Effectively marketing content can be difficult, but when you consider that best practices, audience preferences and content creation techniques change frequently, things move from being difficult to nearly impossible for marketers to keep up with. Among all the confusion, finding the data they need to make educated decisions is perhaps one of the trickiest tasks for marketers and content creators.
But before you resign yourself to hours of Googling the most relevant data for your marketing efforts, read on. We have collected some of the best recent marketing studies into one location, so you can have direct and easy access to the information you need to know.Top recent marketing studies and research you should know as a content marketer: #contentmarketing #marketing Click To Tweet
Top recent marketing studies and research you should know as a content marketer:
1. Survey reveals the marketing tactics consumers love (and hate).
A survey of more than 500 Americans by Fractl has yielded some interesting results for marketers relative to inbound and outbound marketing tactics.
Fractl Marketing Director Amanda Milligan summarized the results into three main findings:
- Very few channels die: When survey respondents were questioned about what is the most effective way for a company to attract consumers to their business, more than half of the respondents selected, “Appearing in search results when I’m looking for something I need or want.” The second most-popular response was “Mailing me offers for discounts, coupons, or free trials.” Milligan explains that even though new and enticing channels appear, marketers can still find success in some of the trusted favorites.
- Don’t seem intrusive: A full 78% of respondents say they notice retargeted ads during their time spent on digital media. Of those people, 56% say they have negative feelings about being the target of those retargeted ads. When measuring sentiment around marketing tactics, website and blog articles had the highest positive sentiment, while website ads had the lowest.
- Prioritize search: The survey asked respondents to identify which activities they had undertaken online in the seven days preceding taking the survey. Nearly 90 percent of respondents said they used online search to find information about a company or product.
2. Your remote marketing staff may not be as efficient as you would like.
As utilizing freelance and contract talent continues to be a tactic for marketing executives, these same executives should continue to educate themselves on the effect that having part-time or full-time remote workers means for the organization.
A report from Wundamail about the state of remote work found the following:
- Nearly 40% of remote workers say they don’t “feel part of the team” in the same way as regular office workers.
- Nearly half (47%) say “communication” is their biggest productivity barrier.
- More than half (55%) say their manager does not fully understand what they do each day.
3. Facebook reports a significant year-over-year increase in ad impressions.
Compared to this time last year, Facebook has seen a 37 percent increase in ad impressions on its family of social platforms. The company is reporting that the increase is largely being driven by Facebook news feed ads, Instagram feed ads, and Instagram Stories ads.
Another potential reason for the increase in ad impressions is the decrease in the price per ad, which dropped six percent from one year ago.
4. Report shows publishers are dissatisfied with ROI from platform publishing.
Despite the fact that users are seeing more content from more publishers in more platforms, this doesn’t mean that all publishers are finding their efforts successful.
A new DigiDay report finds that the majority of publishers are less satisfied with their platform publishing results in 2019 than they were in 2018.
The percentage of publishers who claim to be satisfied with the ROI of publishing on platforms is as follows:
- Google AMP: 38%
- Facebook news feed: 33%
- Instagram: 21%
- Facebook Instant Articles: 20%
- Apple News: 18%
- Snapchat: 17%
5. Report details most (and least) effective PPC channels.
Wasting time and money on less-than-effective PPC campaigns is the last thing that any marketer wants, yet it still happens frequently. You can minimize the likelihood of throwing away your efforts on PPC channels that don’t work by learning from other marketers who have figured out what works best for them.
According to recent research from Hanapin Marketing, the most effective PPC channel is search — and it’s not even close. Check out the results of the percentage of marketers who consider the following channels to be most effective:
- Search (65 percent)
- Social (15 percent)
- Shopping (9 percent)
- Remarketing (4 percent)
- Display (3 percent)
Conversely, the study found the following channels to be least effective:
- Display (42 percent)
- Social (22 percent)
- Search (16 percent)
- Remarketing (6 percent)
- Native (5 percent)
Marketers’ view on what is most effective appears to directly correlate with where they are spending their money. A full 60% say they are spending more on search this year than they spent last year. Likewise, 39% of marketers say they are spending less on display. (9/18/2019)
6. Employees are spending less time checking emails.
B2B email marketing efforts may be taking a hit simply because employees are checking their email less often. Respondents to a recent survey claim they spend nearly 3.5 hours (209 minutes to be precise) each day checking email. This is down from 4.25 hours (256 minutes) spent checking email in 2016.
