June 14, 2016
Marketing  |  6 min read

2016 Marketing Statistics to Keep You Way Ahead of Competitors

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Warren Knight

Did you know that 67 percent of leads in 2016 are generated by companies with an active blog?

As someone who has live through the digital age, and has been working in the world of social media for seven years, I love a good statistic. I find that businesses who don’t stay as up to date as possible, tend to fall behind their competitors. I make it an important task of mine to stay as relevant as possible, and know the marketing statistics that are important to what I do.

Marketing is my speciality, so I do my research and find out the latest 2016 statistics. This allows me to provide social proof to those who might be doubting social media and the benefits it can bring.

If, like me, you find marketing statistics insightful and important, please see a breakdown below of statistics on content marketing, email marketing, digital marketing, social media marketing, and mobile marketing.

Content marketing

When looking at 2016 content marketing statistics, I found it interesting to read that businesses and marketers are starting to lean towards more content-focused marketing. Seventy-six percent of digital marketers said they will produce more content in 2016, and 51 percent said they are going to increase their content marketing spend.

Whilst 88 percent of B2B marketers are using content marketing as a part of their marketing strategy, only 32 percent have documented their content marketing strategy. LinkedIn is the most popular social media platform with 94 percent of B2B marketers using the network as a part of their strategy. Twitter followed behind with 87 percent, Facebook with 84 percent, YouTube at 74 percent, and Google+ at 62 percent.

The most effective piece of content marketing used by B2B marketers is infographics, with 63 percent of people using them saying they were effective. Surprisingly, only 51 percent of business owners said that content management was extremely important or “critical” to their customer journey. I can only see this increasing as we move into 2017 and beyond.

Email marketing

Email marketing has been extremely important to my overall marketing strategy, and I have personally reaped the benefits of great email marketing. According to Econsultancy, 78 percent of their study believe that all email communication will be personalised in the next five years.

Email should not be discounted. It is 40 times more effective at acquiring a new customer than Facebook or Twitter. Looking at personalization, emails are 26 percent more likely to be opened if they have a customized email subject line.

Email has ranked highest in terms of ROI compared to other marketing strategies, and 78 percent of consumers rank email as the most preferred communication platform.

Don’t forget your social sharing buttons in emails. Emails that include them have a 158 percent higher CTR (click-thru rate) than emails that don’t include share links.

Digital marketing

Digital marketing spend is at an all-time high and is predicted to grow 12.9 percent over the next year, making the internet the largest advertising medium in 2016 (overtaking TV).

Marketers said that email provides the best impact at 26 percent, followed by SEO at 17 percent, paid search at 15 percent, social media at 5 percent, and display advertisements at 5 percent. We as consumers are still wary of advertisement. Fifty-four percent of internet users will not click on a banner ad because they do not trust them.

Video marketing is taking a huge step forward in 2016. Eighty-eight percent of businesses say that video is an important part of their digital marketing strategy, with a further 64 percent of businesses believe that video marketing has directly lead to an increase in sales.

Social media marketing

Social media has been a game-changer over the last five years. It now plays as large a role in a purchasing decision as TV with 57 percent of customers saying they are influenced by positive comments about a brand online.

Within the next five years, dedicated social media marketing budgets are likely to increase from around 10 to 25 percent. Identifying ROI is one of the top three social media challenges, with 60 percent of marketers stating this.

A huge 80 percent of marketers identify “engagement” (likes, shares) as the most important metric for assessing social media marketing success. Audience size comes in second at 61 percent, followed by website traffic at 56 percent.

When looking at what tools are used to measure social media marketing success, 65 percent of businesses use native analytics provided by the social networks themselves. Social media management platforms like Hootsuite follow close second at 62 percent, with Google Analytics coming in third at 59 percent.

Facebook, Twitter, and Pinterest are said to drive the most referral traffic, whereas LinkedIn, YouTube, and Google+ drive the most engaged traffic. Fifty-eight percent of marketers say original written content is their most important form of social content. Nineteen percent say the same about original visual content (e.g. infographics). Ten percent say curation of others’ content is most important.

Mobile marketing

By 2019, mobile advertising will represent 72 percent of all digital ad spending. Only 68 percent of companies have integrated mobile marketing into their overall marketing strategy. This will increase as we move to 2017 and beyond.

Google has said that 61 percent of users are unlikely to return to a website they had trouble accessing on mobile, and 40 percent will head to a competitor instead. If this isn’t enough to make you think about mobile marketing, 83 percent of mobile users say a seamless experience across all devices is extremely important, and 57 percent said they will not recommend a business with a poorly designed mobile site.

Pinterest is the most mobile social network with 64 percent of its referred traffic coming from a smartphone or tablet device.

Click here to see the sources of the statistics shared above.

2017 Small Business Marketing Trends Report - Download Now

This article was written by Warren Knight from Business2Community and was legally licensed through the NewsCred publisher network.

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