257 Marketing Statistics You Must See: 2021 Data Analysis & Market Share

A new version of this article, featuring the latest data and statistics, is available. Check out our report on Marketing Statistics for 2022.

Like the engine to an airplane, marketing is to a business. Simply put, marketing is indispensable, and forward-thinking companies just cannot do without it. However, as important as it is, the world of marketing is subtly complex and extensive. As such, you should have an in-depth understanding of marketing to keep your strategies running without a hitch. This means putting marketing statistics, trends, and real data under the microscope to derive helpful insights.

In this post, we’ve culled the latest and most relevant marketing industry statistics you should know. Whether you’re a corporate or a digital-native marketer, this report has an abundance of data and insights on the marketing strategies and technologies like marketing software that you should keep an eye on. Moreover, these statistics will give you a better understanding of the marketing scope and boost your marketing efforts.

Brand Marketing Statistics
Advertising Statistics
Events Marketing Statistics
Content Marketing Statistics
Email Marketing Statistics
SEO Statistics
Influencer Marketing Statistics

Affiliate Marketing Statistics
Social Media Marketing Statistics
Video Marketing Statistics
Mobile Marketing Statistics
Marketing Technology Statistics
The Impact of COVID-19 on Marketing Statistics

1. Brand Marketing Statistics

If there is an aspect of marketing that has changed holistically over the years, it’s comparison shopping. Consumers used to compare the product quality and pricing to make buying decisions. This is not the case anymore. While these factors still remain relevant, there’s another criterion that’s becoming just as critical — the trustworthiness of a brand. This is where brand marketing comes in.

Brand marketing is all about promoting your products and services in a way that puts your brand to the fore. That is to say, it’s a form of marketing that wraps your values, identity, and personality in a single package and ‘sells’ it to your audience to win them over.

Eager to learn how the brand marketing niche is shaping up? Here are some statistics to open your eyes to the latest trends in brand marketing.

General brand marketing statistics

On average, it takes a consumer five to seven impressions to remember a brand. (Marketing Nutz)
84% of consumers are convinced to purchase a product or service after watching a brand’s video. (Wyzowl, 2021)
The number of marketers reporting positive ROI from using video to market their brand has increased from 88% in 2020. (Wyzowl, 2021)
11.2% of businesses say that brand consistency is the main reason for investing in emerging technologies. (Bynder & OnBrand, 2019)
In addition, marketing industry statistics show that 44.1% of marketers are confident that their brands are well-heard on social media and other online platforms. (Bynder & OnBrand, 2019)
Better still, only 55% of organizations believe that their internal brand values are perfectly aligned with the external brand culture. (The Chartered Institute of Marketing)
More than 66% of brands are ready to sacrifice financial/commercial gain to avoid hurting their brand image. (The Chartered Institute of Marketing)
Also, only 48% of marketers consistently measure their brand, customer-related, and nonfinancial success metrics. (The Chartered Institute of Marketing)
Furthermore, 34.2% of professionals said that further reinforcing machine learning, AI, and other tech-driven innovation would play a significant role in differentiating their brand. (Bynder & OnBrand, 2020)
Lastly, 28.6% of professionals agree that the number one brand differentiator in 2020 would be user experience followed by superior product information (21.3%) and brand authenticity (21.2%). (Bynder & OnBrand, 2020)

Brand marketing challenges

57.1% of brand and marketing professionals agree that security and regulation hold their marketing and branding from reaching its full potential. (Bynder & OnBrand, 2020)
56% of marketing and branding professionals agree that AI and automation could leave a negative impact on their branding efforts, while 24% believe otherwise. (Bynder & OnBrand, 2020)
Meanwhile, 23% of marketing and branding professionals believe that it is not possible to automate branding. (Bynder & OnBrand, 2020)
“Choice and data overload” are the biggest challenges faced by marketers and brand professionals as the industry becomes more and more tech-focused. (Bynder & OnBrand, 2020)
57% of marketing professionals claim that the pandemic will have a lasting impact on their brand marketing efforts and strategies. (Bynder & OnBrand: COVID-19 Edition, 2020)
31% of marketing professionals admit that they have been strongly affected to the point where they have to completely change the direction of their brand and content marketing strategy. (Bynder & OnBrand: COVID-19 Edition, 2020)
45% of marketing professionals claim that the pandemic has left a moderate impact on their content marketing and the only changes they need to adapt are in their focus and messaging. (Bynder & OnBrand: COVID-19 Edition, 2020)
Meanwhile, the 18% that has been extremely affected by the pandemic has to make drastic changes not only in their marketing strategy but to their entire business operations. (Bynder & OnBrand: COVID-19 Edition, 2020)
29% of respondents confirm that they have to postpone important activities including photoshoots, market research, and PR initiatives. (Bynder & OnBrand: COVID-19 Edition, 2020)

From the stats presented above, it’s clear that you need consistent branding to pique the interest of your target audience towards your brand. Truth be told, consistent branding across all customer touchpoints builds trust and familiarity. That is⁠—it helps consumers know what to expect from your brand, giving them the confidence to invest in it.

However, to reap these benefits, you should endeavor for consistency in your content quality, messaging, and audience interactions. This means you need to establish your identity, unify disparate business units, and stay true to your brand message all the time.

2. Advertising Statistics

Advertising creates brand awareness, generates direct sales, educates the target audience, and builds goodwill. However, to achieve these benefits, you should execute ad campaigns that are in strict conformity with the most recent trends and best practices. Meaning, it’s pertinent for you to study the latest advertising statistics.

The following advertising statistics will help you gain a deeper understanding of the advertising scope. What advertising tactics do businesses use today? What about adblocking; are consumers becoming too resistant to paid media? Find the answers to these questions and more about advertising below.

