The Latest Marketing Statistics that Will Blow Up Your Mind

Written by Irakli Beselidze - June 12, 2015

Whether you are a newbie marketer just learning nuts and bolts of marketing or already a marketing guru, you need to keep abreast of the most important trends and be sure that your crucial marketing decisions are based not only on your personal views but also on data from serious industry researches.

Having reviewed many latest marketing research reports, we’ve selected the most insightful, persuasive and surprising statistics that will provide you with answers to many questions you may have, inspire to try new approaches or help understand what points you need to change in the marketing strategy to get results your company deserves.

Data collection and research

  • Now only a half of marketers use various data for getting insights and engaging buyers. But in 3-5 years 81% of respondents expect to use data for making better connections with buyers. (Marketo)
  • 99% of companies think that getting a single customer view is very important to their companies but only 24% of companies now have this view. (Experian)
  • 84% of companies are going to invest in additional data quality technology. (Experian)
  • Global companies consider 26% of their data to be inaccurate. (Experian)
  • On average, companies gather customer contact information via 3 channels: websites, face-to-face contact via sales teams, call centres. (Experian)
  • 45% of companies collect various data via mobile website or application. (Experian)
  • 92% of companies think that their data regarding customers and prospects may be partly inaccurate. (Experian)
  • 95% of companies think that need to turn their data to insight. (Experian)
  • 4 main drivers for collecting data: understand buyers’ needs, get new buyers, increase each buyer’s value and secure future budgets. (Experian)
  • 53% of companies that have seen an increase in profits within the last year manage their data centrally. (Experian)
  • 63% of organizations lack a centralized approach to a data quality strategy. (Experian)

Personalization and customer orientation

  • 3 most important factors that make customers comfortable with personalization: consumer trust, awareness and the value brought by personalization services. (Accenture)
  • Brands become more focused on customers: they are 65% more likely (compared to 2013) to let buyers select types of marketing messages they’d like to get, and 48% more likely to let buyers choose the frequency of getting e-mails. (Experian)
  • 70% of respondents only give credit to the channel where the customer was last contacted before buying a product. (Experian)
  • Only 4% of companies have created an integrated customer journey via all communication channels. (Experian)
  • 37% of respondents feel more comfortable being tracked if they believe retailers will keep their data secure. (Accenture)
  • 17.2% of Millennials versus 6.2% of Boomers think it’s cool to be reminded while shopping about needed items. (Accenture)
  • 26.7 percent of Millennials find it cool to be told which foods they shouldn’t buy based on dietary restrictions. (Accenture)

Customer experience

  • More than 1/3 of marketers say they are now responsible for the customer experience management. But 75% of marketers say that in 3-5 years they will take the lead in the customer experience. (Marketo)
  • Among the most important elements of the ideal customer experience consumes mention: fast response to enquiries or complaints (47%), simple purchasing processes (47%), ability to track orders (34%), and clarity and simplicity of product information across channels (25%). (MarketingCharts)
  • 64% of people say the customer experience is more important than price in their choice of a brand. (Gartner)
  • 28% of global digital companies strongly agree they try to differentiate through customer experience. (Econsultancy)
  • By 2020, customer experience will overtake price and product as the key brand differentiator. (Gartner)

Marketers’ challenges

  • 89% of marketers say they have challenges developing a complete customer view. (Experian)
  • Among top challenges to creating a complete customer view are poor data quality (43%), siloed department (39%) and the inability to unite various technologies (37%). (Experian)
  • The most challenging task for B2B marketers is measuring the results: thus, only 21% of respondents say they’re successful at tracking ROI. (CMI)
  • Among the top barriers to cross-channel marketing are siloed marketing organizations (39%) and a product-focused structure vs a customer-focused one (28%). (Experian)

Marketing priorities and investments

  • 55% of marketers say they will increase spending on content marketing in the next 12 months. (CMI)
  • 70% of marketers state they’re going to increase spending on social media advertising. (Salesforce)
  • Targeting and personalisation (30%), content optimisation (29%) and social media engagement (27%) are the most likely to be prioritised during 2015. (Econsultancy)
  • Large companies invest in automation, analytics, content and design; small companies spend the largest share on social and e-mail marketing, personalizing websites, and managing marketing resources. (Marketo)
  • Marketers plan to increase investments in social media advertising, social media marketing, location-based mobile tracking, mobile apps and email marketing. (Salesforce)
  • Almost 60% of marketers agree that cross-channel marketing will be a key focus for them in 2015. (Econsultancy)
  • 81% of respondents state they need to restructure their marketing organization for supporting their business needs more efficiently; 29% of them think that changes need to be done urgently. (Marketo)
  • In 3-5 years the view of marketing will change: 4 out of 5 companies will perceive it as a driver of revenue rather than as a cost centre. (Marketo)

