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Around the World in 50 Captivating Digital Marketing Statistics

Hot air balloons floating over the Sydney Opera House.

Hot air balloons floating over the Sydney Opera House. Sit back and join us for a journey through 50 recent digital marketing statistics that combine to tell a captivating tale of change, innovation, and generational preferences in an industry that changes faster than Jules Verne’s Phileas Fogg could ever have envisioned in “Around The World in 80 Days.” via GIPHY Statistics exploring each of the B2B, influencer, content, and social media flavors of marketing combine to tell a captivating and unique story of how digital marketing has evolved over the past year, and offer us a great opportunity to better understand which trends the numbers are pointing to for the future. We’ve arranged this numerical journey of various insightful digital marketing statistics to build up from those with the smallest percentage to the highest, and we hope you’ll gain a generous helping of new ideas through this lighthearted statistical look at where marketing is, and where it’s heading. Why should digital marketers care about these statistics? We’ve combed through a vast number of reports, studies, surveys, polls, and other types of data, and these are 50 of the most inspiring statistics that are both from high-caliber sources — including the Pew Research Center, Nielsen, NPR, Edison Research and Umass Dartmouth — and which give insight into where digital marketing is today and where it’s heading in the future.

Bring On The 50 Digital Marketing Stats

1.

2018 September 28 News Statistics Image

Brian Solis is a leader in the world influencer marketing, and our CEO Lee Odden has an extensive and fascinating new video interview about Brian’s latest book and marketing in general, which you can watch here to learn more: “Brian Solis on Lifescale – How to Live a More Creative, Productive and Happy Life Plus Improve Your Marketing.” Brian Solis Lifescale We’ve also explored the value of influencer marketing in the B2B world in recent pieces such as “Why Always-On Is Always Better for Driving B2B Influencer Marketing Success,” “5 Examples of B2B Influencer Marketing to Inspire You in 2019,” and “The Next Level of Influence: 30 Essential Influencer Marketing Statistics,” each a helpful look at how you can join the four percent if you’re not already a member of this elite but growing segment. We also recently had the honor of being named by Forrester as the only B2B marketing agency offering influencer marketing as a top capability on its latest “B2B Marketing Agencies, North America, Q1 2019” report.”

2.

CMI MarketingProfs 2019 Trends

At the other end of the scale, the following chart from the report shows that email and educational content are the most-used methods content marketers use to nurture audiences. CMI MarketingProfs Trends

3.

eMarketer Amazon Study

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Adobe Branded Content Survey

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The CMO Survey 2019

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6.

Diversity And Gender Progress Is Mixed Among ANA Member CMOs

7.

2019 January 25 Statistic Image

  • 14% of U.S. consumers are confident that the social media industry keeps their data secure. (Source: SAS Data Privacy Survey)

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8.

2019 February 22 Statistics Image

With their rising implementation, we even placed chatbots in the number three spot on our list of “6 Top Digital Marketing Trends for 2019,” along with other artificial intelligence and machine learning technologies. Microsoft’s Purna Virji has been involved in improving both chatbots and voice search, and during the last Pubcon Las Vegas conference I covered her fascinating presentation in “How to Optimize Customer Experience with AI – Top Tips from Microsoft’s Purna Virji.”

9.

July 27, 2018 Digital Marketing News Statistics Image

10.

2018 September 21 Statistics Image

Such recommendations from friends were also shown to be the second most effective way that consumers find out about a new brand or product before buying, as shown in the following Animoto chart. 2018 November 16 News Animoto Chart Image

11.

2018 November 16 Statistics Image

B2B brands stand to benefit from collaborating with influencers, and we recently worked with B2B experts Whitney Magnuson of IBM, Rani Mani of Adobe, Luciana Moran of Dun & Bradstreet, Martin Jones of Cox Communications, and Konstanze Alex, PhD of Dell, to share some of their advice on running successful ongoing influencer marketing programs, in “How Can B2B Brands Benefit from Collaborating with Influencers? Let’s Get the Scoop from the Experts.” [bctt tweet=”Working with B2B influencers allows our brand to have a constant pulse check with purchase decision-makers. @konstanze @dell” username=”toprank”]

12.

2019 January 11 Statistics Image

  • 24% of the U.S. population will listen to at least one podcast monthly by 2022. (Source: eMarketer, August 2018)

This statistic helps make clear that if your brand is looking to reach new audiences, there’s never been a better time to add podcast creation to your content marketing toolkit. The New York Times has just published a piece looking an new survey results showing the biggest increase in podcast listeners yet, with one in three in the U.S. tuning in to at least one podcast every month, as shown below. Edison Infinite Dial Study Our own Joshua Nite digs into why B2B content marketers should care about podcasts, with the details you need to know to get started, in “B2B Podcasting: What, Why and How.” [bctt tweet=”“Your target audience is likely spending a significant amount of time listening to podcasts already. And those who already listen to at least one podcast are likely to be on the lookout for more.” — Joshua Nite @NiteWrites” username=”toprank”]

13.

