In this article:
Tom de Groot
 | 
March 25, 2021
13 min

All Online Marketing stats you should know for 2021

The eMarketing (also referred to as Internet Marketing or Online Marketing) world is constantly changing. That’s why it’s important that your business stays up-to-date with the latest numbers and trends in the industry. Besides that, marketing spend is expected to grow by 14% in 2021 according to Deloitte. The last thing you want is to stay behind while your competitors are overtaking you from all sides, right?


In order to help you stay up-to-date, we herewith provide you with an all-encompassing list of the most important online marketing statistics for this year. Whether your business focuses on Lead Generation, Email Marketing, SEO, Content Marketing, Social Media, Video Marketing, Advertising, or Sales; we’ve got you all covered.


A few key trends:

  • Marketers who use segmented campaigns note as much as a 760% increase in revenue.
  • Video has become the most commonly used format in content marketing, overtaking blogs and infographics.
  • Email marketing has the highest ROI for small businesses.
  • YouTube, on mobile alone, reaches more U.S. people aged between 18 and 34 than any TV network.
  • “Newcomers” ClubHouse  and TikTok gain a lot of users worldwide.

Keep on reading to gain all the necessary knowledge to connect with your current customers, reach your ideal leads, and drive up those conversions! Are you ready?!

1. Lead Generation


Demand Generation:

  • 53% of marketers say webinars is the best funnel format that generates leads with the highest quality. (Demand Gen Report, 2021)
  • 53% of marketers say email has been the most effective medium for lead generation in the earliest stage. (Demand Gen Report, 2021)
  • 78% of marketers say their demand generation budget will grow or remain the same in 2021. (Activate, 2020)
  • 60% of marketers said their CAC (Customer Acquisition Cost) has increased in the past three years. (HubSpot, 2020)
  • 49% of businesses report that increasing customer acquisition is one of their primary objectives. (Ascend2, 2020)


Marketing Automations:

  • Email automation campaigns are among the top three tactics used by email marketers to improve their performance. (HubSpot, 2020)
  • 92% of marketing agencies are investing more time, resources, and budget into marketing automation integration. (MarketingProfs, 2019)
  • Of those who are investing in marketing automation, 23% are automating their content delivery. (HubSpot, 2020)
  • 20% of marketers are using automated email marketing campaigns. (HubSpot, 2020)
  • 92% of B2B marketers do ABM (Account Based Marketing), and 68% of them use automation. (Salesforce, 2020)


Marketing Analytics:

  • Over 75% of marketers are reporting on how their campaigns are directly influencing revenue. (HubSpot, 2020)
  • Only 35% of marketers said that understanding the ROI (Return Of Investment) of their campaigns is “Very Important” or “Extremely Important.” (HubSpot, 2020)
  • 91% of marketers are "Somewhat confident" or "Very confident" that they’re investing in programs that influence revenue. (HubSpot, 2020)
  • 67% of businesses see lead generation as the sole metric to determine content success. (SEMrush, 2019)


2. Email Marketing

Email Adoption:

  • 80% of marketers noted an increase in email engagement over the past year. (HubSpot, 2020)
  • In 2019, the number of email users worldwide was 3.9 billion. (Statista, 2019)
  • The number of global email users is expected to grow to 4.5 billion by 2024. (Statista, 2019)
  • From a study of 1,000 small business owners, email marketing was ranked as the second most effective medium for building brand awareness. (Campaign Monitor, 2019)
  • Email marketing has the highest ROI for small businesses. (Campaign Monitor, 2019)
  • On Tuesdays, the highest amount of open as well as unsubscribe rates can be obeserved. (Campaign Monitor, 2019)


Email Design:

  • More than 20% of marketers say that email design is improving their email engagement. (HubSpot, 2020)
  • Email subject lines have on average 43.85 characters. (AWeber, 2019)
  • Out of 1,000 analyzed emails, only 6.9% had an emoji in the subject line. (AWeber, 2019)
  • Brands that A/B test all emails they send out see returns that are 37% higher than those of brands that never include A/B tests. (Litmus, 2019)


Clickthrough Rate:

