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Author: Kedet

11 Digital Marketing Statistics for 2022

digital marketers looking at campaign data and growth

We’d seen a lot of traction with our 11 Social Media Stats in 2021 blog and decided we’d do an updated version for 2022. We’ve compiled a list of digital marketing statistics on a variety of different channels that may provide insights for your ad strategy! Social media makes up ⅓ of all digital ad spend in 2022 So far in 2022, social media has made up 33% of global digital ad spending. According to Smartly.io’s 2022 Social Media Advertising Report, half of the B2C marketers surveyed said they plan to spend 50 – 75% of their marketing budget on social media advertising. When asked what channels, these were the top results: Youtube is (still) the world’s 2nd most popular search engine & website In the United States, 62% of Youtube users visit the site daily.Youtube has 2 billion logged-in users each month that consume 1 billion hours of video content daily! It’s an essential channel to target if you want to increase brand awareness. You can consider running programmatic video ads, Performance Max and Discovery Ads, which deliver ads through Youtube. Approximately 8 out of 10 Internet users are active on at least one Meta platform every month. Meta owns some of the most popular apps, including Facebook, Instagram, WhatsApp, and Messenger. According to Statista, 3.59 billion people use one or more Meta apps every month. That’s a pretty significant proportion, as there are 4.6 billion global internet users, which makes out to be around 77% of people! Zuckerberg’s got a substantial reach and hold on us, and there’s no doubt they’ll be shifting the internet landscape towards Web 3.0 through the metaverse. Searches for “Promo Code for existing user” increased 100% Year-Over-Year. Google conducts keyword query analysis on a routine basis to better understand global trends. In June 2022, they found that people were preparing for “financial uncertainty.” Google cites inflation and a potential recession as the reasons consumers look at ways to cut costs. Out of the queries Google highlighted, one that jumped out to us the most was “promo code for existing users.” The global search volume increased 100%! People were looking for discounts on services they already use, like DoorDash and other food delivery services. There is an opportunity to nurture your existing customer base into repeat customers by occasionally offering discounts to them instead of just first-time offers for acquiring new customers. Other keyword searches include: “Buy 1 get 1” (increased globally 60% YOY) “Dupe” (increased globally 40% YOY) “How to get a mortgage” (increased globally 100% YOY) “Credit card benefits” “Best shares to buy today” “Best gas mileage” “Prices go down” “Good time to buy” Experts predict B2B traditional & digital ad spend in the United States will be even by 2023. LinkedIn is the go-to social media platform for working professionals and boasts 830+ million members worldwide. In fact, 40% of them access it daily! B2B businesses typically advertise through traditional media, like magazines, TV, newspapers, and directories. In 2018, traditional media took up 74.5% of the B2B ad spend in the United States. However, with the COVID-19 pandemic causing a shift to remote, aka online, digital advertising has become crucial in B2B brands’ marketing strategies in the past few years. B2B advertisers turned to LinkedIn Ads to drive traffic, build awareness and generate high-quality leads. Now, the social platform has the largest share of B2B display ad spend in the United States, at 32.2% (or $5.09 billion). LinkedIn ad types include: LinkedIn InMail Sponsored Content Lead Generation and more In 2021, B2B traditional ad spend had dropped from 74.5% to 58%, and eMarketer predicts that by 2023, the two will be even. If you’re a B2B advertiser, it’s time to shape your digital strategy to stay competitive! Global Digital Audio Advertising Spend Grew by 58% Digital audio, which includes music & podcast streaming, has become very popular. Digital audio (ads) was the fastest-growing segment in digital ad spend in 2021 (grew by 58%), totaling $4.9 billion. Spotify teamed up with Neuro-Insight to conduct a study. After comparing different forms of media (TV, social media, video, radio, etc.), they discovered that audio ads seem to activate more emotion and generate more engagement. It triggered people’s long-term memory for both details and past memories. Research showed that “93% of the brain’s engagement with the content transferred directly into ad engagement as the listener moved from their music and podcasts to the ad”. This led to the result of Spotify having a 19% higher brand impact than other forms of media. Digital audio ads had higher engagement because audio streaming platforms like Spotify allows people to customize what they listen to and serve ads specifically relevant to that moment. Audio ads can be highly-personalized and interactive, and they stick with the consumers longer–what’s not to love? Men want to spend more this year by getting inspiration from Pinterest. Our Guide to Pinterest Advertising reported that the social platform had seen unprecedented growth during the pandemic (especially in 2020). That’s due to people being home, looking for baking, crafting, and more DIY projects. But in 2021, their annual user base growth had slowed to 3.1%, which means they lost about 10 million active users as pandemic lockdowns eased. However, Pinterest is still a powerful social tool. A recent report unveiled data showing that 75% of men plan to spend more this year to “bring their goals to fruition.” Compared to 2021, men are excited for 2022: they want to make (and achieve) bigger plans, which means spending more money. In Pinterest’s study, the top interest topics were: Eating better (eating out more often) Finding work-life balance Socialize more (seeing more movies, hosting parties at home) Spend more time with friends Making big purchases (buying a new car) The common thread is spending quality time with those they care about and making 2022 a “comeback” from the pandemic. Pinterest is a social channel that’s highly visual. Brands can actively share organic posts and run Pinterest ads to reach men at the planning stage. Brands who show up in their feed as they’re planning are

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