The Ultimate List of Marketing Statistics for 2020

Conversion Rate Optimization (CRO)

• Only 17% of marketers use landing page A/B tests 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)
• In a survey conducted by Databox, 70% of respondents said that SEO is better than PPC for generating sales. (Databox, 2019)
• Landing pages, the least popular type of signup form, have the highest conversion rate (23%). On the other hand, popups, the most popular signup form, have the second-lowest conversion rate (3%). (Omnisend, 2018)

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)
• According to a 2019 study, search traffic generated 65% of total ecommerce sessions, 33% was generated through organic search, and 32% was generated through paid search. (Statista, 2019)
• 59% of shoppers surveyed say that being able to shop on mobile is important when deciding which brand or retailer to buy from. (Think with Google, 2019)

Local SEO

• Over a two year period, there was a 900%+ growth in mobile searches for “___ near me today/tonight." (Think with Google, 2018)
• 60% of smartphone users have contacted a business directly using the search results such as the "click to call” option. (Think with Google, 2019)
• Over a two-year period, there was a 200%+ growth in mobile searches for “open” + “now” + “near me." (Think with Google, 2018)
• 46% of shoppers surveyed confirm inventory online before going to a store. (Think with Google, 2019)
• 70% of shoppers surveyed say the ability to shop in-person/ in a store is important when deciding which brand or retailer to buy from. (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)
• 87% of internet users in the U.S. use more than one device when going online. (Think with Google, 2018)
• 60% of smartphone users have contacted a business directly using the search results (e.g. "click to call" option). (Think with Google, 2019)
• Almost 25% of companies invest in mobile optimization as a top SEO tactic. (HubSpot, 2020)
• 39% of smartphone users are more likely to browse or shop a company or brand’s mobile app because it’s easier or faster to make a purchase. (Think with Google, 2019)

• About 64% of marketers actively invest time in search engine optimization (SEO). (HubSpot, 2020)
• HubSpot was able to increase its number of monthly organic search views of existing blog posts that were optimized by an average of 106%. (HubSpot, 2018)
• Text will always be the foundation of search so making sure the text around your website's assets is descriptive will help them rank well in search. (HubSpot, 2020)
• In 2020, SEO reports will tie initiatives to outcomes, such as showing the impact of SEO on broader business goals. (HubSpot, 2020)
  
• To improve site performance, the top technical SEO tactic used by marketers is optimizing mobile performance. (HubSpot, 2020)
• 49% of users say they use Google to discover or find a new item or product. (Think with Google, 2019)
• More than half (50.33%) of searches on Google now end without a click on a result. (Jumpshot via Sparktoro, 2019)
• As of June 2019, 94% of internet searches happen on a Google property. (Jumpshot via Sparktoro, 2019)
• Google uses 810 unique SERP features. Of those, 161 are found on more than 0.2% of keywords. (seoClarity, 2020)
• The average CTR from image results on Google is 0.21%, but it varies widely by industry. (seoClarity, 2020)

Voice Search

• 65% of 25-49 year old’s speak to their voice-enabled devices at least once a day. (PWC, 2018)
• OC&C estimates that $40 billion in the U.S. and $5 billion in the U.K. will be spent through voice commerce by 2022. (OC&C Strategy Consultants, 2017)
• Global smart speaker shipments grew by nearly 200% Y/Y in Q3 of 2018. (Strategy Analytics, 2018)
• As of 2020, 62% of Americans said they have used some kind of voice assistance technology. (Edison Research, 2020)
• 62% of those in the U.S. age 12+ use voice-operated assistants. (Edison Research, 2020)
• 18% of Americans age 18+ own a car with an in-dash information and entertainment system. (Edison Research, 2020)

