Internet is growing at a rapid pace. With a digital boom, every company is targeting online marketing. It is inevitable for a company to ignore social media, content marketing and search engine optimisation in its marketing campaign.
I just came across a very useful infographic by SEOReseller online. It gives an insight into digital marketing statistics in 2016. Some of the stats are surprising, whereas some of them are as expected.
The details of each online marketing statistic are mentioned below:
1. ONLINE PRESENCE:
In 2016, still 46% small business do not have a corporate website. Whereas, out of remaining 54%, only 68% websites are mobile responsive. With increase in smartphones usage, businesses need to realise and understand the importance of mobile responsive websites.
2. AD REVENUES
There has been a sharp rise in internet advertisement revenues from 49.5 Billion USD in 2014 to 59.6 Billion USD in 2015. This amounts to an increase of more than 20 percent.
As per a research by PWC, it is expected that internet advertising revenue will surpass TV advertising in 2016. Also, by year 2020, the revenue is expected to reach USD 260 billion.
3. SEO TRENDS
“Google is the gatekeeper to a huge amount of traffic and leads.” With many claiming SEO is Dead, 54% marketers still expect an increase in SEO spending and usage in 2016.
The primary usage of Search Engine Marketing is to provide educational and informational content to the users.
Still, 50% of US Small Businesses do not invest in SEO. Therefore, they eventually ignore a door to a huge number of organic traffic and leads.
4. GOOGLE IS THE KING
Google dominates the search engine industry with 70.6% market share for desktop. The most expensive keyword was “insurance” at 54.91 US$ per click, followed by Gas/Electricity at $54.62. Google’s global revenue was estimated at $74.54 bn.
It processes 1.2 trillion searches per year worldwide and over 40,000 searches per second.
In the month of April, 10.4 Billion search queries were processed by Google.
5. IMPLEMENTATION OF SEO STRATEGY
With SEO awareness increasing, 60% of Small Medium Businesses are planning to implement an SEO Strategy by 2017 or later. However, still 21% of businesses do not have any plans to implement SEO strategy in near future.
6. FACEBOOK AWARENESS
In March 2016, Facebook had 1.09 billion daily active users on average. It is estimated that almost half of US population is using Facebook.
92% of businesses and more than 82% digital agencies report using Facebook as a Marketing tactic.
It is also estimated that there is 93% awareness reach of Facebook in the US. Also, average time spent by an individual on his Facebook visit is 20 minutes. So, you have to design content and target users on Facebook wisely to get maximum interaction, engagement and ROI.
7. SOCIAL MEDIA USAGE
79% of US small businesses use social media to connect with customers.
78% of US population has a social network profile.
8. SOCIAL MEDIA USERS
In 2016, there are 2.22 billion social media users globally, that is expected to increase to 2.72 billion by 2019.
It has also been seen that 1.97 Bn users access social media platforms via mobile phones.
The highest number of social media users are present in East Asia with 769 Million active users, whereas the lowest number of social media users are in central asia with just 4 million people.
9. GOOGLE PAID SEARCH ADS
There has been a sharp rise in Google Paid Search AD Spend in first quarter 2016. The ad spend has almost increase by 25 percent.
10. CUSTOMISED ADS
71% percentage of customers prefer ads customised to their shopping interests and habits.
Thus, a huge growth potential of remarketing can be seen.
Marketers should focus on using cookies and other analytics to track habits of users, and then advertise accordingly.
It also brings in the need to customise the content of advertisement according to customer requirements and provide useful information to the consumers.
11. AD FORMATS
A total of USD 59.6 Billion was spend in US Digital Market in 2015. It represents a growth of more than 20 percent from year 2014. 34% of the total ad revenue was from Desktop Paid search, whereas mobile ad revenue contributed 35% to the total revenue.
The mobile revenue has almost increased by 10% in 2015. With number of smartphone users increasing day by day, marketers have realised the essence of mobile advertising.
The total search advertising represents almost half ( 49%) of total digital ad revenue in 2015.
12. FACEBOOK MOBILE ADVERTISING
There are 1.51 Billion active users on Facebook using mobile. The mobile ad revenue contributes 82% to the total Facebook’s Advertising Revenue of USD 5.2 billion.
88% of searching “near me” are made through mobile. People tend to search on the go using their mobile phones.
13. MOBILE SEARCHES
A whopping 76% users search using their smartphones. The people using smartphones also result in a purchase. It is estimated that 28% of the mobile searches lead to a sale.
What Experts Have To Say on Digital Marketing Trends in 2016
“To talk about digital as some kind of separate entity is to not understand it. Our lives ARE digital is not a thing, it is simply a more flexible, response and efficient way to do business.”
– Jeff Dodds, Tele 2 Netherlands
“For some time, there has been increasing talk of a need for a ‘post-digital marketing world’ marketing world where the use of digital media and technology in marketing has become so ubiquitous we no longer complete separate “digital marketing activities” since they should be fully integrated and simply part of marketing.”
-Dave Chaffey, Smart Insights
“Good storytelling and generating emotional response among your target audience will be more important than ever this year – how this content is delivered, though, is key.”
-Ben Robson, Cofounder, GOAT Digital Agency
“The most successful digital marketers will be those who are able to establish a high level of trust before asking potential clients and customers for the sale.”
-Andrew Hubbard, Facebook Strategist
In 2016, PPC will likely become more and more personal, which is why marketers must start utilizing these new features, like Customer Match, to connect with their prospects and customers at the right time with messages catered to them.
-Margot Da Cunha, Search engine Journal
“Facebook is rolling out live video streaming to its users in the news feed, directly from the app. This has the potential to attract a lion’s share of your customers interested in live video”
-Neil Patel, Cofounder, Kissmetrics
2016 is a great year for digital marketing. A sharp increase in digital ad spend has been seen and this is expected to grow. With more and more new tools and services such as Facebook’s Live Video and Pinterest’s Buy Buttons being launched by social media platforms, the advertising now focuses on personalised content for customers.
Small business have also realised the importance of social media for brand building, as 9 out of 10 businesses in US use social media platforms to promote their products, build brand value, enhance customer experience and build trust among customers.
Mobile optimisation and advertising are surely not to be ignored. With 28% of mobile searches leading to customer conversion, businesses need to focus on search advertising on mobile. Developing an application for mobile can also be an added advantage for businesses.
These are some of my findings. I would love to hear your opinion on these digital marketing statistics for 2016. Please share your views in the comments section.
SearchEngine Land, Smart Insights, Statista, Social Bakers, Facebook Insights, ComScore, PWC, Search Engine Journal, NeilPatel.Com, Docurated