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Marketing with Number 2021

Created
2021/05/27
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Marketing
Contents
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1. Digital Technologies

1-1. B2B Commerce Market

US B2B Commerce Market will hit $1.2 trillion by 2021
Global revenue from offline commerce channels decreases by almost 20%
Digital commerce will account for nearly half of B2B businesses total revenue, up from 29% in 2017
Online transactions will practically double from 24% to 42%

1-2. Channels

Some B2B companies are dialling up digital services such as online-only loyalty programs (42% of research respondents), online training for teams and clients(35%) and incentives for making online sales(32%)
Across industries, 69% of customers want omnichannel and multichannel services, and multichannel customers are typically 15% more profitable than digital-only customers. They are 25% more profitable than "human-only experiences."

1-3. Customer Journey's

61% of all B2B transactions start online, and 51% of customers turn to social media to do initial research
Nearly 50% of companies know that having a solid omnichannel strategy will help them differentiate themselves and capture new clients.
Meanwhile, 65% have integrated their customer across all transactions.

1-4. Mobile Misunderstood

42% said their mobile strategy simply has a responsive web experience
only 32% leverage mobile with their web channels (meaning companies do not have their apps, and services and links opened on mobile need to go through a standard web browser)
9% have no mobile strategy at all

1-5. Reinvesting Sales

79% of companies use chatbots for customer service
32% also use it in the payment process
73% of companies use augmented reality(AR) and Virtual reality(VR) for customer service
66% also use them in the sales process

1-6. Personalization

73% of B2B executives know those customer expectations for more meaningful products, services and experiences are significantly higher than they were just a few years ago
63% said they wanted to integrate personalization

2. Hubspot's Annual State of Marketing Report

2-1. Search Engine

Conversion Rate Optimnization(CRO)

Only 17% of marketers use landing pages A/B test to improve conversion rates. (HubSpot, 2020)
The first five seconds of page-load time have the highest impact on conversion rates. Website conversion rates drop by an average of 4.42% with each additional second of load time. (Portent, 2019)

Ecommerce

Global B2C eCommerce sales are expected to reach $4.5 trillion by 2021. (Shopify Plus, 2019)
51% of shoppers surveyed say they use Google to research a purchase they plan to make online. (Think with Google, 2019)

Organic Search

About 64% of marketers actively invest time in search engine optimization (SEO). (HubSpot, 2020)
SEO drives 1000%+ more traffic than organic social media.(BrightEdge, 2019)
Text will always be the foundation of search, so making sure the text around the website's assets is descriptive will help them rank well in search. (HubSpot, 2020)

Local SEO

"Where to buy" and "near me" mobile queries have grown by over 200% in the past two years. (Think with Google, 2019)
60% of smartphone users have contacted a business directly using the search results such as the "click to call" option. (think with Google, 2019)

Mobile Search

As of 2019, mobile devices, excluding tablets, generated about half of all website traffic globally. (Statista, 2020)
Mobile web traffic has consistently accounted for about half of all global web traffic since the beginning of 2017. (Statista, 2020)

Voice Search

45% of U.S. Millennials use voice assistance when shopping online. (Statista, 2019)
52% of voice-assistant users say they use voice tech several times a day or nearly every day. (The Smart Audio Report, 2020)

2-2. Content Marketing Statistics

Blogging

As of 2019, a survey of bloggers found that 32% of respondents always checked the analytics of their blog posts. (Statista, 2020)
WordPress users produce about 70 million new posts and 77 million new comments each month. (WordPress, 2020)

Content Strategy

70% of marketers are actively investing in content marketing. (HubSpot, 2020)
78% of companies have a team of one to three content specialists. (SEMrush, 2019)

Video

Video has become the most commonly used format in content marketing, overtaking blogs and infographics. (HubSpot, 2020)
Promotional videos and brand storytelling are the most common video types created by marketers. (HubSpot, 2020)

Podcasts

As of 2020, Google's search algorithms try to transcend text to images, voice/podcasts, and videos. (HubSpot, 2020)
As of April 2020, there are over 30 million podcast episodes in existence. (Podcast Insights via iTunes, 2020)

2-3. Social Media Statistics

Facebook

As of Q1 2020, there are 2.6 billion monthly active Facebook users. (Statista, 2020)
Roughly two-thirds of U.S. adults report that they are Facebook users. (Pew Research Center, 2019)
There are 8 million active advertisers on Facebook, the vast majority of small and medium-sized businesses. (Facebook Insights, 2020)

LinkedIn

As of April 2020, LinkedIn's number of users in the U.S. reached 160 million, making it the country with the most users in the world. (Statista, 2020)
As of January 2020, LinkedIn had an addressable ad audience reach of 88% in Iceland, making it the country with the most excellent platform reach. (Statista, 2020)
According to a 2020 survey, 43% of LinkedIn's audience members were female, and 57% were male. (Statista, 2020)