The growing power of mobile marketing

  • 71% of marketers consider mobile marketing to be core to their business. (Salesforce)
  • 46% of shoppers are less likely to search for other options when they use the company’s mobile app. (Formstack)
  • 43% rate mobile website or app traffic as the most important mobile marketing metric. (Salesforce)
  • 33% of respondents informed that their emails are read on a mobile device at least 50% of the time; last year, it was 24%. (Salesforce)
  • 60% of global mobile consumers utilizing mobile devices as their primary or exclusive internet source. (Internet Retailer)
  • 46% of marketers use some form of mobile marketing — either SMS, push notifications, mobile apps, or location-based functionality — compared  to only 23% in 2014. (Salesforce)
  • Mobile-optimized websites get 15% more unique clicks. (Formstack)
  • Among the things that people would rather give up for a week than their mobile phones are alcohol (70%), chocolate (63%), sex (33%), toothbrush (22%), shoes (21%) and computer (20%). (TeleNav)
  • 57% of website users state they won’t recommend their friends a company that have a poorly designed mobile version of the site. (Formstack)
  • 19% of companies already regard themselves as “mobile first” compared to 13% last year. (Econsultancy)
  • 64% of mobile users leave websites because they have forgotten their logins or there’s no autofill access to the sites. (Formstack)
  • 50.3% of e-commerce website traffic comes through a mobile device. (Shopify)
  • 62% of companies plan to increase their investment in mobile marketing in the next 12 months. (Econsultancy)
  • Only 11% of organizations strongly agree that they understand how mobile fits into the customer journey across devices and channels. (Econsultancy)

E-mail marketing

  • 73% of marketers agree that email is core to their business, and 92% say that email produces a ROI. (Salesforce)
  • 36% of respondents say email is still the most communication channel for their company. (Experian)
  • 47% of respondents indicated click-through rates as the key metric for measuring email marketing success, while 43% identified conversion rate as the main metric. (Salesforce)

Content marketing still leads the pack

  • 86% of B2B marketers use content marketing in their organisations. (CMI)
  • 70% of B2B marketers create more content than they did a year ago. (CMI)
  • 35% of marketers say they have a documented content marketing strategy, and 48% state they’ve got a strategy but it’s not documented. (CMI)
  • On average, B2B marketers target 4 different audiences with separate content marketing strategies. Small companies (1-9 employees) target 3 audiences while big companies (1,000+ employees) target an average of 6. (CMI)
  • 84% of B2B marketers say that brand awareness is the most important content marketing goal to their organization. (CMI)
  • In-person events (69%), webinars (64%), videos (60%) and blogs (60%) are the most effective tactics used by B2B marketers. (CMI)
  • On average, B2B marketers allocate 28% of the organization’s total marketing budget (not including staff) to content marketing. (CMI)
  • Among top 3 marketing metrics for measuring B2B content marketing success are web traffic (63% of marketers say they use it), sales lead quality (49%) and higher conversion rates (48%). (CMI)

Importance of custom content

  • Brands that create 15 blog posts per month average 1,200 new leads per month. (Hubspot)
  • 82% of consumers feel more positive about a company after reading custom content. (Demand Metric)
  • 60% of people are inspired to seek a product after reading content about it. (Demand Metric)
  • 90% of consumers find custom content useful, and 78% believe that organizations providing custom content are interested in building good relationships with them. (CMO Council)
  • 68% of consumers spend time reading content from brands they are interested in. (CMA)
  • Trial offers, product demos, product evaluations, research and brochures are those types of content that buyers will complete a form to obtain. (Marketing Charts)
  • 42% of marketers say they publish content daily or multiple times per week. (CMI)
  • While adults are neutral about getting a business letter (30% positive; 34% neutral; 30% negative), they are likely to engender a negative (51%) rather than positive (22%) reaction to advertising cards or fliers. (Marketing Charts)
  • 48% of marketers support from 3 to 5 buying stages with dedicated content, and 52% support from 2 to 4 roles and buyer personas with dedicated content. (LinkedIn)
  • 85% of B2B buyers agree that they need content that’s optimized for mobile. (Demand Gen Report)

Content distribution and promotion

  • 53% of marketers think distribution is a top need, but only 26% invest in it. (OneSpot)
  • 58% of B2B marketers use search engine marketing and make it the most frequently used paid method for promoting and distributing content. (CMI)
  • On average 3 paid advertising methods are used by marketers for promoting/distributing content. (CMI)
  • SEM (58%), print or other offline promotion (52%), traditional online banner ads (49%) and social ads (48%) are the most frequently used paid advertising methods. (CMI)
  • 94% of B2B marketers use LinkedIn to distribute content and say it’s the most effective social media platform. (CMI)

What’s the most interesting data you’ve come across here? Do you know any other marketing data that should be shared with marketing professionals? We’d love to see your comments below!

 

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