Survey respondents say they find their work emails to be more useful than their personal emails. They open 80%of work emails and deem 59% of their emails useful. On the other hand, marketers only open 57% of personal emails and find only 37% to be useful. (10/8/2019)
7. Instagram timeline ads are more effective than story ads.
If you are marketing a product to consumers on Instagram, you will be more likely to close a sale through the Instagram timeline than through Instagram stories. A survey of 1,000 consumers in the United States, United Kingdom and France concluded that 31 percent of Instagram users had purchased a product directly after seeing an ad about the product on Instagram.A survey of 1,000 Instagram users shows consumers are more likely to buy directly after viewing a timeline video ad rather than a story ad. #marketing #contentmarketing #Instagram Click To Tweet
Of that 31 percent, 27 percent bought the product after viewing a timeline video, whereas only 12 percent had done the same after viewing a product ad in an Instagram story. (9/26/2019)
8. Desktop conversions are still more valuable than mobile conversions.
Even though mobile conversions continue to grow, the majority of consumers still prefer to use desktop devices for transactions. A recent analysis of 10 million ad clicks shows that desktop users convert 60% more often than mobile users. Additionally, on average, desktop conversions are worth a full 93% more than mobile conversions.
Some of the issues that may result in fewer conversions on mobile include poor landing pages that are not conducive to transactions; apps that drive traffic, but not conversions because of a lack of quality; and ads that lead to accidental clicks on mobile. (10/7/2019)
9. Study finds increased video advertising opportunities for marketers, creators.
A new report by eMarketer that examines video ads in social media is finding that video creators are coming to be more and more in demand across all social platforms. In a survey of 350 marketers, a full 70 percent of respondents answered that they are using influencers in their digital video advertising, with another nine percent claiming they expect to do so before the conclusion of 2019.
Some of the key findings located in this report include:
- Although YouTube is still the most popular location for creators, ad opportunities for creators are presenting themselves more frequently in Facebook, Instagram, Twitter and Snapchat. The report also calls out TikTok and Twitch as two platforms to keep an eye on for creators to promote content.
- Even though creators are expanding the number of platforms they use, the eMarketer report predicts that most creators will continue to utilize YouTube as their “home base.”
- The shifts in the creator landscape give marketers more opportunities to place paid advertising in content or around it. (9/5/19)
10. How marketers would spend their money if given a larger budget.
If you’re a marketer, chances are good that you would love to have a little more in your marketing budget — but if you suddenly got your desired increase, how would you spend it? A recent study from Heinz Marketing and Pan Communications aimed to learn how senior marketers would answer this question.
Here is what the study found:
- Nearly 1/3 of respondents claimed they would create more diverse content to expand reach in ways they currently lack. Examples of this kind of content include podcasts, videos and webinars.
- More than 1/4 of marketers said they would add more staff or other resources in order to develop more creative work.
- More than a quarter of respondents also said they would use the increased budget to invest in more marketing tools.
- Approximately 10 percent said they would use the money for ad spend and other promotions. (8/27/19)
11. See how your salary compares with your peers in the 2020 Salary Guide: Creative and Marketing.
The 2020 Salary Guide: Creative and Marketing details the expected salaries associated with many marketing-related positions in the United States — including some information about salaries marketers can expect in different cities. Among other information, some of the interesting results include:
- The median salary for a CMO is estimated to be about $164,000 per year in 2020.
- The 2020 forecast for a median starting salary for a digital strategist is $79,750.
- A social media manager in 2020 could expect a starting median salary of $59,500.
- The median starting salary for a copywriter is expected to be $72,500 in 2020. (9/17/19)
12. Young Americans are using social media less now than two years ago.
A report that details the use of social media by Americans between the ages of 12-34 shows that this group seems to be using most major social media platforms less than it did two years ago.
- Facebook use is down from 79% in 2017 to 62% in 2019.
- Twitter use decreased from 36% to 29%.
- Pinterest dropped from 36% to 31%.
- LinkedIn dropped slightly from 23% to 21%.
