Digital Marketing Insights
💡 Consumer Education will Continue
While the pandemic limited our ability to leave home, people have turned to the internet for just about everything. They are becoming more engaged, knowledgeable, and resourceful than ever before.
💡 Collecting First-Party Data Will Be Crucial
From Apple iOS updates to Google’s announcement to end cookie tracking in early 2022, it will be important to find new and innovative ways to collect information on your target audiences.
💡 Hyper-Targeted Audiences & Content Messaging is a Necessity
Users no longer have the patience for irrelevance and find content and advertising that is not applicable to them intrusive and annoying. Therefore, to get the right kind of attention for your brand, you need to not only use detailed targeting but also customize your content with information, pain points, and references that specific segments relate to.
💡 Transparency & Authenticity Should Be at the Core of Your Marketing Strategy
Your story is not your products or services. It is your “why” and talking about it in a way that resonates with your audience will strengthen brand loyalty.
💡 Consumers Expect You to be There When They Want You
The 2022 consumer craves immediacy. Therefore, brands that meet them where they are—device, platform, and schedule—are going to stand out and gain loyalty.
🎧 Simply Connected Podcast: Strong Online Presence = Necessity for Local Businesses
Digital Marketing Statistics
- 90% of internet users use mobile devices to access the internet.
- 48.7% of online shoppers purchased a product via a mobile phone in the past month.
- 72% of shoppers act on marketing messages only when messages are customized to their interests. (SmarterHQ)
WEBSITE USER EXPERIENCE
Website User Experience Insights
💡 Mobile-First Approach
With people using their smartphones for hours on end every day, your website must not only be compatible with mobile devices but look good too.
💡 Localize User Experience & Content
2022 will be all about offering personalized and localized user experience and content to your users.
💡 Less Overload, More Direction
Simplification of your website content will not only streamline the user experience but optimize their interaction throughout your site.
Website User Experience Statistics
Blog & Article Insights
💡 Content is Your 24-hour Salesperson
As we have mentioned before, while your team may only be available during business hours, your content is always there. Businesses should focus on producing content that can help drive potential customers through every step of the buyer’s journey.
💡 Get to the Point Quickly – Prove Your Worth
Within the first few seconds, you need to grab the attention of your reader and prove the relevancy of your content to what they are looking for, otherwise, they will move on to the next.
🎧 Simply Connected Podcast: Using the Power of Content to Market Your Local Business
Blog & Article Statistics
SEARCH ENGINE OPTIMIZATION
Search Engine Optimization Insights
💡 Goal is to Reach Search “Position Zero”
While the goal is to still have your website content rank in the first few results in Google Search, it is just as important to optimize your content for the coveted featured snippet spot. Not only does it hold the entire space above the fold but offers a seamless user experience answering a user’s question quickly.
🎧 Simply Connected Podcast: The Anatomy of a Google Search Results Page
💡 Conversational Content is Key Voice Search
The use of smart devices will continue to rise in 2022 and therefore so will the importance of creating content that is more conversational in nature with less focus on formal structure and keywords.
Search Engine Optimization Statistics
Search Engine Optimization Statistics
PAID ONLINE ADVERTISING
Paid Online Advertising Insights
💡 Shopping as an Experience
As competition increases in the online shopping world, we can expect to see eCommerce players experiment with new formats that emphasize areas such as social interaction, shopper entertainment, and even augmented services like education (e.g. ‘how-to’ content). (Hootsuite)
💡 Advanced Targeting with Geofencing
With mobile currently representing more than two-thirds of all digital ad spending, brands will be utilizing geofencing technology to target a hyper-specific area with relevant content in real-time.
What is Geofencing?
Geofencing allows real-time targeting based on a user’s location. A target area is defined, say, within 5-miles of a restaurant. When a user enters this area with their location services turned on, you are able to “target” them with your ads. Even after the consumer leaves the target area, they’ll continue to receive your ads.
🎧 Simply Connected Podcast: Unleashing the Potential of Paid Online Advertising for Your Local Business
Paid Online Advertising Statistics
- 75% of people say paid ads make it easier to find what they need. (Clutch)
- 36% of people are more likely to buy from a brand that sends them tailored messages.
- The average click-through rate (CTR) in Google Ads across all industries is 3.17% for the search network and 0.46% on the display network. (LocaliQ)
- Search ads increase brand awareness by as much as 80%. (Google)
- Businesses make an average of $2 in revenue for every $1 they spend on Google Ads.
- The average cost per click (CPC) in Google Ads across all industries is $2.69 on the search network and $0.63 on the display network. (WordStream)
- Mobile ads with geofencing have double the click-through rate. (MobileMarketer)
- 53% of shoppers visited a retailer after receiving a location-based message.
- The top five retail locations for geofencing according to 50% of marketers surveyed are restaurants and bars, health and beauty, entertainment, grocery, and pet stores. (Reveal Mobile)
SOCIAL MEDIA MARKETING
Social Media Marketing Insights
💡 Continued Growth and Expansion
The initial uptick in social media use due to the pandemic will continue to trend upward. According to eMarketer, social commerce buyers have increased by 25% and we expect to see more innovation and diversification with social platforms in 2022.
