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Digital Marketing Statistics That Will Shape 2022

digital marketing stats

It’s no surprise that digital and affiliate marketing grew in 2021, with digital spending outperforming expert predictions once again. Digital advertising accounted for 64.4 percent of overall ad spend last year, compared to early projections of roughly 50 percent. The growth of ecommerce and consumer time spent online will continue to shift ad budgets toward digital channels in 2022, expanding the opportunities for affiliate marketing which is expected to grow 10.8 percent year-over-year (YoY).

Looking back at the 2021 holiday season, online ecommerce sales rose five percent YoY worldwide and nine percent in the U.S. This increase was on top of the peak growth seen during the 2020 holiday shopping season. Digital marketing has redefined how consumers shop. As brands continue to invest heavily in promotions and affiliate marketing to reach online shoppers, digital advertising in the U.S. is projected to reach $239.89 billion in 2022.

 

Digital marketing statistics to grow your business

In this post, CAKE has compiled a list of noteworthy digital marketing statistics to help you leverage data to guide your marketing strategy, successfully hit those 2022 KPIs, and grow your business.

 

Affiliate marketing

Digital advertising revenue worldwide is predicted to jump 12 percent and reach $794 billion in 2022, and affiliate marketing will play a role in the expansion. Digital marketing statistics show that the multibillion dollar affiliate marketing industry has grown 10 percent each year since 2015, and is expected to reach $8.2 billion in the U.S. by 2022.

Source: Statista

With these growth rates, it’s predicted that a greater share of ad spend will be invested in affiliate marketing programs as marketers are increasingly turning to a pay-for-performance approach. Many publishers will grow their affiliate revenues as well. In early 2020, PerformanceIN’s network data revealed that around one in four shoppers were new to the brands they bought from through affiliate links. Fast forward to April 2020, this number jumped to 37 percent and has consistently remained above 30 percent.

  • Globally, the affiliate marketing industry is currently valued at $12 billion. (Findstack)
  • Interest in affiliate marketing in 2021 increased by almost 50 percent compared to 2020. (Google Trends)
  • The affiliate marketing industry is comprised of 96,660 affiliate networks worldwide. (Datanyze)
  • The vast majority of advertisers – 83 percent – use affiliate networks to secure deals with publishers. (Forrester Group)
  • Affiliate marketing programs generate 15-30 percent of all sales for advertisers. (Authority Hacker)
  • Marketers turn to the affiliate industry to boost their conversion rates and improve online purchases. Additionally, 83 percent of them use it to increase brand awareness, and 79 percent of them use it to engage existing customers. (Rakuten)
  • 90 percent of advertisers think affiliate programs are essential to their marketing strategy. (Forrester)

To learn more about the 2022 trends shaping the future of the affiliate channel, visit our blog post here.

 

Social

  • Globally, social media ad spend is expected to reach $177 billion in 2022, and is forecasted to be the fastest-growing digital channel between 2021 and 2024. (Zendith Media)
  • In the U.S., social media ad spend is projected to reach nearly $63 billion in 2022. (Statista)
  • In 2021, U.S. Facebook ad spend was estimated at $50.30 billion, up 32.1 percent from 2020. (eMarketer)
  • There are 4.55 billion social media users worldwide, and 400 million of them have been online within the last 12 months. (Global Digital Report)
  • 90.4 percent of millennials report using social media, compared to 77.5 percent of Gen X, and 48.2 percent of Baby Boomers. (eMarketer)
  • 55 percent of individuals purchase products online after discovering it on social media. (Kleiner Perkins)
  • 70 percent of social media marketers believe Facebook is the most useful platform for meeting their goals. (Sprout Social)
  • Instagram’s engagement beat Facebook’s with a median engagement rate of 1.73 percent per brand post. (Sprout Social)

 

Search

  • In 2021, search ad spend stood at $144.8 billion worldwide. This amount is projected to grow to about $163 billion in 2022. (Statista)
  • Although search is a mature ad format, its 2021 growth of 39.1 percent was the largest YoY increase since 2008. (eMarketer)
  • In 2020, more than 68 percent of Google searches in the U.S. were zero-click searches, 29.8 percent resulted in clicks on organic search results, and 1.9 percent in paid search results. (Statista)
  • Long-tail keywords make up more than 70 percent of all web searches, and typically garner a 36 percent conversion rate. (Search Engine Watch)
  • The average cost per action (CPA) is $49 for paid search. (WordStream) 
  • The average click-through rate (CTR) is 3.17 percent for paid search. (WordStream)
  • Appearing in mobile search ad results can boost brand awareness by 46 percent. (Think with Google)
  • The first three ad spots usually receive 46 percent of clicks on the page. (Power Traffick)

