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66 Digital Marketing Statistics You Must Know: 2021 Data on Email, Social & Mobile Channels

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

To be able to do digital marketing, you have to learn its fundamentals. Things like creating authentic content, improving site loading speed, and prospect segmentation are needed to implement digital marketing effectively. These can easily be verified by looking at digital marketing statistics.

To give you a better idea of how effective digital marketing can be, we have compiled the latest and most relevant statistics on the subject. But in light of the coronavirus pandemic, marketers must adapt to unprecedented market changes that continue to unfold. While there are markets that suddenly saw their activities declining, some are faced with overwhelming demand that they must address given the limited resources.

This digital marketing report should help you decide which form of digital marketing is right for you. You will also better appreciate statistics and use them to boost your efforts using marketing software.

digital marketing statistics

CTR and PPC Statistics

First on our digital marketing industry statistics collection is pay-per-click (PPC) marketing. A popular alternative to organically earning site visits, PPC marketing allows you to bid for ad placement in a search engine’s sponsored links. Its popularity stems from the fact that getting sales out of PPC ensures big profits as they far outweigh the cost of paying for clicks. But again, you will need to work on your keywords to maximize their use. Have a look at the following stats and find out more about PPC marketing.

  • 11% of advertisers are reducing advertising investments on search. (WordStream, 2019)
  • 12% – Growth in Google Shopping spend. (Merkle, 2020)
  • 50% – The chances of a site visitor purchasing after clicking on a PPC ad. (PPC Protect, 2021)
  • 200% – The return-on-investment from purchasing Google Ads. (Google, 2019)
  • 5% – The decrease in the use of adblocker in the UK from 2019 to 2020. (AudienceProject, 2021)
  • 33% of users click on a paid search ad as it directly answers their search query. (Clutch, 2018)
  • 63% of users are most likely to click on a Google search ad. (Clutch, 2018)
  • 89% of advertisers are planning to increase investments in search. (WordStream, 2019)
  • 9% – Increase in Google text ad spending for the third quarter of 2020. (Merkle, 2020)

Google ads ROI

eCommerce Statistics

Unlike other digital marketing forms, eCommerce uses different technologies and platforms to market products and services. And with the availability of various digital media, eCommerce marketing has been making strides in online selling. Due to the massive impact of the coronavirus pandemic worldwide, millions have been compelled to stay at home to prevent contracting and spreading the virus. Online platforms have experienced an unprecedented increase in online traffic worldwide, from 16 billion visits in January 2020 to 22 billion in June 2020 (Statista, 2020). Consider the following statistics on how this marketing method fared before and during the pandemic.

  • 32% of global shoppers plan to increase online purchases through social media. (Statista, 2020)
  • 8.1% – The compound annual growth rate of eCommerce from 2020 to 2024. (Statista, 2020)
  • 79% – shoppers who made their purchasing decision after watching a video. (WyzOwl, 2021)
  • 24% of online spending in the US in Q1-Q3 is made through Amazon. (Digital Commerce 360, 2020)
  • 1% to 2% – The average eCommerce conversion rate. (BigCommerce, 2021)
  • Organic marketing and paid search marketing are the most common eCommerce traffic sources, having over 50% of online store visits. (Smart Insights, 2019)
  • 22% of omnichannel sellers sell through other marketplaces. (BigCommerce, 2021)

Social Media Marketing Statistics

Social media marketing is another popular form of digital marketing. This segment has a considerable digital marketing market share. It uses social networks to foster customer interaction with brands. This marketing method can do a lot for your company by boosting sales and creating brand advocates. Additionally, you can better manage your social media presence by using top visual content management software. In case you have been missing out on this strategy, check out the stats below to find out more.

  • 30% of marketers use last-click attribution to conversion. (WordStream, 2019)
  • 96% – The total number of B2B and B2C marketers that use Facebook worldwide. (Social Media Examiner, 2020)
  • 55% of advertisers use brand awareness campaigns. (WordStream, 2019)
  • 38% of adult Internet users worldwide on average trust information from social media. (Reuters, 2020)
  • 81% of people think that brands have an obligation to be transparent in social media. (SproutSocial, 2020)
  • 50% of posts on Instagram are not seen. (Hootsuite, 2021)
  • Video viewing and social media are two of the most popular online activities. (Statista, 2020)
  • More than one-third of total online time worldwide is spent on social media. (GlobalWebIndex, 2018)

Source: Global Web Index & We Are Social's "Digital 2020 Report"

SEO Marketing Statistics

Contrary to what many believe, SEO marketing isn’t by any means rocket science. This digital marketing method has one goal–boost your search engine ranking. It does this by signaling search engines that your website is worth checking out. Now, you can either do this on your own or outsource it to an external provider. You can also take advantage of search marketing software benefits for the best results. We have compiled some of the freshest stats to explain how SEO marketing is faring.