General advertising statistics

In 2020, the top three channels with the largest shares of the advertising budget in the US were mobile ($63.51 billion), followed by social ($43.53 billion) and digital video ($41.66 billion). (Komarketing, 2020)
By 2022, advertisers in the US will programmatically administer approximately $96.59 billion on digital display ads. This figure represents over 88% of the total digital display ads served. (eMarketer, 2021)
The digital market has the biggest ad spending in the US which is currently at $157 billion. (Statista, 2021)
54% of people want to view more video content from a business or brand they support. (HubSpot)
Connected TV is the channel that spent the least on advertising with an $8.88 budget in 2020. (Komarketing, 2020)

Ad/popups blocking statistics

Ad/popup blockers are the biggest threat to digital brand engagement, according to 52.9% of marketers. (Bynder & OnBrand, 2019)
57% of US-based consumers prefer using ad filters instead of blocking all the ads. (Marketing Dive, 2019)

Advertising challenges statistics

Moreover, 72% of consumers will lower their opinion of a business if it subjected them to a pop-up ad. (HubSpot)
In addition, 81% of consumers have exited a webpage after seeing a pop-up ad. (HubSpot)
Most importantly, 70% of consumers dislike mobile ads. (HubSpot)
In addition, the top challenges faced by organizations when using customer data for audience targeting include having a siloed organization (63%), data aggregation (47%), and quality of data (44%). (Digital Marketing Community, 2019)
Lastly, 30% of marketers say outbound marketing tactics, such as advertising are overrated. (HubSpot)

Source: Statista 2021

Strategic advertising and self-promotions are must-dos today if you want to create a profitable business. So, it’s hardly surprising that businesses, especially those in the US, have plans to increase their digital display ad spend.

However, self-promotions have gotten a bad rap these days. Because of these, if you obnoxiously bombard your prospects and consumers with too many ads, you’ll probably do more harm to your business than good. With the advent of ad blockers and filters, you stand no chance of being heard or discovered unless you find a way to make your brand more authentic.

3. Events Marketing Statistics

Events bring you face to face with the people that matter most to your business — your target consumers. Unlike other forms of marketing, events are characterized and driven by clear objectives and goals: lead generation, customer appreciation, and product launches. These make events a vital part of any business’s marketing strategy.

To help you learn more about this form of marketing, we’ve compiled the latest experiential marketing statistics. With this, you can learn how businesses are promoting events and how much they are spending on event marketing. Moreover, you can get an idea of how many companies are using event technology to measure the ROI on events.

Event marketing strategies statistics

According to 85% of event marketers, sustainability is a top priority during event planning. (Agency EA, 2020)
34% of event organizers agree that the increase in the number of attendees is the most positive result of transitioning to virtual events. (EventMB, 2020)
Despite the COVID-19 threat, 95% of mid- to senior-level marketers still believe that in-person could play a huge role in achieving business goals. (Bizzabo, 2020)
Additionally, 85% of business leaders agree that in-person events play a critical role in the success of their companies. (Bizzabo, 2020)
89% of marketers reveal that using event software made event planning more efficient. (Bizzabo, 2020)
99% of marketers believe that professional services play a critical role in meeting company objectives in 2021, followed by technology (98%) and media (97%). (Bizzabo, 2020)

Events marketing ROI statistics

According to a survey conducted by Bizzabo, 53% of companies that are very committed to investing in-person events do not have trouble proving their ROI. (Bizzabo, 2020)
Another research revealed that 32% of event planners did not charge attendees and/or were not able to make any revenue from 2020 virtual events. (EventMB, 2020)
39% of event organizers hoped to at least 25% of their revenue by transitioning to holding virtual events in 2020. (EventMB, 2020)
Webinars help generate qualified leads, according to 61% of B2B marketers. (Marketing Charts)

Event marketing budget statistics

The meeting spending in North America is expected to be down by 6% in 2021 compared to the previous year. (American Express, 2021)
33% of event organizers will spend extra funds on improving the on-site experience and 31% will invest the additional budget in technology. (American Express, 2021)
Event professionals are willing to pay $5,000 to $15,000 for virtual events. (EventMB, 2020)

From the stats above, one can conclude that trade shows, conferences, and even virtual forms of event marketing are highly beneficial. As a result, businesses are using a sizeable amount of their marketing budgets on events marketing.

After all, events create the platform for real-time human engagement between your brand and its consumers. So, by leveraging these, you can collect tremendously valuable feedback and insights to enhance the experience and product or service you offer.

4. Content Marketing Statistics

You’ve heard it a thousand times before ⁠— content matters. Just look around, content dominates in nearly all digital media marketing strategies. From social media and email marketing to SEO, voice search, and video marketing, content is the king. So, the ever-growing influence of content justifies the evolution of content marketing.

Content marketing isn’t about contending for a one-size-fits-all approach to content creation. Instead, it focuses on delivering unique, utterly authentic, and high-quality content that educates, informs, and entertains consumers to pique their interest. In plain English, content marketing is all about creating and sharing relevant media to help consumers learn about your brand, products, and services.

The following content marketing statistics will help you unearth the most recent strategies used by other content marketers. The stats will help you understand how content marketing is helping these marketers address consumers’ pain points and generate leads.