- Instagram — a notable exception — has thus far been able to buck the trend, growing from 64% two years ago to 66 percent this year. (9/17/19)
13. Morning is the most popular time to read marketing emails.
An analysis of 10 billion emails sent between April 2018 and April 2019 concluded that 1 in 5 emails opened are viewed in the three-hour period between 9 a.m. and noon. The peak hour for email opens is between 10-11 a.m., with the fewest emails opened occurring between the hours of 2-3 a.m.
The report also found that the hours at which emails are opened varied greatly depending on the device used. The number of emails opened on mobile devices stays fairly consistent throughout the day (from 8 a.m. to 10 p.m.). On the other hand, emails opened on desktop peak in the morning, then drop throughout the remainder of the day. (6/17/19)An analysis of 10 billion emails concluded that 1 in 5 emails opened are viewed in the three-hour period between 9 a.m. and noon. #emailmarketing #contentmarketing Click To Tweet
14. Vidyard’s 2019 ‘Video in Business’ benchmark report released.
Almost any marketer can tell you that using video in marketing is important, but Vidyard’s 2019 “Video in Business” report provides a number of reasons that show that video marketing goes beyond simply being important — it’s vital to your marketing efforts.
Consider the following information from the report:
- When text and video are both available on a page, 7 out of 10 people would prefer to watch the video than read the text to learn about a product or service.
- Almost 9 out of 10 people (87%) say that they would like to see brands create more videos.
- Business videos are getting shorter. The study found that videos published in 2018 were an average of 4.07 minutes long. This is 33% shorter than the 6.07-minute length of videos in 2017.
- Businesses in the high-tech, communication, professional services and media industries are most likely to create video content. Businesses in these industries published an average of 300 videos in 2018. (8/1/19)
15. Study explores effectiveness of Quora ads vs. Reddit ads.
Facebook, Twitter, Instagram and LinkedIn may be well-known entities in your ad spend strategy, but there may be reason to branch out to other platforms.
A recent study by Bannersnack measured the effectiveness of ad spend on Quora vs. Reddit.v
Here is what the study found:
- Reddit ads had 7 times as many impressions as Quora ads. Despite this, Quora ads received more clicks.
- Despite the Quora ads receiving more clicks, the Reddit ads generated more sales.
- Almost all of the impressions and clicks on the Quora ads came from mobile.
Bannersnack didn’t declare a “winner” between the two platforms but did conclude that it may be worth marketers’ time to pay attention to both Quora and Reddit. (7/20/19)
16. Podcast consumption explodes.
Since January 2018, podcast mobile app usage has jumped 60 percent. More growth is expected, as nearly half of current podcast listeners say they plan to increase their consumption of podcasts in the future.
Marketers who are looking to build awareness about their podcasts would be wise to make mention of them in blogs and articles. According to an Adobe Analytics report, more than 40 percent of podcast discovery happens through online sources. Millennials are the largest demographic of podcast listeners, as one in three claims to listen to five or more podcasts each week. (8/15/19)
17. Adobe survey shows emojis could have an impact on your bottom line. (☉_☉)
In honor of World Emoji Day, which was held on July 17, Adobe developed a survey to try to learn more about how emojis affect communication and marketing efforts.
The survey, which includes responses from 1,000 teens and adults who use emojis at least weekly, yielded some interesting conclusions:
- More than 4 out of 5 (82%) of respondents use emojis in text messages, making texting the preferred medium for emoji usage. For social platforms, users are much more likely to use emojis on Facebook (48%) than on Instagram (21%), Snapchat (18%), or Twitter (6%).
- More than half of emoji users (51%) say they are more likely to comment on brands’ social media posts when those brands use emojis.
- Nearly half (48%) of respondents say they are more likely to follow brands that use emojis on social media.
- A full 44% of respondents answered that they are more likely to buy products that are advertised using emojis.
Learn more about how incorporating more emojis, memes, and gifs could be advantageous to your marketing efforts. (7/15/19)More than half of emoji users say they are more likely to comment on brands' social media posts when those brands use emojis. | #contentmarketing | #socialmedia Click To Tweet
18. Marketing salary survey details what your peers are making.
Marketing Land’s 2019 Marketing Technology and Operations Salary Survey has found that nearly half of marketers in the United States make between $50-$100k per year — with most of this group making between $75-$100k per year.
