60+ Compelling Digital Marketing Industry Statistics [2022]: How To Market Digitally In The U.S.

Industry Statistics

Research Summary. Digital marketing is a highly profitable marketing strategy that’s used by most successful companies. After all, internet and smartphone usage are only rising, meaning digital marketing will continue to find a wider audience. Here are the key digital marketing statistics that every business person should know:

As of 2021, 82% of marketers use content marketing.
Only 37% of companies don’t have a clearly defined content marketing strategy.
55% of executives rely on decisions based on data rather than gut instinct-based decisions.
Small businesses with blogs get 126% more lead growth than those without.
As of 2020, the Digital Advertising and Marketing market is valued at around $350 billion.
85% of consumers research a product online before making a purchase.
Global ad spending reached $780.59 billion in 2021.

General Marketing Industry Statistics

Marketing has been around long before the internet. From magazine ads to billboards, companies have always found ways to capture the attention of their customers and spread information about their products. With that in mind, here are some general facts about the marketing industry:

The U.S. Digital Advertising & Marketing industry is worth $155.3 billion.

That’s a massive 38.6% of the global industry, a percentage that highlights just how important marketing is for U.S. companies. While China, Japan, and Canada also have decently sized marketing industries, they’re currently overshadowed by the U.S.
Between 2021-2022, the advertising industry is expected to grow by 22.5%.

Experts predict that the global advertising industry will reach $763.2 billion by the end of 2022. Further, social-media ad spending will likely overcome TV ad spending, as it’s projected to reach $177 billion by the end of 2022. That’s just $3 billion higher, as TV ad spending is suspected to reach $174 billion.
Only 35% of marketers think their content marketing strategy is very successful compared to their competitors.

Meanwhile, the largest percentage of marketers, 46%, described their strategies as somewhat successful, while only 19% considered their strategy unsuccessful.

percentage of b2b marketers with a content marketing strategy

34% of small businesses choose to outsource their digital marketing.

And that percentage is even higher for marketers, for whom 75% generally choose to outsource at least some of their content creation. Things like the growth of gig work, globalization, and other factors have all contributed to these trends.
Digital marketing reaches 50% more customers than traditional marketing.

On average, digital marketing has a much better reach than traditional marketing. For example, if you were to reach 200 customers through traditional means, that same marketing strategy on a digital platform would reach 300 customers.
The global digital marketing industry is expected to experience a CAGR of 17.6% between 2021-2026.

At that impressive rate, the industry will be worth $807 billion by 2026. For context, that’s more than Bill Gates ($134.5 billion), Elon Musk ($266.1 billion), Jeff Bezos ($190.7 billion), and Mark Zuckerburg ($77.3 billion) combined.

projected global ad spending

Digital Marketing Industry Statistics by Blogs and Content Marketing

It’s hard to find a brand or product that doesn’t include a blog section on its website nowadays. Of course, there’s a reason for this, as blogs and other forms of content marketing are crucial tools in any digital marketer’s arsenal. They create interest and funnel potential customers toward products and services. According to our research:

55% of marketers say blog content is their top inbound marketing priority.

And there’s a reason why, as companies with blogs attract 67% more leads per month than those without them. Imagine you normally have 50 leads per month, but that number jumps to over 83 leads using blogs.
Companies who prioritize blogging are 13x more likely to increase their ROI year-over-year.

Many companies and marketers have found that blogging is vital for increasing ROI. Overall, 82% of companies who have used blogs as part of their marketing strategy see positive ROI.
Inbound marketing costs 62% less than traditional/outbound marketing.

Especially popular online, inbound marketing attracts customers by creating valuable content tailored to them. This creates a personal connection between the brand and the customer, which is extremely valuable.

So valuable that not only is inbound marketing cheaper, but it also generates 3x as many leads on average.
Companies that post 16 blogs or more receive 3.5x more traffic.

Blogs are a spectacular tool for getting eyes on your brand. With that in mind, the more blogs companies have, the more people read them. In turn, that attention will introduce customers to the company’s products and services.

In general, publishing 2-4 times per week will provide the highest results in terms of both traffic and conversions and rapidly and regularly increase the number of blog posts available on the company site.
Only 42% of B2B marketers see positive results from content marketing campaigns.

