Digital Marketing: The Stats You Need to Know

Consumer trust in advertising is at an all-time low – observed through soaring adblock usage and amplified via changes in social algorithms – getting your message in front of your target becomes incredibly expensive. Influencer marketing has become a formula modern marketers are using to overcome these barriers. How do we know this? We’ve done our research!

What we’ve found is that there are 5 areas of digital marketing that marketers need to know. We’ve picked a few interesting findings from our Ultimate List of Influencer Marketing Statistics to give you a foresight into how marketing is evolving – the future is Influencer Marketing.

1. Influencer Marketing Stats

Influencers are gaining a lot of ground these days and they create more effective ads and more affordable costs for marketers. Here are some top stats that what we have found:

• Influencer marketing content delivers 11X higher ROI yearly than traditional forms of digital marketing. (TapInfluence study with Nielsen Catalina Solutions, 2016)
  
• Twitter users report a 5.2X increase in purchase intent when exposed to promotional content from influencers. (Twitter and Annalect, 2016)
  
• 74% of people turn to social networks for guidance on purchase decisions. (Ogilvy Cannes, 2014)
  
• 71% of marketers believe that ongoing ambassadorships are the most effective form of influencer marketing. (TapInfluence & Altimeter, June 2016,)
  
• 70% of influencers feel that the most effective way to collaborate with brands is through an influencer marketing platform. (TapInfluence & Altimeter, June 2016,)

2. Content Marketing Stats

As influencers permeate a variety of platforms, and authenticity becomes a keyword connected to content marketing, here are some stats about its importance:

• 61% of consumers say they are influenced by custom marketing content. (DragonSearch, 2013)
  
• Content marketing is 62% less expensive than traditional marketing and drives nearly 3X as many leads. (DemandMetric, 2014)
  
• Content marketing adopters see nearly 6X higher conversion rates than non-users. (Aberdeen, 2013)
  
• 41% of marketers that curate content indicate it has increased the number and/or quality of their sales-ready leads. (Curata, 2015)
  
• 58% of marketers say “original written content” is their most important type of content, over visuals and videos. (Social Media Examiner, 2016)
  
• 73% of organizations have designated someone to oversee their content strategy. (CMI, 2014)
  
• 63% of marketers create content to suit each buyer persona. (Curata, 2015)

3. Social Media Stats

Are you starting to see a trend here? Again, influencers are right at home in multiple social media platforms, where content is key to engaging target consumers. Here a just a few of the social media stats that show how effective marketing is within these platforms:

• Social media networks earned an estimated $ 8.3 billion from advertising in 2015. (WeAreSocial, 2016)
  
• As of 2015, over 70% of the U.S. population had at least one social media profile. (Statista, 2015)
  
• The average internet user spends 28% of their online time on social media. (Global Web Index, 2015)
  
• 47% of Millennials say their purchase decisions are influenced by social media. (Deloitte, 2015)
  
• 84% of social media users have liked or followed a brand or product on social media. (Ogilvy, 2015)

4. Native Advertising Stats

Influencer marketing can take on the form of native advertising, so the following stats are relevant and important to know:

• Native ads will make up 63% of mobile display ad spend by 2020. (Facebook & IHS, 2016)
  
• By 2021, 74% of the total U.S. display ad revenue will come from native ads. (Business Insider, 2016)
  
• Native ads get 53% more views than standard banner ads. (Dedicated Media, 2013)
  
• Native ads with rich media like images or videos drive up to 60% more conversions than those without. (SocialTimes, 2014)

5. Digital Marketing Stats

So how do you find these digital influencers? Well, there are many ways, but a marketplace is the most time and cost effective. Whether a brand is outsourcing their advertising or staying in-house, it seems more practical to “fish where the fish are” instead of searching in the vast ocean of social media. Here are some interesting stats:

• 30.5% of brands that use agency resources report that they rely on a single full-service agency to handle all of their digital assignments, up from 15.3% in 2014. (2015 Society of Digital Agencies Report)
  
• 27% of marketers are now relying on in-house brand marketing teams, up from 13% in 2014. (2015 Society of Digital Agencies Report)
  
• 49% of companies report that they are currently using some form of marketing automation. More than half of B2B companies (55%) have adopted marketing automation technology. (EmailMonday, 2016)
  
• 91% of respondents agree that marketing automation is “very important” to the overall success of their cross-channel marketing. (Marketo & Ascend2, 2015)

If these numbers turn you on, check out our full list on our Influencer Marketing Statistics site.

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