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)
• Blogs are among the primary three forms of media used in content strategies today. (HubSpot, 2020)
• 73% of people admit to skimming blog posts while 27% consume them thoroughly. (HubSpot, 2017)
• 18% of marketers choose Wordpress as their website content management system (CMS). (HubSpot, 2020)
• Companies spend 46% of their budget on content creation. (HubSpot, 2017)
• 83% of traffic to marketing blogs comes from desktops. (SEMrush, 2019)
• Search is the number one traffic source to blogs across all industries. (SEMrush, 2019)
• In the marketing industry, the top-performing articles are over 5,700 words in length. (SEMrush, 2019)
• Articles that are >3,000 words get 3x more traffic, 4x more shares, and 3.5x more backlinks than shorter articles. (SEMrush, 2019)
• Listicles get 2x more shares than other blog post formats. (SEMrush, 2019)
• 51% of companies say updating old content has proven the most efficient tactic implemented. (SEMrush, 2019)
• The majority of companies (67%) use organic traffic to measure their content success. (SEMrush, 2019)
• 86% of companies produce blog content compared to other formats. (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)
• 87% of video marketers say that video has increased traffic to their website. (Wyzowl, 2020)
• 80% of video marketers claim that video has directly increased sales. (Wyzowl, 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)
• Web traffic is among the top two most-common measurements of success for content marketing strategies. (HubSpot, 2020)
• The most common measurement of success for content marketing programs is Total Sales. (HubSpot, 2020)
• 24% of marketers plan on increasing their investment in content marketing in 2020. (HubSpot, 2020)
• Marketers today create content for multiple audience segments — marketing to three audience segments is most common. (HubSpot, 2020)
• Nearly 40% of marketers say content marketing is a very important part of their overall marketing strategy. (HubSpot, 2020)
• "Content Marketing Strategy" is the most searched query related to content marketing. (SEMrush, 2019)
• 77% of companies say they have a content marketing strategy. (SEMrush, 2019)
• 94% of marketers use social media for content distribution. (SEMrush, 2019)

Podcasts

• As of 2020, Google’s search algorithms are trying 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)
• 75% of Americans age 12+ (approximately 212 million people) are now familiar with podcasting. (Edison Research, 2020)
• Monthly podcast listening now at 37%. (Edison Research, 2020)
• 39% of men and 36% of women age 12+ in the U.S. are monthly podcast listeners. (Edison Research, 2020)
• Podcasts now reach over 100 million Americans every month. (Edison Research, 2020)
• 45% of those in the U.S. age 12+ have listened to audio in a car through a cell phone. (Edison Research, 2020)

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, 2018)
• There are over 80 million small businesses using Facebook's free business tools. (Facebook, 2018)
• Facebook is used by about 51% of U.S. teens between the ages of 13-17. (Pew Research Center, 2018)
• There are over 280 million Facebook users in India making it the top country in terms of Facebook audience size. (Statista, 2020)
• Facebook is the primary content distribution channel for marketers today. (HubSpot, 2020)
• Over 1.6 billion people around the world are connected to a small business on Facebook. (Facebook 2018)
• 18% of marketers currently use Facebook Groups. (HubSpot, 2020)
• Around 43% of U.S. adults get news from Facebook. (Pew Research Center, 2018)
• In April 2020, over 98% of Facebook's active user accounts worldwide accessed the social network via any kind of mobile phone. (Statista, 2020)
• 79% of video marketers use Facebook as a video marketing channel. (Wyzowl, 2019)

