Looking for some digital marketing stats? Being aware of how the “average” business online functions is a great way to get an idea of which areas of your business online might need more of your focus.
In this post, we’ve gathered tons of digital marketing statistics all in one place so you can use that data and knowledge to grow your business.
Here’s a table of contents so you can jump straight to the type of digital marketing statistics that interest you the most:
- Email Marketing Statistics
- Social Selling Statistics
- Lead Nurturing Statistics
- eCommerce Statistics
- Mobile Commerce Statistics
- Social Proof Statistics
- Email Subject Line Statistics
- SEO Statistics
- Online Shopping Statistics
- Conversion Rate Optimization Statistics
- Marketing Statistics
- FOMO Statistics
What Is Digital Marketing?
Digital marketing is online marketing strategies that are used to identify, build, and target an audience to turn into paying customers for a product or service. This type of electronic marketing involves using many digital channels to connect with current and prospective customers.
If you’re curious which channels this style of marketing includes, here’s a list of digital marketing examples:
- Search Engine Optimization (SEO)
- Email Marketing/Marketing Automation
- Content Marketing
- Social Media Marketing
- Pay Per Click (PPC)
- Affiliate Marketing
- Native Advertising
- Online PR
- Inbound Marketing
So now that you have a better idea about what digital marketing is, let’s see why it’s so important in helping you grow your business and make money online.
What Are the Benefits of Digital Marketing?
Asking yourself why is digital marketing important? Let’s take a peek at some of the benefits for small business owners:
- Lower cost — Digital marketing is cheaper than traditional marketing. If done correctly, the ROI on your digital marketing budget can be huge. One reason for this is focusing marketing efforts in areas where people already spend their time online results in higher-quality leads.
- Global reach — Operating a business online costs less and expands your reach to even more audiences across the world.
- Potential for viral content — Distributing content online comes with the possibility of viral sharing via social networking, bringing in more business to you for generally no added cost.
- Measurable results — Your efforts are much more trackable than traditional marketing, due mostly to the fact that many analytics tools now exist. These tools can help you with specifics like form analytics or Google analytics.
- Keep up with competition — It’s becoming more and more common for customers to expect all brands, products, services, and small businesses to have an online presence.
- Personalization — One of the reasons digital marketing does so well for small businesses is the fact that you can use personalization to automatically alter the user’s experience based on their interests. This way, you can present them with page-level targeted offers for specific customer profiles based on behavior.
Obviously, digital marketing is a fantastic way to grow your business online, but what if you’re not sure where to start? To get a better idea of who is doing what on the internet, let’s check out some digital marketing facts for 2020 next.
The Ultimate List of Digital Marketing Statistics for 2020
Here’s our ultimate list of digital marketing statistics in 2020:
Email Marketing Statistics
It’s impossible to ignore that facts on how effective email marketing is — for every $1 spent it averages a return of $44. Stunning numbers like that are why focusing your digital marketing efforts on email marketing is a must for running a successful business online.
- On average, email marketing has a 4400% ROI. (OptinMonster)
- Welcome emails have an average open rate of 82%. (GetResponse)
- 91% of email users have unsubscribed from a company email they previously opted-in to. (HubSpot)
- 102.6 trillion emails are sent and received each year, and that number is rising. (OptinMonster)
- 49% of all emails are opened on mobile devices. (IBM)
- 54% of all emails are classified as spam. (Statista)
- Mobile users engage with emails the least out of tablet and PC users. (Impact of Mobile Use on Email Engagement)
- 74% of marketers say targeted personalization increases customer engagement (Econsultancy)
- 95% of companies using marketing automation are taking advantage of email marketing. (Regalix)
- The most opened emails related to hobbies, with an open rate of 27%. (HubSpot)
- 49% of consumers say they would like to receive promotional emails from their favorite brands on a weekly basis. (Statista)
- Personalized emails get 6x Higher Transaction Rates, but only 30% of brands use them. (Experian Marketing)
- 60% of consumers subscribe to a brand’s list to get promotional messages and deals. (MarketingSherpa)
- Sending 3 abandoned cart emails results in 69% more orders than just one email which helps you reduce order form abandonment. (Onminsend)
- 50% of small and medium-sized businesses use their marketing automation software to send email drip campaigns. (Statista)
- When asked about GDPR, 88% of consumers who are willing to share personal information want transparency about how it’s used. (DMA)
- More than half of us even check our email before doing anything else online. (OptinMonster)
We’ve got even more email marketing statistics for you to check out if you want to see more.
Social Selling Statistics
The practice of using your social network via social media to discover and nurture relationships with prospects with the goal of converting leads to achieve sales goals is known as social selling. Social networking is an incredibly powerful medium that can be used to drastically improve sales results. For many salespeople, social selling has replaced the sometimes dreaded practice of cold calling.