Unfortunately, that’s less than half of the 93% of B2B marketers who actively use content marketing for their business. The majority of B2B marketers struggle to get the positive results they desire, and it could be because of budgetary issues.

After all, successful content marketing campaigns require immense budgets. Because of that, the most successful B2B marketers will dedicate up to 39% of their total marketing budget to content marketing alone.
75% of B2C marketers create content to educate the audience about their brand.

Three-fourths of B2C marketers utilize content marketing to educate their audience, but that’s not all content marketing is for. Marketers also use content marketing to create brand awareness (84%), build credibility and trust (65%), and generate leads (61%).

top reasons b2c marketers create content

70% of US companies regularly invest in content marketing.

And that number is even higher for larger companies, as 85% of US companies with 100 employees or more regularly invest in content marketing.

Digital Marketing Industry Statistics by Data and Technology

Data and technology drive digital marketing and the most successful marketers know that. With that in mind, here are some top digital marketing data and technology facts:

Data-driven marketing campaigns increase ROI by 500-800%.

Even when spending the same amount of money, data-driven marketing campaigns increase ROI by 5-8x. That means that if a non-data-driven campaign typically costs $5,000 and generates an ROI of $3,000, that same marketing campaign would have an ROI between $15,000-$24,000 when data-driven!
76% of marketing leaders make choices based on data analytics.

Overall, three-fourths of marketing leaders make choices based on data analytics because it’s one of the most important factors when trying to increase ROI. That’s why 32% of marketers report that data-driven marketing strategies are vital for successful strategies.
51% of companies use automation in their marketing.

Just over half of companies use automation in their marketing, and there’s a reason why. Studies show that 63% of companies that use marketing automation outperform their competitors.
74% of companies began implementing automation tools in their marketing less than ten years ago.

Automated marketing is a rather new, effective technology, which is why so many companies are starting to make the switch. Of the companies who’ve started using automation tools and platforms, 42% started only 1-2 years ago, 32% started 5-9 years ago, and only 16% started more than a decade ago.
52.7% of marketers use analytics.

Though this is more than half, the numbers are less on a project-to-project basis. Overall, 37.7% of marketer projects in the U.S. use marketing analytics.
91% of businesses are currently investing in AI.

Businesses and marketers always want to gain an edge over the competition, and the vast majority believe that investing in new AI technologies will help them do so. Benefits many are hoping to achieve include increased worker productivity, ROI, traffic, and customer education.

85% of consumers research a product online before making a purchase

Digital Marketing Industry Statistics by Search Engine Optimization

If you’re a marketer or anyone involved in the small business scene, you’ve likely heard about the importance of search engine optimization (SEO). However, it can’t be understated just how important SEO is to digital marketing. According to our research:

There are over 63,000 Google searches every single second.

The average person conducts up to 4 searches per day, meaning that if you can have your products, blog posts, etc., pop up during one of those searches, you’re far more likely to gain traffic.
From 2020 to 2021, installs of shopping apps increased by 10% globally.

Further, usage of these apps has increased at an even more telling rate, 30% year-over-year. Overall, more and more people are using apps like Amazon, Walmart, SHEIN, and more for their shopping.
61% of marketers say improving SEO and search engine rankings is their top priority.

More than half of marketers recognize SEO’s value for marketing success, stating that it’s more important than any other factor. For context, consider that half of that percentage (30%) would be considered significant for anything labeled a “top priority” in the marketing world.
67% of clicks go to the first five search results.

Further, 75% of clicks will go to the first three results, and 25% will click on the first result. This statistic showcases just how vital proper SEO is for getting potential customers to find your website, as people are highly unlikely to dive five pages into Google to find it.
Local search makes up 46% of Google searches.

Finding local businesses and learning local information is a key aspect of most Google searches, as roughly 85% of consumers use the internet to discover and find local businesses.
Between 2019-2020, “near me” searches grew by 40% year-over-year.

For example, 35% of home & garden searches related to “furniture near me” and “near me” searches when traveling also increased. It seems that fewer people find it attractive to spend hours planning beforehand and would rather act spontaneously using Google searches.
57% of marketers report that relevant content is the most effective SEO tactic.