  • Personalisation of messages is the #1 tactic used by email marketers to drive up their performance. (HubSpot, 2020)
  • 35% of marketers send between 3 and 5 emails per week to their customers. (HubSpot, 2020)
  • Promotional emails are the most common email type that marketers are investing in. (HubSpot, 2020)


Mobile Email:

  • Mobile-friendly email is the second most-used tactic email marketers use to improve their performance. (HubSpot, 2020)
  • Mobile accounted for 42% of all email opens. (Litmus, 2019)
  • Of all emails opened on mobile devices, 66% are read for more than eight seconds. (Litmus, 2019)
  • Apple iPhone and Gmail are the most used email applications for opening mobile emails. (Campaign Monitor, 2019)
  • Mobile readers who open emails a second time from their computer are 65% more likely to click through. (Campaign Monitor, 2019)
  • 25% of people who open an email on a mobile device will open it again: 70% will stick with their mobile device, and 30% will go elsewhere. (Campaign Monitor, 2019)
  • 40% of consumers say they have at least 50 unread emails in their inbox. (Sinch, 2020)


Email Segmentation:

  • Marketers who use segmented campaigns see as much as a 760% increase in revenue. (Campaign Monitor, 2019)
  • Almost 30% of marketers surveyed use audience segmentation tactics to improve email engagement. (HubSpot, 2020)


3. Search Engine Optimization (SEO)


Conversion Rate Optimization (CRO):

  • Only 17% of marketers use A/B testing on their landing pages to improve conversions. (HubSpot, 2020)
  • 70% of respondents thought that SEO is better than PPC (Pay-Per-Click) for generating sales. (Databox, 2019)
  • Landing pages, the least popular type of signup form, have the highest conversion rate (24%). On the other hand, popups, the most popular signup form, have the second-lowest conversion rate (4%). (Omnisend, 2019)


Organic Search:

  • 49% of users say they go to Google to discover or find a new item or product. (Think with Google, 2019)
  • 64% of marketers say they are actively investing time and money in SEO. (HubSpot, 2020)
  • SEO drives 1000% more traffic than organic social media. (BrightEdge, 2019)
  • More than 50% of searches on Google end without a click on a result. (Jumpshot via Sparktoro, 2019).


eCommerce:

  • Global B2C eCommerce sales are expected to reach $4.5 trillion by 2021. (Shopify Plus, 2019).
  • 59% of shoppers argue that being able to shop on a smartphone is important when deciding which brand or retailer to buy from. (Think with Google, 2019)
  • Search traffic generated 65% of total eCommerce sessions, 33% was generated through organic search, and 32% was generated through paid search. (Statista, 2019)


Voice Search:

  • 45% of American millennials use voice search while doing online shopping. (Statista, 2019)
  • 52% of voice search users say they use this technology several times per day or nearly every day. (The Smart Audio Report, 2020)
  • 24%, about 60 million, of Americans of 18 years old or older own a Smart Speaker, or around 60 million people. (The Smart Audio Report, 2020)


Mobile Search:

  • In 2020, smartphones generated more than half of all website traffic globally. (Statista, 2020).
  • Almost 25% of all businesses invest in mobile optimization as a top SEO tactic. (HubSpot, 2020)
  • 39% of smartphone users are more likely to browse or shop a company or brand’s mobile app because it’s easier or faster to make a purchase. (Think with Google, 2019)


4. Content Marketing


Blogging:

  • Blogs are among the primary three types of content used in content marketing. (HubSpot, 2020)
  • 89% of content marketers used blogs in their content creation strategy in 2020. (Content Marketing Institute, 2020)
  • Articles that are over 3,000 words get 3 times more traffic, 4 times more shares, and 3.5 times more backlinks than shorter articles. The top-performing articles are longer than 5,700 words. (SEMrush, 2019)
  • 86% of companies produce blog content compared to other formats. (SEMrush, 2019)


Content Strategy:

