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Herd 1 profile
Jack Shepherd Co-Founder & Marketing Director
Updated on 04 Aug 2022

24 Essential Digital Marketing Statistics You Need to Know in 2022

Curious about what’s going on in the ever-changing world of digital marketing?

We’ve compiled a list of recent digital marketing statistics so you can spot trends and find new areas to focus on when crafting an effective marketing strategy for your brand.

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Top Digital Marketing Statistics

To kick things off, let’s go over some of the top digital marketing statistics that will help shape your overall strategy. No matter what industry you’re in, these are important stats to be aware of.

A Website is the Second Most-Used Marketing Channel Behind Social Media

A website provides a number of benefits for any company. It provides a hub to direct traffic and can be a place to share valuable, relationship-building content. So it may come as a surprise that it ranked as the second most-used marketing channel with social media reigning supreme.

Digital Advertising and Content Creation and Curation Are the Most In-Demand Digital Marketing Skills

A marketing team needs to possess a certain selection of skills to get the job done. According to a survey, the two most in-demand skills are digital advertising (45%) and content creation and curation (42%).

Social Listening is the Number One Tactic Used by Marketers

Social listening requires brands to be on the lookout for what others say about them online. This allows them to gauge how receptive they are to content, what their target audience is struggling with, and more.

This practice can be an effective learning tool and it comes in as the number one tactic used by marketers.

Facebook is the Most Popular Social Media Platform

Odds are, social media is going to be a crucial element of your digital marketing strategy, which is why you need to be smart about where you invest your time. Facebook is actually the most popular of the platforms, used by 94% of B2B and B2C marketers around the world. If your target audience is there, that’s a good sign you should be there as well.

Graph from Statista showing the growth of Facebook users from the third quarter of 2008 to the second quarter of 2021.

Mobile Devices Accounted for 60.9% of Organic Searches on Google

Another important thing to consider is how people are accessing your content.

According to the data, there’s a high chance that it’s through a mobile device, such as a phone or tablet.

It was reported that 60.9% of organic searches on Google in the second quarter of 2021 came from a mobile device. Plus, mobile devices accounted for 55% of the global market share with desktop following behind at 42%.

global desktop vs. mobile share with mobile ranking higher than desktop.

Digital Marketing Industry Growth Statistics

Digital marketing is one of those industries that shows no signs of slowing down. As each year goes by, it seems more and more brands are investing in their digital presence. Here’s a look at just how the industry has grown recently:

87% of Marketers Increased Social Media Activity as the Pandemic Began

The COVID-19 pandemic brought about many changes in our world as we know it.

But did you ever think it would impact the digital marketing industry?

87% of marketers in the U.S. increased their social media activity as the pandemic began. And 65.6% specifically mentioned video content.

As of March 2020, 29.7% of Social Media Users Spent an Extra 1-2 Hours Per Day on Social Media

It wasn’t just brands using social media more often during the pandemic though.

The average user in the U.S. stepped up their social media time as well.

In March 2020, those in the U.S. spent an additional one to two hours per day on social media. At the time, it really was the best way for everyone to stay connected.

Overall, consumers spend about 4.2 hours per day on their mobile devices.

mobile device use has increased to 4.2 hours per day, which is up 20% year-over-year.

Video Marketing Has Increased by 41% Since 2016

There’s no denying that video is a powerful way to connect with your audience on a deeper level. And the best part is that that video comes in all different formats these days. With so many choices, it’s no wonder that video marketing has increased by 41% since 2016.

Digital Marketing for Business Statistics

As a business, having a digital marketing strategy is crucial to your ultimate success.

Through your marketing efforts, you can effectively target your ideal audience, establish connections, and generate sales. And who wouldn’t want all of those things? These digital marketing statistics show just how important it can be for business owners:

85% of Marketers Believe Consumers Expect a Personalized Experience

Do you resonate more with brands that create a personalized experience that’s been tailored to your needs and interests? You aren’t alone. Research shows that 85% of marketers believe their customers expect a personalized experience from them.

Companies That Excel at Nurturing Leads Through Inbound Marketing Make 50% More Sales

More sales always sounds good, right? It turns out that nurturing your leads through inbound marketing can help you generate 50% more sales. You can do this by creating content that’s targeted to their needs, and using multiple content channels to connect with your audience.

Digital Marketing vs. Traditional Marketing Statistics

Digital marketing encompasses marketing methods that are done online.

Having a website, using social media, online advertising, and SEO.

On the flip side, traditional marketing refers to broadcasting (TV and radio), print (newspapers and magazines), direct mail, and telemarketing. Let’s see how these two methods compare:

56% of Customers Say Print is the Most Trustworthy Type of Marketing

We may be in the digital age, but there is still a large percentage of people out there who appreciate print. 56% said print is the most trustworthy form of marketing.

39% of Customers Say They’d Try a Business for the First Time Because of a Direct Mail Advertisement

Many companies still turn to direct mail as a way to reach potential customers. These flyers can be mass-produced and sent out via the postal service. 39% of customers say they’d try a business for the first time because of a direct mail advertisement they received.