That includes the 49% who believe that relevant keyword/phrase research is the top priority when creating that relevant content. The idea is that it will be more easily picked up by search engines like Google.
72% of marketers report that content marketing has quantitatively improved audience engagement.

Professional marketers know that content marketing can increase audience engagement, especially targeted and personalized content marketing. While 72% say that all content marketing increases engagement, 56% of marketers also agree that personalizing this content promotes higher engagement rates.
93% of online interactions start with a search engine.

Still not convinced of SEO’s importance? A whopping 93% of all online interactions start with search engines, meaning that you’d be potentially missing out on 93% of your potential customers if you were to ignore SEO altogether.

Digital Marketing Industry Statistics by Marketing and Sales

Ultimately, digital marketing aims to increase sales of products and services. After all, increased traffic brings with it the hope of increased sales. With that in mind, here are some insights our research uncovered about digital marketing sales:

68% of B2B businesses use landing pages for new sales leads.

Landing pages are very important for B2B businesses, as they serve as the customer’s first window into an impression of the company website. That said, it’s also worth mentioning that 48% of marketers will build a new landing page for every offer.
68% of companies haven’t identified their sales funnel.

And that lack of proper analysis shows, as 79% of marketing leads are never converted into sales. Unfortunately, this represents much wasted time and money for companies that haven’t properly strategized their marketing.
85% of companies say generating leads and traffic is their top goal.

However, the importance of this goal also tends to become an issue for companies, as 65% of them note that generating traffic and leads is also their biggest marketing challenge.
Inbound marketing generates 3x more leads than outbound marketing.

This, in turn, can significantly increase ROI. For instance, if a company generates an average of 50 leads through outbound marketing, that same company could stand to have 150 leads instead when using inbound marketing.
Nurtured leads produce 47% larger purchases than non-nurtured leads.

Nurtured leads build trust, which will give consumers more confidence. That confidence then translates to a considerably larger purchase. Consider the fact that a consumer who might typically purchase 25 items would instead purchase 37 items as a nurtured lead.
As of 2021, e-commerce sales account for 19.6% of global retail.

Now accounting for nearly one-fifth of global retail, e-commerce sales increased by 14.2% between 2020 and 2021. Even more telling is that in 2019, only two years prior, e-commerce sales only accounted for roughly 14% of all global retail.

Digital Marketing Industry Statistics by Email Marketing

Though SEO and content marketing are often considered top priorities for marketers, many still employ email marketing as a major digital strategy. Just how effective is email marketing? Well, according to our extensive research:

The average ROI of an email marketing campaign is $36 for every $1 spent.

Being cheap to create and generating a surprising amount of traffic, emails are incredibly cost-effective. In fact, if you were to spend only $100 on an email marketing campaign, you’d see a massive return of at least $3,600!
Targeted emails generate 58% of the revenue of online businesses.

Personalized emails are vital for online businesses, as personalized subject lines generate 50% higher open rates. That, in turn, generates far more traffic for the business’ website.
Abandoned cart emails have an average 21% CTR (click-through rate).

At the very least, these emails generate an average opening rate of 45%, as nearly half of those who receive them will open them. Sending these emails means that customers are more likely to return to their carts and make a purchase simply by being reminded that there are things in their cart.

Digital Marketing Industry Statistics by Visual Content

There’s a reason why TV ads, billboards, and digital marketing focuses on visuals. The fact is that visuals are a highly effective way of communicating with and leaving a lasting impression on customers. Overall, here are some facts about visuals in digital marketing:

Videos on landing pages increase conversion rates by up to 80%.

These videos often serve as introductions to the brand, and seeing as consumers prefer videos under 60 seconds, it doesn’t take an excessive amount of effort to create a successful one. Ultimately, the results can improve consumer education and increase conversion rates.
Video content generates 12x more engagement than text and image content combined.

While image engagement is more effective than text engagement, video content blows both of these out of the water. The fact is that 90% of the information inputted into the brain is visual, and the brain can process these visuals (say in a video advertisement) 60,000X faster than text.
51% of marketers say video content has the best ROI.

And that’s just those who say it’s the best. In general, 87% of marketers agree that videos help them generate a positive ROI.
The majority of marketers say that 91-100% of their content includes visuals.