  • 70% of marketers are actively investing in content marketing. (HubSpot, 2020)
  • 78% of companies have a team of one-to-three content specialists. (SEMrush, 2019)
  • 24% of marketers planned on increasing their investment in content marketing last year. (HubSpot, 2020)
  • Marketers today create content for multiple audience segments — marketing to 3 different audience segments is most common. (HubSpot, 2020)
  • Nearly 40% of marketers state that content marketing is an extremely important part of their overall marketing strategy. (HubSpot, 2020)
  • 77% of companies say they have a content marketing strategy. (SEMrush, 2019)
  • 94% of marketers use social media for content distribution. (SEMrush, 2019)


Video:

  • Video has become the most commonly used format in content marketing, overtaking blogs and infographics. (HubSpot, 2020)
  • Promotional videos and videos related to brand storytelling are the most common video types created by marketers. (HubSpot, 2020)
  • 87% of video marketers say that their video's have increased traffic to their website, and 80% of video marketers claim that video has directly increased sales. (Wyzowl, 2020)
  • People are twice as likely to share video content with their friends than any other type of content. (Wyzowl, 2019)
  • In 2019, 59% of non-video marketers said they expected to start using video as a marketing tool in 2020. (Wyzowl, 2019)


Podcasts:

  • There were over 30 million podcast episodes in existence in April 2020. (Podcast Insights via iTunes, 2020)
  • 75% of Americans age 12 or older (approximately 212 million people) are now familiar with podcasting. (Edison Research, 2020)
  • Monthly podcast listening is now at 37%. (Edison Research, 2020)
  • 39% of men and 36% of women age 12+ in the U.S. are monthly podcast listeners. (Edison Research, 2020)



5. Social Media


Social Media Usage:

  • 3.96 billion people use social media worldwide, that is 58.11% of the world's population. (Backlinko, 2021)
  • In 2019, TikTok was the third most downloaded non-gaming app in the world with over 1.5 billion downloads. Almost 25% of online U.S. adults say they have come across videos posted on TikTok. (Statista, 2020)  
  • YouTube was the social media platform with the biggest reach among U.S. Gen Z and Millennial internet users in 2019, regardless of gender. (Statista, 2019)


Social Media Management:

  • As of 2019, 69% of social media marketers said they'd increase their use of Instagram in the future. (Statista, 2019)
  • Facebook, Instagram, and Twitter lead the pack as the most common social media platforms used by marketers. (HubSpot, 2020)
  • Social listening (he process of monitoring social media channels for mentions of your brand, competitors, product, and more) is the number one tactic used by marketers. (HubSpot, 2020)
  • 66% of marketers say social listening has increased in value for their organization over the past 12 months (Hootsuite, 2020)
  • Increased exposure is the most commonly cited advantage of using social media for marketing purposes among global industry professionals. (Statista, 2019)
  • Improved traffic, lead generation, and growing fan loyalty are among the top reasons why marketers see value in employing social networks in their campaigns. (Statista, 2019)
  • The most common publishing cadence for social media marketers is three-to-four times per week. (HubSpot, 2020)
  • 66% of marketers say social listening has increased in value for their organization over the past 12 months (Hootsuite, 2020)


LinkedIn:

  • 740 million members in more than 200 countries and territories worldwide (Kinsta).
  • According to a 2020 survey, 43% of LinkedIn's audience members were female and 57% were male. (Statista, 2020)
  • In 2019, over 87% of video marketers on LinkedIn described the platform as an effective video marketing channel. (Wyzowl, 2020)
  • LinkedIn is the second-most popular social media platform used by B2B marketers, ranking only behind Facebook. (Statista, 2019)


Facebook:

  • As of Q1 2020, there are 2.6 billion monthly active Facebook users. (Statista, 2020)
  • Facebook is the primary content distribution channel for marketers today. (HubSpot, 2020)
  • 18% of marketers currently use Facebook Groups. (HubSpot, 2020)


Instagram:

  • As of April 2020, 35% of global Instagram audiences were between the ages of 25 and 34. (Statista, 2020)
  • Instagram is the social channel with the second-highest ROI among marketers. (HubSpot, 2020)
  • In 2018, there were 3.7 million brand-sponsored influencer posts on the social platform. (Statista, 2019)
  • Women accounted for 56.4% of Instagram users in the U.S. as of February 2020. (Statista, 2020)