Content strategy statistics

58% of marketing and branding professionals planned to increase their content marketing efforts by at least 25% in 2020 compared to the previous year’s. (Bynder & OnBrand, 2020)
In 2019, 70% of B2B marketers and 74% of B2C marketers say their current content marketing strategy is more successful now than in the previous year. (Content Marketing Institute, 2019)
B2B content marketers use different technologies to manage their content marketing efforts. These include social media publishing/analytics (84%), email marketing software (81%), analytics tools (77%), and marketing automation system (54%). In addition, some also use project/workflow management (53%), content creation (52%), and CMS (50%). (Content Marketing Institute, 2019)
When it comes to researching the target audience, B2B marketers use different techniques. The most popular ones include sales team feedback (74%), website analytics (73%), and keyword research (65%). (Content Marketing Institute, 2019)
Better still, 77% of the most successful B2B content marketers use personas to research their audience. (Content Marketing Institute, 2019)
The top methods used by B2B content marketers to nurture audiences include email campaigns (87%), educational content (77%), and call-to-actions (62%). Additionally, there are those that leverage in-person events (61%) and storytelling (45%). (Content Marketing Institute, 2019)
80% of B2B content marketers use paid techniques to attract new audiences. (Content Marketing Institute, 2019)
Besides, 72% of marketers reported that they use web analytics as the source of data to deliver personalized content and experiences. Also, other data sources used include social media metrics (69%), CRM systems (58%), survey/research (58%), customer support records (57%), and third-party databases (40%). (Content Marketing Institute, 2019)

Blogging statistics

Moreover, 74% of B2B content marketers have used or developed long-form content in the last 12 months. (Content Marketing Institute, 2019)
73% of marketers say blog posts are the most successful type of content in the awareness or interest stage of the buyer’s journey. However, 6% say that blog posts are the least effective in the evaluation/purchase stage. (Content Marketing Institute, 2019)
55% of marketers claim that blog creation is a top priority for their inbound marketing strategy. (HubSpot)
Besides, brands that prioritize blogging are thirteen times more likely to achieve positive ROI. (HubSpot)
Interestingly, 32% of marketers claim that visual images are the most important content for their brands. (HubSpot, 2o20)
20 billion pages of blog posts are viewed each month. (OptinMonster, 2021)
According to 36% of readers, they prefer blog posts with list-based headlines. (OptinMonster, 2021)
Companies that have blog posts/pages generate 97% more links back to their website. (OptinMonster, 2021)
77% of people who use the Internet read blog posts. (OptinMonster, 2021)

Source: B2B Content Marketing 2021

Content marketing benefits statistics

The top three benefits B2B marketers derive from utilizing content marketing technologies include better insight into content performance (75%), better insight into target audience behavior (56%), and streamlined content repurposing (46%). In addition, other benefits include improved workflow (40%), enhanced customer experience (34%), more conversions (31%), and time savings (31%). (Content Marketing Institute)
Also, 72% of B2B content marketers say their businesses measure content marketing ROI. (Content Marketing Institute)

The popularity of content marketing is not waning anytime soon. From the data we’ve compiled, it’s easy to see content marketing is still king, and it’s likely to sit in its throne for a long time. Looking at the bigger picture, competition is fierce since all marketers have jumped on the content marketing bandwagon. For this reason, you must up your game to inspire, attract, engage, and convert prospective customers.

5. Email Marketing Statistics

The emergence of tools like video communication, instant messaging, and live chat software jeopardized the position of email in business communication. While these solutions took over some areas like customer support, none has, so far, mustered enough power to outshine email in marketing.

Email marketing remains one of the most effective ways to connect with prospects and customers. It helps businesses raise brand awareness, push products and services, deliver important messages, and spread the news about your brand.

The following email marketing statistics will help you discover how other marketers are using email to drive their marketing strategies.

General email marketing statistics

A report by The Radicati Group showed that worldwide email users would reach 4.5 billion by 2024. (Radicati, 2020)
The biggest email marketing challenges faced by businesses in 2019 include competition for attention in the inbox (45%), resource constraints (40%), and email deliverability (37%). Additionally, some marketers note that the lack of tools to optimize or personalize email (31%) and poor email performance (24%) also make their jobs more difficult. (Validity, 2019)
18% is the average open rate of emails in 2020. (Campaign Monitor, 2021)
99% of consumers read their email accounts every day. (Lauro Media, 2021)

Email marketing strategy statistics

59% of businesses used in-house resources to support email marketing campaigns in 2019. Meanwhile, only 5% used outsourced resources. Lastly, 35% of businesses used a blend of both in-house and outsourced resources. (Validity, 2019)
In a bid to boost email effectiveness, marketers employ different tactics in 2019. They include email personalization (72%), email list management (63%), subject line optimization (52%), email deliverability optimization (51%), A/B testing (50%), reactivation campaigns (36%), and artificial intelligence (10%). (Validity, 2019)
According to a Campaign Monitor study, the most effective marketing tactic is personalization (57%). This is followed by list segmentation (37%), automated campaigns (34%), testing and optimization (30%), and responsive design (29%). (Campaign Monitor, 2019)
89% of marketers say their email marketing strategy is successful. (Campaign Monitor, 2019)
57% of marketing professionals consider clickthroughs as the most useful performance metric. Other important metrics include list growth (49%), conversions (47%), and ROI (35%). (Campaign Monitor, 2019)
Interestingly, only 23% of marketers encrypt marketing emails in transit. (Litmus)
Email marketers spend about 3.9 hours to get marketing emails reviewed and approved before launch. Additionally, marketers work with more than two departments during the review and approval process. (Litmus)

Email marketing benefits statistics

59% of marketing professionals agree that email is their primary source of ROI. (Business 2 Community, 2020)
Marketers who use segmented campaign notes can generate as much as 760% increase in revenue. (HubSpot, 2020)
59% of email users agree that email marketing influences their purchase decisions. (HubSpot, 2020)
Besides, 88% of marketers in the retail sector claim personalization improves their overall marketing program. (Salesforce)
Moreover, 87% of marketing professionals say email marketing performance is improving. (Campaign Monitor, 2019)

Email is still viewed by many as the dinosaur of digital business communication. But from a marketer’s lookout, the email is not a relic of the past. Stats show that more than 75% of marketers still consider email marketing as an effective method to communicate with their prospects and consumers.

