Welcome to 2017! It’s a brand new marketing year. The marketing environment is changing rapidly, so here are some statistics to help you and your team set your company’s marketing priorities and craft your strategy for the coming months.
Video is no longer the new kid on the block. It’s an established, highly effective marketing tool that communicates a lot of information in a short span of time. Video can be used in email, mobile, social, and on printed materials and packaging via QR Code or augmented reality (AR).
Here are some stats to know (HubSpot):
- Using video on a landing page can increase conversion rates by 80%.
- Video in an email leads to 200-300% increase in click-through rate.
- 92% of mobile video consumers share videos with others.
- Combining video with full-page ads boosts engagement by 22%.
- After watching a video, 64% of users are more likely to buy a product online.
Most research indicates that customers have already done up to 90% of their product research before they ever contact a salesperson. This means that “pull” marketing (casting a wide net and drawing customers in) is more important than ever. That is where content marketing comes in.
Here are some stats to know:
- The median time people spend reading articles is 37 seconds (much higher than the dwell time on most web pages). (Content Marketing Institute)
- Content marketing costs 62% less than outbound marketing and generates more than 3x as many leads. (Content Marketing Institute)
- Content marketing adopters have conversion rates that are nearly 6x higher than their competitors. (Content Marketing Institute)
- 95% of buyers prefer brands that provide content throughout the buying process. (Marketbridge)
- 61% of survey respondents agree that their winning [product] vendor delivered a better mix of content appropriate for each stage of the purchasing process. (DemandGen)
The Customer Journey
Every customer has a “journey” before making a purchase. This journey is made up of stages, including product awareness, interest, research and evaluation, and ultimately, the decision to buy. The journey will vary for different types of customers and different types of products.
Here are some stats to know:
- 86% of senior-level marketers say that it’s “very important” or “absolutely critical” to create a cohesive customer journey. (Salesforce)
- 49% of marketers are learning to drive content to align with the buyer’s journey. (LookBookHQ)
- 88% of enterprise business and technology decision-makers say their growth depends on personalizing the customer experience throughout the customer journey. (Forrester)
- 76% of B2B buyers prefer to receive content relevant to their buying stage. (Marketbridge)
- 84% of marketing execs say they plan on developing a process to map rich media content assets to buyers’ journey stages. (HubSpot)
If you are developing a strategy based on the customer journey, customer journey mapping is critical. This is not only so you know what content to deliver at what time, but on what device. We live in a multichannel world, and customers are using all channels — print, online, mobile, social — in making their purchasing decisions.
- 64% of in-store retail sales in 2015 were impacted by customers’ use of a digital device. This is up from 49% in 2014 and 36% in 2013. (Deloitte Digital)
- 4 out of 5 local searches on mobile devices end in a purchase and 73% of these purchases are in brick-and-mortar stores. (Search Engine Watch)
- 90% of smartphone users use their phone for pre-shopping activities. (Marc Research)
- Online reviews have a strong influence on the buyer’s decision, with 90% saying reviews played a part in their decision. (Ciceron)
- 84% of B2B executives state that social media is a component of their purchase decisions. (Marketing Profs)
These data mean that your customer journey map must include both traditional offline (print, display, out of home) and digital channels in an integrated, multichannel marketing strategy.
Feeding Customer Loyalty
When we think about the customer journey, we think about the buying process. However, marketers increasingly understand that the journey extends beyond the purchase to include customer loyalty.
Here are a few stats to know:
- It is 6-7x more expensive to attract new customers than to keep existing customers.
- 77% of people are considered brand loyal. (Facebook)
- 26% of consumers mention the terms “trust” and “consistency” as an important element of brand loyalty. (Rare)
- 36% of men and 29% of women would consider switching for better quality and 35% of women and 33% of men would consider switching for a better price. (Crowdtwist)
- 56% of consumers say that receiving a personalized incentive would improve consideration of the brand. (Virtual Incentives)
These statistics aren’t intended to be the “end all, be all” of marketing in 2017, but they are intended as a guide. Need help? Give our in-house experts a call!