Instagram

• As of April 2020, 35% of global Instagram audiences were between the ages of 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)
• IGTV, an app for long-form, vertical video on Instagram, allows users to share live video content between 15 and 16 minutes long. (Instagram, 2020) 
• 28% of video marketers plan to include InstagramTV in their 2020 video marketing strategy. (Wyzowl, 2019)
• A 2019 survey found 25% of teens in the U.S. used Instagram the most out of all social networks. (Statista, 2020)
• In 2019, 35% of teens in the U.S. ranked Instagram as their most important social network. (Statista, 2020)
• In 2023, Instagram is projected to reach 120.3 million monthly active users in the U.S., up from 107.2 million users in 2019. (Statista, 2020)
• As of March 2020, Cristiano Ronaldo is the most-followed person on Instagram with over 209 million followers. (Statista, 2020)
• In 2018, there were 3.7 million brand-sponsored influencer posts on the social platform. (Statista, 2019)
• Women accounted for 56.4% of Instagram users in the U.S. as of February 2020. (Statista, 2020)
• The U.S. is the country with the most Instagram users, reaching 120 million users as of April 2020. India was ranked second and Brazil in third. (Statista, 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 greatest rate of reach for the platform. (Statista, 2020)
• According to a 2020 survey, 43% of LinkedIn's audience members were female and 57% were male. (Statista, 2020)
• In 2019, LinkedIn InMail was the third most-used candidate outreach channel globally, behind email and phone/ text. (Statista, 2020)
• In 2019, over 87% of video marketers on LinkedIn described the platform as an effective video marketing channel. (Wyzowl, 2020)
• 66% of video marketers in a 2019 survey said they would include LinkedIn in their 2020 video marketing strategy. (Wyzowl, 2019)
• LinkedIn is the second-most popular social media platform used by B2B marketers, ranking only behind Facebook. (Statista, 2019)

Pinterest

• As of Q1 2020, Pinterest had 367 million monthly active users worldwide. (Statista, 2020)
• The number of Pinterest users in the U.S. is expected to reach 90.1 million. (Statista, 2020)
• During a survey, 25% of responding social media marketers at B2B companies stated they used Pinterest to market their businesses. (Statista, 2019)
• During a survey, 30% of responding social media marketers at B2C companies stated they used Pinterest to market their businesses. (Statista, 2019)
• As of Q3 2019, the share of U.S. females who access Pinterest was 43% where was the share of U.S. males who access the platform was 16%. (Statista, 2019)
• In February 2017 there was a total of 250 million searches performed using Pinterest Lens, while in February 2018, there was a 140% increase, with a total amount of 600 million visual searches. (Statista, 2018)

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)
• In the U.S., Snapchat has an estimated 46 million monthly active users. (Statista, 2020)
• As of Q3 2019, 53% of U.S. internet users between the ages of 15 and 25 use Snapchat. (Statista, 2019)
• Snapchat offers six different advertisement formats on the platform.  (Snapchat, 2020)
• In 2018, 39.9% of social network users in the U.S. used Snapchat to communicate but this share is projected to decline to 35.3% by 2023. (Statista, 2019) 
• As of April 2020, the U.S. had the biggest Snapchat user base in the world, with an audience of almost 103 million users. India ranked in second place with a Snapchat audience base of 28.2 million users. (Statista, 2020)
• The majority of Snapchat visits by users are generated via mobile phones. (Statista, 2020)
• According to a survey during the Q3 2019, 48% of Snapchat users in the U.S.shared content to the social platform on a weekly basis. (Statista, 2019)

Social Media Management

• As of 2019, 69% of social media marketers said they'd 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)
• Increased exposure is the most commonly cited advantage of using social media for marketing purposes among global industry professionals. (Statista, 2019)
• Improved traffic, lead generation, and growing fan loyalty are among the top reasons why marketers see value in employing social networks in their campaigns. (Statista, 2019)
• The most common publishing cadence for social media marketers is three-to-four times per week. (HubSpot, 2020)
• During a survey, 84.13% of respondents stated that their company's social media accounts were managed by the owners of the companies. (Statista, 2018)
• According to a Hootsuite study across all industries and company sizes, companies tend to publish about 80% of their social media posts (for all their networks) between Monday and Friday, spread evenly across the five days. (Hootsuite, 2017)
• Companies tend to post on LinkedIn and Instagram predominantly during working hours according to a Hootsuite study. (Hootsuite, 2017)
• Companies tend to use Instagram and Facebook much more heavily for the promotion of media assets (90%-100%), while only around one-third of their posts through Twitter and LinkedIn contain media assets. (Hootsuite, 2017)
• Across all sectors, telecommunication services tend to favor Twitter most strongly, whereas businesses in consumer staples, such as household products, make the most use of Facebook. (Hootsuite, 2017)
• Collectively, posting activity on social media across all companies tends to follow a bell curve with very little activity during the early morning hours, most content being posted during work hours, followed by reduced posting activity in the afternoon. (Hootsuite, 2017)

