Marketing
70+ Digital Marketing Statistics to Know in 2024
Carlie Hill
Director of Growth Marketing
10 min read
Use these digital marketing statistics to inform your marketing strategy, identify market trends, and measure and evaluate your marketing programs.
Digital marketing is constantly evolving, with marketers always exploring new ways to engage customers and create experiences that excite audiences. From trusted and true digital strategies to creative experiments, it is helpful to understand what works well across marketers and industries.
Here, we’ve compiled 70+ powerful digital marketing statistics to help you navigate the digital marketing landscape and build a strong strategy in 2024.
Digital Marketing Statistics
According to Hubspot, "A digital marketing strategy is a plan for using online channels to establish an internet presence and achieve specific marketing objectives."
Building, and following through on a high-level strategy is key to marketing success.
Despite digital being a key component of marketing for several years, almost half of marketing teams still aren’t properly documenting their digital marketing strategy. However, those that do report greater success compared to those that don't. This could represent an advantage for those with a documented digital marketing strategy.
- Only 17% of organizations clearly define their digital marketing strategy. Source: Smart Insights, 2023
- 77% of marketers say organizational silos make aligning on a strategy difficult.
Source: Content Marketing Institute, 2023
But! Taking the time to build a strategy and sharing it with your organization can improve marketing successes massively. And being agile is sometimes crucial.
- Organized marketers are 397% more likely to report success.
Source: CoSchedule, 2023 - 20% of marketers had to pivot from their established plan due to the potential for recession. Source: HubSpot, 2023
SEO
In 2024, SEO strategy is proving to be as important as ever, if not even more so. As part of a marketing strategy, high-quality content is crucial for encouraging organic search and link-building.
Search engines frequently prioritize video content to appear first. Using a combination of relevant written and visual content is important to rank higher on Google and capture a larger audience.
Long-form keywords can be incredibly effective, as people are getting more specific about what they’re looking for to sift through the vast amounts of content available.
- Not even 1% of searchers go as far as the second page of Google to find what they're looking for. Source: Backlinko, 2023
- 88% of marketers who already do SEO work plan to increase or maintain their investment this year. Source: HubSpot, 2023
- Ranking at the number 1 position on Google results in a 39.8% organic click-through rate. Source: First Page Sage, 2023
- The top three search results (organic) equate to more than two-thirds (68.7%) of all clicks. Source: First Page Sage, 2023
- The number one organic result sees 19x more clicks than the top paid search result. Source: First Page Sage, 2023
Mobile Marketing
There has been a large shift in how audiences consume marketing content and it means that marketers need to become more and more mobile-friendly.
In 2024 mobile channels can not just be an alternative, secondary option but must become a primary focus in a comprehensive marketing strategy.
- Social media is used by 85% of the world’s 5.27 billion mobile phone users. Source: DemandSage, 2023
- 65% of all web traffic is via a mobile device. Source: Similarweb, 2023
- 72.6% of internet users will access the web solely via their smartphones by 2025. Source: CNBC, 2019
- More than 70% of shoppers buy online via their mobile. Source: SEMrush, 2023
- 40% of marketers plan to prioritize mobile-friendly website design. Source: HubSpot, 2023
Visual Content
According to RockContent, "Visual marketing is the use of images, videos, and other pieces of multimedia content to strengthen your brand and communicate with your target audience."
Visual content is no longer a nice-to-have – it’s table stakes to rank higher and attract consumers better than the competition. It makes content more memorable and builds trust among consumers.
In 2024, building beautiful, eye-catching visuals is essential to any digital marketing strategy.
- More than 50% of marketers agree that visual content is essential to their marketing strategy. Source: Venngage, 2022
- Content with relevant images gets 94% more views than content without relevant images. Source: HubSpot, 2023
- 34% of marketers create their own graphics.
