115+ Digital Marketing Statistics and Trends for 2022

115+ Digital Marketing Statistics and Trends for 2022

Marketing

ActiveCampaign

115+ Digital Marketing Statistics and Trends for 2022

The landscape of digital marketing changes constantly.

So how can you stay aware?

Reviewing the latest digital marketing statistics is a good starting point.

By looking at the latest statistics in digital marketing, you can adjust your marketing strategy. 

Whether you’re focused on content marketing, search engine optimization, or paid advertising, we’ve got you covered.

Keep reading to get the latest digital marketing statistics and trends for 2022, including:

  • Why is digital marketing important in 2022?
  • Core web vitals and site speed statistics
  • Search engine optimization (SEO) statistics
  • Social media marketing stats
  • Mobile vs. desktop in 2022
  • Content marketing statistics
  • Paid advertising statistics
  • Video marketing statistics
  • Email marketing statistics

Why is digital marketing important in 2022?

Digital marketing offers new opportunities for your business. Since it’s highly measurable and adaptable, you can customize your digital marketing efforts to meet your business goals.

  1. 79% of marketers educated their audience via digital marketing. (Content Marketing Institute, 2020)
  2. 75% of marketers increased their company’s credibility and trust with digital marketing tactics. (Content Marketing Institute, 2020)
  3. 74% of marketers said that SEO has excellent or good ROI. (Statista, 2019)
  4. 73% of marketers said that content marketing has excellent or good ROI. (Statista, 2019)
  5. 61% of marketers said that paid search has excellent or good ROI. (Statista, 2019)
  6. 56% of marketers said that social media marketing has excellent or good ROI. (Statista, 2019)

In 2020, the landscape of consumer behavior changed due to the COVID-19 pandemic.

More consumers began shopping online and became selective with their purchases. They also wanted to build connections with the companies they bought from. 

Not to mention, these consumers wanted a personalized experience. 

These are just a few of the reasons digital marketing is important in 2022.

Digital marketing allows your brand to tailor your marketing activity to the needs of your consumers. 

Using marketing technology, you can create a personalized user experience from start to finish. 

Take ActiveCampaign, for example. Our marketing automation software helps businesses target consumers at the right time, with the right information. 

Although some digital marketing channels are more effective than others, the beauty of a digital marketing strategy is that you can build a combination of channels and tactics that works for your audience.

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Core web vitals and site speed 

Core web vitals are one of the most important quantifiable updates Google has made in recent years. Here are 6 digital marketing statistics you can use to improve your website’s performance:

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Site performance can impact user experience and can affect your conversions. 

To increase your chances of getting a conversion, aim for a zero to two-second load time. Take advantage of site tracking tools to monitor how your site is performing and spot areas for improvement. 

To give your site a higher chance of ranking on Google, make sure it’s both mobile-friendly and indexed for mobile use. Take a look at this mobile-indexing outline from Google for more information. 

Search engine optimization (SEO) in 2022 

SEO, or search engine optimization, encompasses content creation, authority and link building, and technical elements to help your company website rank on Google and other search engines. It’s a complex digital marketing channel, so use these organic search statistics to keep track of current trends:

  1. Only 2.4% of all Google search results have no SERP features, like People Also Ask questions, an image carousel, or a knowledge panel. (Backlinko, 2020)

SEO works best when you inform your audience, not sell to them. By understanding keywords and search terms, you can tailor your content to both your industry and audience for maximum impact.

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SEO involves improving the ranking of web pages in search results. It helps you get your website in front of the right people at the right time. 

For 2021, the statistics reinforce what we already know about SEO: 

  • Google is the most popular search engine. 
  • The higher the ranking on Google, the more likely it is to get clicked. 
  • Pages that have more backlinks tend to rank better in search.
  • Google indexes and evaluates the mobile version of your website. 

The core tenants of SEO have been the same over the past few years. Content that matches searcher intent has a higher chance of ranking in search. Page speed and backlinks can amplify the ability for content to rank. 

Keep these core ranking factors in mind when building out your SEO strategy. 

Social media marketing stats for 2022 

When it comes to social media marketing, it’s easy to think you need to be on every social media platform to reach every possible new customer.

But just because a social media platform exists doesn’t necessarily mean you must have a presence there. Instead, you’ll need to carefully consider which social media platforms work best for your audience, industry, and marketing goals.

  1. 64% of social media marketers intend to increase brand awareness. (Hootsuite, 2021)
  2. 45% of social media marketers are looking to drive conversions. (Hootsuite, 2021)

Social media marketing typically focuses on top of funnel marketing activities, such as brand awareness. It’s an important component of retargeting campaigns or any multichannel digital strategy.

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More people used social media in 2020 than ever before. It became a way to connect with other people when they were unable to meet face-to-face. 

As a result, businesses increased their use of social media. 

With users spending more time on the channel, it was a great opportunity for businesses to reach a wider audience and engage with existing customers. 

The most popular social media platforms 

Facebook is the most popular social media channel unless you’re a B2B marketer. Then you need to useLinkedIn. 

But using the most popular platforms doesn’t mean sales for your business. 

Select a channel based on your customers and experiment with new ways to engage your audience.

Mobile vs. desktop in 2022

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Mobile usage increased in 2020, and figures suggest it’ll continue to grow.  

Take mobile marketing into account. Whether that’s designing your website for mobile or making sure your marketing emails are mobile-friendly

Mobile marketing stats

It’s no secret we spend a ton of time on our phones. So the question becomes: how do you take advantage of that as a marketer?

As mobile device use rises and mobile commerce becomes a bigger slice of the retail pie, there are plenty of opportunities for your business to take advantage of the mobile boom.

