arketing Statistics For 2024 and What They Mean for You //
It’s crucial to understand what marketers are facing as we head into 2024. It’s a fact that new technology, new trends and constantly changing industries will keep us all on our toes. While many people have made predictions for the year 2024, ( including ourselves), our curiosity is about what marketing data has to say about the future. We dug deep into the latest research and reports to find the most relevant insights as we approach the next marketing year.
25 Marketing Statistic for Marketers
What is the changing consumer behaviour? What are the most popular platforms? What does AI mean to you? We’re going to break down our biggest findings and share our best tips for you to turn this data into action.
Data Insight: Re-examine your buyer journey.
1) 80% B2B customers expect the same experience as B2C clients–and 75% of them will switch to another company if their current experience is not satisfactory. (McKinsey)
What this means: It’s time to stop believing the myth that B2B Marketing is all about intellect and not emotion. Find ways to inject more personality into the buyer’s journey while allowing your audience to find the information they need independently.
In today’s sales processes, there are on average five decision makers. (HubSpot)
What this means: Your content should be appealing to a wide range of segments within your audience. Map your customer personas to ensure that you are creating content for all segments.
(McKinsey) 71% of consumers want personalized interactions from companies. (McKinsey)
What it means: Personalization increases engagement at all stages of the buyer’s journey, including site chatbots and email marketing. Discover how AI can improve your customer’s experience by implementing more personalization.
4) 71% prefer to do their own research rather than speak with a person. (Hubspot)
What it means: Make sure your audience has easy access to the content they require without needing to contact a salesperson. Also, make sure the content you create answers their most common questions.
5) 96% research the products they are considering before contacting a representative from any company. (Hubspot)
What this means: You’ll find that most consumers who reach out to you already have a basic level of understanding about your product. Create more content to help them understand the product better and highlight more benefits.
Data Insight – Create the right content.
Only one in seven people feels represented by the advertisements they see. (GWI)
What it means: Think about the way your brand communicates with your audience. What kind of people are you portraying? What is your brand voice? Use our marketing tips to include more people in your marketing.
7) According to 89% of respondents, watching a video convinced them to purchase a product. (Wyzowl)
What it means: Videos should be part of your overall marketing strategy. For more information on how to use video, download our free Content Marketing Guide to Brand Video.
ROI cases are likely to influence 75% of buyers at the C-level or VP level to attend a meeting or connect in any other way. (RAIN Group)
It means that you should produce case studies which tell an engaging story. Use our tips to start telling customer success stories in the right manner.
94% of B2B marketing professionals use short articles/posts. Content Marketing Institute
What it means: Your content is being flooded by everyone else’s. It is important to differentiate yourself from the rest by offering thought leadership, unique perspectives and credibility. (data will always help). Focus on creating content that is truly valuable to your audience.
(SEMRush) A blog post should have between 1,500 and 2,500 words. (SEMRush)
What it means: As AI is used for searches and the SEO competition gets tougher, it’s crucial to optimize your content in order to rank. Too many marketers create light, fluffy content with no chance of ranking. You can improve your odds by incorporating images and adding emotion to your headlines.
Data Insight – Be more intelligent on social media
(DataReport) 11) For the very first time, social media ads are more effective than word-of mouth recommendations, brand websites and consumer review sites in attracting new customers to products and services. (DataReportal)
What it means: Smart marketers must craft paid campaigns which speak directly to the wants or needs of consumers.
Self-promotion on social media is the #1 way to turn off your audience. (Hootsuite)
What it means: Follow the 80/20 rule. 80% of your material should be educational, entertaining or inspiring, and 20% should promote.
(Gartner) In 2025, 50% of consumers will significantly reduce their use of the major social media platforms due to a perceived decline in quality. (Gartner)
It means that if you want to engage your social followers, you should focus on providing quality content.
Facebook is the most popular social media platform in the U.S. with 188.050,000 users. (DataReportal)
What it means: Facebook video is a relatively new platform, despite the huge number of users and engagement opportunities. This is an excellent opportunity to interact with your audience and expand your video marketing.
