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50 Statistics on the Latest Marketing Trends and Strategies for 2017

As marketers, we all want to know the numbers. What is working, which strategies are driving conversions, and where can I get the most bang for my buck? Below is a list of 50 incredible marketing statistics that every marketer should know and live by in 2017.

Email Marketing

1. You are 6x more likely to get a click-through from an email campaign than you are from a tweet. (Source: Campaign Monitor, 2016)

2. Transactional emails have 8x more opens and clicks than any other type of email and can generate 6x more revenue. (Source: Experian)

3. Segmented email campaigns have an open rate that is 14.32% higher than non-segmented campaigns. (Mailchimp, 2016)

4. The open rate for e-mails with a personalized message was 18.8%, as compared to 13.1% without any personalization in 2016. (Source: Statista 2016)

5. Ecommerce customers who received multiple abandoned shopping cart emails are 2.4 times more likely to complete the purchase than those who receive only one follow up email. (Source: Experian, 2016)

6. According to August 2016 data from ecommerce website personalization provider Barilliance, the best retargeting conversion rate happens when the first retargeting email is sent within an hour. (Source: eMarketer, 2016)

7. A June 2016 survey of US marketers conducted by the Direct Marketing Association (DMA) and Demand Metric found that email had a median ROI of 122% – more than four times higher than other marketing formats, including social media, direct mail and paid search. (Source: eMarketer, 2016)

8. More than 86% of businesses surveyed indicate that they plan to increase their upcoming email marketing budgets. (Source: Email on Acid, 2016)

9. Constant Contact surveyed small business owners and found that 49% do not use email marketing data to assist with their email marketing campaigns because they do not know where to begin. (Source: Constant Contact, 2016)

10. The number of e-mail users in the US is projected to grow to 244.5 million by the end of 2017. That number is forecast to grow to 254.7 million by 2020. (Source: Statista, 2016)

Omnichannel Marketing

11. 15 years ago the average consumer typically used two touch-points when buying an item and only 7% regularly used more than four. Today consumers use an average of almost six touch-points with nearly 50% regularly using more than four. (Source: Marketing Week, 2016)

12. Companies with extremely strong omnichannel customer engagement retain on average 89% of their customers, compared to 33% for companies with weak omnichannel customer engagement. (Source: Aberdeen Group)

13. Omnichannel shoppers have a 30% higher lifetime value than those who shop using only one channel. (Source: Google)

14. Companies with extremely strong omnichannel customer engagement see a 9.5% year-over-year increase in annual revenue, compared to 3.4% for weak omnichannel companies. Similarly, strong omnichannel companies see a 7.5% year-over-year decrease in cost per contact, compared to a 0.2% year-over-year decrease for weak companies. (Source: Aberdeen Group)

15. Of those companies identified by Aberdeen Group as being top-performers in omnichannel strategy, 85% conduct regular training of customer care agents in the handling of omnichannel communications, and 77% store customer contact data across multiple channels. (Source: Aberdeen Group)

16. 56% of consumers have used their mobile device to research products at home with 38% having used their mobile device to check inventory availability while on their way to a store and 34% who have used their mobile device to research products while in a store. (Source: Forrester)

17. 50% of shoppers expect that they will be able to make a purchase online and pick up in-store. (Source: Forrester)

18. Campaigns integrating 4 or more digital channels will outperform single- or dual-channel campaigns by 300%. (Source: Gartner Research)

19. 64% of marketers cite lack of resources and investment as their top barrier to omnichannel marketing. (Source: The CMO Club)

20. 55% of companies have no cross-channel strategy in place (Source: The CMO Club)

Digital Advertising

21. In 2017, TV ad spending will total $72.01 billion, or 35.8% of total media ad spending in the US. Meanwhile, total digital ad spending in 2017 will equal $77.37 billion, or 38.4% of total ad spending. (Source: eMarketer)

US total media ad spending share

22. According to Visual Capitalist, Google and Facebook are the media sites of choice, both dominating the digital advertising space with a combined share of 57.6%. According to the research, “Nearly .60¢ of every dollar spent in the space goes to Google and Facebook. While these are the top two companies who have the most share of online advertising, it is Google that dominates everyone with 41%.”