Source: Venngage, 2020 - Color increases brand recognition by up to 80%. Source: SuperSide, 2023
- 28% of marketers spend up to 5 hours per week creating visual content. Source: Venngage, 2020
- 30% of marketers share infographics. Source: HubSpot, 2023
- Visual content is shared 40 times more than other sorts of content on social media. Source: Hubspot, 2023
Video
Video has been gaining importance exponentially in the marketing industry, expanding into live video, webinars, social stories, and more. Improvements in mobile technology and a surge in video tools available have made a video strategy possible for any budget, allowing smaller marketing teams to take advantage of this popular form of content.
- Over the past 10 years, videos longer than 30 minutes, such as webinars and live events, saw over 11,000% growth. Source: HubSpot 2023
- 91% of consumers want to see more online video content from brands. Source: Wyzowl, 2023
- Short-form video has the highest ROI of all marketing trends. Source: HubSpot, 2023
- Video traffic now equates to 65% of all internet traffic.
Source: Sandvine, 2023 - 68% of organizations reported managing their videos in a dedicated digital asset management (DAM) system.
Source: MediaValet, 2023 - 72% of DAM users report plans to achieve more with their video files. Source: MediaValet, 2023
- 90% of marketers say video marketing has helped them generate leads while 87% say it has increased sales. Source: Wyzowl, 2023
Landing Pages
Landing pages require testing and adapting for success. They provide a rare ability to experiment and gain a deep understanding of audience preferences but require discipline and commitment over time to generate significant results.
- Companies with 30 or more landing pages generate 7 times more leads than those with fewer than 10.
Source: HubSpot, 2022 - The average landing page conversion rate is 9.7%. Source: KlientBoost, 2023
- Companies that have over 40 landing pages typically generate 12x more leads than ones with 1 to 5 landing pages.
Source: HubSpot, 2022 - Adding videos to landing pages can improve conversions by up to 86%.
Source: EyeView, 2022 - Almost half, (48%) of marketers create a new landing page for each new campaign. Source: KlientBoost, 2023
Photos
It's easier for brains to process visuals over text, so using photos makes it easier for your audience to retain information and, ultimately, remember you. Photos are a core part of most marketers’ strategy, making unique, custom photography an important component to consider across both B2B and B2C industries.
- On average, posts that include images get 650x more engagement than text-only posts
Source: Medium, 2018 - 88% of marketers stated that they incorporated images in more than 50% of all the articles they published.
Source: Venngage, 2019 - When information is paired with images, people retain 65% of the information, rather than 10% without.
Source: Brain Rules, 2022 - The brain processes images 60,000 times faster than text.
Source: Piktochart, 2018 - 93% of organizations reported managing their photos in a central library (DAM, file sharing solution, server, etc.)
Source: MediaValet, 2022
Blogging
As of 2023, WPDeveloper reports that, "there are over 1.9 billion websites around the world, and more than 600 million of them are blogs spread out over different channels and niches."
Blog posts with 2000+ words typically rank higher in search engines, as they are more likely to include higher quality content than short-term blog posts. However, it’s still important to enrich the text with visuals, headers and highlights to make it easily digestible to both readers and search engines.
- 79% of marketers report a blog as the second most popular distribution channel. Source: Content Marketing Institute, 2023
- 40% of marketers think that a blog is one of the most effective marketing channels. Source: Content Marketing Institute, 2023
- 60% of people purchase a product after reading a blog post about it. Source: Demand Metric, 2022
- By 2027, the global content marketing industry is expected to grow by $584.02 billion. Source: ReportLinke, 2022
Digital Marketing Statistics: Social Media
- There are 4.9 billion social media users globally. That's 60.49% of the global population using social media platforms. Source: DemandSage, 2023
- 42% of marketers use TikTok already, and more than half of them (56%) plan to increase their investment. Source, HubSpot, 2023
- Tailoring content to the social platform pays off; effective marketers are 27% more likely to tailor content to the platform they’re sharing it on. Source: HubSpot, 2023
- On average, social media users spend over 2 hours a day on social media.
Source: Global Web Index, 2020 - 97% of digital consumers have used social media within the last month.
