Posted: 13 Aug 2019 Contributor: Matthew J Fritschle
Digital Marketing Statistics and Trends to Help You Plan for 2020
As a digital marketing agency that specializes in all things digital, we at Aumcore understand that the industry is ALWAYS changing. Trends are coming and going like a revolving door of, well, trends. Whether it’s an advancement that’s turning the marketing world on its head, or a changing search algorithm that’s messing up many marketers’ well-planned strategies, digital marketing is downright tumultuous.
Thankfully, there are a couple of things we can do to make everything much easier: go over digital marketing facts and stats so we can know what’s to come. In other words, instead of relying on guesswork to plan our strategies, we should be looking at concrete facts and data-backed predictions that make everything much clearer. For today, we’re going to be looking at digital marketing statistics and trends of 2019 so we can determine which 2020 marketing trends and data we should focus on.
20 Digital Marketing Growth Statistics to Help You Plan for 2020
Like we just covered, our goal for today is to cover marketing statistics from 2019 so we know what digital marketing trends 2020 has in store for us. Though there are many possible topics we can cover, we’re going to focus on particularly pressing ones like advertising, social media, eCommerce, AI and marketing automation, and even privacy regulations. Let’s get started!
Mobile Advertising Is Growing and Growing
1. Total global marketing spend is set to reach $1.3 trillion by 2020. This includes everything from public relations and data investment management, to sponsorship and direct marketing.
2. Narrowing on a specific facet of marketing that’s especially pertinent today—mobile advertising—it’s predicted that it will account for 30.5% of global ad spend in 2020, up from 19.2% in 2017.
3. More specifically, expenditure on mobile advertising is forecasted to reach $187 billion in 2020. This is more than twice than desktop spend ($88 billion) and about $5 billion behind television ($192 billion)! It’s clear that as more and more users opt for their phones than desktops, advertising budgets are going to make the switch and reflect this changing trend.
Video Consumption Is at an All Time High
4. Do you know what else is impressive? The fact that digital media consumers are spending more time watching videos online than in front of a TV and that by 2020, the average online viewing time in the world will reach 84 minutes. In other words, expect mobile to overtake TV ad spend soon.
5. Here’s the kicker: it’s expected that users will watch 20% fewer minutes of video advertising per day than they do today by 2023. How will brands respond to this, you ask? By making use of short-form videos that are engaging and can keep their viewer’s attention.
Social Media Penetration Shows No Signs of Slowing Down
6. Speaking of online things, browsing social media is one of the most popular activities people do while on the web. How popular? So much so that worldwide social media users are projected to reach 3.1 billion in 2021, up from 2.65 billion in 2018.
7. If we’re being specific, worldwide social media penetration is always on the rise and stood at 45% in January of 2019. As lesser developed nations progress, it’s expected that this number will increase even more. This is especially true as cheap smartphones become available, which has traditionally spurred social media use.
8. For instance, Eastern Asia, known to be particularly mobile-first, was on the top of the global ranking of mobile social networking penetration (70%). They’re followed by established digital powerhouses like the Americas and Northern Europe.
9. So you’re in the know, North American’s social media penetration stands at 61%. So you’re even more in the know, global social media penetration is at a lower 42%.
eCommerce Traffic Comes from Many Places
10. Combining our talk of social media with something else people do online—shop—referral traffic to eCommerce sites has a HUGE social component. As you may have guessed, Facebook takes the cake, with 80.4% of social media referral traffic generating from it.
11. Like we touched on earlier, mobile and social are tied at the waist. When it comes to referral traffic, this means you’ll likely see a large portion of social referral traffic generated there. As it happens to be, 70.5% of U.S. social referral traffic was generated from smartphones during the first quarter of 2019!
12. Though referral traffic is definitely important, social media is actually not that good of an influence on purchasing decisions. Do you know what is? Product reviews. For example, 88% of respondents in a survey admitted that product reviews were an influential factor when buying home electronics.
13. If you have a physical store paired with your online one, this means focusing on what people are saying about your products. After all, 80% of consumers look up information, reviews and prices on their smartphones while shopping in a brick and mortar location.
Privacy Regulations Are Changing the Marketing Game
15. With consent (rightfully) becoming even more important, users will be able to have more control of the data they provide to the brands they interact with. For the brands that give users more of this control, it’s expected that they will reduce customer churn by 40% and increase lifetime value by 25%! This makes sense when you consider the loyalty component that turns a one-time shopper into a repeat shopper.
The Future of Marketing Is in AI and Automation
16. And now we’re going to close this post by talking about AI and marketing automation, which are definitely going to be a big part of the content marketing trends 2020 strategies. As a matter of fact, content creators will produce over 30% of their digital content with the help of AI.
17. Knowing how powerful AI is, 44% of executives believe its most important benefit is “automated communications that provide data that can be used to make decisions.”
18. Adding more to this, autonomous marketing systems will issue 55% of multichannel marketing messages based actionable real-time consumer behavior by 2023, leading to a 25% spike in response rates.
19. Something else AI can do is power chatbots, which can act as 24/7 customer service representatives that take care of your users when you can’t. Well, it’s believed that 85% of online customer interactions will be managed without a human by 2020.
20. Last but not least, let’s rewind a bit and bring mobile back into the fray: 40% of mobile interactions will be taken care of by smart agents by 2020.
Final Thoughts: Any Tips?
Well, there you have it: stats you can use to predict which 2020 marketing trends and data to pay special attention to. Like we touched on in the beginning, the topics we focused on today are especially important in todays’ digital marketing ecosystem, but they are definitely not the only ones to focus on. As you prepare your strategies for the upcoming year, make sure to take a look at every stat, trend and data point you can get your hands on so you have a well-rounded understanding of what’s to come.
With that in mind, what we covered today is especially pertinent for 2020 strategies. That is, if you want to know how to start the year the right way, you’ll do well to devote a lot of your planning on the areas we covered today:
- Mobile advertising
- Video marketing
- Social media marketing
- eCommerce Traffic
- Privacy regulations
- AI and its many capabilities
For example, if you’re currently devoting most of your ad budget on desktops, you’ll do well to divert more to mobile platforms. If you already have some video ads out there, consider making them shorter and more engaging. (If you don’t, get started!) If you aren’t paying as much attention to your social channels, you better get started or risk your audience connecting with your competition instead. If you aren’t paying attention to where your eCommerce traffic is coming from, delve into your analytics and make sure you’re not placing too much faith in a traffic source that may not be what it seems. If you aren’t following GDPR laws, change your strategies immediately, otherwise you’ll risk losing your users’ faith and acquiring a hefty fine if you get caught. If you’re not leveraging the MANY capabilities AI entails, you’re sorely missing out and will do well to adopt it into your organization.