Adobe Branded Content Survey

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14.

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15.

June 9, 2018 Statistic Image

Knowing how to best make use of those words that will be read is key to content marketing success, and BuzzSumo and Backlinko recently studied the performance of key elements in blog posts, pulling statistics from 912 million posts, as shown below. 2019 February 22 Backlinko Report Chart

16.

July 6, 2018 Artificial Intelligence Statistics Image

17.

Spiceworks State of IT

Spiceworks State if IT Study

18.

2019 January 4 Statistics Image

  • 38% of U.S. adults expect brands to reply within an hour on social media. (Source: Clutch 2018 Survey)

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19.

2019 February 8 Statistics Image

20.

Adobe Branded Content Survey

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21.

2018 November 2 Statistics Image

Audience research trends were recently the subject of a survey from the Content Marketing Institute and MarketingProfs, with some of the results shown below. 2019 February 15 CMI Report Chart

22.

2018 August 17 Statistics Image

The use of the popular “stories” format has grown on Instagram, and stories have made their way to most other major social media platforms. With this move comes an increased need for guidance in making most of the format, especially among B2B marketers. How 200 leading global brands are utilizing the stories format was the subject of a Buffer study, with the format’s growth on various social media platforms shown in the following chart. 2018 November 16 News Buffer Chart Image We’ve explored this in “What You Need to Know About Instagram Stories for B2B Marketing” by our own Nick Nelson, who also looked into how best to use Facebook Stories, with his helpful “The Future of Connection on Facebook: How Stories May Change the Marketing Game.” [bctt tweet=”Much like #FacebookStories, #InstagramStories offer a nascent playground for #B2BMarketing. If you’re looking to experiment with new channels as you peer ahead to 2019, these both stand out as great opportunities. – @NickNelsonMN” username=”toprank”]

23.

May 18, 2018 Pinterest Statistic

24.

Statistics consistently show video’s increasing effectiveness in social media marketing, whether it’s live video on Twitter, or video’s growth on LinkedIn, as we explored during the last Content Marketing World conference in “Allen Gannett Shares His Secrets to Racking Up Millions of LinkedIn Video Views #CMWorld.” Live video has now also made its way to LinkedIn (client), with the launch of LinkedIn Live to build on the success of its standard video offerings, which were already the fastest-growing format on the platform. Video has the power to deliver compelling messages, as shown in the following image from Digital Vidya. 2019 January 18 Digital Vidya Chart Image

25.

2019 February 1 Statistics Image

26.

  • 53% of marketers who haven’t already implemented artificial intelligence in some fashion plan to do so in the next 12 months. (Source: Provoke Insights Study 2018)

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27.

Spiceworks State of IT

28.

This statistic points out the importance of knowing where your particular audience is most likely to spend time, so that you have the best chance of reaching them. It’s worth comparing the social media channels your business uses to make sure they align with where your audience will be. Buffer recently released its 2019 State of Social report, offering an in-depth look at what digital marketers are focusing on and an examination of trends and how the industry is changing, with data such as the chart below. 2019 January 25 Buffer Chart

29.

2018 December 7 Statistics Image

30.

2018 June 15 Statistics Image

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31.

2018 November 30 Statistics Image

32.

2019 February 15 Statistics Image

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33.

2018 October 26 Statistics Image

Artificial-intelligence-powered chatbots have seen a rise is use, with 85% of customer service interactions expected to use the technology by 2020 (Gartner). MarketingProfs and Headway Capital took a look at implementing chatbots for Facebook Messenger, as partially shown below. 2018 December 14 Headway Capital Image

34.

2018 December 21 Statistics Image

35.

  • 70% of B2B marketers say their number one digital marketing objective is generating more or higher-quality leads. (Source: DemandWave Survey)

36.

June 29, 2018 Sprout Social Statistic Image

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2018 August 31 Statistics Image

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2018 December 14 Statistics Image

39.

2018 December 28 Statistics Image

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40.

2018 September 14 Statistics Image

  • 75% of millennials and GenZers expect “seamless handoffs between departments and channels, and contextualized engagement based on earlier interactions.” (Source: Salesforce Trends in Customer Trust 2018)

41.

2018 November 23 Statistics Image

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42.

