If you’re a planner at heart, you’re already well into your marketing planning for 2022. One of our favorite ways to plan for the future is to start with the data. So we dug into the findings of inbound marketing giants like HubSpot to find statistics that say something about the world of digital marketing in 2021 and where it’s going in 2022. Here are some key statistics that can help you plan where to spend your dollars and your efforts in 2022.
80% of major purchases start with online research
According to Intergrowth, the large majority of purchases start with research on a search engine. This explains why investment in search engine optimization (SEO) as a digital marketing tactic is growing, up to 69% from 64% in 2020. More and more, marketers are realizing that if their company can be easily found online, they’ll be set up for success. According to HubSpot’s 2021 State of Marketing Report, the most common methods for achieving higher search engine rankings are using strategic keywords, localization, and optimizing for mobile. SEO is valuable, and it should be a priority for businesses in 2022.
77% of marketers are seeing more email engagement
In 2021, 77% of marketers reported seeing more engagement with email over the past year. Why is this? Likely because of increased personalization. With the help of automation, marketers can hyper-segment their audiences, or add personal elements like previously purchased products, recipients’ names and more. Fewer emails sent with more individualized content seems to be the magic equation. Plus, it far outpaces all other channels when it comes to return on investment (ROI), delivering $36 for every $1 spent. As you plan for 2022, a deeply personalized email strategy should be in the works.
Nearly half of marketers are using bots
In 2021, 47% of marketers reported using bots for marketing efforts, up from 45% last year. The increase is in response to a demand from consumers; nearly 40% of internet users worldwide prefer interacting with chatbots over virtual agents. Chatbots are becoming easier to use, integrating with common apps like Facebook Messenger, WhatsApp, WeChat, and Slack. And while they may not be the right solution for every company, chatbots are certainly something to look into if your business requires a high level of customer service for a large number of consumers simultaneously.
63% of companies increased their marketing budget in 2021
Marketing budgets have been steadily increasing over the last several years, and that trend seems to be continuing steadily even through the pandemic. As more people are shopping and looking for services online from their homes, brand awareness in the digital world is becoming imperative, and businesses are willing to pay for it. Of their marketing budgets, companies are spending relatively equal amounts on software (26%), content creation (26%) and paid media (27%), with marketing staff being another significant expense (17%). Maybe it’s time you upped your marketing budget, too.
89% of shoppers stay loyal to brands that share their values
According to Fundera, 89% of shoppers will continue buying from brands with values they align with. Not only that, 43% of U.S. customers spend more with the brands and companies they are loyal to. This means that it’s never been more important for you to know your brand’s values and share them with consumers. We’re seeing more and more brands take stands on sustainability, philanthropic giving and even political issues because it’s been proven to increase loyalty. As you plan your messaging for 2022, your values should be a part of it.
It’s time to start planning! Put your best foot forward this year by looking at some of your own data as well as industry data to see how you can improve and stay competitive.
If you enjoyed this edition of PRIME Pulse, take a look at some of our other related articles:
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