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Data from HubSpot State of Inbound Marketing Trends Report. Download Report.
The marketing world is dynamic and ever-changing — trends, technology, and tactics are never stagnant. That's why it's critical that your business stays up to date with new developments in the industry — after all, the last thing you want is for your business to fall behind while your competitors stay ahead of the curve.
But how can you be sure you're keeping up with the times?
A great way to remain relevant and keep up with the latest marketing trends is to keep an eye on marketing statistics. Whether you're focused on SEO, content marketing, social media, video marketing, email marketing, lead generation, advertising, marketing technology, or sales, below is a sample set of statistics to help you connect with your customers, reach your target audience, and boost conversions.
Conversion Rate Optimization (CRO)
- Email collection forms were the most successful at converting viewers, with a 15% conversion rate in 2020. (HubSpot State of Marketing Report, 2021)
- Events placed at the beginning of videos perform the best, with a conversion rate of 12.7%. (HubSpot State of Marketing Report, 2021)
- Only 17% of marketers use landing page A/B tests to improve conversion rates. (HubSpot, 2020)
- 3.5% of ecommerce website visits via mobile are converted into purchases, compared to 3.9% on desktop. (Statista, 2021)
- Media & Entertainment is the industry with the highest form-fill conversions on landing pages. Catering & Restaurants is the industry with the highest click-through conversions on landing pages. (Unbounce, 2021)
- Email visitors are the most likely to convert on forms — and people coming from search advertisements are the least likely. (Unbounce, 2021)
- The highest bounce rates are on social (45%) followed by direct (44%). (Kibo, 2021)
Mobile Search
- 64% of SEO marketers call mobile optimization an effective investment. (HubSpot Blog Research, 2021)
- The average American has access to more than ten connected devices in their household. (Statista, 2021)
- Mobile devices, excluding tablets, generated about half of all website traffic globally. (Statista, 2020)
- Mobile web traffic has consistently accounted for about half of all global web traffic since the beginning of 2017. (Statista, 2020)
- Almost 25% of companies invest in mobile optimization as a top SEO tactic. (HubSpot, 2020)
Organic Search
- Over 50% of marketers say keyword rankings and organic traffic are the top ways they measure the success of their SEO strategies. (HubSpot State of Marketing Report, 2021)
- 71% of marketers say using strategic keywords was their number one strategy for SEO. (HubSpot State of Marketing Report, 2021)
- Google uses 810 unique SERP features. Of those, 161 are found on more than 0.2% of keywords. (seoClarity, 2020)
- The average CTR from image results on Google is 0.21%, but it varies widely by industry. (seoClarity, 2020)
- Website is the #2 channel used in marketing, behind social media. (HubSpot State of Marketing Report, 2021)
- 69% of marketers invested in SEO in 2021. (HubSpot State of Marketing Report, 2021)
Content Strategy
- 82% of marketers actively use content marketing. (HubSpot State of Marketing Report, 2021)
- Over 60% of marketers measure the success of their content marketing strategy through sales. (HubSpot State of Marketing Report, 2021) - 70% of marketers are actively investing in content marketing. (HubSpot, 2020)
- Web traffic is among the top two most-common measurements of success for content marketing strategies. (HubSpot, 2020)
- The most common measurement of success for content marketing programs is Total Sales. (HubSpot, 2020)
- 24% of marketers plan on increasing their investment in content marketing in 2020. (HubSpot, 2020)
- Marketers today create content for multiple audience segments — marketing to three audience segments is most common. (HubSpot, 2020)
- Nearly 40% of marketers say content marketing is a very important part of their overall marketing strategy. (HubSpot, 2020)
Audio
- 80% of marketers who leverage audio content and podcasts plan to invest the same amount or more budget in 2022. (HubSpot Blog Research, 2021)
- Only 16% of marketers say they've invested in audio chat rooms like Clubhouse and Twitter Spaces. (HubSpot Blog Research, 2021)
- 28% of the U.S. population over 12 years old listens to podcasts on a weekly basis. (Infinite Dial, 2021)
- In 2021, the average listener spends 16:14 hours a week with online audio. (Infinite Dial, 2021)
- Spotify is the most popular online audio brand.(Infinite Dial, 2021)
- The average listener listens to eight podcasts a week. (Infinite Dial, 2021)
Social Media Management
- Facebook, Instagram, and Twitter lead the pack as the most common social media platforms used by marketers. (HubSpot, 2020)
- Social listening is the number one tactic used by marketers. (HubSpot, 2020)
- The most common publishing cadence for social media marketers is three-to-four times per week. (HubSpot, 2020)
- More than half of all businesses (60%) are planning to increase their Instagram budget, and almost half are planning to do the same for Facebook, YouTube, and LinkedIn. (Hootsuite, 2020)
- 73% of all marketers rank "increased acquisition of new customers" as their top outcome for social in 2021 (Hootsuite, 2020)
- 66% of marketers say social listening has increased in value for their organization over the past 12 months (Hootsuite, 2020)
- 45% of marketers cited "drive conversions" as a key business outcome for social in 2021. (Hootsuite, 2020)
Video Analytics
- In 2020, over 17 million video files were uploaded to Wistia, an 81% increase year-over-year. (Wistia, 2021)
- Data shows that video engagement rate stays high between 40 and 53% for videos up to 30 minutes. For videos between 30 and 60 minutes, it drops to 26% then to 13% for videos over an hour. (Wistia 2021)
- 92% of video marketers feel the levels of noise and competition have increased in the last year. (Wyzowl, 2020)
- 99% of people who use video for marketing say they’ll continue using video in 2020. (Wyzowl, 2020)
- 88% of video marketers reported that video gives them a positive ROI. (Wyzowl, 2020)
- People are 1.5x more likely to watch video daily on a smartphone than on a computer. (Facebook, 2020)
- The most common types of videos made by marketers are presentations (65%), followed by ads (57%), and explainers (47%). (Biteable, 2021)
- 43% of video marketers say video has reduced the number of support calls they’ve received. (Wyzowl, 2020)
Email Usage
- Roughly 80% of marketers have reported an increase in email engagement over the past 12 months. (HubSpot, 2020)
- 40% of consumers say they have at least 50 unread emails in their inboxes. (Sinch, 2020)
- The number of global email users is set to grow to 4.48 billion users by 2024. (Statista, 2021) From a study of 1,000 small business owners, email marketing was ranked as the second most effective medium for building brand awareness. (Campaign Monitor, 2019)
- Email marketing has the highest return on investment for small businesses. (Campaign Monitor, 2019)
- In the U.S., 21% of email opens happen between 9 a.m. and noon. (Litmus, 2019)
- The number of global e-mail users is set to grow to 4.48 billion users in 2024. (Statista, 2020)
Keeping up with the greatest trends and processes in the world of marketing may seem like a daunting task considering how quickly the industry develops and evolves. However, your business can easily stay up to speed by honing in on the latest marketing statistics.
No matter what your business is focused on or what your goals are — whether they're related to SEO, content marketing, social media, video marketing, email marketing, lead generation, advertising, marketing technology, or sales — reading up on the latest stats within each category is a great way to ensure your and marketing tactics stay relevant. This is how you'll reach your audience members and customers to convert more leads and boost conversions.
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