Only 0.03% engage with posts on Facebook that include external links. (Locowise)
What it means: Facebook is a very popular platform, but it’s best to engage with your audience only by using native content. Instead of linking to your blog, you could publish key takeaways in a post.
LinkedIn is the preferred platform for 84% of B2B marketing professionals. Content Marketing Institute
What it means: Over the past few years, LinkedIn’s thought leaders and experts have increased dramatically. Publishing thought leadership on the platform, in addition to paid campaigns is a great tool to expand your reach and engage with users.
(Hootsuite) According to 56% of consumers, brands should be relatable more on social media. (Hootsuite)
It means that you should find more ways to showcase your brand’s personality. Showing off your team, office or any other behind-the scenes content is a great way to humanize your brand and make it more relatable. Use these tips to show off your culture on social networks.
It is difficult for 58% of marketers to keep up with the speed at which social media networks are releasing new features and tools. (Hootsuite)
What this means: It’s becoming increasingly difficult to be present on every platform. You don’t need to. Follow our guide instead to select the most important social media channels for your brand. You should master those channels before you expand.
Data Insight – Marketers must work smarter.
A/B Testing landing pages can produce up to 30-40% higher leads for B2B websites and 20-25% for ecommerce. (Hubspot)
What it means: Don’t think of landing pages as a one-time thing. Test your landing pages to get the best possible results.
(Content Marketing Institute) 20) 58% B2B marketers say that a lack in resources is their greatest content creation challenge. Content Marketing Institute
Marketers are expected to work harder with fewer resources as budgets and teams get smaller. You need to be as efficient as possible. Use our tips for repurposing content in an intelligent and intentional manner.
(Hubspot) 21) Only 33% of salespeople’s time is spent actively selling. (Hubspot)
What it means: AI offers a great opportunity to eliminate the administrative tasks which slow down sales teams. These tools can free up time for sales teams to engage prospects proactively and organically. Marketing can help by creating content to support sales that can be shared on social media and via email.
Data Insight – AI is here to remain, but it must be used with caution.
(Content Marketing Institute) 22) 72% B2B marketers use AI-generated tools. Content Marketing Institute
What it means: Knowing how to use tools effectively is different from using them. Encourage your team members to become more educated and to practice using AI tools in order to make their lives easier.
(Hootsuite) 62 % of consumers are less likely engage and trust social media posts if they find out that they were created by AI applications. (Hootsuite)
What this means: Content marketing that is authentic will always be the best. You will gain more trust if you show your personality, and include your human perspective.
(Content Marketing Institute) 24) Sixty-one percent of B2B marketing professionals say that their organizations lack guidelines on AI usage. Content Marketing Institute
What it means: AI ethics are extremely important (since this issue will continue to be an important one for consumers). Create guidelines for use cases, disclosures, privacy concerns etc. To ensure that your team is on the same page.
By 2028, the organic traffic to brands’ sites will drop by half as users adopt GenAI powered search. (Gartner)
What this means: As traditional SEO tactics lose their effectiveness, you will need to consider changing your content strategy to include AI and also to cater to AI.
How to succeed in 2024
You can overcome any challenge if you have a solid strategy and a flexible mindset. There are some ways to set yourself up for success.
- Make sure your house is in order. Use this list of actions to align your team with your goals, strategy and infrastructure.
- Take a look at what others have done. Many brands are doing amazing work. Find out how Canva and Freestyle create communities with their audience.
- Keep yourself informed. You need to stay up to date with the latest trends in marketing and best practices if you want to be able to compete. Subscribe to Column Five’s The Best Story Wins Podcast where we interview experts about how they are winning hearts, mind, and marketshare. For more marketing tools, templates, and tips, you can check out our free resource library.
Start your search with our a href=”https://www.columnfivemedia.com/12-things-to-look for in a content marketing agency/”>tips to find a good content marketing agency/a>, or take heed of our Frequently Asked Questions (FAQs)/a>. Start by reading our tips for finding a content marketing agency. You can also check out our FAQs or contact us. We would love to help you outshine the competition.
25 marketing statistics for 2024 and what they mean to you