- 78% of salespeople using social media perform better than their peers. (Screwpile Communications)
- 98% of sales reps with 5000+ LinkedIn connections meet or surpass sales quotas. (The Sales Benchmark Index)
- The outbound selling strategy of cold calling only has a 2.5% success rate. (Keller Research Center)
- Thanks to implementing a social selling program, IBM boosted sales by 400%. (IBM)
- There are 1.5 billion social media users across the globe. (McKinsey and Company)
- 77% of B2B purchasers won’t speak to a salesperson until they’ve done their own research. (Corporate Executive Board)
- 55% of buyers do research via social media. (IBM)
- Only 7% of respondents said that social selling was a priority for their sales organization. (HubSpot)
- By the time a salesperson gets involved, up to 90% of the sales process could be completed by social selling. (Forrester)
- 87% of B2B buyers have a favorable impression of a salesperson if they were introduced to them through someone in their professional network. (LinkedIn)
- 84% of executives use contacts and info from social networks as part of their purchase process. (IDC)
- 31% of B2B professionals sat that social selling allowed them to build deeper relationships with their clients. (SuperOffice)
Lead Nurturing Statistics
A digital marketers know that their job doesn’t stop at lead generation. These lead nurturing statistics show just how essential it is to focus on leads before and after you have them so you can turn them into paying customers.
- 45% of businesses send their leads one email per week. (Databox)
- More than 35% of B2B marketers surveyed have established a lead nurturing strategy. (Invesp)
- 63% of marketers say their biggest content challenge is driving traffic and generating leads. (Omnicore)
- 40-70%+ of businesses qualified leads aren’t yet ready to buy. (Databox)
- 20-40% of webinar attendees become leads. (OptinMonster)
- 80% of new leads never translate into sales. (Invesp)
- Companies that excel at lead nurturing generate 50% more sales ready leads at a 33% lower cost. (Invesp)
- 66% of people says that email nurturing was the best way to reengage leads. (Databox)
You can’t have a list of small business digital marketing statistics or online business statistics without including eCommerce statistics. eCommerce, which is commercial transactions that take place electronically over the internet, continues to grow like crazy.
- In 2018, 12% of all retail sales globally were eCommerce sales. (Statista)
- 43% of eCommerce traffic comes from organic Google searches. (Wolfgang Digital)
- There are 286+ million active PayPal accounts in the world. (Statista)
- 65% of consumers look up price comparisons on mobile while in a physical store (KPMG)
- Exit-Intent campaigns convert between 2-4% of abandoning visitors into email subscribers (OptinMonster)
- The total average that each US consumer spends a year on eCommerce is $1,800. (Statista)
- In 2017, Amazon accounted for 44% of all US eCommerce sales. (CNBC)
- When asked about conversational marketing, 82% of consumers expect a response within 5 minutes via online live chat. (Drift)
Mobile Commerce Statistics
Mobile eCommerce, also known as mCommerce or mobile commerce, refers to online research and purchasing using mobile devices such as smartphones, tablets, or laptops. This type of shopping-on-the-go eCommerce is convenient for both consumers and retailers and has massive potential for your business online since it lets you reach your audience anywhere at any time.
- Nearly all (95%) of people in the US own a mobile phone. (Pew Research Center)
- People spend over 3.5 hour per day on their mobile devices. (eMarketer)
- 51% of shoppers have completed an online purchase with a smartphone. (Pew Research Center)
- 93% of Millennials have compared online deals using a mobile device. (Statista)
- Shoppers made 108% more purchases using apps than they did on the mobile web during the 2017 holidays. (Button)
- There are 5.11 billion unique mobile users in the world. (We Are Social)
- Mobile commerce sales, also known as mCommerce sales, will account for more than half of all eCommerce sales by 2021. (CBRE)
- iPhone users spend more than Android or Windows users on an average order. (Invesp)
Social Proof Statistics:
Social proof is a psychological phenomenon where people conform to the actions of others by having the assumption that those actions are reflective of good behavior. And there are a ton of ways how social proof can improve your brand presence, including as a tactic for conversion rate optimization. If you’re unsure how to use social proof, make sure to check out our post with social proof examples.
- 81% of consumers trust the advice of family and friends over businesses. (HubSpot)
- 90% of people who recalled reading online reviews claimed that positive online reviews influence their buying decisions. (Dimensional Research)
- Customer testimonials and case studies are considered the most effective content marketing tactics. (B2B Content Marketing Trends Report)
- Product reviews are 12x more trusted than product descriptions and sales copy written by manufacturers. (eMarketer)
- Nearly 70% of online consumers look at a product review prior to making a purchase. (OptinMonster)
- 85% of people trust online reviews written by other consumers as much as they trust recommendations from personal contacts, which is up from 84% in 2016. (Bright Local)
Email Subject Line Statistics
Wondering which email subjects gets the most open rates? Overall, subject lines that are personalized based on what they know their recipients are interested in perform the best.
