The year 2012 saw a distinct rise in mobile usage, changes in how search engines rate quality content, and a growing importance in the use of video marketing. Take a look at the following statistics to determine how they will influence your business's marketing plan for 2013. Some of them may surprise you!
Content & Blogging
Since Google's Panda and Penguin updates rocked the business world, businesses have had to tweak their content strategies in order to maintain their SEO rankings. The content marketing strategies that marketers use -- and the success that each tactic has had -- was addressed in October 2012 in a study titled "2013 B2B Content Marketing Benchmarks, Budgets, and Trends" from MarketingProfs and the Content Marketing Institute. The results:
- The two biggest content challenges faced by businesses are: producing enough content (cited by 29% of marketers) and producing engaging content (18%).
- Compared to companies that don't blog at all, businesses that blog 9 to 15 times per month generate 300% more traffic, and those that publish 15 or more per month generate 500% more traffic!
- All told, the most popular tactics used by marketers are: social media (87%), articles published directly on their own websites (83%), e-newsletters (78%) and blogging (77%).
If you're not sure whether to break into the mobile marketplace in 2013, let these stats convince you:
- Mobile holds a 10 percent share of U.S. consumers' media time, but only a 1 percent share of ad revenue ("From National to Local: Mobile Advertising Zeros In," BIA Kelsey, 2013). Now is the time to go mobile -- while competition is low but consumer usage is growing.
- Less than half of all websites and marketing emails are optimized for mobile, despite the fact that half of the adults in the US own a smartphone. As the number of mobile device users grows(and it will), your business' marketing plan needs to keep up. ("Email Benchmark Report," MarketingSherpa, 2012).
Email marketing is a mainstay of any business's overall marketing strategy, due to its low cost per lead and high ROI. Take your cue from these stats to make sure your campaigns are heading in the right direction.
- 78% of U.S. email users will also access their emails via mobile by 2017 ("Email Marketing Forecast 2012 -- 2017,″ Forrester Research, 2012). If your emails and landing pages aren't optimized for mobile, you're alienating a growing sector of your audience.
- Having trouble finding the right email subject lines? Be aware that email subject lines with fewer than 10 characters boasted an open rate of 58%. Subject lines with 50-59 characters came in second at 42% ("Email Marketing Benchmarks Report," Informz, 2012).
According to a recent article on Eloqua exploring the latest statistics on online video marketing, "It's no secret that online video has become one of the hottest trends in content marketing." The data on online video usage certainly backs up that claim:
- Over 100 million Americans watch online videos each day, an increase of 43% since 2010. By 2014, online video could account for 50% of all internet traffic.
- 46% of people say they'd be more likely to seek out information about a product or service after seeing it in an online video.
- 70% of marketers cited video as their top investment priority for 2012. As a result, video is now the 6th most popular content marketing tactic.
Related: Check out our online marketing vendors.
The above stats were chosen because they offer some of the best insight into how business marketing changed over the course of 2012. They showcase the direction in which marketing is currently headed in 2013 and what emerging technologies and trends are steering it and your business.
Photo credit: business2community.com