The number of marketers saying this each year is increasing, as it reached 74% in 2019. For comparison, 64% of marketers said the same a year prior, meaning that visual marketing is rapidly becoming a dominant type of content for marketers.
Articles with images get 94% more viewers than those with text only.

For websites with blogs, simply adding images to those blogs can almost double the number of viewers. In this way, visuals are once again a simple method for rapidly increasing traffic.

Digital Marketing Industry Statistics by Mobile Marketing

As smartphone ownership becomes more prevalent across all countries, m-commerce and mobile marketing are becoming crucial for marketers. Here are some interesting facts about mobile marketing:

47% of email campaign emails are checked from mobile devices.

While 26.9% are checked via a desktop and 26.1% through webmail, the fact is that mobile devices are huge when it comes to checking emails. A considerable 58% of people use their phones to check emails as soon as they wake up.
46% of voice searches are used to look for information on local businesses daily.

Of the 40.2% of U.S. smartphone owners who used voice searches, 71% now prefer to perform mobile searches by voice rather than typing.
51% of consumers identify new products and brands on their mobile devices.

Over half of all consumers now use their phones to identify new products and services, typically through search engines like Google. Another reason why SEO is so important for companies and marketers.

Digital Marketing Industry Statistics by Marketing Strategies and Tactics

Given that every business is trying to get ahead, simply copying what works isn’t always enough. Instead, successful marketers and companies must develop data-driven, personalized market strategies to receive positive results. Here are the facts:

81% of executives believe that marketing segmentation is crucial for increasing profits.

However, even though most recognize its importance, only 25% said their companies used it effectively. While marketing segmentation is popular amongst businesses, it’s not typically implemented properly.
Personalized calls to action convert 42% more leads than generic CTAs.

Overall, personalized calls to action are far more effective than generic ones, up to 202% more effective. This, in turn, amounts to an average of 42% more potential customers visiting your website/store.

Digital Marketing Industry Statistics by Social Media Marketing

Social media sites connect people, allowing them to discover new friends and talk to old ones. That makes these platforms a great window for digital marketing, as an effective presence on social media can lead to more awareness and referrals. Overall, here are some interesting facts about social media marketing:

28% of Facebook users use the site to strengthen their professional network or follow brands and companies.

Overall, 11% of Facebook users use the site to strengthen their professional network, while 17% use it to follow brands and companies. That might not seem like a lot, but given that there are 2.9 billion Facebook users, that means up to 319 million people are networking on the site, and 493 million are following brands and companies.
Facebook is the most widely used social media platform, with 93% of marketers using it.

In order from most popular to least popular, other social media platforms used by marketers include Instagram (78%), LinkedIn (61%), YouTube (55%), Twitter (48%), TikTok (9%), and Snapchat (4%).

93% of brands gain a new customer by posting a social media video.

Video ads on social media are the #1 way of gaining new customers, as the visual content easily exposes many people to information about the brand.
Between 2017 and 2022, social media ad spending has increased by an average of 24.6% year over year.

While this average did take a dip to 12% in 2020 due to the pandemic, the overall year-over-year growth for social media ad spending has been significant. By the end of 2022, U.S. social media ad spending is expected to amount to $63 billion.

54% of consumers do product research on social media.

And that’s not all, as consumers are also 71% are more likely to purchase products and services when they come from social media referrals. In that way, networking on social media is a highly effective way of gaining new customers.

Digital Marketing Industry Statistics by Consumer Opinions

No company or marketer would be successful if they didn’t pay attention to consumer opinions. Knowing that, here are some facts about consumer opinions to help you hone your marketing strategy:

53% of consumers are more likely to purchase from transparent brands.

Transparency is very important to consumers, as over 90% agree that it’s important to their purchasing decisions. Even further, a whopping 94% are more likely to be loyal to a brand that has complete transparency in its supply chain.
Product reviews are 12x more likely to be trusted by consumers than product descriptions.

Earning five-star reviews is a must for any successful business, as poor reviews can completely tank sales. That’s why marketers need to highlight good customer reviews.
77% of internet users read blogs.

The truth is that blog posts are a far more popular reading choice than emails, with U.S. internet users spending 3x more time on a blog than an email. In that way, blogs are the perfect method for retaining user attention.
47% of B2B buyers read 3-5 pieces of content before reaching out.