Instagram

As of April 2020, 35% of global Instagram audiences were between 25 and 34. (Statista, 2020)
Instagram is the social channel with the second-highest ROI among marketers. (HubSpot, 2020)
Over two-thirds of total Instagram audiences are 34-years-old or younger, as of April of 2020. (Statista, 2020)

Pinterest

As of January 2021, Pinterest has 459 million global active users every month. (Pinterest, 2021)
The number of Pinterest users in the U.S. is expected to reach 90.1 million. (Statista, 2020)

Snapchat

Of Snapchat's $1.79 billion global revenue in 2019, $1.07 billion came from North America. (Statista, 2020)
In 2019, Snapchat was the most important social network for 44% of U.S. teens. (Statista, 2020)
As of Q1 2020, Snapchat had 229 million daily active users globally, up from 190 million in Q1 2019. (Statista, 2020)

Social Media Management

As of 2019, 69% of social media marketers said they would increase their use of Instagram in the future. (Statista, 2019)
Facebook, Instagram, and Twitter lead the pack as the most common social media platforms used by marketers. (HubSpot, 2020)
Social listening is the number one tactic used by marketers. (HubSpot, 2020)

Twitter

The number of global daily active users on Twitter is 166 million. (Statista, 2020)
Twitter is among the top three social channels used by marketers with the highest ROI. (Statista, 2020)
As of December 2019, former U.S. President Barack Obama has the most Twitter followers worldwide. (Statista, 2020)

Visual Content

In 2018, social media ad spending reached about $27 billion in the U.S. (including paid social ads, games, and apps). (Statista, 2019)
15% of video marketers plan to include 360-degree video in their 2020 video marketing strategy. (Wyzowl, 2019)
83% of video marketers that have used YouTube said it had been successful for them. (Wyzowl, 2019)

2-4. Video Marketing statistics

Product Video

64% of businesses said that in the last 12 months, a video on Facebook resulted in a new client. (Animoto, 2020)
83% of video marketers say video has helped them generate leads. (Wyzowl, 2020)

Video Analytics

92% of video marketers feel the levels of noise and competition have increased in the last year. (Wyzowl, 2020)
99% of people who use video for marketing say they will continue using video in 2020. (Wyzowl, 2020)

Social Video

In 2020, social engagement videos were among the top four most common types of video marketers are investing in today. (HubSpot, 2020)
Video is the second most-used content type on social media used to increase audience engagement. (HubSpot, 2020)

YouTube

YouTube is the fourth most-used social media platform by marketers (Facebook, Instagram, and Twitter topped the list). (HubSpot, 2020)
88% of video marketers say they planned to use YouTube in 2020. (Wyzowl. 2020)

2-5. Email Marketing Statistics

Clickthrough Rate

Message Personalization is the number one tactic used by email marketers to improve performance. (HubSpot, 2020)
35% of marketers choose to send three to five emails per week to their customers. (HubSpot, 2020)
Promotional emails are the most common email type that marketers are investing in. (HubSpot, 2020)

Email Usage

Roughly 80% of marketers have reported an increase in email engagement over the past 12 months. (HubSpot, 2020)
In 2019, the number of global email users amounted to 3.9 billion. (Statista, 2019)
The number of global email users is set to grow to 4.48 billion users by 2024. (Statista, 2019)

Email Copy

Over 20% of marketers surveyed say that email design is improving their email engagement. (HubSpot, 2020)
Email subject lines feature 43.85 characters on average. (AWeber, 2019)
Out of 1,000 analyzed emails, only 6.9% incorporated an emoji in the subject line. (AWeber, 2019)

Mobile Email

Mobile-friendly email is the second most-used tactic email marketers to improve their performance. (HubSpot, 2020)
Mobile accounted for 42% of all email opens in 2019. (Litmus, 2019)

Email Segmentation

Marketers who used segmented campaigns noted as much as a 760% increase in revenue. (Campaign Monitor, 2019)

2-6. Lead Generation Statistics

Demand Generation

44% of marketers say "Better measure the ROI of our demand generation initiatives" is their top priority for 2021. (Demand Gen Report, 2021)
More than half (53%) of marketers say webinars is the top-of-the-funnel format that generates the most high-quality leads. (Demand Gen Report, 2021)

Marketing Automation

Email automation campaigns are among the top three tactics used by email marketers to improve performance. (HubSpot, 2020)
92% of marketing agencies are investing more time, resources, and budget into marketing automation integration. (MarketingProfs, 2019)

Marketing Analytics

Just over 75% of marketers are reporting on how their campaigns are directly influencing revenue. (HubSpot, 2020)
Only 35% of marketers said that understanding the ROI of their campaigns is "Very Important" or "Extremely Important." (HubSpot, 2020)
52% of marketers are currently using attribution reporting. (HubSpot, 2020)