Social Media Usage

• By 2023, the number of social network users in the U.S. is expected to reach 257.4 million. (Statista, 2019)
• The number of global social media users is expected to reach almost 3.43 billion in 2023. (Statista, 2020)
• In 2019, TikTok was the third most downloaded non-gaming app in the world with over 1.5 billion downloads. (Statista, 2020)
• Almost a quarter of online U.S. adults say they have come across videos posted on TikTok. (Statista, 2020)
• YouTube was the social media platform with the biggest reach among U.S. Gen Z and Millennial internet users in 2019, regardless of gender. (Statista, 2019)
• In 2019, TikTok had approximately 37.2 million users in the U.S. (Statista, 2020)
• Statista projects that close to 800 million Chinese internet users will access social networks in 2023, up from 673.5 million social network users in 2018. (Statista, 2019)

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)
• Twitter's annual revenues reached almost $3.46 billion as of 2019. (Statista, 2020)
• Globally, the U.S. is the country with the most Twitter users, followed by Japan and Russia. (Statista, 2020)
• Twitter generated 87% of its revenue through advertising services in 2019. (Statista, 2020)
• The largest U.S. Twitter audience by age group, as of September 2018, is tied between 25-34 and 55-64 year-olds. (Statista, 2019)
• As of January 2020, 43.8% of U.S. Twitter audiences were female and 56.2% were male. (Statista, 2020)
• 38% of video marketers plan to include Twitter in their 2020 video marketing strategy. (Wyzowl, 2019)

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)
• In a 2019 survey, 15% of video marketers said they planned to include TikTok in their 2020 video marketing strategy. (Wyzowl, 2019)
• People are twice as likely to share video content with their friends than any other type of content. (Wyzowl, 2019)
• In 2019, 59% of non-video marketers surveyed said they expected to start using video as a marketing tool in 2020. (Wyzowl, 2019)

Product Video

• 92% of marketers make videos with assets they already have. (Animoto, 2017)
• 83% of video marketers say video has helped them generate leads. (Wyzowl, 2020)
• 84% of people say that they’ve been convinced to buy a product or service by watching a brand’s video. (Wyzowl, 2020)
• 95% of video marketers said they felt they’d increased understanding of their product or service using video. (Wyzowl, 2020)
• 93% of brands got a new customer because of a video on social media. (Wyzowl, 2020)

Social Video

• In 2020, social engagement videos are 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)
• Live video is the third most-used social media marketing tactic. (HubSpot, 2020)
• In terms of most popular YouTube brand channels (ranked by the number of video views), toymaker LEGO was ranked first with 10.04 billion views in February 2020. (Statista, 2020)
• YouTube and Facebook are the most widely used platforms among video marketers — used by 85% and 79%, respectively. (Wyzowl, 2020)
• Only 11% of video marketers say they've used Snapchat as a video channel in 2020. (Wyzowl, 2020)
• 93% of brands got a new customer because of a video on social media. (Animoto, 2019)

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’ll continue using video in 2020. (Wyzowl, 2020)
• 88% of video marketers reported that video gives them a positive ROI. (Wyzowl, 2020)
• People are 1.5x more likely to watch video daily on a smartphone than on a computer. (Facebook, 2020)
• 43% of survey respondents say that branded video is the most memorable type of content shared by companies. (HubSpot, 2017)
• 43% of video marketers say video has reduced the number of support calls they’ve received. (Wyzowl, 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 plan to use YouTube in 2020. (Wyzowl. 2020)
• Over 2 billion logged-in users visit YouTube each month and every day people watch over a billion hours of video and generate billions of views. (YouTube, 2020)
• YouTube, on mobile alone, reaches more people in the 18-34 U.S. audience demographic than any TV network. (YouTube, 2020)
• The average length of the top trending videos of the year was over 9.5X longer in 2019 than in 2010. (YouTube, 2019)
• When people are deciding what video to watch on YouTube, relating to their passions is 3X more important than whether or not the video has a famous actor, and 1.6X more important than whether the video has high-production quality. (Think with Google, 2019)
• Watch-time for YouTube videos on "which product to buy" doubled between 2017 and 2018. (Think with Google, 2018)

