed CTRs for mobile searches:24.05% for 1st position,13.6% for 2nd position, 0.92% for 15th position,etc             
7. Netmarketshare.com revealed that in the last quarter of 2017, Google had the largest search engine  market share of about 72% on desktop and a whooping 92% on mobile devices.
8. 40% of individuals use search to find answers to needs.People are twice as likely to use search more than any other source to find answers to those needs. Source Think with Google

 Takeaways:

• There is a mind-blowing volume of  activities on search engines that happens at the blink of an eye that you cannot afford not to make make your website,blog or ads visible to searchers
• Investing in SEO to ensure that your website ranks higher up the first search engine result page (SERP) for targeted keywords will definitely improve your CTR.

Pay Per Click (PPC)

1. According to Google,for every $1 invested in paid ads, the business will get $2 back as revenue which translates into 200% Return on Investment (ROI)
2. Brand awareness can increase by 80%
3. 53% of clicks on paid ads is from mobile.
4. PPC traffic converts 50% more than organic traffic
5. Clicks on paid ads for potential customers who had made a buying decision as shown by their keyword choice was 65% against 35% for clicks on organic (unpaid) results.
6. Conversion rate in Google Adwords was 1.81% more on Search networks than on display networks on the average across all industries.

Takeaways:

• You can improve your conversion rate by investing in paid ads.Buyers mostly click on organic results to gather information about the product, then they click on paid ads when they want to purchase an item
• Not making your ads and landing pages optimized  for mobile can turn away potential customers and of course potential revenue.

Social Media Marketing:

1. According to Statista.com, Facebook is the most popular social network worldwide with 1.86 billion users monthly.
2. Daily time spent on social media worldwide by internet users per day increased from 90 minutes in 2012 to 135 in 2017

   

   
   

3. According to Smart Insights.The average click-through rate in Facebook ads across all industries is .90%
4. Over 95 million photos and videos are shared on Instagram every day. (Source:Hubspot)
5. 64% of people reveal that watching a video on social media convinced them to buy an item, according to a Smart Insights report
6. A survey on most engaging social media content by  Smart Insights and Clutch revealed: written articles (27%), videos (26%), and images (24%) are the three most engaging content.

   

   Social Media Content Engagement Stats.

7.  52% of businesses reported that social media positively influenced sales and revenue.
8. More than 56% on the average of online Adults use more than one social media platform according to a survey by Pew Research Center.
   

Takeaways:

• Investing in facebook ads is one sure way of improving CTR
• Creating video contents for social media can improve conversion rate.
• You cannot ignore social media if you want to improve ROI.
• Executing campaigns in just one or two platforms will not bring out the best from your campaigns.

Mobile Marketing:

1. In August 2017, mobile devices in exclusion of tablets accounted for 54.64% webpage views worldwide.Source Statista.com
2. More than 86% of time spent on mobile is spent on an app, Wordstream  reveals.
3.  According to a techcrunch report (57%) use apps every single day, while 26% of tablet owners do. And 79% of smartphone owners use apps nearly every day, saying they use them at least 26 days per month, versus 52% for tablet users.
4. Every month, 8 out of 10 internet users globally are now visiting or using social networks on their mobiles,according to Global webindex
5. Users spend on average 69% of their media time on smartphones.
6. 57% of users say they won’t recommend a business with a poorly-designed mobile site.
7. 70% of smartphone owners who purchased an item in a brick and mortar store first turned to their devices for information relevant to that purchase. 92% of those who searched on their phone for more information made a related purchase, according to Think with Google.

Takeaways:

• Optimizing your site for mobile is highly critical to both customer retention and acquisition.
• Ensure your ads on social media are well designed,presented and displayed on mobile devices to improve CTR and web traffic.
• Consider having an app for your business and having a strategy for owners of mobile devices to get to download it because they  will engage more with your brand on apps than on your mobile site.
• Be at the top of your game in developing an SEO strategy for Mobile because it has the potential of increasing conversions.

Email Marketing:

1. Email notifications for abandoned carts have a 40.5% open rate. Source:Hubspot
2. 75% of companies agree that email offers "excellent" to "good" ROI.Source Hubspot
3. Too many emails sent by brands was the reason 78% of consumers have unsubscribed from emails according to Hubspot .
4. Email conversion rates are 3x higher than social media with a 17% higher value in the conversion.Source:Digital Marketer.
5. For every $1 spent on email marketing, the average ROI is $44.25 according to Digital Marketer.
6. Segmented email campaigns have an open rate that is 14.2% higher than non-segmented email campaigns
7. Digital marketer also revealed that companies using email to nurture leads generate 50% more sales-ready leads and at 33% lower cost.
8. The subject line has the greatest impact on email campaigns.Consumers spend an average of 4secs scanning an email received before they make a decision to open it.
9. Mobile dominated email client market share at a little above 50%, by June,2017. Webmail was next at a little above 30%, while desktop was least at approx. 20%, according to Litmus
   

Takeaways:

• If you have not considered email marketing for your marketing campaigns, then you are missing out on an excellent source for increased ROI. Create an email marketing strategy and let them revolve around your goals or objectives.
• Consider optimizing your campaigns for mobile.Let your content:images, videos, text etc be optimized for users of mobile devices.
• You can greatly improve conversion rate by implementing an email marketing campaign to nurture leads at a much reduced costs.
• You can improve the open rate by personalizing the subject line of your emails to include the consumer's name, address, location etc, making them short, precise and valuable to the consumer.

Display Advertising.

1. 91% of individuals reported that ads were more intrusive than 2 years ago. (Hubspot, 2016)
2. 73% of people dislike pop-up ads reports Hubspot.
3. 4 out of 5 people have left a web page because of a pop up or automatic video ad.Source: Hubspot
4. 72% of consumers say they would have a lower opinion of a brand if they subjected the consumer to a pop-up ad (Source: Hubspot
5. 81% of consumers have closed a browser or exited a webpage because of a pop-up ad. (Source: HubSpot) 
6. The average click-through rate for display ads is 0.06%.

Takeaways:

• The stats from hubspot do not favour display advertising.You may want to cut down your budget for display ads campaigns or exclude it from your tactics completely if you are running on a limited budget. 

Affiliate Marketing.

1. Interest in the term 'Affiliate Marketing' on Google search was at 86% at the start of Jan, 2017 and ended the year at 96% by 16th Dec, 2017.Source Google Trends.
2. In a recent survey, 90% of advertisers reported that affiliate programs were important to their overall marketing strategies.
3. In the same survey, publishers reported that affiliate partnership drove 20% of their annual revenue.
4. Approximately 15% of the digital media's industry revenue comes from affiliate marketing according to Business Insider.

Takeaways:

• Affiliate Marketing will continue to increase in relevance due to its success for both advertisers and publishers.