Amazing Digital Marketing Channels Adoption Statistics 2020
In this article, focus on some of the channels and answer the previous considerations we stated earlier when selecting specific channels. Here is a sample of data and information. The key here is for you to understand how each channel can help achieve your business objectives:
Channel: Email & Marketing Automation in relation to digital marketing channels adoption
Data: A June 2016 survey of US marketers conducted by the Direct Marketing Association (DMA) and Demand Metric found that email had a median ROI of 122% — more than four times higher than other marketing formats examined, including social media, direct mail, and paid search.
Consumer Insights: Over half (52.7%) of those surveyed in the U.S. check their personal email account more than 10 times a day, and it is by far their favorite way to receive communication from brands.
Communication Needs: Marketing emails and automation solves for conversion and loyalty. This channel helps to reach out to the customer at the right time, directly and leading them to a conversion destination, such as a landing page. The main communication need and the buyer’s journey stage that is targeted is raising interest and convert and retain the customer by providing additional value to the brand and product.
Channel: Website Optimization in relation to digital marketing channels adoption
Data: For US digital retailers that had a mobile-optimized website, commerce accounted for 31% of e-commerce transactions during Q2 2015. In comparison, mobile drove just 22% of e-commerce transactions for retailers that hadn’t optimized—far below the 30% average overall.
Consumer Insights: 70% of consumers using a mobile device to search are within a few hours of making a purchase, whereas 70% of those using a desktop are roughly a week away – according to research conducted by the Corporate Executive Board.
Communication Needs: Optimizing your website can solve for different parts of the buyer’s journey. As your primary brand and product display, your website is key in taking the consumer in the Interest stage, but also the conversion stage if you develop an e-commerce website or drive conversion directly from your website pages. Optimizing speed, navigation, responsiveness, content, conversion processes will allow us to solve for brand consideration and conversion.
Channel: Social Media Marketing in relation to digital marketing channels adoption
Data: As reported by eMarketer, Facebook native videos have an average engagement rate of 6.3%, compared to 3.2% for YouTube videos and 0.2% for Instagram videos.
Consumer Insights: 45% of digital buyers worldwide said that reading reviews, comments and feedback on social media influenced their digital shopping behavior according to a 2015 poll from PWC.
Communication Needs: Social media platforms are primary channels for creating awareness and interest through content and social engagement. Advertising can be targeted and re-targeted to appeal to the conversion objective. They are also important channels in the retention stage of the buyer’s journey as the primary platform for the customer to get information and update from the company.
Channel: Pay-Per-Click Advertising (PPC)
Data: The average conversion rate in AdWords across all industries is 2.7% on the search network and 0.89% on the display network. (WordStream)
Consumer Insights:6% of people click on Google ads when they are looking to buy an item online. (WordStream)
Communication Needs: This channel will help with getting insight on an interested audience. As the audience is actively searching for a keyword related to their issue, using paid search helps to bring you top of the list and be actively considered, thus solving for the awareness and interest stage of the buyers ‘journey that can lead to conversion.
Data: 57% of B2B marketers stated that SEO generates more leads than any other marketing initiative.
Consumer insights: 75% of people never scroll past the first page of search engines.
Communication Needs: Optimizing for organic search is a key tactic in digital marketing as it leads to discovery, awareness, interest, and conversion without paid effort. SEO makes your content visible to the audience and easily searchable, increasing legitimacy and trust as the user can see that you naturally come up in their search versus paying for the top ranking of the result page.
Channel: Display Advertising in relation to digital marketing channels adoption
Data: Video ads have an average CTR of 1.84%, the highest of all digital ad formats. (Business Insider)
Consumer Insights: 45% of people watch more than an hour of Facebook or YouTube videos a week. (HubSpot).
Communication Needs: Thanks to the targeting capabilities of online display advertising, marketers can move consumers through the buyer’s journey with precision using sets of data available on users. This allows targeting precise interest, age, gender, community, keywords and more. Thus the content shown to the audience is highly relevant which drives higher conversions, clicks, and traffic.
Channel: Content Marketing in relation to digital marketing channels adoption
Data: Companies that published 16+ blog posts per month got almost 3.5X more traffic than companies that published 0-4 monthly posts. (HubSpot).
Consumer Insights: According to Hubspot survey data, 79% of participants claimed that they search for relevant content in the search engines.
Communication Needs: Content marketing is key to the inbound strategy, which in turn, is central to a digital marketing strategy. Well developed and targeted content increases brand personality and likability. Through content, consumers discover your brand values, experience, world, and can identify with the brand but also learn more about the product and how it solves their problems. Content strategy impacts all stages of the buyers’ journey as it is central to all points of contact and is the final destination for a lot of marketing tactics. Content is also key in virility and creating word of mouth as users will share content that is impactful, humoristic and surprises them.
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