So much has happened in 2018 for digital marketers that it is only fitting that we begin wrapping up this year with updated digital marketing statistics that people can use to make sound decisions for their internet marketing campaigns moving into 2019.
What is in store for businesses currently adapting or already thriving on the World Wide Web? Here is Netmark’s definitive year-end special that will give marketers everywhere something to think about (and plan for) in the coming year.
1. The last two years have created staggering changes in internet marketing.
There is a general consensus (a staggering 76%) in the digital marketing community that marketing on the internet has experienced more substantial changes in the last two years (2017-2018) than the last 50 years.
Businesses are feeling the need to do better with their efforts of branding online and reaching a larger percentage of their market on the Internet.
2. Mobile page loading times are still far off from ideal targets.
Contrary to what many businesses believe, the average mobile page loading times in benchmarks in the US are still below what might be considered ideal:
– Automotive – 9.5 seconds
– Business & industrial – 8.7 seconds
– Classifieds & local – 7.9 seconds
– Finance – 8.3 seconds
– Media & entertainment – 9.0 seconds
– Retail – 9.8 seconds
The best practice for average page index is 3 seconds.
3. Mobile advertisers still have some ways to go before pleasing their intended audiences.
In an Unlockd report, it was found that 85% of businesses who use mobile advertising believe they were providing a generally positive experience to their audiences.
Unfortunately, only 47% of their audiences actually agree with this. The solution is to make less intrusive advertisements, and to make advertising more targeted.
4. Voice-assisted searches are rising.
In the last year alone, 60% of searches are carried out with at least one form of voice-assisted technology. Siri, Amazon’s Alexa – these consumer technologies are penetrating the markets faster than we thought. Just four years ago, only 11.3% of Internet users used voice assistance for searching the Internet.
5. The importance of better and lengthier digital content is rising – again.
A study of the average word length of content landing on the first page of Google has revealed that longer content is outweighing shorter content. The ‘average’ word count of Google’s #1 results is 1,890 words.
6. Advertisers are ramping it up on Google.
While organic internet marketing will continue to flourish, PPC ads on Google have experienced a substantial rise this year. The average organic results per search has dropped to 8.5, from its former measure of 10.
7. Timing your emails is critical for good results.
Email marketing continues to provide good ROI for businesses because it simply works. But having good content in your emails is not enough.
An Experian and Marketing Charts report shows that emails sent between 4 PM and 8 PM perform better than emails sent in other times of the day.
The number of transactions in this timeframe increases by as much as 21.1%. This figure is computed against the volume of emails sent versus the clickthrough rate and subsequent activity in the website.
8. Abandoned carts no more.
A segmented email strategy can help reduce Abandoned Cart Syndrome in ecommerce platforms.
Customers are 2.4 times more likely to return to their abandoned carts and complete their purchases when they receive more than one reminder email. So aim for two or three emails, it’s really up to you, but don’t send just one reminder email.
9. Videos help sell your goods.
Websites that use videos to hook their customers have a 4.8% conversion rate compared to websites that use a combination of just images and text. The latter’s conversion rate is 2.9% only.
10. Beautiful images and photography have become important to digital marketing.
46% of digital marketers believe that using better images have made their efforts easier, on the while. Among the most important types of images are photography, video, infographics, and illustrations.
11.Facebook ads are rocking the industry.
Revenue from Facebook ads are set to beat revenues from print ads (the entire industry of print ads, that is) by next year. Businesses that have already invested in ads on the social media platform will definitely enjoy the added benefits of this gargantuan development in mobile and Web advertising.
12. A Google reminder: ads help branding
Google reports that branding efforts can be boosted up to 80% in terms of instant recall and staying power when you advertise through Google’s advertising systems.
13. Google remains the king of the search hill.
We thought that Google processes a few billion searches every month. We were dead wrong: the search engine giant actually processes 160 billion searches globally, and that figure continues to rise.
14. Google Adwords delivers.
On average, marketers who spend $1 on Google Adwords will earn at least $2 for every dollar spent.
Combine this figure with better digital marketing strategies, strong branding efforts, and social media presence and you can definitely increase your ROI by a mile or two.
15. Social ads are rising – fast.
The aggregate spending for social ads are increasing fast. This year, it has been estimated that digital marketers have been spending 72% more on social media advertising than previously recorded.