 

Ecommerce

  • Revenue from retail ecommerce in the U.S. was estimated at roughly $768 billion in 2021. By 2025, ecommerce revenue in the U.S. is expected to exceed $1.3 trillion. (Statista)
  • In 2021, brands and retailers pulled in $1.14 trillion in online holiday sales worldwide and $257 billion in the U.S. (Salesforce)
  • The number of digital buyers active in the world is around 2.14 billion. (Statista)
  • 82 percent of consumers will continue buying online even as stores reopen. (BusinessWire)
  • Merchants see an average of 23 percent of their revenues coming from affiliate marketing, which is on par with SEO and PPC marketing. (Authority Hacker)
  • The average online ecommerce order is 31 percent higher with affiliate marketing customers. (CJ Affiliates)
  • Consumers are likely to spend 47 percent more when they have a personalized experience. (e-commerce Platforms)

 

Video

  • Video advertising is projected to reach $106.9 billion in ad spend in 2022. (Statista)
  • This year, advertisers will spend $24 billion on video advertising for social networks, up 20.1 percent YoY. (eMarketer)
  • Mobile and desktop video ad spend is expected to show an annual growth rate of 5.1 percent between 2021-2025. (Statista)
  • People are 1.5x more likely to watch video daily on a smartphone than on a computer. (Facebook
  • 83 percent of video marketers say video has helped them generate leads and 84 percent of people say they’ve been convinced to buy a product or service after watching a brand’s video. (Wyzowl
  • Approximately 86 percent of marketers are using video content in their campaign outreach efforts. (IAB’s 2019 Video Advertising Spend Report)
  • 82 percent of internet traffic will come from video by 2022. (Cisco)
  • Roughly five billion YouTube videos are viewed daily. (Omnicore Agency)

 

Email

  • 31 percent of B2B marketers say email newsletters are the best way to nurture leads. (Content Marketing Institute)
  • Email marketers are sending 27 percent more emails than they did pre-pandemic. (HubSpot)
  • Affiliate marketing and email marketing account for 16 percent of all ecommerce transactions in the U.S. and Canada. (Business Insider
  • For every $1 spent in email marketing, the average campaign earns $42 in ROI. (DMA, 2019)
  • Segmented email campaigns result in a 760 percent increase in revenue. (Campaign Monitor)
  • Emails that contain personalized subject lines are 26 percent more likely to be opened. (Campaign Monitor)
  • Compared to Facebook and Twitter, email marketing is 40 percent better at converting users. (Annuta Group)

 

Mobile

  • Globally, mobile ad spend increased 23 percent YoY to reach $295 billion in 2021. Mobile ad spend is predicted to reach $350 billion by the end of 2022. (App Annie)
  • In 2021 there were 230 billion mobile downloads, $170 billion in consumer spend, and a combined 3.8 trillion hours spent on mobile on a global scale. (App Annie)
  • Mobile buyers account for 60.9 percent of the U.S. population and are expected to grow exponentially by 2024. (Statista)
  • Almost 25 percent of companies invest in mobile optimization as a top SEO tactic. (HubSpot)
  • 57 percent of mobile users will not recommend a business with a poorly designed mobile site. In fact, 80 percent of users are more likely to purchase from companies with mobile sites or apps. (Think with Google)
  • More than 50 percent of online U.S. traffic originates from mobile devices. (Statista)
  • On average 53 percent of emails are opened on mobile devices. (Campaign Monitor)

 

Display

  • U.S. display advertising is expected to grow by 15 percent in 2022, reaching $33.9 billion. (Zenith)
  • In 2021, global display advertising had the largest ad spend share at $238 billion. (Statista)
  • Display advertising revenue is projected to amount to $7.9 million by 2022. (Statista)
  • The Google Display Network reaches 90 percent of internet users worldwide. (Google
  • Customers are 155 percent more likely to search for brand-specific terms when exposed to display ads. (EMSC)
  • The average CPA is $76 for display ads. (WordStream)
  • Advertisers who leverage smart display campaigns have 20 percent more conversions at the same CPA when evaluated against traditional display campaigns. (Google)

 

 

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