Even with the growth of other communication channels like text messaging and live chat, the adoption of email has continued to rise. As a marketer, you should learn effective email marketing strategies because email isn’t going anywhere. More importantly, implement the best email marketing tools to navigate the complexities of the modern email marketing niche.

6. SEO Statistics

Search engine optimization (SEO) helps marketers drive more traffic and increase brand visibility. However, with the tilting SEO landscape ⁠— typified by constantly evolving search engine algorithms ⁠— it can be challenging to gain momentum online.

Remember, Google evaluates more than 200 signals when ranking your website. As such, no one can claim to have a universal formula to beat the Google rank algorithms. Getting to the crest of Google search ranking is nothing about excellence. It’s simply about being better than the rest of other SERP competitors.

To stay ahead of the curve and pick the low-hanging fruits of SEO, you’ll need to further your knowledge of the most relevant strategies, tactics, and trends. In this section, we’ll uncover the latest SEO statistics to help you fine-tune your SEO strategy.

Google owns 91.86% of the global search engine market share as of January 2021. (Statcounter, 2021)
45% of Internet users use voice search and voice command interfaces every month. (Smart Insights, 2020)
Google receives 89,646 searches in one second. (Internet Live Stats, 2021)
Besides, 57% of B2B marketers say that SEO helps them generate more leads than any other marketing strategy. (HubSpot, 2021)
72% of digital marketers say content marketing is their most effective SEO initiative. (HubSpot, 2021)
Most importantly, 61% of internet users research a product online before making a purchase. (Nielsen IQ)
Moreover, 61% of marketers say that growing organic presence and improving SEO are top priorities for their inbound marketing. (HubSpot)
67% of clicks go to the top 5 results on the first SERPs in search engines. (Zero Limit Web, 2021)
70% of marketers claim that SEO is more effective in generating sales than PPC. (Databox)
Furthermore, 36% of SEO experts say that the title tag is the most important SEO element. (Databox)

Source: GlobalStats 2021

There are numerous search engines, but Google trailblazes the way for the rest. So, to drive commendable traffic to your website and yield increased conversions, you should align your SEO strategies with Google’s latest updates. Moreover, don’t forget to optimize your website for other search engines, especially if you target a global audience. Here is a complete SEO guide to increasing traffic to your site.

7. Influencer Marketing Statistics

Influencer marketing is currently the fastest-growing consumer acquisition model, outpacing all other methods, including organic search, display advertising, and paid search. However, you might be wondering why and how this new marketing technique is outshining the old guards.

The reason is simple ⁠— every business wants to establish an online presence. However, cutthroat competition is a significant impediment. So, to work around this hurdle, businesses are blending intrusive self-promotional approaches with more nuanced inbound tactics such as influencer marketing.

Those who have taken the gamble are reaping the rewards in the form of increased brand awareness, more leads, and sales growth. You can also take advantage of this innovative and aggressive technique, but first, you need to gain a deeper understanding of the influencer niche.

The statistics below will lay bare the trends in the influencer marketing industry. Are businesses getting the intended ROI? How much are businesses spending on influencer marketing? Moreover, what are the best platforms for influencer marketing?

General influencer marketing statistics

In 2018 alone, 320 new influencer marketing agencies and platforms were created. (Influencer Marketing Hub, 2019)
69% of marketers who run influencer marketing campaigns focus on the B2C sector. Meanwhile, the rest (31%) run campaigns that target B2B firms. (Influencer Marketing Hub, 2019)
Besides, 63% of marketers are aware of the most recent FTC disclosure guidelines. (Linqia, 2019)
Surprisingly, only 11% of influencers are fully compliant with FTC and CMA guidelines. (Influencer Marketing Hub, 2019)
Brands are willing to spend $15 billion on influencer marketing by 2022. (Business Insider, 2021)
79% of brands have utilized Instagram for influencer campaigns. (Business Insider, 2021)
61% of marketers admit that it is hard to find a relevant influencer for their campaigns. (Influencer Marketing Hub, 2021)

Influencer marketing strategy statistics

63% of marketing professionals state that they plan to invest more in influencer marketing next year. (Business Insider, 2021)
88% of marketers prefer working with influencers who have 100,000 followers or less; meanwhile, 35% are more willing to work with influencers who have 35,000 followers or fewer. (Social Media Today, 2021)
Influencer marketing has grown exponentially over the years, from $1.7 billion in 2016 to an estimated $6.5 billion in 2019. (Influencer Marketing Hub, 2019)
Furthermore, over the last three years, Google search for influencer marketing ballooned by 1500%. (Influencer Marketing Hub, 2019)
Also, 77% of influencer marketing campaigns are managed in-house. (Influencer Marketing Hub, 2019)
69.4% of influencers cite earning revenue as the main reason why they became influencers. (Influencer Marketing Hub, 2021)
How do marketers manage their influencer marketing programs? The answer: in-house (34%), via turnkey service (26%), through a self-service platform (20), and by outsourcing influencers (17%). (Linqia, 2019)
On the other hand, how do marketers measure the success of their influencer marketing campaigns? Engagement (89%), impressions (67%), brand awareness (65%), clicks (63%), conversions (63%), product sales (44%), and audience sentiment (33%). (Linqia, 2019)