2018 September 7 Statistics Image

Even among firms on the Inc. 500, social media has remained a major factor over the past several years. A recent study by the Center for Marketing Research at the University of Massachusetts Dartmouth took a close look at how these top firms utilize social media, as shown below. 2019 February 8 Center for Marketing Research at the University of Massachusetts Dartmouth Chart Study data of smaller firms has also shown the importance of social media marketing, such as the infographic from ZipSprout that MarketingProfs examined recently, as partially shown below. 2018 December 21 ZipChart Image

43.

2018 November 9 Statistics Image

The prominence of both standard and live video has continued to expand, with some five billion videos viewed daily on YouTube alone, and a recent report and infographic from Renderforest digs into some of the numbers behind the growth, as shown below. 2019 February 1 Renderforest Chart

44.

2018 August 24 Statistics Image

45.

2019 March 1 Statistics Image

Now here’s a statistic that hits home for us, as we have recently been working hard to extoll the merits of bringing the creativity and energy often associated with B2C into the world of B2B. In fact, we dedicated an entire guide to just this subject, with our “Break Free of Boring B2B Guide,” featuring more than a dozen top B2B Marketing Exchange speakers from firms including Google, 3M, Demandbase, Fuze, and others. Check out the guide below, or click here to view the full-screen  Break Free from Boring B2B experience.



46.

2018August3StatisticsImage

47.

July 20, 2018 Digital Marketing News Statistics Image

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48.

2019 January 18 iScribblers Statistics Image

  • 95% of B2B buyers view content as trustworthy while evaluating a company and its offerings. (Source: iScribblers 2018)

49.

May 25, 2018 Instagram Statistic

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50.

Publicis / Zenith Media Consumption Forecast Statistic

A Sum Greater Than The Parts — Digital Stats Wisdom

via GIPHY I encourage you to use these digital marketing statistics to create meaningful experiences that inspire, and to help guide and shape your campaigns, as industry knowledge backed by quality research can infuse your work in any area of marketing with both new energy and possibilities. You can also keep up with new statistics and research by following the TopRank Marketing blog, which recently celebrated its 15th year of covering digital marketing, or come see us in person at an upcoming conference. Our CEO Leo Odden will be presenting this week at inOrbit 2019 on March 14 – 15 in Slovenia, followed by Clever Content Conference 2019 on April 9 – 10 in Denmark, and at Content Marketing Conference in Boston on April 16 – 19, each a great opportunity to learn how to best put those statistics to use.

The post Around the World in 50 Captivating Digital Marketing Statistics appeared first on Online Marketing Blog – TopRank®.

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The Community Imperative: Engaging in Conversations Rather Than Disseminating Information

Building Online Communities in B2B

Building Online Communities in B2B

What does effective marketing engagement look like?

In the common model we see today, it’s something like this: Brands push out relevant messaging, hoping to compel a response or interaction that leads to a conversation (and maybe ultimately a conversion). This can be anything from a comment on a social media post to a chat window initiation.

Nothing wrong with that. These back-and-forths between brands and individuals are important ingredients toward building trust and loyalty. The problem is that, as a sole method for driving engagement, the cast-and-wait approach is too dependent on explicit triggers to spark these interactions.  

Devising and creating content that drives targeted engagement is hard work. It’s worthwhile, but hard, and sometimes even well conceived plans miss the mark. What if you were able to develop a self-driven engagement engine, which fostered strategic conversations built awareness among your most valuable customers and prospects?

Enter: Communities.

Why Communities Matter to Digital Marketers

In his seminal book, Tribes: We Need You to Lead Us, Seth Godin writes about turning scattered groups of followers into a unified “tribe,” which he defines as “a group of people connected to one another, connected to a leader, and connected to an idea.”

Human beings have long gravitated toward these communal experiences, elevating the collective power of their interests, beliefs, or passions. According to Godin, a group needs two things to become a tribe:

  1. A shared idea
  2. A way to communicate

The internet has taken care of No. 2, making it easy for strangers around the globe to come together via message boards, social media, subreddits, etc. So really it’s about identifying that mutual idea, or focal point, and taking the lead in rallying people around it.

Coordinating Communities for B2B Marketing

It’s not uncommon for tribes to form around a B2C product or service. For example, my fiancée follows several social media groups dedicated to Oreo cookies. People in these communities share updates about new flavors, and where they can be found. Other examples of strong brand communities include Sephora, LEGO, and Starbucks.

In the B2B space, this is more challenging. People aren’t generally drawn to, say, cybersecurity software in the same way they are to their favorite coffee or cosmetics brand. But that’s not to say there isn’t a deep level of passion for cybersecurity — it’s a prevalent issue throughout our society, and one that many professionals spend their entire days thinking about. The key lies in hitting the right resonant note and facilitating connections.