  1. Mobile commerce (m-commerce) grew by more than 30% worldwide throughout 2020. (App Annie, 2021)
  2. Use of business communication apps grew 275% in 2020, a habit that may build a bridge between B2B and B2C consumer habits. (App Annie, 2021)

Mobile marketing is still growing and evolving. Keep an eye out for new trends, so you’re ready to hit the ground running.

Content marketing statistics for 2022 

Content marketing supports other digital marketing strategies such as SEO and email marketing. By creating high-quality, informative content, you’ll build a strong foundation for education and inspiring your audience that pays off big time.

There are plenty of ways to distribute content to your audience. What matters most is creating a content strategy that builds trust and helps your audience make a smart purchasing decision.

  1. ​​74% of marketers said the pandemic made them more likely to use video, and 24% used video for the first time in 2020 (Wyzowl, 2021)
  2. 74% of B2C marketers said they used email newsletters for content marketing. (Statista, 2020)
  3. 88% of the most successful content marketers prioritize audience information over sales messages, compared to 50% of the least successful content marketers. (Content Marketing Institute, 2020)

Content marketing involves creating and publishing a variety of online content,  including blog posts, social media posts, videos, and ebooks.

In 2020, we saw a big spike in video marketing content. With the interest in video continuing to rise in 2021, seize the opportunity to use video as part of your marketing strategy. 

Platforms such as Animoto, Canva, and Adobe can help you create your own videos. 

How to use content marketing 

  1. 86% of businesses use video as a marketing tool, an increase of 41% from 2016.  (Wyzowl, 2021)

Ultimately, the best type of content for your business will depend on what you want to achieve. 

Do you want to be a thought leader? Long reads and original research is the way to go. 

Or do you want to increase your website traffic? Listicles could be your best bet. 

Whatever you choose, make sure your content is aligned with your business goals. This will give your content purpose and help your company succeed. 

Paid advertising in 2022 

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Paid advertising allows businesses to promote a product or service with online ads. Marketers use ads to target consumers throughout the sales funnel. If done well, you can increase sales. 

Not only do they help you reach more potential customers, but you also can use ads to personalize the consumer experience — and we already know that consumers want a personalized experience. 

To make the most of paid ads, you need to know who you want to target, what types of ads you want to use, and how much you’re willing to spend. 

Check out our blog post about paid search marketing to learn more.

Paid ads didn’t perform as expected in 2020, but rebounded in 2021

The amount of money invested in ads last year didn’t meet predictions. The pandemic influenced how businesses used ads and how consumers engaged with them. 

But don’t be deceived by these numbers. Estimates show that ad spend will make a comeback this year. 

Ad types vary depending on the platforms you use. From Google search and display ads to social media ads on Facebook, Instagram and YouTube, find the right platform for your audience to avoid unnecessary spending. 

Video marketing stats for 2022

Video is a rapidly growing segment of content marketing. A video marketing strategy is more resource-intensive than developing a blog or email newsletter, but it comes with its own unique benefits and approaches.

  1. 87% of video marketers used YouTube last year, making it the most widely used video marketing platform for the seventh year in a row. (Wyzowl, 2020)
  2. 96% of consumers have watched a video about a product or service. (Wyzowl, 2020)
  3. 84% of consumers purchased a product because they watched a marketing video. (Wyzowl, 2020)
  4. 78% of video marketers say video has directly helped increase sales (Wyzowl, 2020)

Video marketing is a powerful tool for your digital marketing strategy, helping you reach new segments of your target audience.

Email marketing stats

Email marketing remains a powerful tool for reaching your consumers directly, especially in B2B companies.

For more insights into email marketing, check out our roundup of the top email marketing statistics.

Digital marketing automation stats

Let’s pivot to look at marketing automation. This technique helps you and your team reduce manual tasks and improves your digital marketing strategy’s accuracy, personalization, and more.

Marketing automation is an increasingly important element of digital marketing across industries. Get started with your automation efforts now to get ahead of your competitors.

Lead generation and nurturing stats

The right lead generation and nurturing strategy make a huge difference in the quantity and quality of your leads. You’ll need to find the right channels and use the right tactics to get qualified leads that ultimately become sales.

  1. 35% of marketers reach out to their leads weekly, with 22% contacting them every three days. (Demand Gen Report, 2020)

Like all elements of an effective digital marketing strategy, you’ll have to devise your lead generation approach based on your audience’s needs and wants. Then, you can nurture them throughout the sales funnel until a lead becomes a customer.

Ecommerce marketing stats

Ecommerce marketing requires a different approach than lead generation, regardless of whether you’re a B2B or B2C company. Tactics like influencer marketing and email offers and discounts are more effective.

  1. 41% of consumers say the product detail page (PDP) was the most important touchpoint during their customer journey. (Kantar, 2021)
  2. Only 37% of marketers optimize their PDPs for SEO. (Kantar, 2021)

Social media plays an important role in ecommerce marketing, especially in the B2B space. Pay close attention to social media trends and pivot your strategy to accommodate those when they impact key audience segments.

Improve your digital marketing strategy for 2022 

The field of digital marketing is ever-expanding, so we update this guide every year with some of the most important digital marketing statistics and trends that will impact your business, currently in 2022.

While some concepts, like creating useful, trustworthy content for your audience, haven’t gone anywhere, there are a few things to look out for as you plan for the future of your business.

In this article, we explored the latest on content marketing, social media, SEO, and marketing automation to make your campaigns run more efficiently.

Want way to make your digital marketing strategy easier to manage?

Marketing automation targets your audience at the right time and place. 

Whether that’s welcome automations or win-back campaigns — ActiveCampaign makes digital marketing less overwhelming. 

This post 115+ Digital Marketing Statistics and Trends for 2022 first appeared on ActiveCampaign and is written by [email protected]

This content was originally published here.

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