The must know content marketing statistics to benchmark your plans against this year

Content marketing is now at the heart of marketing and we can see how important it is since marketers rated it as the most important technique for driving incremental sales in 2017 in our 2017 marketing predictions article. But what is content marketing? It means different things to different people. The Content marketing Institute define it as: 'a type of marketing that involves the creation and sharing of online material (such as videos, blogs, and social media posts) that does not explicitly promote a brand but is intended to stimulate interest in its products or services.' So, content marketing involves a huge number of different potential formats and content distribution mediums which we recommended are mapped as explained in our free Top 10 content marketing mistakes guide (using the Content Marketing Matrix and Distribution Matrix at the bottom of the…

US, Europe and Worldwide display ad clickthrough rates statistics summary

I've put this compilation together to help marketers and students studying interactive marketing create direct response conversion models for digital marketing campaigns. When I originally compiled these stats from different sources, social media ads were only in their infancy, but they are now established as a mainstay of online advertising. More recently I have added a comparison of CTRs for Facebook and Twitter and paid search rates (AdWords or SEM) at the end of post. If you're looking to get more from your display advertising we have an Expert members guide to retargeting with display ads. Recommended Guide: Ad Retargeting briefing Learn the success factors and best practices for display advertising from Emma Ashby who works as Display Manager at epiphany. Download our …

Chart of the Day: How often do Americans open and send emails per day?

The American worker spends a lot of time checking their email. All across the country people are spending large blocks of their workday in their inbox. But what exactly does the typical American inbox at work look like? Email marketing company Reachmail surveyed one thousand American workers who consider email significant to their job. The survey focused on 4 core areas relating to email use at work: How often American’s are checking their email at work How many emails they send per day How quickly that they respond to emails How many emails are unread in a typical inbox The goal of the survey was to get a better look at how American’s deal with email while at work. As a result of the survey, they discovered several interesting trends.

Checking Email

The survey found that 54% of Americans check…

Our compilation comparing average conversion rates for retail sites and other industry sectors

As you will know, conversion rate is often used as a KPI to review the effectiveness of Ecommerce sites. Naturally all site managers and owners want to know, "how do our conversion rates compare?" In this post I have compiled different free industry sources focusing on retail Ecommerce conversion, but towards the end of the post, a chart shows average conversion rates for a range of sectors including B2B conversion. Before we get to the stats, one other caveat on analysis of conversion rates: When benchmarking conversion rate, we think it's important to explain to marketing managers that they should go beyond headline conversion rates to segment conversion by different types of visitor. To see why, see Dan Barker's excellent post explaining why conversion rate is a horrible measure to focus on.

February 2017 update - retail conversion rates by device


Statistics on consumer mobile usage and adoption to inform your mobile marketing strategy mobile site design and app development

"Mobile to overtake fixed Internet access by 2014" was the huge headline summarising the bold prediction from 2008 by Mary Meeker, an analyst at Kleiner Perkins Caufield Byers who reviews technology trends annually in May. The mobile statistics that the team at Smart Insights curate in the regular updates to this article are grouped under these headings for key questions marketers need to answer about mobile to help them compete: Q1. Time spent using mobile media Q2. Percentage of consumers using mobile devices Q3.  How many website visits are on mobile vs desktop devices? Q4. Mobile conversion rates vs desktop and visit share for Ecommerce sites? Q5. Mobile app vs mobile site usage? Q6. How important are mobile ads Q7. What percentage of Google Searches are on mobile? The United States and United Kingdom are the…

Our compilation of the latest social media statistics of consumer adoption and usage

Social networks are now so well established, that there are now a core 'top 5' social networks which doesn't change much from year-to-year. But, as we'll see in this post, the most popular social media sites vary a lot by level of usage in different countries and demographics. So understanding these differences in popularity of different social networks is really important when targeting specific audiences. When comparing the most popular social networks it's best to review them by active account usage, not just the number of user accounts. We'll also see in this summary that some social networks are growing more rapidly than others while some are now in decline.

2017 social media stats update

We'll keep this post updated during 2017 as the latest statistics are published drawing on our recommended top 10 digital marketing statistics sources. We'll…

With this much social media activity every minute, Content Shock will increase as a challenge for marketers in 2017

Our '60 seconds' infographic visualises what happens in just one minute on the web. The number of Google searches, Facebook posts and WhatsApp messages sent in a mere 60 seconds is truly phenomenal! First published last year, we've now updated it for 2017, showing the statistics for the past three years. Digital media presents a huge opportunity for marketers, but you need quality content to compete online. Read more about how to manage content marketing to overcome 'content shock' in our free managing Content Marketing in 2016 research report we published with HubSpot.

Managing Content Shock in 2017

All that content and constant bombardment with messages presents a huge issue for marketers who need to get their message heard through the storm. There's even a term for it…

Content Recommendation Engines are used by over half of all top sites 

We're all familiar with those 'around the web' sections featured at the bottom of articles in many news sites. These 'advertorial' boxes can sometimes show dubious content which hasn't been short of criticism, specially among the editorial stuff of leading publications. However, the reality is that they're a significant revenue stream for some of the biggest media sites in the web. While the proliferation of content recommendation engines as a monetization tool for sites of all sizes has been remarkable, recently and The New Yorker decided to drop them due to links that can lead to questionable websites, run by unknown entities.

SimilarTech released new insights showing the market share of content recommendation engines to understand their popularity among the biggest US & UK media publishers online. 

How does your business compare with others for digital marketing capability to Plan, Reach, Act, Convert and Engage?

Since we introduced our free interactive benchmarking tool to audit digital marketing for Smart Insights members in September 2015, we've expanded it from auditing top-level digital strategy to also review individual channels like SEO, AdWords, Content Marketing, Email and Social media as part of our toolkits on each. This uses a similar approach of selecting a rating from just 7 questions for each - there aren't hundreds like some other audit tools.

Want to try the auditing tool?

If you want to try the audits, but you're not a member, just sign-up here using the form. If you're already a member simply sign-in - top right and click on any of the toolkits on the members home page with…

What are the most important marketing investment priorities for Smart Insights members for the year ahead?

Each year, we ask Smart Insights members for their predictions of THE most important high-level digital marketing technique for their business or their clients. This has been really interesting to take the pulse of opinion on marketing trends across the main digital marketing techniques. Thanks if you shared your opinion, we had 2,352 responses from marketers around the world! Here are the results for 2017:

How the top trends were selected

From September to mid-December 2016 we asked readers of our post on Digital Marketing Trends for 2017 to select just one marketing tactic which would give them the biggest uplift in the year ahead. While this doesn't have a controlled sample of our free research reports like Managing Digital Marketing, it does canvas opinion widely.This isn't necessarily…

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