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)
• Nearly 10% of organizations with over 1,000 employees achieve click-through rates greater than 15%. (HubSpot, 2017)
• For automation, order confirmation has the highest open (64.4%) and click rates (18.1%), but cart recovery has the best order rate (2.4%). (Oberlo, 2018)
• At 30.5% in 2020, government emails dominate email open rates globally. (Campaign Monitor, 2020)

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)
• Companies that A/B test every email see email marketing returns that are 37% higher than those of brands that never include A/B tests. (Litmus, 2019)
• Consumers open emails with personalized subject lines at a 50% higher rate compared to emails without personalized subject lines, yet only 2% of emails employ personalization. (Yes Marketing, 2017)
• A series of three emails performs better than a single email: 90% more orders for welcome emails, 63% more for abandoned cart emails, and 75% more for customers reactivation. (Omnisend, 2018)
• Marketers in the medical, retail, and travel industries should avoid using the word “free" in email subject lines, but the restaurant and entertainment industries can certainly benefit from it. (Mailchimp, 2017)

Email Segmentation

• On a global basis, segmented email campaigns see 14.31% higher open rates as compared to non-segmented email campaigns. (Mailchimp, 2017)
• Almost 30% of marketers surveyed use audience segmentation tactics to improve email engagement. (HubSpot, 2020)
• Email campaigns segmented by user interest see 74.53% higher click rates as compared to non-segmented campaigns. (Mailchimp, 2017)
• On a global basis, segmented email campaigns see 100.95% higher clickthrough rates as compared to non-segmented email campaigns. (Mailchimp, 2017)

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)
• From a study of 1,000 small business owners, email marketing was ranked as the second most effective medium for building brand awareness. (Campaign Monitor, 2019)
• Email marketing has the highest return on investment for small businesses. (Campaign Monitor, 2019)
• Tuesdays see the highest email open and email unsubscribe rates. (Campaign Monitor, 2019)
• The average email deliverability across all email service providers is 79.6%. (EmailToolTester, 2019)
• In the U.S., 21% of email opens happens between 9 a.m. and noon. (Litmus, 2019)
• The number of global e-mail users is set to grow to 4.48 billion users in 2024. (Statista, 2020)

Mobile Email

• Mobile-friendly email is the second most-used tactic email marketers to improve their performance. (HubSpot, 2020)
• In 2018, almost 50% of all marketing emails were opened on a mobile device. (Statista, 2018)
• Of all emails opened on mobile devices, 66% are read for more than eight seconds. (Litmus, 2019)
• 40% of people 18 years old and under will always open an email on their mobile device first. (Campaign Monitor, 2019)
• Apple iPhone and Gmail are the most popular clients for opening mobile emails. (Campaign Monitor, 2019)
• Mobile readers who open emails a second time from their computer are 65% more likely to click through. (Campaign Monitor, 2019)
• Nearly 25% of people who open an email on a mobile device will open it again: 70% will stick with their mobile device, and 30% will go elsewhere. (Campaign Monitor, 2019)
• 40% of consumers say they have at least 50 unread emails in their inbox. (Sinch, 2020)

Demand Generation

• Email campaigns achieve on average a 17% open rate and a 4% click-through rate. (HubSpot, 2017)
• On average, organizations generate 1,877 leads per month and 1,523 MQLs. (HubSpot, 2017)
• Organizations, on average, are generating over 470,000 website visitors, 1,800 leads, and 300 new customers per month. (HubSpot, 2017)
• Across consumer products, marketing, media & publishing, and non-profit industries, very few organizations average more than 5,000 MQLs per month. (HubSpot, 2017)
• The mean cost per lead is just under $200. (HubSpot, 2017)
• Ad placement and audience targeting are the top ways that advertisers drive more demand. (HubSpot, 2020)
• The top priority for marketers is generating leads. (HubSpot, 2020)
• Over 60% of marketers said their CAC has increased in the past three years. (HubSpot, 2020)
• 49% of companies report that increasing customer acquisition is their primary objective. (Ascend2, 2020)