Influencer marketing benefits

89% of marketers agree that influencer marketing is effective. (Social Media Today, 2021)
For every $1 spent on influencer marketing, companies make $5.20. (Influencer Marketing Hub, 2021)
According to 42% of marketers, influencer marketing has proven to be one one of their top ROI-generating marketing strategy. (Social Media Today, 2021)
Nano influencers with less than 1000 followers record a 7.2% engagement rate on Instagram, compared to 1.4% on Twitter. (Influencer Marketing Hub, 2019)
57% of marketers claim that influencer content outscored brand-created content. (Linqia, 2019)
As a result, 75% of marketers say they use influencer content in other marketing channels. (Linqia, 2019)
Most importantly, 92% of marketing professionals think influencer marketing is effective. (Influencer Marketing Hub, 2019)
Moreover, 70% of marketers measure the ROI on their influencer marketing campaigns. (Influencer Marketing Hub, 2019)
Besides, 78% of marketers consider Earner Media Value to be a reliable measure of influencer campaign ROI. (Influencer Marketing Hub, 2019)
Top reasons why brands engage in influencer marketing include creating brand awareness (37%) and increasing sales (32%). Furthermore, many companies use this to build user-generated content (31%). (Influencer Marketing Hub, 2019)

Influencer marketing challenges

63% of brands have experienced influencer fraud. (Influencer Marketing Hub, 2019)
54% of marketers are concerned about determining the authenticity of an individual’s followers. (Social Media Today, 2021)
The main challenges in managing influencer marketing include finding influencers (36%) and managing contracts or campaign deadlines (24%). Besides, some marketers note difficulties such as time restraints (15%) and processing payments to influencers (15%). (Influencer Marketing Hub, 2019)

Nowadays, consumers and prospects turn to the people they know or associate with to inform them. This is inarguably changing modern marketing, giving rise to new techniques like brand influencing.

Using influencer marketing should be a no-brainer for marketers these days. It’s a tried-and-tested method that delivers the desired results.

Consider this: more than 90% of marketers consider influencer marketing highly effective. Most importantly, marketers can easily measure the ROI of influencer marketing. So, what would bar you from using influencer marketing to achieve your company’s goal?

8. Affiliate Marketing Statistics

Over the last couple of years, affiliate marketing has grown significantly. After all, the flexibility and cost-effectiveness exhibited by this form of performance marketing make it one of the best ways to implement online advertisements.

Besides, the lure of passive income is too enticing for affiliates to resist. On the other hand, affiliate marketing provides numerous benefits to the merchant and significantly contributes to the overall success of a business.

So, it’s hardly surprising that more and more webmasters are starting to implement this marketing strategy. The following affiliate marketing statistics will provide the insights you need to unravel the intricacies of affiliate marketing.

General affiliate marketing statistics

According to the marketing industry size data, the total spending on US affiliate marketing will reach $8.2 billion by 2022. This is a significant increase from $6.8 billion recorded in 2020. (Statista)
81% of US-based advertisers have turned to affiliate marketing. (Supermetrics, 2021)
Almost 65% of affiliate marketers gain traffic through blog posts. (Truelist 2021)
23% of affiliate programs are focused on the fashion industry. (Truelist 2021)
According to Rakuten Marketing, 81% of advertisers and 84% of publishers were running an affiliate program in 2016. These numbers are expected to grow in the coming years. (Rakuten Marketing)
Amazon Associate controls 39.3% of the affiliate marketplace. Also, the other platforms with a share of the market include VigLink (9.06%), CJ Affiliate (8.06%), SkimLinks (8.52%), and Rakuten Affiliate Network (8.12%). (Datanyze)
Awin estimates that nearly 80% of its clients were monitoring affiliate activities via its MasterTag. (Awin, 2019)

Affiliate marketing budget statistics

91% of merchants plan to either keep their affiliate marketing budget or increase it. (Truelist 2021)
$12 billion is the overall annual marketing spend. (Mediakix)
Affiliate marketing is responsible for 7.5% of the overall digital spend among retailers. (eMarketer)
The total US affiliate marketing spend will hit $6.82 billion by 2020. (Inc.)

Affiliate marketing benefits statistics

15% to 30% of all sales generated by advertisers are from affiliate programs. (Truelist 2021)
16% of global ecommerce sales come from affiliate marketing. (Truelist 2021)
9% of affiliate marketers earn more than $50,000 a year. (Truelist 2021)
For every $1 spent on affiliate marketing, advertisers gained $16 ROI. (IAB)

Source: Business Insider; Statista 2021

Digest this: for every $1 spent, businesses using affiliate marketing gained a $16 ROI in 2017. Alongside ROI, affiliate marketing helps track business progress, enhance promotions, increase sales, and scale your online business. These and many other affiliate marketing benefits are there for businesses, big and small, to pick.

Social media is the “new black” of marketing.

There are over 3.2 billion people on social media today. Now, let’s put this data into perspective. With the world population clocking in at 7.7 billion, it means that more than 41% of the world population is on social media.

As you can see, you can reach a sizeable number of your prospects and customers on social media. But, first, you’ll need to square away your social media marketing strategy to reap any meaningful benefit.

The social media statistics below will help you learn the ropes from marketers who have made it in this niche. In addition, the stats will reveal how your competitors are optimizing their marketing strategies on Facebook, Twitter, Instagram, LinkedIn, and Pinterest to broaden their reach, boost brand awareness, and promote products and services.