💡 A New Meaningful Approach to Social Media
As a result of limited human interaction throughout the pandemic, social media channels began transitioning away from being a tool to simply consume content. It is and will continue to trend toward being more about connecting and engaging with people, brands and businesses. In fact, 60% of consumers have been influenced by social media or a blog. (Digital Marketing Institute)
🎧 Simply Connected Podcast: Finding the Balance Between Fun & Professional Social Content
💡 Authenticity and Education Takes Priority
While influencers continue to rise in popularity among consumers, it really boils down to their desire for unfiltered content. Consumers want to be entertained while also being educated so they can make informed decisions. 82% of people trust social networks to guide a purchasing decision. (Digital Marketing Institute)
💡 Social Media Use Will Continue to Rise for Older Generations
It isn’t just GenZ and Millennials driving the growth of social media platforms. The Boomer generation is making a move and becoming more engaged and comfortable on social sites. (eMarketer)
💡 Consumers Expect You to Be There When They Want You
The 2022 consumer craves immediacy. Therefore, brands that meet them where they are—device, platform and schedule—are going to stand out and gain loyalty.
Social Media Marketing Statistics
- Potential Advertising Reach (Hootsuite)
- Facebook 67.9%
- Instagram 50.1%
- Facebook messenger 2.4%
- LinkedIn 65.8%
SOCIAL MEDIA: FACEBOOK
Facebook Marketing Insights
💡 Holding Strong
Facebook remains the world’s most popular social network, with 98.5% of users accessing the platform via mobile. (Datareportal)
💡 Facebook’s Influence
Facebook is one of the most influential social media channels, with 52% of purchasing decisions being influenced by the platform. (Digital Marketing Institute)
💡 Facebook Users Engage with Advertising
An average Facebook user clicks on 19 ads per month. That’s one every 1.5 days. (Remember not all ads require a click to be effective!) Users continue to pay attention to and engage with Facebook ads, rather than simply tuning them out. (HootSuite)
🎧 Simply Connected Podcast: 5 Benefits of Facebook Ads for Local Businesses
Facebook Marketing Statistics
- Facebook advertising has the potential reach of 67.99% of the U.S. population aged 13+.
SOCIAL MEDIA: INSTAGRAM
Instagram Marketing Insights
💡 Users Aren’t Just Window Shopping
Nearly half of all Instagram users have visited a website to make a purchase after seeing a product or service on the platform. (Instagram)
💡 Video is the Future of Instagram Marketing
Ever since the introduction of IGTV in 2018, the use of video marketing on Instagram has seen steady growth ever since. In 2020, Instagram launched Reel making a play for short-form video domination and has since kicked it up a notch with Reel Ads.
Instagram Marketing Statistics
- Instagram advertising has the potential reach of 50.1% of the U.S. population aged 13+.
SOCIAL MEDIA: TWITTER
Twitter Marketing Insights
💡 Twitter is Regaining Popularity
Due to its highly sociable and authentic nature, Twitter usage is on the rise. In fact, 9.6% of adults significantly increased their Twitter usage since COVID-19 pandemic. (eMarketer)
💡 Timeliness Matters
With over 70% of users expecting to receive a response from a brand they’re interacting with on Twitter and 53% of those wanting to hear back within the hour, staying attentive and replying quickly will be crucial to success.
Twitter Marketing Statistics
- Twitter still holds sway as the most widely-used online platform in the US (Pew Research Center, 2019.) Among these American adults, 25% say they visit Twitter several times a day, 17% about once a day, and 58% less often.
SOCIAL MEDIA: PINTEREST
Pinterest Marketing Insights
💡 Pinterest is 2022’s Virtual Shopping Mall
Window shopping isn’t a thing of the past. Instead, it has transitioned online product and brand discovery in the form of Pins on Pinterest.
💡 People Use Pinterest to Plan for the Future
With over 85% of Pinners claiming to use the platform to plan new projects, it is one of the most ideal places to get your brand front and center early in the buyers’ journey. (Pinterest)
Pinterest Marketing Statistics
SOCIAL MEDIA: LINKEDIN
LinkedIn Marketing Insights
💡 LinkedIn Isn’t Just for Job Seekers
In 2021, it is estimated that 50.3% of U.S. marketers use LinkedIn for marketing purposes. Why? Because 4 out of 5 LinkedIn members drive business decisions. 61 million LinkedIn users are senior level influencers and 40 million are in decision-making positions. (LinkedIn)
💡 Ad Objectives
Similar to Facebook, businesses can select from a variety of ad formats to ensure paid advertising meets the desired objective. Options include: Event Ads, Follower Ads, Lead Gen Forms, Message Ads, Video Ads, Single Job Ads and Text Ads (to name a few).
LinkedIn Marketing Statistics
- 25% of U.S. adults use LinkedIn. (Pew Research)
- There are 9 billion content impressions in the LinkedIn feed every week.