  • 92.42% – Google’s share of the search engine market. (StatCounter, 2021)
  • 28% – Increase in total visits from organic search in 3Q 2020. (Merkle, 2020)
  • 92% – The share of traffic received by companies who show up on the first page results. (Joel House, 2021)
  • $171,641 – The total forecasted spending on paid search marketing worldwide in 2021. (Statista, 2021)
  • 50% – The total organic search visits made through phones during the first quarter of 2019. (Merkle, 2020)
  • 75% of online traffic will only visit websites on the first page of search results. (HubSpot, 2020a)

Source: Statista (December 2020)

Content Marketing Statistics

You may have heard of the phrase “content is king.” This statement is not incorrect as content marketing has become the new norm for reaching out to a greater audience, increasing profits. Proof of this is that most corporate giants use content marketing to market their products and services. But what is very notable is that no alternative marketing platform can succeed without great content. Find out more about how content marketing has been driving business growth, including how marketers adapt to the ongoing pandemic, by checking out the statistics below.

  • 62% of marketers create at least a single piece of content daily. (The Manifest, 2018)
  • 53% of marketers view the creation of blog content as their main inbound marketing priority. (HubSpot, 2020)
  • 94% of marketers adjusted their content marketing strategy to maintain relevance to the coronavirus pandemic. (Content Marketing Institute, 2021)
  • 60% of businesses find producing research and original data as among their most used digital marketing techniques. (The Manifest, 2018) 
  • 91% of B2B marketers prefer using content marketing to connect with their audience. (Content Marketing Institute, 2020) 
  • 51% of B2B marketers consider their content marketing strategy as “good.” (Content Marketing Institute, 2020)
  • 96% of B2B marketers that use brand influencers think that this marketing approach is effective. (TopRank Marketing, 2020)
  • 84% of B2B marketers are most likely to outsource content creation and analysis. (Smart Insights, 2020)

Mobile Marketing Statistics

Another digital marketing method is mobile marketing. This digital marketing tool continues to increase in popularity due to the steady rise in the number of people using mobile devices. What makes it unique is its ability to reach out to a much wider audience. Mobile devices can handle virtually all online transactions, making it possible to accomplish these things online. If you want to get the most out of this strategy, use mobile marketing solutions. Check out the following statistics and see how mobile marketing has transformed the way users engage with brands.

  • 84% of internet users spend time on social media. (WeAreSocial, 2020)
  • 35% of 16-24-year-olds used voice command or voice search apps on their mobile. (WeAreSocial, 2020)
  • 123% – The increase in the bounce rate of a 10 second page load time. (Think with Google, 2018)
  • Boosting brand awareness, facilitating engagement, and generating sales are the top objectives for mobile advertising. (60 Second Marketer, 2020)
  • 2.2 seconds – The average page load time on mobile sites. (Think with Google, 2018)
  • 8 out of 10 – mobile’s share in digital minutes. (Marketing Charts, 2020)
  • $117.35 billion – The adjusted mobile ad spending forecast in the US for 2021 due to the coronavirus pandemic. (eMarketer, 2020)
  • 48% of users start a mobile search using search engines. (Smart Insights, 2021)
  • The pandemic has caused changes in people’s online search behavior, including an increase in late-night searches. (Smart Insights, 2021)

Source: eMarkteter (October 2020)

Technology and Digital Marketing Strategy Statistics

With the explosion of Internet use, businesses had no other recourse but to adopt digital marketing strategies. These enable companies to reach out to their customers while being able to observe their online behaviors. Take a look at the following stats on how businesses use these technologies.

  • 10% of companies have a digital transformation in place. (Smart Insights, 2020)
  • 36% of marketers are attempting to integrate traditional and digital marketing activities. (Smart Insights, 2020)
  • 50% of marketers are planning to add new technologies to their ABM stack. (Smart Insights, 2020)
  • 45% of companies do not have a digital transformation plan. (Smart Insights, 2020)
  • 356% – The chance of success of marketers who plan projects and campaigns when executing against strategy. (CoSchedule, 2019)
  • 49% of businesses use AB testing to research and boost the effectiveness of the customer journey. (Smart Insights, 2020)

technology use of business marketers

Leading Marketing Software

  1. Moz. An SEO tool for marketing that lets users analyze keywords and keep track of their online ranking. Learn more about it in our Moz Review.
  2. Marketo. A marketing automation tool with features for engagement tracking, email marketing, lead management, event marketing, and more. For more details, see this Marketo review.
  3. ActiveCampaign. A small business marketing system offering automation, contact management, campaign organization, social media monitoring, and ecommerce support. Check out this ActiveCampaign review to learn more.
  4. SendinBlue Email. A tool made primarily for email marketing comes with marketing automation, SMS support, and trigger marketing options. You can view its complete feature set in this SendinBlue Email review.
  5. SharpSpring. An email marketing platform that comes with lead nurturing, call tracking, and customer behavior tracking functionalities. Read more about its functionalities in our SharpSpring review.