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)
• 91% of marketers are "somewhat confident"’ or "very confident" that they’re investing in programs that influence revenue. (HubSpot, 2020)
• 15% of marketers measure the success of their content programs by how many leads they generate. (HubSpot, 2020)
• 67% of companies use lead generation as the sole metric to determine content success. (SEMrush, 2019)
• 75% of marketers use their reports to show how campaigns are directly impacting revenue. (HubSpot, 2020)
• Less than 25% of marketers are not reporting how campaigns are impacting revenue. (HubSpot, 2020)
• Google Analytics is the top SEO tool used by marketers. (HubSpot, 2020)

Marketing Automation

• Email automation campaigns are among the top three tactics used by email marketers to improve performance. (HubSpot, 2020)
• 67% of marketing leaders currently use a marketing automation platform. (Salesforce, 2017)
• Anticipated year-over-year growth for marketing automation platforms is 31%. (Salesforce, 2017)
• Of those who are automating marketing, 23% are automating their content delivery. (HubSpot, 2020)
• 20% of marketers are using automated email marketing campaigns. (HubSpot, 2020)
• 68% of businesses use automation in some way. (HubSpot, 2020)
• 70% of the companies report that the most important benefit of automation technology is better-targeted customer communication. (Liana Technologies, 2017)

Adblocking

• The estimated loss of revenue due to ad blocking is expected to increase to $2.12 billion in 2020. (Statista, 2018)
•  83% of survey respondents say that although they want to filter out obnoxious ads, they realize not all ads are bad and that they can be useful. (HubSpot, 2017)
• The average global adblocking rate in early 2018 was estimated at 27%. (Statista, 2019)
• Globally, adblocking costs advertisers billions of dollars and the losses are growing year on year. (Statista, 2019)
• In 2017, the display ad market was worth around $100 billion globally, but about 40% of that was lost because of adblocking. (Statista, 2018)
• According to a survey, 32% of internet users in Africa block ads on their mobile devices at least monthly compared to 21% of European respondents. (Statista, 2018)
• 37% of responding global marketers expressed concern about ad-blocking usage. (Statista, 2018)

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)
• 68% of marketers stated that paid advertising is "very important" or "extremely important" to their overall marketing strategy. (HubSpot, 2020)
• Ad placement and audience targeting are the top optimization tactics used by advertisers today. (HubSpot, 2020)
• 33% of marketers use paid advertising to increase their brand awareness. (HubSpot, 2020)
• The Google Display Network reaches 90% of Internet users worldwide. (Google, 2019)
• The company Purple saw a 34.6% boost in brand consideration for their mattress orders by using Google Ads audience targeting on YouTube. (Google, 2020)
• By using Google Ads, Schmidt Naturals saw a 48% uptick in brand awareness for its vegan products on YouTube. (Google, 2020)