General social media marketing statistics

There currently are more than 3.6 billion users across social media platforms, which is predicted to grow to 4.41 billion in 2025. (Sprout Social, 2021)
Additionally, 55% of marketing teams collaborate with support teams to respond and manage issues and inquiries over social media. (Salesforce)
65.7% of marketers say that social media algorithm changes are the biggest threat to digital brand engagement. (Bynder & OnBrand, 2019)
Furthermore, 69% of marketers say that social media marketing delivers the best ROI for their digital marketing strategy. (Prophet, 2019)
In 2017, 90% of the businesses in the US were using social media marketing. (Business of Apps, 2021)
In the US, 90.4% of millennials, 77.5% of Gen X, and 48.2% of Baby boomers use social media. (eMarketer)
57% of businesses say social media stories have been effective as part of their social media marketing strategy. (Buffer, 2019)
Besides, 71% of brands don’t use messaging apps (Messenger and WhatsApp) for their marketing. (Buffer, 2019)
Moreover, 78% of brands have either invested in social advertising or plan to do so in the next year. (Hootsuite, 2019)
Also, 70% of Gen Z consumers in China now buy directly from social media platforms. (Hootsuite, 2019)
54% of shoppers visit social media channels to research products. (Global Web Index, 2020)
Moreover, 36% of social media users follow accounts of the brands they like. (Global Web Index, 2020)
Lastly, marketing reports show that digital consumers spend an average of 144 minutes per day on social media channels. (Global Web Index, 2020)

Facebook marketing statistics

In Q2 2019, Facebook had 2.41 billion monthly active users. (Statista, 2021)
4.6% of marketers use story ads on Facebook. (Buffer, 2019)
Moreover, Facebook Marketplace is now being used in seventy countries by over 800 million consumers. (Hootsuite, 2019)
In January 2019, 96% of active users access their Facebook account through mobile devices. (Statista, 2021)
10% of active Facebook users in the world are women aged 18 to 24 years old. (Statista, 2021)
With 270 million Facebook users, India is the leading country in terms of Facebook audience size. (Data Reportal, 2021)
Facebook’s mobile ads revenue accounted for 94% of the total ads revenue for 2019. (Statista, 2019)
Additionally, in Q2 2019, the average price per Facebook ad decreased by 4%, but the ad impression increased by 33%. (Statista, 2019)
On average, Facebook users click on 11 ads per month. (Hootsuite, 2019)
Facebook is responsible for 80.4% of the total US referral share to ecommerce websites. (eMarketer, 2019)

Instagram marketing statistics

Instagram has one billion active users every month. (Hootsuite, 2020)
Besides, 64% of brands have either executed Instagram stories into their social strategies or planned to execute in 2020. (Hootsuite, 2019)
Also, 19.3% of brands invest in story ads on Instagram. (Buffer, 2019)
Instagram is responsible for 10.7% of the total US referral share to ecommerce websites. (eMarketer, 2019)
The potential advertising reach of Instagram has grown to 1.16 billion users. (Hootsuite, 2020)
Instagram earned $2.2 billion in revenue in Q2 2018. Furthermore, the platform’s revenue is projected to rise to $6.8 billion by 2020. (Statista)

Twitter marketing statistics

Twitter’s advertising audience has grown to 353 million. (Hootsuite, 2020)
2.4% is the growth forecast of Twitter users in 2021. (Hootsuite, 2021)
As of 2020, Twitter is the sixth mobile app with the most monthly active users. (Hootsuite, 2020)
Twitter is responsible for 0.3% of the total US referral share to ecommerce websites. (eMarketer, 2019)
Also, as of February 2019, 22% of US citizens were using Twitter. (Statista, 2019)
In addition, Twitter users are savvy shoppers: 53% are early adopters, 64% are highly likely to influence purchase, and 80% are affluent millennials.

LinkedIn marketing statistics

LinkedIn has 722 million users as of 2020. (Business of Apps, 2020)
Also, LinkedIn is responsible for 80% of the total social media B2B leads. (LinkedIn)
Better still, LinkedIn accounts for 50% of the total social traffic to blogs and websites. (LinkedIn)
Furthermore, 57% of LinkedIn traffic comes from mobile devices. (LinkedIn)
90% of B2B marketers reduce their cost per lead with the LinkedIn Lead Gen Forms. (LinkedIn)
Even more, 94% of B2B marketers use LinkedIn to distributed content. (LinkedIn)
Besides, more than 600 million LinkedIn users can be reached via ads on this professional social network. (Hootsuite, 2019)
Moreover, 52% of online buyers claim that LinkedIn had a significant impact on their research process. (Hootsuite, 2019)

Is social media the most important pillar to digital marketing? Yes, it is. Social media marketing is not only cost-effective, but it is also the most versatile form of marketing. The stats above show the tremendous opportunity that businesses have using social media. The number of people you can reach by rolling out effective social media campaigns is just enthralling.

10. Video Marketing Statistics

Unlike other forms of content marketing, video is better at capturing the attention of a distracted audience. Get this ⁠— a minute of video is worth 1.8 million words. That’s how effective video is. Moreover, consumers today have developed an innate proclivity towards audiovisual content. This makes video more important to marketers today than ever before.

While video marketing is one of the newest additions to the marketer’s toolbox, the results it delivers prove otherwise. For example, video marketing optimizes ROI on advertising campaigns, improves organic position, and increases conversion. This is just the tip of the iceberg; there are plenty of benefits coming from video marketing.

However, make no mistake: you still need a good grasp of video marketing trends and best practices to reel in optimal benefits. The stats and data below will give you the insights you need to crystallize your video marketing.