The number of years of experience as a marketer seemed to have an effect on salaries. Marketers with 10+ years of experience rarely made less than $50k per year — with only three percent of respondents saying their salaries were in this range. Nearly two-thirds of respondents with more than 10 years of experience reported they earn more than $100k per year. (7/19/2019)
19. Review six key findings from Mary Meeker’s ‘Internet Trends’ report.
Perhaps no woman is as renowned in the digital marketing sphere as Mary Meeker. Her yearly ‘Internet Trends’ report has become a staple for content marketers seeking the data they need to help them make decisions for the upcoming year. The 333-page report is available for mass consumption, but if you are simply looking for a few highlights, consider the following:
- Mobile device use continues to increase. Digital media consumers spend an average of 3 hours 36 minutes per day on mobile device — an increase of about 18 minutes per day since 2017.
- People are spending an increasing amount of time on visual and video apps like Instagram and YouTube.
- The United States makes up 8 percent of the total global internet audience. China boasts 21 percent of the overall audience.
- Wearable technology continues to grow, with the total number of users doubling in the last four years.
- Digital purchases account for just 15% of all retail purchases, meaning 85% of purchases are still occurring in brick-and-mortar stores. The growth of ecommerce purchases is seemingly slowing down, as the year-to-year growth in these sales declined from Q4 2017 to Q4 2018.
- Nearly 3 in 5 Gen Z digital users claim YouTube to be their preferred learning channel. Annually, 4.5 billion hours of how-to content is viewed on YouTube.
20. Time spent per day falters on Facebook, increases on Instagram.
An eMarketer report forecasts that users will continue to spend more time on Instagram in upcoming years, but usage of Facebook and Snapchat will stagnate. According to the report, average Instagram usage will increase one minute per day each year through the end of 2021.
In that same time period, time spent per day on Snapchat will remain unchanged and time spent per day on Facebook will drop by one minute. Currently, users are averaging 38 minutes per day on Facebook, 27 minutes per day on Instagram, and 26 minutes per day on Snapchat. (5/28/19)
21. Mobile will be preferred platform for video ads by end of 2019.
Though many brands have repeated the “mobile first” mantra to themselves in recent years, the time for “predicting” that mobile will be a big thing for video is over. It’s here.
A report by PubMatic found in Q1 2019 that 50% of video ads consumed were viewed on a mobile device — up from 40% just one year prior in 2018. (5/23/19)
22. Here’s why consumers follow (and unfollow) brands on social media.
A recent Sprout Social study aimed to find out why social media users follow—and unfollow—brands on social media. The top five reasons why social media users follow brands include:
- To learn about new products or services
- To be entertained
- To stay up to date on company news
- To learn about promotions and discounts
- To connect with other people who are similar to me.
Conversely, users who unfollow brands on social media claim they do so for the following reasons:
- Poor customer service
- Irrelevant content
- Too many ads from that brand
- Too many promotional posts
- They talk about politics and/or social issues.
23. Surprising findings from social media marketing 2019 report
Just when you think you have your finger on the pulse of social media trends, a new report surfaces that makes you rethink your assumptions. Social Media Examiner’s 2019 report is one of those reports.
A few items to consider:
- Brand use of Twitter (59%) is much more prevalent than usage from the general public (19%).
- More than half (51%) of social media marketers plan to increase organic publishing despite Facebook’s admission that it is de-emphasizing organic news feed content.
- B2B marketers (80%) are much more likely to use LinkedIn in their marketing efforts than B2C marketers (46%).
- Not surprisingly, more than 60% of marketers consider Facebook to be the most important social channel for their marketing efforts. However, the gap between Facebook and second-place Instagram continues to narrow. The results from 2018 showed 67% of marketers claimed Facebook as the most important to Instagram’s 10%. The 2019 results show 61% for Facebook and 14% for Instagram. (5/7/19)
24. Content management and strategy survey shows work to be done.
As marketers — and marketing systems — mature, progress in the content management sphere is being made, but the 2019 Content Management & Strategy Survey shows there is still much for content managers to do. Some of the survey’s key findings include:
- Approximately 7 in 10 content management professionals say their organizations have performed a content inventory.
- Most organizations (nearly 8 in 10) have some sort of content management systems in place, but also claim there is a lot of manual work as well. Only 13% of marketers surveyed say they have developed a completely systematic approach.
