As we close out 2021, we assume you’re spending most of your time explaining to executives and colleagues why the data and reports you shared with them earlier this year are no longer relevant. If you haven’t, we hate to spoil it for you, but you are going to need to do so. Your coworkers may not always understand how quickly digital marketing reports and estimates can change, but we do. We’re in this together. So, let’s take a look at December’s updates.
Digital Content Marketing Studies and Research
More than one-third of marketers plan to increase email marketing budgets in 2022.
Based on new data that shows that a full 37 percent of marketers expect to increase their email marketing budget in 2022, it appears that email will continue to be a major marketing distribution channel next year. In fact, according to the study, only about one percent of marketers plan to decrease their email marketing efforts next year. In addition to increasing their overall email marketing budgets, almost a third of marketers surveyed say they expect to hire more email personnel in 2022.
B2C Content Marketing Studies and Research:
Consumer survey identifies characteristics that make a great website.
A survey of more than 1,000 consumers found the top item that makes a great website is an easy-to-use menu, with 60 percent of respondents claiming this feature is important for a great website. In addition to these characteristics, the survey found that a good website should be able to load quickly, be easy to navigate, have readable fonts, a secure connection, have high-quality photos, and have a clean design. Only about 38 percent of respondents say that beautiful images are an important part of a great website, suggesting that functionality is much more important than aesthetics.
B2B Content Marketing Studies and Research
More than 75 percent of B2B marketers now use agency partners in their ABM efforts.
More than three fourths of B2B marketers are now using — or are planning to use — an agency partner to assist them in their account-based marketing (ABM) efforts. Email continues to be the most-used delivery channel for these B2B marketing efforts, with more than 90 percent of B2B marketers using email in their ABM efforts. Other popular channels include account based advertising (66 percent); in-person events (64 percent); direct mail (50 percent); and chatbots (31 percent).
Social Media Content Marketing Studies and Research
U.S. Twitter use has peaked; decline expected in coming years.
Between now and 2025, Twitter is expected to lose more than 1.1 million of its United States followers, according to a report from eMarketer. Though interest in and use of the platform spiked in 2020 thanks to a desire among social media users to stay informed about a tumultuous political environment and the latest COVID-19 news, the growth rate has considerably cooled. Twitter is expected to see its biggest drop among those 35-44 years old. The eMarketer report estimates that roughly half a million users in this age range will drop off the social media platform by 2025.Between now and 2025, Twitter is expected to lose more than 1.1 million of its United States followers. #smm Click To Tweet