General video marketing statistics

85% of businesses are now using video as part of their marketing efforts. (HubSpot, 2021)
87%of video marketers reported that video generates positive ROI. (HubSpot, 2021)
99% of video marketers reveal that they will continue to use video in 2021. (HubSpot, 2021)

YouTube marketing statistics

More than 2 billion users visit YouTube from all over the globe. (Statista, 2021)
Besides, over 70% of YouTube’s watch time comes from mobile devices. (Youtube Press)
Moreover, YouTube mobile ads grab the viewer’s attention approximately 83% of the time. (IPSOS)
79% of Internet users have YouTube account. (Data Reportal, 2021)
YouTube derives nearly three-quarters (73%) of its ad revenue from video viewership in the US. (eMarketer)

Social video marketing statistics

74% of video viewers said there is a connection between watching a social video and making a purchase. (Hootsuite, 2019)
Internet users watch 100 million hours of daily video on Facebook. (TechCrunch)
90% of US consumers who watch digital videos do so on YouTube. On the other hand, 60% watch videos on Facebook, 35% on Instagram, 21% on Twitter, and 18% on Snapchat. (eMarketer, 2019)
Besides, on average, Facebook videos garner an engagement rate of 6.13%. (Hootsuite, 2019)
Twitter video views have grown 220 times since last year. (Twitter)
In addition, Twitter videos are six times more likely to be retweeted than tweets with photos. (Twitter)
Most importantly, five times more people notice a video on Twitter than through other sources.
Better still, videos on Twitter increase the average lift in buyer intent by 34%.

Product video marketing statistics

73% of the videos created are explainer videos. (Wyzowl, 2021)
Besides, 84% of consumers have bought a product after watching a brand’s video. (Wyzowl, 2021)
Moreover, 90% of consumers watch product videos on their mobile, whereas 60% watch on their desktop. (Wyzowl, 2021)
Internet users watch 18 hours of video per week. (Wyzowl, 2021)

Although it’s the newest addition to the marketer’s toolbox, video marketing has taken the marketing world by storm. From the monthly active users (MAUs) for channels like YouTube, it’s easy to see that video is now a staple of today’s lives.

From the consumer’s perspective, video is efficient and convenient. On the other hand, video provides marketers with a versatile, attractive, and extremely shareable channel to reach consumers. As a result, having an effective video marketing strategy in place can benefit your brand and put you ahead of the curve in your niche.

11. Mobile Marketing Statistics

These days, everyone has a smartphone, tablet, or any other mobile device. In fact, according to one report, consumers spend 40% of their internet time on mobile devices. The era of mobile has arrived, opening a new horizon for digital marketers. That is to say, mobile is the future of marketing. For this reason, if you are not using mobile marketing, you should consider doing so to avoid trailing behind your competitors.

The following mobile marketing statistics will give you insights into the evolving mobile marketing world.

18% of people on the Internet have smartphones. (Make a Website, 2021)
In the US, 57% of online traffic is from mobile devices. (Make a Website, 2021)
Besides, 60% more mobile apps will monetize via in-app ads in 2019, scrambling for a piece of the $250 billion digital ads marketplace. (App Annie)
Mobile video advertising is the primary focus for 55% of brands in EMEA, followed by mobile social advertising (53%). (Mobile Marketing Association)
In addition, 58% of marketers use locational data, whereas 45% use chatbots. Other popular mobile technologies include artificial intelligence (39%) and AR (36%). (Mobile Marketing Association)
Moreover, 81% of marketers say mobile plays a vital role in the purchase journey of their customers. (Mobile Marketing Association)
Furthermore, 72% of marketers in EMEA use engagement metrics (CTR, video completion rates, and social sharing) to quantify the effectiveness of their mobile marketing campaign. (Mobile Marketing Association)

Mobile is disrupting the way consumers engage with brands. That is to say; mobile is shifting the way businesses handle their marketing efforts. As a result, the proliferation of mobile devices has impelled the increased significance of mobile marketing. Consumers are using mobile devices on an incredibly regular basis. Consequently, it’s now imperative for businesses to adopt mobile marketing as one of their basic marketing strategies.

12. Marketing Technology Statistics

Technological advancements shape the marketing world in myriad ways. Firstly, it changes consumer behavior and compels marketers to hone their skills. More importantly, technology gives birth to marketing solutions that redefine the way brands engage their audiences.

The following statistics provide valuable insights into marketing technology. How do businesses use marketing technologies? What is marketing automation software? Find the answers to these questions and more in this section.

There are 8,000 MarTech solutions as of 2020. (MarTech Today, 2020)
68% of organizations planned to increase the marketing solutions they would use in 2020. (Bynder & OnBrand, 2020)
$121.5 billion is the global marketing technology industry’s current estimated worth. (Bynder & OnBrand, 2020)
Many marketers have synced their commerce systems with social media marketing (58%), marketing emails (51%), digital advertising (51%), and transactional email (48%) efforts. (Salesforce)
Besides, 44% of marketing organizations use IoT technology to broaden their toolkits. Additionally, other technologies in use include voice-activated personal assistant (32%), artificial intelligence (29%), and virtual reality/augmented reality (24%). (Salesforce)
88% of marketing professionals in the retail sector say advertising and marketing have integrated technology stacks. (Salesforce)
Moreover, 90% of brands that have adopted events technologies say they are better positioned for future success. (Splashthat)
On average, event marketing software saves businesses approximately 223 hours per year. (Bizzabo)
Moreover, 55% of B2B companies and 54% of B2C companies use event management software. (Bizzabo)
In addition, according to marketers, the following technologies will have the biggest impact on events: live streaming (30%), social networks (24%), VR/AR (20%), artificial intelligence (13%). (Bizzabo)
Furthermore, while 94% of companies admit personalization is critical to marketing success, 47% say IT roadblock is a major barrier to their personalization effort.
The software marketing cloud is the primary MarTech platform for 26% of marketers. Additionally, other platforms used include Adobe Marketing Cloud (22%), Oracle Marketing Cloud (20%), IBM (18%), SAP (5%), Marketo (4%), SAS (2.2%), and HubSpot (1.6%). (Prophet, 2019)
Moreover, 31% of marketers say integration is the biggest challenge they face when using marketing technology. (Prophet, 2019)

Number of Marketing Technology Solutions Available Worldwide from 2011 to 2020

2020

2019

2018

2017

2016

2015

2014

2012

2011

Source: Martech Today 2020

The current pace of digital innovation has forced marketers to adapt — not just by sharpening their skills, but also by implementing and learning how to use the latest marketing technology. For example, both B2C and B2B marketers are using IoT to broaden their skills. Also, the use of emerging technologies like AI and AR/VR is gathering steam in the marketing niche. If you are a marketer, it would be a risky gamble to ignore the importance of marketing technology.