Influencer Marketing Statistics

Influencer marketing has been gaining traction. If you are a marketer, you may want to give this new method a go. However, despite its popularity, influencer marketing remains unclear to many. Imagine using a marketing method that does not guarantee huge returns-on-investments. However, influencer marketing is a reliable campaign strategy. It takes advantage of social media and other platforms to help users create content, drive site traffic, and boost engagement. Check out our statistics on influencer marketing below.

  • $300,000 – The average earnings of YouTubers with over 7 million followers. (traackr, 2017)
  • 71% of marketers measure the influencer marketing success through engagement. (Linqia, 2020)
  • 84% of marketers around the world are planning to launch at least one influencer campaign. (Linqia, 2020)
  • $5.78 – The average earned media value for every $1 spent. (Influencer MarketingHub, 2021)
  • 66% of marketers planned to increase influencer marketing budgets in 2021. (Adello, 2021)
  • Influencer marketing is seen to be integrated with all marketing activities. (traackr, 2017)
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How Businesses See The Future Role of Influencer Marketing

How Businesses See The Future Role of Influencer Marketing
To be integrated in all marketing activities: 58

To be integrated in all marketing activities

%
How Businesses See The Future Role of Influencer Marketing
To become a cross-functional discipline that will expand beyond marketing: 47

To become a cross-functional discipline that will expand beyond marketing

%
How Businesses See The Future Role of Influencer Marketing
To become a catalyst for digital transformation: 27

To become a catalyst for digital transformation

%
How Businesses See The Future Role of Influencer Marketing
To become a primary area of digital marketing investment: 18

To become a primary area of digital marketing investment

%

Source: smartinsights.com

Designed by

Email Marketing Statistics

Email marketing is as old as the Internet itself. It helps businesses reach out to prospects and turn them into customers. This ability puts email marketing at the top, outdoing other marketing methods. This marketing strategy works great if you use email marketing platforms. To make a case for this strategy, we have compiled some of the most relevant email marketing stats.

  • 42.3% – email recipients will delete non-optimized marketing emails. (Econsultancy, 2019) 
  • 73% of marketers see their email marketing as an “excellent” channel. (Econsultancy, 2019)
  • 361 billion emails – The projected volume of emails that will be sent and received daily worldwide by 2024. (Radicati Group, 2020)
  • Mobile enjoys higher open rates compared to tablets or desktops. (Litmus, 2020)
  • 122% – ROI of personalized emails. (designmodo, 2021)
  • Customers sign-up mainly because they receive offers and discounts (51%), are regular customers (46%), like to join loyalty programs (40%). (DMA, 2019)
  • 54% of companies expect to send more emails than in previous years due to COVID-19. (Litmus, 2020)

Digital Marketing: Final Thoughts

So what have we learned so far? For one, digital marketing takes a variety of forms to allow you to choose the right marketing platform for your business. Take your pick from various tools to boost revenues, reach prospects, and make new customers. You can use mobile, social media, content, or SEO marketing, among many others. Whatever you choose, make sure it’s what you need. Additionally, you can use digital marketing to reach audiences as you’ve never done before.

Based on your appreciation of the statistics that we have provided, you can now choose what type of digital marketing strategy is right for your business. If you want to cover as much ground without spending much, go for SEO marketing. For those who prefer to engage their audiences, social media should work. Do not let your organization be left behind; start using digital marketing and see your business thrive.

No one knows when will the ongoing pandemic will cease. But one thing’s for sure: marketers who can effectively stir their organizations through these highly volatile environments will likely be the ones to succeed in whatever situation the future might bring.

So that’s about it. After reading our digital marketing data, you may now be ready to dive into digital marketing, and you should. However, you might want to consider using top social media management tools to aid you in this endeavor. This way, you’d be able to monitor your social media marketing campaigns more efficiently with minimal investment.