In the case of cybersecurity specialists, we have to ask: What questions burn in their minds? Which elements of the subject excite or agitate them? Where do discussions among hardcore followers tend to center? This type of empathetic mindset should be at the core of our DNA as modern marketers.

Building B2B communities doesn’t always mean trying to create a “brand community” where your company and its offerings are the primary focus; this can be tough to accomplish, and even when you do, you’re unlikely to pull in many members outside of your existing customer base. The more effective approach, from my view, is building communities around interests and commonalities that align directly with what you do.

Pinpointing the ideal focal point for your community requires an acute understanding of the people you serve, derived through copious research. We can apply many of the same tactics for identifying best answer opportunities to arrive at data-driven conclusions about the most avid areas of curiosity for our audiences. If your customers are repeatedly asking the same questions to Google, they probably want to discuss them amongst one another as well.

Where Can You Build Online Communities?

Let’s say you’re interested in starting a community around a certain topic relevant to your brand. Where might go about doing so? Here are some popular options:

  • Facebook Groups: It’s the world’s most popular social media platform and a prevalent hub for connecting around common interests. We wrote recently about the value of Facebook groups for B2B brands. And Facebook’s recently announced redesign will put groups at the center of the experience.
  • LinkedIn Groups: Often a better contextual fit than Facebook for B2B social media groups, as LinkedIn is (of course) structured around professional topics. Last year LinkedIn made its Groups feature more accessible by integrating it into the mobile app.
  • Forum/Message Board: The online message board traces its origins back nearly to the dawn of the internet, when it was called a bulletin board system (BBS). Today, these platforms for organized digital discourse remain prevalent and — when well populated — highly active and engaging. This post from HubSpot offers some step-by-step guidance for launching your community in such a fashion.
  • Microsite: A special section of your website dedicated entirely to allowing your customers and audience members to interact with one another. It might be a message board built within your site, or a more customized setup. Whatever the case, you’ll want to make sure it’s easy to navigate and follow conversation threads.

Benefits of B2B Community-Building

“Community is important because it brings people together. Community keeps people loyal, makes them feel like they matter. It also lets the company show how much they appreciate their customers,” according to Mary Green, a community-building specialist who shared her insights with B2B News Network.

Beyond the overarching loyalty imperative, here are a few other practical advantages to creating an online community:

  • Firsthand audience research. Marketers are always endeavoring to understand what matters most to their audiences. In many cases, this requires considerable guesswork. But by monitoring a community, you can watch conversations play out organically, seeing what impassioned followers talk about and how they talk about it. This can serve as a crucial springboard for your content planning. It might even help inspire new product features or service offerings.
  • User-generated content. “Brands and influencers can make great content, but the phenomenal stuff comes from the discussion. User-generated content is gold,” says Green. I’ve written here in the past about the power of UGC for authenticity, and online communities can be an excellent resource for uncovering it.
  • Finding and cultivating influencers. Within these communities, you’ll frequently see particular experts emerging with strong voices or magnetic insights. These might be candidates to incorporate more deeply into your influencer marketing strategy.

B2B Brands Running Strong Communities

Looking for inspiration? Here are a few companies that set the right example with B2B community-building:

Bank of America

They major national bank created a small business online community, which they describe as “a forum for small business ideas, insider tips, and the industry knowledge you need to help your small business grow.”

As you scroll through the links and discussions within, you’ll find that much of it is unrelated to banking or even financial matters, and that’s just fine. The point is that numerous customers and prospects are coming to BoA’s website to talk shop.

Bank of America Online Community

Intuit

The QuickBooks Community is basically a public knowledge bank where users can help each other solve problems and learn new things. There are product-centric areas for QB troubleshooting, as well as general business discussions. Intuit company reps are also active participants in the community.

QuickBooks Online Community

Jamf

Jamf Nation describes itself as “the largest Apple IT management community in the world.” It’s a perfect example of owning a niche, and mobilizing a community while keeping product promotion on the backburner. Members are welcomed to “Dialog with your fellow IT professionals, gain insight about Apple device deployments, share best practices and bounce ideas off each other.”

Jamf Nation Online Community

Find Your Tribe

As marketing emphasis shifts more and more toward delivering holistic experiences, community-building should be a key consideration for practitioners everywhere, especially in B2B where the opportunity is especially ripe. Herein lies the next frontier of digital engagement.

Want to learn more about B2B brands that are finding more authentic ways to engage? Check out our post: Flipping the B2B Marketing Script: 7 Brands That Talk to Consumers, Not Companies

The post The Community Imperative: Engaging in Conversations Rather Than Disseminating Information appeared first on Online Marketing Blog - TopRank®.

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