- More than 40% of content management professionals surveyed say their organization has not acquired the needed technology to fully automate content management efforts. Conversely, about 40% say they have the right technology, but aren’t using it properly. (4/24/19)
25. Sprout Social 2019 Index shows organizations’ top challenges.
Regardless of if your social media marketing is managed by an executive or an intern, chances are that similar challenges exist in managing the brand’s social presence. The Sprout Social 2019 Index reports:
- Almost half (47%) of social media marketers say their top challenge is developing a strategy that supports the organization’s goals.
- More than 40% of social media marketers say identifying and understanding their target audience also is a major challenge.
- More than 70% of social media marketers say insights they gain could be useful for others in the organization outside the marketing department. (5/9/19)
26. Survey shows how users interact with Google search features.
It is commonly believed that if Google includes information that links to your site in its Knowledge Panel or in a featured snippet, users are more likely to engage with the content than they would if they just found a link to your site in search results. A recent survey by Moz asked Google searchers a bevy of questions, including these two:
- When Google displays a featured snippet, what do you do?
- When Google answers your question in its knowledge panel, what do you usually do?
The most common response to the question about snippets was: “I will either complete my search or continue searching depending on the answer.” The most common response to the question about the knowledge panel was: “I scan the information in the Knowledge Panel, but usually continue searching through other links in the results.” In both instances, it looks like brands who don’t reach the coveted spots still have an opportunity to reach searchers. (4/22/19)
27. Advertising guilt trips turn consumers off of brands.
A study of high-intensity and low-intensity cause-related marketing efforts found that brand image and intent to purchase both improve when organizations engage in cause-related marketing efforts with a lighter touch than those evoking feelings of guilt.
The study examined brand efforts to combat child hunger and promote child cancer awareness. The test, which was run with both genders and multiple ages, found the panel of nearly 200 respondents overwhelmingly favored the low-intensity approach. The study’s sponsors recommended stories of empowerment and testimonials rather than in-your-face calls to action. (4/17/19)
28. A surprising number of people are using Facebook Stories.
Perhaps you are like many marketers who salivate over creating content for Instagram Stories, but barely take a second look when it comes to publishing content on Facebook Stories. If you are, now may be the time to shift your thinking.
In a recent earnings call, Facebook CEO Mark Zuckerberg announced that Facebook Stories now has a remarkable 500 million daily active users, which is roughly one-third of Facebook’s daily active user total. This number also puts Facebook Stories views on the same level as Instagram Stories views. Daily active users for Instagram Stories reached 500 million earlier in 2019. (4/25/19)
29. Social video ad spend will have immense growth in next two years.
Any marketer who is paying attention understands that social video ad spend is increasing, but the level at which it is increasing may be more than you expect. According to an eMarketer report, social video ad spending in the United States is expected to grow by 44 percent by 2021. This will amount to video ad spend reaching nearly $15 billion in two years’ time.
While YouTube and Facebook are expected to continue to be the dominant players in the video ad spend world, channels like Twitter and Instagram are also expected to continue to contribute to the growth.
30. Survey says bigger companies have more skilled marketers.
A new survey of more than 450 marketing leaders from small businesses and large organizations shows that those surveyed believe that marketers at large organizations are more skilled than their counterparts at small businesses. According to the survey, on a scale of 1-10, marketers at businesses that employ between 1-10 people rate an average of 6.43, while organizations with between 1,000-5,000 employees rate at an average of 7.93.
The survey also found that marketing training budgets are getting bigger; B2B and e-commerce organizations have the highest perceived marketing skills; and finding marketers who want to learn — and retaining them — is difficult for many organizations.
31. eMarketer forecasts that digital ad spend will top traditional in 2019.
Though digital ad spend has gained steam in recent years, it still has not overtaken the behemoth of traditional ad spend — until now. A report from eMarketer forecasts that 2019 will be the first year in which marketers spend more on digital ads than on traditional ads.
Digital ad spend is predicted to grow nearly 20% in 2019 — all the way to $129.3 billion this year. This is expected to amount to a little more than half (54%) of all ad spend in the United States this year.
32. Get ahead of stats for B2B content marketing in 2019.
The B2B Content Marketing 2019 report delves into several facets of marketing that are important for B2B marketers to understand — especially those who are asked to wear multiple hats. The report discusses audiences, video marketing, email campaigns, content spending, and more.