 

References:

  1. Adello (2021, March 29). Influencer Marketing in 2021: Top Trends and Influencing Factors. Adello
  2. An, D. (2018, February). Find out how you stack up to new industry benchmarks for mobile page speed. Think with Google
  3. AudienceProject (2020, August). Usage of ad blocking software in the United Kingdom (UK) in 2016, 2018, and 2020. AudienceProject
  4. BigCommerce (2021, March 31). Ecommerce Trends That Are Powering Online Retail Forward. BigCommerce
  5. Birch, N. (2021, January 21). Important Email Marketing Trends for 2021. designmodo
  6. Chaffey, D. & Chappell, M. (2020). Managing digital marketing in 2020 research report. Smart Insights
  7. Content Marketing Institute (2020). B2B Content Marketing 2020. Content Marketing Institute
  8. Content Marketing Institute (2021). B2B Content Marketing 2021. Content Marketing Institute
  9. Cooper, P. (2021, March 30). The 2021 Instagram Algorithm Breakdown: How to Get Your Content Seen. Hootsuite
  10. CoSchedule (2019, March 29). The Marketing Management + Strategy Statistics You Need to Know in 2019. CoSchedule
  11. Davis, D. (2020, November 3). Amazon’s share of US online retail revenue dips slightly in Q3. Digital Commerce 360
  12. DMA (2019). Consumer email tracker 2019. DMA
  13. Donnelly, G. (2019, June 18). The Online Advertising Landscape in 30 Definitive Charts [Data]. WordStream
  14. Econsultancy (2019, October). 2019 Email Marketing Industry Census. Econsultancy
  15. Google (2019). Frequently asked questions. Google
  16. Herhold, K. (2018, April 18). How Businesses Use Content Marketing. The Manifest
  17. Hubspot (2021). The Ultimate List of Marketing Statistics for 2021. Hubspot
  18. Influencer MarketingHub (2021, February 14). The State of Influencer Marketing 2020: Benchmark Report. Influencer MarketingHub
  19. Joel House (2021, March 1). 47 SEO Statistics That Will Absolutely Shock You in 2020. Joel House
  20. Kemper, G. (2018, December 13). Search Engine Marketing: Why People Click on Paid Search Ads. Clutch
  21. Le, M. (2020, November 24). Stop That Email Send: One Thing You Need To Consider First. Litmus
  22. Lieberan, M. (2020, February 18). 10 Stats About Inbound Marketing That Will Make Your Jaw Drop. Hubspot
  23. Linqia (2020). The State of Influencer Marketing 2020. Linqia
  24. Litmus (2020, September). State of Email Report Fall 2020. Litmus
  25. Marketing Charts (2020, Deember 14). 8 in 10 Digital Minutes Are Spent on Our Mobile Devices. Marketing Charts
  26. Merkle (2020). Digital Marketing Report: Q3 2020. Merkle
  27. PC Protect (2021, January 2). PPC Statistics You Need to Know In 2021. PPC Protect
  28. Radicati Group (2020, February). Email Statistics Report, 2020-2024. Radicati Group
  29. Reuters (2020). Digital News Report. Reuters
  30. Smart Insights (2020, February 20). Essential content marketing statistics for 2020. Smart Insights
  31. Smart Insights (2021, March 30). Mobile marketing statistics compilation 2021. Smart Insights
  32. Smart Insights (2019, February 21). Which are the most important retail e-commerce traffic sources? Smart Insights
  33. Solis, B. (2017). Influence 2.0: The Future of Influencer Marketing. traackr
  34. Sprout Social (2020, November 2). #BrandsGetReal: Social media & the evolution of transparency. Sprout Social
  35. StatCounter (2021, February). Search Engine Market Share Worldwide. StatCounter
  36. Statista (2020). E-commerce worldwide. Statista
  37. Statista (2021). Search Advertising. Statista
  38. Stelzner, M. (2020, May). 2020 SOCIAL MEDIA MARKETING INDUSTRY REPORT. Social Media Examiner
  39. TopRank Marketing (2020). 2020 STATE OF B2B INFLUENCER MARKETING RESEARCH REPORT. TopRank Marketing
  40. Tucker, D. (2020, January 30). Why Mobile Marketing Matters in 2020. 60 Second Marketer
  41. Valentine, O. (2018, January 11). Top 10 reasons for using social media. GlobalWebIndex
  42. We Are Social (2020, November 4). Digital in 2020. We Are Social
  43. WordStream (2019). The Online Advertising Landscape in 2019. WordStream
  44. Wurmser, Y. (2020, December 16). Mobile Advertising Outlook 2021. eMarketer
  45. WyzOwl (2021). Video Marketing Statistics 2021. WyzOwl
Astrid Eira

By Astrid Eira

Astrid Eira is a resident B2B expert of FinancesOnline, focusing on the SaaS niche. She specializes in accounting and human resource management software, writing honest and straightforward reviews of some of the most popular systems around. Being a small business owner herself, Astrid uses her expertise to help educate business owners and entrepreneurs on how new technology can help them run their operations. She's an avid fan of the outdoors, where you'll find her when she's not crunching numbers or testing out new software.

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