Mobile Advertising

• Mobile advertising has been rapidly growing in the past couple of years but is expected to slow down to about 9.9% by the end of 2022. (Statista, 2019)
• Mobile advertising spending is expected to surpass $280 billion dollars by 2022. (Statista, 2019)
• In 2019, mobile advertising spending was $190 billion worldwide. (Statista, 2019)
• Messaging, video, and maps are the most popular mobile-first activities worldwide. (Statitsa, 2019)
• In 2019 the U.S. was the largest global market based on mobile advertising spending. (Statitsa, 2019)
• Smaato discovered that in the second half of 2018, global mobile ad requests increased by 27% compared to the same period of the previous year. (Smaato, 2018)
• In 2018, the top mobile ad market globally by highest spending growth was India. (Statitsa, 2019)
• By using Google Ads for its mobile advertising, Williams Sonoma has seen a 70% increase in mobile sales. (Google, 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 average cost-per-click (CPC) in the medical industry is $2.62 and the most expensive medical industry keyword CPC is $90. (HubSpot via Ahrefs and WordStream, 2020)
• The average cost-per-click (CPC) in the marketing industry is $3.33 and the most expensive marketing industry keyword CPC is $165. (HubSpot via Ahrefs and WordStream, 2020)
• The average cost-per-click (CPC) in the software industry is $3.80 and the most expensive software industry keyword CPC is $95. (HubSpot via Ahrefs and WordStream, 2020)
• The average cost-per-click (CPC) in the real estate industry is $2.37 and the most expensive real estate industry keyword CPC is $95. (HubSpot via Ahrefs and WordStream, 2020)
• The average cost-per-click (CPC) in the home improvement industry is $6.40 and the most expensive home improvement industry keyword CPC is $320. (HubSpot via Ahrefs and WordStream, 2020)

Video Advertising

• 54% of consumers want to see more video content from a brand or business they support. (HubSpot, 2017)
• People pay attention to video content whereas they skim or multitask written content and podcasts. (HubSpot, 2017)
• Millennial consumers show the strongest preference for video content from brands.. (HubSpot, 2017)
• Video ad spending is expected to show an annual growth rate between 2020 and 2024 of 4.9%. (Statista, 2020)
• Among U.S. agencies and marketers in March 2019, the automobile industry was estimated to spend $18.9 million on average on digital and mobile video advertising. (Statista, 2019)
• Of U.S. agencies and marketers, the retail industry spent the greatest average amount on digital & mobile video ads 2019. (Statista, 2019)
• The most commonly-created types of video are explainer videos (72%) presentation videos (49%) testimonial videos (48%) sales videos (42%) and video ads (42%). (Wyzowl, 2019)
• 92% of marketers surveyed who use video say that it’s an important part of their marketing strategy. (Wyzowl, 2019)
• 95% of video marketers say video has helped increase user understanding of their product or service. (Wyzowl, 2019)

Messaging Apps

• As of April 2020, two billion users were accessing the WhatsApp messenger monthly. (Statista, 2020)
•  In 2018, 126.3 million U.S. mobile phone users accessed Facebook Messenger to communicate. (Statista, 2019)
• The number of messaging app users worldwide is expected to reach 2.48 billion by 2021. (Statista, 2020)
• As of April 2020, WhatsApp was the top messaging app in terms of monthly active users globally. (Statista, 2020)
• Facebook and WeChat were the second and third (respectively) most popular messaging apps globally as of April 2020. (Statista, 2020)
• Facebook Messenger has 116% more monthly active users in the United States than the second most popular messaging app, Snapchat. (Statista, 2019)
• During a November 2018 survey, it was found that 34% of U.S. adults had used one messaging service in the past month. (Statista, 2018)
• Nearly one in three c-commerce (conversational commerce) buyers say they chat with businesses in order to determine if they’re trustworthy and credible. (Facebook, 2019)
• 64% of people across generations said they prefer messaging to a call or email. (Facebook, 2019)
• The number of messages sent to businesses on Facebook has doubled in the past year. (Messenger, 2020)
• Currently, there are over 40 million active businesses messaging people across the globe on Facebook Messenger. (Messenger, 2019)
• There are 300,000 active Messenger bots on the Facebook Messenger platform. (Messenger, 2020)