Many B2B buyers consume as many as 13 pieces of content before they feel comfortable deciding. That’s why educating buyers through blogs and visual content is so vital.

Digital Marketing Industry Statistics by Industry Challenges

Even the most experienced and knowledgeable marketer knows some challenges come with digital marketing. After all, the nature of the internet is that everything is changing. Keeping that in mind, here are some of the biggest challenges facing digital marketers:

63% of marketers say driving traffic and leads is their biggest content marketing challenge.

As shown, marketers who don’t create an effective content marketing strategy can struggle to generate traffic and leads. Our research shows that blogs, visual content, and social media posts are highly effective digital marketing strategies.
65% of marketers find it challenging to make engaging visual content.

Though most marketers understand the importance of visual content, many struggle to determine what kind of visual content they should create. On top of that, 37% of marketers also say they struggle with producing visuals regularly.

Digital Marketing Industry Statistics by Engagement Metric

Marketing serves no purpose if it doesn’t generate engagement. That’s why digital marketers are always trying to make their content as engaging as possible. According to our research:

Professionally written content increases engagement by 28%.

There’s a reason why many small and large businesses choose to outsource content creation. The fact is that consumers can tell when professionals write blogs and when they don’t. In the case of the former, that noticeably higher standard of quality brings in more engagement.
People spend 2.6x more time on pages with video.

While the average amount of time spent on pages without videos is only 2 minutes and 48 seconds, that number increases to 7 minutes and 37 seconds when the page does have one.

Digital Marketing Industry Statistics FAQ

How big is the digital marketing industry?

The digital marketing industry is huge, with global ad spending reaching $780.59 billion in 2021. The global Digital Advertising and Marketing market is worth roughly $350 billion, and the United States makes up $155.3 billion of that.

For context, that’s a massive 38.6% of the global industry, a percentage that highlights just how important marketing is for U.S. companies. While China, Japan, and Canada also have decently sized marketing industries, they’re currently overshadowed by the U.S.

Overall, 82% of marketers around the globe now use digital marketing due to the industry’s massive size and widespread internet use.
What percentage of marketing is digital?

As of 2021, digital marketing accounted for 64.4% of total ad spending. That means that most marketing investments and projects are now digital in many places, especially in countries like the United States.

In part, this trend is driven by analytics and the simple fact that more and more people own smartphones and use the internet.
How fast is the digital marketing industry growing?

The digital marketing industry is growing at a fast and healthy rate, at least 10% every year. Whether it’s social media investments or advertising investments, the digital marketing industry has seen impressive CAGRs.

For example, between 2017 and 2022, social media ad spending has increased by an average of 24.6% year over year. By the end of 2022, U.S. social media ad spending is expected to amount to $63 billion.

Further, between 2021-2022, the advertising industry is expected to grow by 22.5%, with experts predicting that the industry will reach $763.2 billion by the end of 2022.
Is digital marketing in demand?

Yes, digital marketing is in demand. 34% of small businesses outsource their digital marketing, and the percentage is even greater for large companies. What’s more, professionally written content increases engagement by 28%.

With that in mind, it’s not hard to see why becoming a digital marketer is a solid career choice. For example, there are over 80,000 job openings for Digital Marketing Specialists, with an impressive 20% job growth rate.

Conclusion

With 82% of marketers using content marketing, digital marketing is currently an integral part of any marketer or businesses’ marketing strategy.

And while there are many digital marketing strategies out there, our research identifies blogs, SEO, visual content, data-driven content, emails, mobile marketing, and social media marketing as key factors of success.

Overall, the companies and marketers who implement strategies based on these factors receive far more traffic, engagement, referrals, and ultimately, customers and profit. After all, digital marketing reaches 50% more customers than traditional marketing.

With that in mind, it’s never too late to start implementing a successful digital marketing strategy, especially because the industry will only continue to grow.

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Industry Statistics

Author

Jack Flynn

Jack Flynn is a writer for Zippia. In his professional career he’s written over 100 research papers, articles and blog posts. Some of his most popular published works include his writing about economic terms and research into job classifications. Jack received his BS from Hampshire College.

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