Source: Hootsuite, 2020
With billions of social media users worldwide, businesses have the opportunity to get in front of ideal customers and create deep emotional engagement with their brands. As a significant driver of traffic and, in some cases, sales, understanding where your customers and competitors are active on social media is important to success.
- Instagram has the second-highest ROI among social channels for marketers.
Source: HubSpot, 2022 - Instagram has 84x more engagement than Twitter and 10x more than Facebook.
Source: Ignite Visibility, 2018 - On average, Instagram followers are worth an order value of $65, compared to $55 on Facebook.
Source: Ignite Visibility - There are over 1 billion users on Instagram that are active monthly.
Source: Omnicore, 2021 - Photos on Instagram showing faces get 30% more likes than photos without faces.
Source: Louise Myers Visual Social Media, 2020
Instagram is quickly becoming one of the most engaging social media platforms - and not just among Generation Z. With users making purchases based on the products they see on their feeds, Instagram offers the opportunity to drive business, especially in highly-visual B2C industries.
- Facebook has 1.91 billion users that are active daily.
Source: Zephoria, 2021 - 79% of internet users in the United States have Facebook (beating out Instagram, at only 32%).
Source: Ignite Visibility, 2018 - The average CTR for Facebook ads is 0.9%.
Source: WordStream, 2020 - The average US Facebook user is expected to be online 38 minutes per day.
Source: eMarketer, 2021 - 85% of videos on Facebook are watched without sound.
Source: WordStream, 2020
Video represents a large opportunity for businesses on Facebook. But, with such a high percentage of video being watched while users are on-the-go, videos need to be digestible without relying on sound (using subtitles and adding clarity). This will allow users to watch from anywhere, without having to use headphones or disturb people around them.
- Approximately 52% of all Twitter users are on the platform daily.
Source: Omnicore, 2020 - 80% of active users access Twitter from their phone.
Source: Brandwatch, 2020 - On average, brands that use Twitter for business experience a 7% improvement in brand preference.
Source: Twitter, 2020 - 77% of Twitter users feel more positive about a brand after their Tweet has been replied to.
Source: Brandwatch, 2020 - Twitter is the lowest ranking ROI driver for ad buyers in the United States.
Source: eMarketer, 2018
Twitter, while not renowned for its ability to drive sales, gives businesses a fantastic platform for updating customers and responding to customer service inquiries. Businesses can use Twitter to improve relationships with their customers and increase positive feelings for the brand.
- Over 1 million LinkedIn members publish content weekly.
Source: Omnicore, 2022 - The typical LinkedIn user only spends 17 minutes per month on the platform.
Source: Ignite Visibility, 2021 - 61 million LinkedIn users are senior-level influencers and 40 million are in decision-making positions.
Source: Foundation Inc., 2019 - 91% of marketing executives list LinkedIn as the top place to find quality content.
Source: Foundation Inc, 2019 - 57% of traffic on LinkedIn is mobile.
Source: Hootsuite, 2020 - LinkedIn drives more than half of all social traffic to B2B websites and blogs.
Source: Foundation Inc, 2019
While it’s important for both B2B and B2C organizations to have an active profile on LinkedIn, in terms of marketing, LinkedIn offers the most success in the B2B industry. Connecting companies with high-level influencers and decision-makers, LinkedIn helps drive relevant traffic and impact sales.
YouTube
- One billion hours of videos are watched per day on YouTube.
Source: YouTube, 2021 - YouTube is the second most popular site worldwide, after Google.
Source: Alexa, 2022 - The average time spent on YoutTube daily is 18 minutes.
Source: Omnicore, 2022 - YouTube is the preferred source of video for 83% of consumers globally.
Source: HubSpot, 2019 - Over 88.9% of watch time on YouTube is done from mobile devices.
Source: Viralyft, 2023
As it becomes harder and harder to reach customers with video advertisements, thanks to the addition of PVRs and streaming services, YouTube represents a massive opportunity for marketers. But, it’s important to note that companies only have about 2 seconds to grab attention, so video ads need to start with a bang.
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