- 47%of marketers say they sometimes test alternate subject lines to optimize email performance. (MarketingProfs)
- Personalized subject lines are 22% more likely to be opened. (Business2Community)
- 70% of marketers said their highest-performing emails were sent from a person, not a brand. (Databox)
- 47% of emails are opened or discarded based solely on their subject line. (Business2Community)
- 56% of brands using an emoji in their email subject line had a higher open rate than those that did not. (Forbes)
- Subject lines with a sense of urgency and exclusivity get a 22% higher open rate. (Business2Community)
- 70% of people over the age of 45 were susceptible to humor in a subject line but humor is not as likely to work on younger people. (Marketing Land)
- Email subject lines with 6-10 words have the highest open rate. (Invesp)
Digital marketers know that Search Engine Optimization (SEO) is one of the most important investments to grow your business online and when done correctly, it can cost very little (besides your time) so you can use your marketing budget for things like ad spend. To many, SEO is an art form that combines content creation, branding, and promotion to bring highly qualified visitors to your website naturally via a search engine. And these statistics show exactly why SEO is so important.
- 72% of online marketers describe content creation as their most effective SEO tactic. (isitwp)
- Google receives over 77,000 searches per second. (Internet Live Stats)
- 67% of clicks go to the first 5 results displayed in search engines. (Advanced Web Ranking)
- 90% of web pages get zero organic traffic from Google. (Databox)
- 50% of search queries are 4 words or more. (Propecta)
- 12% of search queries have a Featured Snippet box on Google. (Ahrefs)
Online Shopping Statistics
How about some online shopping digital marketing facts? Modern consumerism is about more than just buying holiday gifts in your pajamas. These online shopping statistics might shed some light on your visitors’ habits and surprise you.
- Men spend 68% more money online than women (KPMG)
- 1.66 billion people shop online each year. (Statista)
- 56% of shoppers say that being presented with unexpected costs will cause them to they leave without completing their purchase. (Shopify)
- 79% of US consumers said that free shipping would make them more likely to shop online. (Walker Sands)
- Nearly half of all US small businesses don’t have a website. (CNBC)
- Generation X shops online more than baby boomers and millennial. (KPMG)
- 50% of consumers say online live chat is the most convenient way to reach a business.
- Industries with the highest cart abandonment rates are finance, nonprofit, and travel, with retail coming in 4th. (OptinMonster)
Conversion Rate Optimization Statistics
Conversion rate optimization (CRO) is the process of boosting the percentage of your site visitors who take a desired action — like completing a form, subscribing to a newsletter, or making a purchase. Marketers spend a lot of time getting people to come to our website, but it turns out getting traffic isn’t a huge problem for most marketers — a weak conversion rate is. A great first step in CRO is to make sure you’re following form conversion best practices.
- The average number of fields on lead generation forms is 11. (PAGEWIZ)
- Using visual content like videos on landing pages can improve conversions by 86%. (Eyeview)
- On average, For every $92 spent on acquiring a customer, just $1 is then spent on trying to convert them. (Econsultancy)
- 74% of conversion rate optimization programs increase sales. (MarketingSherpa)
- 68% of small businesses don’t have a structured or documented conversion rate optimization (CRO) strategy. (State of Conversion Optimization Report)
- Only about 22% of businesses are satisfied with their conversion rates. (Econsultancy)
- Personalized Call to Actions (CTAs) convert 42% more visitors than unpersonalized ones. (HubSpot)
- A/B testing is the most used method of conversion rate optimization. (Econsultancy)
- A 1-second delay in your site speed can reduce conversions by up to 7%. (Neil Patel)
- Multi-step forms in WordPress can lead to 300% more conversions. (Venture Harbour)
- Asking for a phone number has the worst impact on conversion rates. (WPForms)
Curious how digital marketing compares to traditional marketing? Here’s some general marketing statistics to consider.
- Inbound marketing costs 62% less per lead than traditional, outbound marketing. (HubSpot)
- Companies that blog get 55% more web traffic.
- 57% of businesses have acquired a customer through their company blog.
- 78% of Internet users conduct product research online.
- The number of marketers who say Facebook is “critical” or “important” to their business has increased 83% in just 2 years.
- 200 Million Americans have registered on the FTC’s “Do Not Call” list.
The acronym FOMO stands for Fear of Missing Out, and it’s one of the most incredibly powerful digital marketing strategies around. It was made popular by online tools like TrustPulse. FOMO is characterized by the desire to stay continually connected with what others are doing, with fear that they are missing out on having rewarding experiences.
- 69% Millennials experience FOMO, the most of any age group. (Eventbrite)
- 40% of Millennials overspend or go into debt to keep up with their friends (Credit Karma)
- About 27% of people head to social media right when they wake up. (Mashable)
- 60% of Millennials make reactive purchases because of FOMO. (Strategy)
- Facebook is the most common FOMO contributor (72%), followed by Instagram (14%), Twitter (11%), and Pinterest (8%). (Strategy)
- The biggest things that create FOMO among Millennials are travel (59%), parties and events (56%), and food (29%). (Strategy)
- 56% of people say they’re afraid they’ll miss out if they don’t stay on top of what’s happening on social media. (MyLife.com)
There you have it, folks. Hopefully, this list of digital marketing statistics helped give you some insight into what’s going on with your competitors and ideas for you to try with your own business online.
Focusing on getting more email subscribers is always a good place to start with your digital marketing efforts. Be sure to check out our post on how to grow your email list for some awesome tips.