49% of Consumers Ages 18-29 Said They’ve Made a Purchase After Viewing a Social Media Ad

Alternatively, it appears that social media ads may be the more effective option depending on who your target demographic is. 49% of consumers ages 18-29 have reported making a purchase after first seeing a product in a social media ad.

frequency of online consumers making purchases based on online or social media ads.

Digital Marketing ROI Statistics

At the end of the day, the return on investment (ROI) for the actions you take in your business is what matters the most. You want to ensure you’re reaching your goals, whether that’s generating traffic, engagement, or conversions. Everything you do should be getting you one step closer to achieving those big-picture goals. These digital marketing statistics provide just how impactful its ROI can be:

86% of Marketers Increased Brand Awareness Using One or More Digital Marketing Channels

Getting your brand front and center is the first step in boosting things like engagement and conversions. After all, people need to know you first! 86% of marketers said they’ve increased brand awareness by using one or more digital marketing channels.

75% of Marketers Increased Their Company’s Credibility and Trust Through Digital Marketing Tactics

People buy from brands they trust, which is why you need to focus on building a trusting relationship before you can expect to generate sales. 75% of marketers said digital marketing tactics helped them to increase their company’s credibility and trust.

Roughly 80% of Online Consumers Have Purchased From a Social Media Ad

One aspect of digital marketing is social media advertising. While organically growing your presence online is a great way to go, running paid social media ads can help speed up your results. Since roughly 80% of online consumers have reported purchasing something via a social media ad, it shows just how effective they can be for boosting sales.

56% of Marketers That Blog Say it’s an Effective Tactic

Blogging shows no signs of disappearing. 56% of marketers that have incorporated blogging into their marketing strategy feel it’s an effective tactic. 10% feel that their blog generates the biggest return on investment when compared to their overall strategy.

Digital Marketing Job Statistics

With digital marketing continually on the rise, it’s no wonder that more businesses are starting to hire a dedicated team for this role. As a result, there’s become a huge demand for people with an education or a background in this field so companies can hire the best team possible. These job-related digital marketing statistics will give you a better understanding of this career field:

61% of Surveyed Companies Plan to Add More Digital Marketers to Their Team

Here’s proof that companies are on the hunt for the perfect digital marketers! A 2019 survey revealed that 61% of companies planned to add more digital marketers to their team that year. That number has more than likely increased in the last couple of years, as it’s become even more prevalent to have a dedicated team who is ready and capable to tackle a company’s marketing plan.

Most Content Marketing Teams Have an Average of 2-5 Team Members

According to Content Marketing Institute, companies appear to prefer keeping their marketing teams small and intimate. Even within large companies that have over 1,000 employees, most content marketing teams have just two to five members. After all, it’s more about the skills the team members possess and how efficient they are at their jobs.

content marketing team size

50% of B2B Marketing Teams Outsource at Least One Content Marketing Activity

Even if you have an in-house marketing team, sometimes it’s just better to outsource certain tasks. It could be because your dedicated team is focused on other projects or because you want to hire an expert for the task. A survey shows 50% of B2B marketing teams outsource at least one of their content marketing activities. This means companies may often be looking for freelancers to assist with their needs.

Not only that, but when McKinley interviewed a group of companies, 47% said they would like to hire a remote marketing candidate. Clearly, companies are open to team members working from the comfort of their own home, meaning they can easily outsource to freelancers.

40% of Digital Marketing Roles Are Filled by Those With 4-10 Years of Experience

Companies want to hire team members who have experience at their jobs and are confident in the skills they possess. That’s why 40% of digital marketing roles are filled by those who have already obtained 4-10 years of experience on the job. For those who are trying to break into this industry, don’t get discouraged. There are plenty of opportunities to get started.

UK Digital Marketing Statistics

Curious about the state of digital marketing in the UK? Here are a few stats you’ll want to know!

Digital Marketing Spending Grew by 9.6% Between 2020 and 2021 in the UK

UK marketers are stepping up their marketing budgets! Data shows the overall digital marketing spending in the UK grew by 9.6% between 2020 and 2021.

19.35% of Surveyed UK Marketers Said They’d Increase Paid Social Spending in 2021

Social media marketing is where it’s at. According to a survey by Statista, 19.35% of surveyed marketers in the UK planned to increase their spending on paid social media marketing in 2021. 18.75% said they’d increase spending on paid Google marketing.

57% of Video Marketers in the UK Reported Using Live Video

Clearly, marketers are seeing the value in going live on social media, as it provides a way to connect with their audience in real-time. 57% of video marketers based in the UK said they used live video in their digital marketing strategy.

Advertisers Spent £7.1 Billion on Paid Search Ads in the UK During 2019

Among various digital marketing tactics, paid search has a high level of spending across the UK. In 2019, advertisers spent £7.1 billion on paid search, beating out television and print.

Using These Digital Marketing Statistics

By staying updated with the changes in the digital marketing industry, you’re able to easily adjust your strategy according to what’s working and the needs of your target audience.

Use this data to shape your marketing plan for the year ahead so you can boost awareness and generate conversions.

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