A total of 60% are diverting their funds to mobile advertising (which is a separate platform/system) to reach more customers. The two top choices for mobile advertisers in 2018 are plain text ads and graphic/interactive ads.
16. Paid ads make people buy stuff.
In the final analysis, getting people to sign up for a service or buy something is the ultimate goal.
Do paid ads really deliver? Apparently, this advertising method is still pure gold.
65% of clicks maid by customers on the Web lead to a sale of goods or services. In short, you will not be wasting a lot of bandwidth on non-productive traffic because the majority of clicks increase your ROI directly.
17. PPC has slightly higher conversions than organic search results.
New Media research has revealed that PPC ads deliver 1.5 more conversions than organic search results.
However, it has also been found that PPC ads are more effective when used in conjunction with effective, organic SEO.
Additionally, statistics from PPC campaigns are easier to measure than SEO statistics, but organic SEO remains a long-term plan for growth.
18. People can’t really tell content from native advertisements.
80% of Web users are unable to tell if what they are looking at are “free-range” digital content or native advertisements.
This means a carefully planned effort to market something by balancing information with promotion can vastly increase your chances of converting traffic to your site.
19. PPC visitors are warm.
By warm, we mean they are ready to buy. PPC-generated traffic are 50% more likely to buy something than people who arrive at your site via organic search.
But that doesn’t mean that free traffic from content marketing won’t convert – far from it. This statistic just means that there is a 50% higher chance of selling something if traffic comes from a PPC ad.
20. People are looking for local businesses.
According to a Google report, 82% of smartphone users are constantly looking for local businesses nearby. This is a boon for businesses who want to target specific towns or cities. Nothing like connecting to your market instantly.
21. Content marketing rules.
72% of digital marketers have reported better earnings and performance with content marketing. Producing better content remains a priority in 2018 and beyond.
22. 2019 is the time to rethink content format and relevance.
CMOs believe that despite the fact that businesses spend up to 43% of their budgets on content production, only 23% of businesses are able to deliver the right type of content to target audiences at the right time, and in the correct format.
23. Content marketing converts while keeping costs down.
Content marketing efforts are 62% less expensive than other methods of drawing and converting traffic, you can get three times more leads over the long term than other methods of attracting traffic.
Because once your website is up there on Google search results, it gains authority, and people will trust your website more – especially when it comes to buying goods and services. This is basic social psychology in action – in the digital age.
24. Blogs are huge traffic magnets.
Despite the fact that Facebook has huge staying power in social media, people don’t use Facebook to look for stuff all the time.
96% of mobile traffic (organic and search) come from Google. And what do people find on Google? Authoritative blogs. A blog that has begun to produce better content can attract 2000% more traffic. Think about the possibilities.
25. Search relevance is number one in content marketing.
A decade ago, people just added keywords to their content and got good results. The game has changed a lot since that time.
72% of digital marketers now believe that internet marketers need to write for specific search terms rather than just adding them haphazardly to broadly-targeted content. That means people have to make their content more specific and more useful to users.
26. Search terms are getting longer.
In conjunction with the increase in demand for more useful content is the pivotal change in the length of search terms. 50% of all search terms being tapped into Google and other search engines are now four words or longer.
No longer isolated keywords, people are now typing phrases because they are becoming pickier with the type of information that search engines are fetching for them.
27. The two second bounce rule.
How much time does your website have to prevent a bounce fest? Two seconds.
It sounds insane, yes, but people bounce or leave a website when it takes too long to load. You can lose up to 50% of your website visitors if you don’t do everything in your power to speed up the page loading time of your website, especially on mobile devices.
28. Brand awareness happens after a search.
Think that brands have a vice grip on people? Think again. 90% of people who search for goods and services do not have a brand in mind at all. They start off with a need, and are influenced later on by what they find after they perform a search.
29. HTTPS keeps customers buying.
At least 50% of the pages listed on Google’s top search results are secured websites that use HTTPS.
It has been found that unsecured websites suffer from higher bounce rates and abandoned carts than websites that have HTTPS. Up to 84% of your website’s traffic can suffer the same fate if your website is not secured.
30. Aim for more than one spot on Google’s top search results.
It has been found that people are 50% more likely to choose a brand of a product or service if they see the brand listed at least twice on a search engine result.