Mobile

• As of February 2020, Google Chrome is number one in the mobile internet browser market. (Statista, 2020)
• Nearly 4.57 billion people were active internet users as of April 2020, which is 59% of the global population. (Statista, 2020)
• 58% of smartphone users feel more favorable towards companies whose mobile sites or apps remember who they are and their past behavior. (Think with Google, 2019)
• As of 2020, there are 3.5 billion smartphone users worldwide. (Statista, 2020)
• 75% of smartphone users expect to get immediate information while using their smartphone. (Think with Google, 2019)
• When asked why they haven't used mobile payments so far, 44% of the respondents say they worry about the protection of their personal data. (Statista, 2019)
• As of 2018, U.S. adults spent 215 minutes, or 3 hours and 35 minutes, on average every day on a mobile device. (Statista, 2018)
• 80% of consumers say they’ll only download an app from a company they know and trust, and 72% are concerned apps are tracking their movements. (Sinch, 2020)
• Consumers are 35x more likely to open mobile messages than emails. (Sinch, 2020)
• 62% of consumers would like to confirm service appointments via messaging, though just 41% do so today. (Sinch, 2020)
• Today, 37% of U.S. adults say they mostly use a smartphone when accessing the internet. (Pew Research Center, 2019)

Artificial Intelligence (AI)

• In 2020, the global artificial intelligence (AI) software market is expected to grow approximately 154% year-over-year. (Statista, 2020)
• In a 2018 Deloitte survey of 1,100 U.S. executives from companies considered to be early AI adopters, 82% reported a positive return on their investment for their AI initiatives. (Deloitte, 2018)
• 30% of enterprise companies surveyed in a 2018 Deloitte study have slowed an AI initiative in order to address cybersecurity concerns, and one-in-five have decided not to launch AI initiatives due to cybersecurity worries. (Deloitte, 2018)
• 37% of organizations have implemented AI in some form. (Gartner, 2019)
• Chatbots fueled by AI are predicted to handle 85% of customer service by 2020. (Innovation Enterprise, 2019)

 CRM

• CRM year-over-year growth is expected to be 25% among marketing leaders. (Salesforce, 2017)
• CRM is among the top three tools and technologies for creating personalized interactions with customers to foster loyalty and better marketing ROI. (Salesforce, 2017)
• 73% of marketers with a CRM system use it for a shared customer view between their service and sales teams. (Salesforce, 2017)
• High performers are happier with the level of collaboration between their marketing team and other departments and they're also three times more likely than underperformers to extensively use CRM tools. (Salesforce, 2017)
• The most popular sales tools include CRM, social prospecting, data and list services, email engagement, phone, and sales cadence. (Salesforce, 2017)

Selling

• 24% of marketers use paid advertising to impact direct sales. (HubSpot, 2020)
• 68% of marketing leaders use guided selling technology or tools. (Salesforce, 2017)
• In 2018, direct selling retail sales were about 35.4 billion in the U.S. (Statista, 2019)
• Consumer Products and Education are the industries with the highest close rates for sales opportunities, at 97%. (HubSpot, 2017)
• Most marketing agencies generate between 300 and 800 sales opportunities per month. (HubSpot, 2017)
• Top-performing salespeople believe they receive better leads from marketing. Almost all (94%) of the top performers surveyed in the LinkedIn study called the marketing leads they receive either “excellent” or “good”. (LinkedIn, 2020)

Service Level Agreement (SLA)

• 43% of sales and marketing people said "lack of accurate/shared data on target accounts and prospects" was the biggest challenge when it comes to aligning sales and marketing departments. (InsideView, 2018)
• 23% of salespeople said the thing they need most from their marketing team is "better quality leads", while 15% ranked "more leads" as their top need from marketers. (InsideView, 2018)
• 30% of marketers ranked "consistent use of systems" as their top need from their sales teams, and 22% said "better lead follow-up." (InsideView, 2018)
• 54% of B2B marketers say they feel "empowered to collaborate" with their sales teams. (Salesforce, 2018)
• 58% of U.S. marketers say they share common goals with their sales teams, compared with 49% of marketers in the UK. (Salesforce, 2018)
• The roughly one-third (31.8%) of organizations that had a content strategy in a CSO Insights study achieved 27.1% higher win rates and 18.1% higher quota attainment than those without a content strategy. (CSO Insights, 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)
• 36% of buyers “strongly agree” that an informative LinkedIn profile is important for salespeople to have. (LinkedIn, 2020)
• Social selling leaders are 51% more likely to reach quota. (LinkedIn, 2020)
• Salespeople active on social media report 45% more sales opportunities. (LinkedIn, 2020)

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