13. The Impact of COVID-19 in Marketing Statistics

The ongoing pandemic has affected various parts of the business industry and marketing is one of the sectors that have been both negatively and positively hit by the COVID-19 crisis.

57% of marketing professionals claim that the pandemic will have a lasting impact on their brand marketing efforts and strategies. (Bynder & OnBrand: COVID-19 Edition, 2020)
31% of marketing professionals admit that they have been strongly affected to the point where they have to completely change the direction of their brand and content marketing strategy. (Bynder & OnBrand: COVID-19 Edition, 2020)
45% of marketing professionals claim that the pandemic has left a moderate impact on their content marketing and the only changes they need to adapt are in their focus and messaging. (Bynder & OnBrand: COVID-19 Edition, 2020)
Meanwhile, the 18% that has been extremely affected by the pandemic has to make drastic changes not only in their marketing strategy but to their entire business operations. (Bynder & OnBrand: COVID-19 Edition, 2020)
29% of respondents confirm that they have to postpone important activities including photoshoots, market research, and PR initiatives. (Bynder & OnBrand: COVID-19 Edition, 2020)
Global ad spending in 2020 was predicted to drop by 10.2% year-on-year. (WARC, 2020)
In Europe, ad spending dropped by 9% due to the pandemic. (World Economic Forum, 2020)
UK advertising market reported an estimated loss of nearly $5 billion in 2020 due to the COVID-19 outbreak. (WARC, 2020)
24% of survey respondents stated that they had to put all ad spending on hold during the first and second quarter of 2020. (IAB, 2020)
74% of brands, media buyers, and planners admitted that the impact of the pandemic would be bigger than the global financial crisis in 2008. (IAB, 2020)
93% of event and marketing experts plan to invest more in virtual events in 2021. (Bizzabo, 2020)
Despite the incorporation of virtual events, 95% of top event organizers do not believe that in-person events are replaceable by virtual ones. (Bizzabo, 2020)
There will be more hybrid events in 2021 according to 97% of event marketers. (Bizzabo, 2020)
80.2% of event organizers agree that they have been able to reach a wider audience through virtual events. (Bizzabo, 2020)
55% of marketers agree that virtual events must focus on education, customer relations, and retention. (Bizzabo, 2020)
31% of B2B organizations claim that their content marketing strategies have been very successful in the last 12 months despite the pandemic. (Content Marketing Institute, 2021)
70% of organizations have made major or moderate changes to their content marketing strategy due to the pandemic. (Content Marketing Institute, 2021>)
41% of B2B organizations believe that the changes they made during the pandemic would stay in effect for the foreseeable future. (Content Marketing Institute, 2021)
53% of organizations made changes to their content distribution and promotion strategy. (Content Marketing Institute, 2021)
83% of marketers agree that the value that the content provides plays the biggest role in the success of their content marketing during the pandemic.
Email marketers have increased the number of emails they send by 27%. (Business 2 Community, 2020)
Email newsletter engagement has grown significantly during the pandemic, especially email newsletters about shopping (83%), finance (43%), and hard news (37%). (Business 2 Community, 2020)
Email open rate in 2020 increased by 21.5% compared to 2019 when the open rate decreased by 5.38%. (Omnisend, 2020)
The year-over-year click rate decreased to 16.89% in 2020 from 17.01% in 2019. (Omnisend, 2020)
The email conversion rate increased 17% in 2020. (Omnisend, 2020)
Paid search traffic started to decline from the second week of March 2020. (Wordstream, 2020)
Mobile traffic has also been down by 24% on average. (Wordstream, 2020)
Since the beginning of March 2020, YouTube ad traffic has increased by 21%. (Wordstream, 2020)
Instagram influencers’ average likes have increased by 67.7% and their comments by more than 50% during the pandemic. (Forbes, 2020)
90% of marketing professionals agree that influecer marketing results have been better than pre-COVID times. (Social Media Today, 2021)
Generating a positive image is the primary goal of influencer marketing during the pandemic. (Social Media Today, 2021)
35% of bloggers reported an increase in revenue during the pandemic. (First Site Guide, 2021)
Amazon cut down on affiliate commission rates to as low as 1%. (Search Engine Land, 2020)
Income from real estate affiliate marketing has gone down by nearly 20% in the course of one month. (Due, 2020)

What Do These Marketing Statistics Mean for Your Business?

There you have it — a compilation of the most important marketing statistics you should know. There is no denying that the marketing world is an everchanging landscape and staying abreast of the latest tactics is imperative to the success of your business. As such, you need to continually check new statistics to understand the industry, as well as your audience, better.

The marketing statistics we have highlighted will open your eyes to the latest developments in the marketing niche. Hopefully, you have deduced essential insights from the compilation to reinforce your next big marketing strategy. Moreover, if you’ve started to build a team of marketing professionals, be sure to look at these best marketing tools and apps to maximize your team’s productivity.

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By James Anthony

A senior FinancesOnline writer on SaaS and B2B topics, James Anthony passion is keeping abreast of the industry’s cutting-edge practices (other than writing personal blog posts on why Firefly needs to be renewed). He has written extensively on these two subjects, being a firm believer in SaaS to PaaS migration and how this inevitable transition would impact economies of scale. With reviews and analyses spanning a breadth of topics from software to learning models, James is one of FinancesOnline’s most creative resources on and off the office.