Dominance of google and Facebook

23. Native ads are viewed 53% more than banner ads. (Source: HubSpot)

24. 32% of consumers said they would share a native ad with friends and family, versus 19% for banner ads. (Source: ShareThrough)

25. Native ads that include rich media boost conversion rates by up to 60%. (Source: Social Times)

26. Users who are retargeted to are 70% more likely to convert. (Source: HubSpot)

27. Programmatic advertising currently represents nearly two-thirds (62%) of the digital display advertising marketplace (online, social and mobile) and will grow to 82% by 2018. The size of the programmatic marketing is expected to more than double over the next three years. (Source: MediaPost)

28. A series of studies by Nielsendiscovered that brands can experience a return of almost three dollars in incremental sales for every dollar spent in online advertising that has been delivered using purchase-based information. This was based on more than 800 studies over the past seven years in which Nielsen collaborated with more than 300 CPG brands and 80 companies to measure the correlation between online advertising and offline consumer purchases.

29. 54% of users don’t click banner ads because they don’t trust them. (Source: Bannersnack)

30. In a survey by Trusted Media Brands, 44 percent of respondents called native a “less intrusive ad format,” and 27 percent cited native’s “better user experience.”  (Source: MarketingLand)

Social Media Marketing

31. Online adults aged 18-34 are most likely follow a brand via social networking (95%).(Source: MarketingSherpa)

32. 71% of consumers who have had a good social media service experience with a brand are likely to recommend it to 0thers.(Source: Ambassador)

33. There are 1.65 billion active mobile social accounts globally with 1 million new active mobile social users added every day. (Source:We Are Social)

34. 96% of the people that discuss brands online do not follow those brands’ owned profiles. (Source: Brandwatch)

35. Visual content is more than 40 times more likely to get shared on social media than other types of content. (Source:HubSpot)

36. A Cisco study predicted that mobile video traffic will account for 75 per cent of total mobile data traffic by 2020.

37. Video is arguably the future of social media and, according to the Social Media Marketing Industry Report 2016, 73 per cent of marketers plan on increasing their use of video in 2017, and 50 per cent plan on using live video in their marketing.

38. Gen X (ages 35-49) spend the most time on social media – 6 hours and 58 minutes per week. Millennials (ages 18-34) came in second, spending 6 hours and 19 minutes of their time per week on social networks. (Source: Nielsen)

39. 41 percent of consumers who spent 2 hours or less on social media spent at least $500 on online purchases over the past 12 months, while 38 percent of consumers who spent at least 3 hours per day on social media spent $500 or more. (Source: Nielsen)

40. At least three-quarters of U.S. social media users made an online purchase within the last year, but only 46 percent of non-social media users made an online purchase during the same timeframe. (Source: Nielsen)

Mobile Marketing

41. Over 36% of mobile subscribers use iPhones or iPads to read email and 34% of subscribers only use mobile devices to read emails. (Source: Informz)

42. 80% of internet users own a smartphone. (Source: Smart Insights)

43. 48% of consumers start mobile research with a search engine. (Source: Smart Insights)

44. 33% of consumers start mobile research with a branded website. (Source: Smart Insights)

45. 68% of companies have integrated mobile marketing into their overall marketing strategy. (Source: Salesforce)

46. 71% of marketers believe mobile marketing is core to their business. (Source: Salesforce)

47. Google says 61% of users are unlikely to return to a mobile site they had trouble accessing and 40% visit a competitor’s site instead. (Source: MicKinsey & Company)

48. Mobile email opens have grown by 180% in the last three years. (Source: Email Monday)

49. Average smartphone conversion rates are up 64% compared to the average desktop conversion rates. (Source: CMS Report)

50. 57% of users say they won’t recommend a business with a poorly designed mobile site. (Source: CMS Report)

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