The past year was a big one in the world of marketing and social media, as increased innovation in the way marketers communicate with all types of audiences signal a continuing paradigm shift. However, when it comes to really understanding how marketing has evolved in 2014, and will continue to evolve as we embark on 2015, numbers can tell the story a whole lot better than words can. After all we’ve covered in this space in the past 12 months, from the newest social media marketing trends to the rising importance of content marketing, these statistics will be key components in determining how to craft your marketing game-plan in 2015.
How important is content becoming in the realm of B2B marketing? Very important. Take this statistic for example: 57% of a typical purchase decision is made before a customer even talks to a supplier. The better your content is, the more likely you are to influence a purchase decision in the earliest stages of the sales cycle.
This next statistic is one to monitor in the coming year, as more and more B2B companies recognize the importance of building their online content presence: 93% of B2B companies use content marketing, however 54% of brands do not have an onsite content director – in fact, as many as 62% of companies outsource their content marketing.
But content marketing is on the rise and will continue to demand more and more attention and resources in the coming year – there are over 27 million pieces of content shared each day and companies will spend an estimated $135 billion on digital marketing collateral before the year is over.
Social media and content marketing often go hand-in-hand when it comes to creating an engaging and impactful digital presence. As content marketing continues to gather momentum, the social media juggernaut continues on its path of dominance, grabbing headlines and demanding attention – and that trend should continue in 2015.
Just consider the fact that 87% of B2B marketers use social media to distribute content and 85% of B2B buyers believe that companies should present information via social networks.
Because of this growing connection between content marketing and social media, marketers will be pouring even more money into social networking in the coming year. In fact, it’s projected that marketers will spend an estimated $8.3 billion on social media advertising in 2015.
Although it comes as no surprise, there’s certainly a receptive audience out there in the realm of social media – over 70% of all adults online in the U.S. use some form of social media, and 72% of ALL internet users are currently active on at least one social networking website.
Another clear sign of marketing’s dramatic shift towards digital can be found in the rising popularity of email marketing. Marketers, especially B2B marketers, are much more likely to fire off a few waves of an email campaign these days than ship out a few thousand direct mail pieces – for several reasons. First, email marketing is much more inexpensive and helps companies achieve a much better ROI than direct mail, especially in 2014. In fact, email marketing delivers the highest ROI of any digital marketing tactic, averaging out to around $44 per dollar spent.
To further support the case for email marketing, there are nine times as many marketing emails sent each year than direct mail pieces in the United States and 66% of consumers have made a purchase online as a result of an email marketing message.
When it comes to email marketing, the more personalized your messaging is, the better your chances for success. Your first opportunity to make an impact with your target audience: the subject line. Almost 64% of people say that they will open an email because of the subject line and personalized subject lines are 22.2% more likely to be opened.
(All data and statistics sourced from this article: http://www.business2community.com/social-media/104-fascinating-social-media-marketing-statistics-2014-2015-01084935)