2-7. Advertising Statistics

Adblocking

49% of top U.S. publishers reviewed use Acceptable Ads to monetize opted-in Adblock users (Blockthrough, 2020)
Fewer people use ad blockers in 2020 (41%) than four years ago, in 2016 (52%). (Audience Project, 2020)
The average global adblocking rate in early 2018 was estimated at 27%. (Statista, 2019)

Mobile Advertising

Mobile advertising has been rapidly growing in the past couple of years. However, it is expected to slow down to about 10.4% by the end of 2022. (Statista, 2021)
Mobile advertising spending is expected to surpass 240 billion dollars by 2022. (Statista, 2021)
In 2019, the U.S. was the most significant global market based on mobile advertising spending, with China in second. (Statista, 2021)

Display Advertising

In 2018, U.S. advertisers spent nearly $50 million on programmatic digital display advertising. (HubSpot, 2020)
Across social channels, photo and imagery posts are the most-used content type to increase audience engagement. (HubSpot, 2020)

Pay-Per-Click (PPC) Advertising

The average cost-per-click (CPC) in the legal industry is $6.46, and the most expensive legal industry keyword CPC is $1090. (HubSpot via Ahrefs and WordStream, 2020)
The medical industry's average cost-per-click (CPC) is $2.62, and the most expensive medical industry keyword CPC is $90. (HubSpot via Ahrefs and WordStream, 2020)

Video Advertising

An overwhelming majority of people (94%) report watching explainer videos to learn more about a product, with 84% being swayed to make a purchase. (Wyzowl, 2021)
Viewers are 4x more likely to use YouTube versus other platforms to find information about a brand, product, or service. (Google, 2020)

2-8. Marketing Technology Statistics

Messaging Apps

As of April 2020, two billion users were accessing WhatsApp messenger monthly. (Statista, 2020)
28% of customers resolve issues with a company via messaging. (Zendesk, 2020)
In 2018, 126.3 million U.S. mobile phone users accessed Facebook Messenger to communicate. (Statista, 2019)

Mobile

The U.S. accounts for 47% of all smartphone users globally. Apple owns 50% of the total smartphone market share in the U.S. (Statista, 2021)
As of January 2021, Google Chrome is number one in the mobile internet browser market. (Statista, 2021)

Artificial Intelligence (AI)

In 2020, the global artificial intelligence (AI) software market was expected to grow approximately 154% year-over-year. (Statista, 2020)

2-9. Sales Statistics

CRM

61% of overperforming leaders use their CRM to automate parts of their sales process, vs. 46% of underperforming leaders. (HubSpot, 2020)
82% of the respondents say "Active customer retention" is one of the most important objectives for their CRM team. (Tinyclues, 2021)
The global CRM market is poised to reach about $113.46 billion by the end of 2027 (Globe Newswire, 2021)

Service Level Agreement (SLA)

81% of marketers share goals and metrics with sales colleagues. (Salesforce, 2020)
81% of marketers work with sales teams on ABM programs. (Salesforce, 2020)

Selling

24% of marketers use paid advertising to impact direct sales. (HubSpot, 2020)
57% of organizations say they are shifting to a hybrid sales model in 2021. (HubSpot, 2020)

Social Selling

The paid channels with the highest ROI are Facebook and Google Search advertising. (HubSpot, 2020)
78% of salespeople engaged in social selling are outselling their peers who are not. (LinkedIn, 2020)

3. Here is What We Learned About Content Marketing

1.
Long-form content gets an average of 77.2% more links than short articles. Therefore, long-form content appears to be ideal for backlink acquisition.
2.
When it comes to social shares, longer content outperforms short blog posts. However, we found diminishing returns for articles that exceed 2,000 words.
3.
The vast majority of online content gets few social shares and backlinks. 94% of all blog posts have zero external links.
4.
A small percentage of "Power Posts" get a disproportionate amount of social shares. Specifically, 1.3% of articles generate 75% of all social shares.
5.
We found virtually no correlation between backlinks and social shares. This suggests that there is little crossover between highly shareable content and content that people link to.
6.
Longer headlines are correlated with more social shares. Headlines that are 14-17 words in length generate 76.7% more social shares than short headlines.
7.
Question headlines (titles that end with a "?") get 23.3% more social shares than headlines that do not end with a question mark.
8.
There is no "best day" to publish a new piece of content. Social shares are distributed evenly among posts published on different days of the week.
9.
Lists posts are heavily shared on social media. List posts get an average of 218% more shares than "how-to" posts and 203% more shares than infographics.
10.
Specific content formats appear to work best for acquiring backlinks. We found that "Why Posts", "What Posts", and infographics received 25.8% more links compared to videos and "How-to" posts.
11.
The average blog post gets 9.7x more shares than a post published on a B2B site. However, the distribution of shares and links for B2B and B2C publishers appears to be similar.
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