- Nearly 9 out of 10 successful B2B content marketers say they prioritize the informational needs of audiences over their own sales or promotional messages.
- More than half (56%) of B2B content marketers said they increased their content creation spending over the last 12 months. More than one-third (37%) said they increased spending on content marketing staff.
- Nearly two-thirds of B2B marketers (64%) say that their use of audiovisual content has increased over the last year. Similarly, 61% of respondents say that written digital content — such as blogs, ebooks, and articles — increased year-over-year.
33. Investigate why Instagram advertisers stay loyal, keep spending more.
While marketers have seen organic reach decrease on Facebook in recent months, the same is not true for Instagram. In fact, it may be true that Instagram’s ability to reach people organically is also spurring businesses to trust the platform and explore ad spend options as well. Kenshoo’s Q4 2018 Quarterly Trends Digital Marketing Report references some of the successes Instagram is experiencing thanks to new — and existing — ad buyers.
- Instagram experienced a 120% year-over-year increase in ad spend. Even from 2018 Q3 to Q4, the platform saw an increase of 43%.
- Existing advertisers are driving much of the ad spend growth on Instagram. The study concludes that more than 80% of the year-over-year increase in ad stems from existing advertisers.
- Perhaps even more impressive is that 97% of the ad spend increase from Q3 to Q4 also came from existing advertisers.
- Despite the increase in Instagram as spend, Facebook continues to be the big brother. Of the marketers who spend ad budget on Facebook and on Instagram, they rarely spend more than half of their ad budget on Instagram — opting instead on most of the ad spend going to Facebook.
More notable research and studies for content marketers:
34. An Instagram Stories analysis shows the importance of videos on the platform. Social Insider conducted an analysis of more than 135,000 Instagram Stories and concluded that brands who use videos are more likely to engage and retain their audiences in stories.
35. Millennial travelers have reached search fatigue. Because of this so-called “net lag” or “scroll fatigue,” more than half of millennials choose to vacation at the same spots they have previously visited. Doing so requires less research and less online planning, hence less search fatigue.
36. A survey of 1,000 consumers details what shoppers are most likely to buy online. The top items include books and media, video games, electronics and accessories, gifts, toys and games, sports collectibles and memorabilia, musical instruments, outdoor equipment, clothing and baby products.
37. Fewer marketing emails are landing in spam folders. In an analysis of nearly 7 billion marketing emails, roughly 9% of them landed in spam folders — a drop from the 14% of marketing marked as spam in 2017.
38. Ascend2’s Strategies, Tactics, and Trends for Email Marketing report points out that a personalized email is the most difficult type of email to deploy. However, respondents also say that personalized emails are most effective.
39. A recent survey of 800 marketing professionals found that nearly 3/4 of respondents said that influencer marketing is a top priority in 2019. However, nearly 40% of those respondents also said that measuring ROI with influencer marketing is a major challenge.
40. Mobile video ads continue to see dramatic growth. A 2019 study shows that 50% of video ads are viewed on mobile devices — a 10% jump from the 40% viewed on the same devices in 2018.
41. Longer blog posts generate more social media shares. A recent study by Backlinko and Buzzsumo concludes that the best length for a blog post to be shared on social media is between 1,000-2,000 words.
42. Some of the email statistics that marketers should continue to keep in mind in 2019 (according to Convince & Convert) include: people spend 2.5 hours per weekday checking personal emails at work; the average email open rate across industries is just under 21%; and nearly 75% of email marketers send at least one email per week.
43. Square videos outperform other types of videos on social media. Buffer found in an experiment that square videos outperformed landscape videos in engagement, views, and completion rate.
44. More than half of your email list doesn’t open marketing emails. According to a report in AdWeek (subscription required), not only do most people not read your marketing emails, more than half of the emails are deleted before being opened. Almost 80% of those surveyed say they have unsubscribed from a brand’s email list. (3/3/19)
45. Catch up with the state of video marketing. Nearly 9 out of 10 brands are now creating video content for their marketing efforts, according to Wyzowl. Likewise, 87% of brands claim to use YouTube and have found success in that platform. More than 3/4 of respondents say they watch videos on mobile at least some of the time.