Pinterest:

  • As of January 2021, Pinterest has 459 million global active users every month. (Backlinko, 2021)
  • During a survey, 25% of responding social media marketers at B2B companies stated they used Pinterest to market their businesses. (Statista, 2019)
  • During a survey, 30% of responding social media marketers at B2C companies stated they used Pinterest to market their businesses. (Statista, 2019)
  • Women make up more than 60% of Pinterest's global audience. (Pinterest, 2021)


Twitter:

  • In 2019, the social network's audience size was 290.5 million monthly active users worldwide, and was projected to keep increasing up to over 340 million users by 2024. (Statista, 2019)
  • Twitter is among the top three social channels used by marketers with the highest ROI. (Statista, 2020)
  • 28.9% of the users, the largest group, is betwee 25 and 34 years old. (Hootsuite)


Snapchat:

  • As of Q1 2020, Snapchat had 229 million daily active users globally, up from 190 million in Q1 2019. (Statista, 2020)
  • Snapchat offers six different advertisement formats on the platform. (Snapchat, 2020)
  • 180 million daily active users engage with Augmented Reality on Snapchat. (Snapchat, 2020)


TikTok:

  • TikTok has 689 million monthly users worldwide. (TikTok, 2021)
  • TikTok was the most downloaded app in iOS Appstore in Q1, 2019. Over 2 billion people downloaded the TikTok app in 2020. (SensorTower)
  • 62% of TikTok’s users in the U.S. are betwee 10 and 29. (Statista, 2020)
  • TikTok users spend on average 52 minutes per day on the app. (BusinessofApps, 2019)
  • In less than 18 months, the number of U.S. adult TikTok users grew 5.5 times. (Marketingcharts, 2019)


Clubhouse:

  • Clubhouse has 10 million weekly active users, up from 600,000 in December 2020. (Backlinko, 2021)
  • With its $1 billion valuation, Clubhouse is now a Unicorn startup, joining the ranks of Uber and AirBnb. (Backlinko, 2021)
  • Users seem to spend a lot of time in the app. (Influencer MarketingHub, 2021)


YouTube:

  • YouTube is the fourth most-used social media platform by marketers (Facebook, Instagram, and Twitter topped the list). (HubSpot, 2020)
  • 88% of video marketers say they plan to use YouTube in 2020. (Wyzowl. 2020)
  • Over 2 billion logged-in users visit YouTube each month and everyday people watch over a billion hours of video and generate billions of views. (YouTube, 2020)
  • YouTube, on mobile alone, reaches more people in the 18-34 U.S. audience demographic than any TV network. (YouTube, 2020)
  • When people are deciding what video to watch on YouTube, relating to their passions is 3X more important than whether or not the video has a famous actor, and 1.6X more important than whether the video has high-production quality. (Think with Google, 2019)



6. Video Marketing


Product Video:

  • 83% of video marketers say video has helped them generate leads and 84% of people say that they’ve been convinced to buy a product or service by watching a brand’s video. (Wyzowl, 2020)
  • 95% of video marketers said they felt they’d increased understanding of their product or service using video. (Wyzowl, 2020)
  • 93% of brands got a new customer because of a video on social media. (Wyzowl, 2020)
  • 96% of marketers have placed ad spend on video. (Animoto, 2020)


Video Analytics:

  • The most common types of videos made by marketers are presentations (65%), followed by ads (57%), and explainers (47%). (Biteable, 2021)
  • 43% of video marketers say video has reduced the number of support calls they’ve received. (Wyzowl, 2020)


Social Video:

  • In 2020, social engagement videos are among the top four most common types of video marketers are investing in today. (HubSpot, 2020)
  • Video is the second most-used content type on social media used to increase audience engagement. (HubSpot, 2020)
  • Live video is the third most-used social media marketing tactic. (HubSpot, 2020)
  • 93% of brands got a new customer because of a video on social media. (Animoto, 2019)



7. Advertising


Mobile Advertising:

  • In 2018, U.S. advertisers spent nearly $50 million on programmatic digital display advertising. (HubSpot, 2020)
  • Across social channels, photo and imagery posts are the most-used content type to increase audience engagement. (HubSpot, 2020)
  • 68% of marketers stated that paid advertising is "very important" or "extremely important" to their overall marketing strategy. (HubSpot, 2020)
  • Ad placement and audience targeting are the top optimization tactics used by advertisers today. (HubSpot, 2020)
  • 33% of marketers use paid advertising to increase their brand awareness. (HubSpot, 2020)


Display Advertising:

  • Across social channels, photo and imagery posts are the most-used content type to increase audience engagement. (HubSpot, 2020)
  • 68% of marketers stated that paid advertising is "very important" or "extremely important" to their overall marketing strategy. (HubSpot, 2020)
  • Ad placement and audience targeting are the top optimization tactics used by advertisers today. (HubSpot, 2020)
  • 33% of marketers use paid advertising to increase their brand awareness. (HubSpot, 2020)


PPC (Pay-Per-Click) Advertising:

  • The average cost-per-click (CPC) in the marketing industry is $3.33 and the most expensive marketing industry keyword CPC is $165. (HubSpot via Ahrefs and WordStream, 2020)
  • The average CPC in the software industry is $3.80 and the most expensive software industry keyword CPC is $95. (HubSpot via Ahrefs and WordStream, 2020)
  • The average CPC in the real estate industry is $2.37 and the most expensive real estate industry keyword CPC is $95. (HubSpot via Ahrefs and WordStream, 2020)


Video Advertising:

  • An overwhelming majority of people (94%) report watching explainer videos to learn more about a product, with 84% being swayed to make a purchase. (Wyzowl, 2021)
  • Viewers are 4 times more likely to use YouTube versus other platforms to find information about a brand, product, or service. (Google, 2020)
  • Viewers say they’re 2x more likely to buy something they saw on YouTube. (Google, 2020)
  • Video ad spending is expected to show an annual growth rate between 2020 and 2024 of 4.9%. (Statista, 2020)
  • The most commonly-created types of video are explainer videos (72%) presentation videos (49%) testimonial videos (48%) sales videos (42%) and video ads (42%). (Wyzowl, 2019)
  • 92% of marketers surveyed who use video say that it’s an important part of their marketing strategy. (Wyzowl, 2019)
  • 95% of video marketers say video has helped increase user understanding of their product or service. (Wyzowl, 2019)



8. Sales


Selling:

  • 24% of marketers use paid advertising to impact direct sales. (HubSpot, 2020)
  • 57% of organizations say they're shifting to a hybrid sales model in 2021. (HubSpot, 2020)
  • Over a third (34%) of respondents say prospecting and lead qualification is salespeople's biggest challenge. (Pipedrive, 2020)
  • Top-performing salespeople believe they receive better leads from marketing. Almost all (94%) of the top performers surveyed in the LinkedIn study called the marketing leads they receive either “excellent” or “good”. (LinkedIn, 2020)
  • Many sellers transformed from product pitch selling to consultative selling (atd, 2020).


Social Selling:

  • 78% of salespeople engaged in social selling are outselling their peers who are not. (LinkedIn, 2020)
  • 36% of buyers “strongly agree” that an informative LinkedIn profile is important for salespeople to have. (LinkedIn, 2020)
  • Social selling leaders are 51% more likely to reach quota. (LinkedIn, 2020)
  • Salespeople active on social media report 45% more sales opportunities. (LinkedIn, 2020)


CRM (Customer Relationship Management):

  • 61% of overperforming leaders use their CRM to automate parts of their sales process, vs. 46% of underperforming leaders. (HubSpot, 2020)
  • 82% of the respondents say "Active customer retention" is one of the most important objectives for their CRM team. (Tinyclues, 2021)
  • The global CRM market is poised to reach about $113.46 billion by the end of 2027 (Globe Newswire, 2021)
  • 65% of sales professionals use a CRM, and 97% consider sales technology "very important" or "important" (LinkedIn, 2020)




9. Artificial Intelligence

  • In 2020, the global artificial intelligence (AI) software market is expected to grow approximately 154% year-over-year. (Statista, 2020)
  • In a 2019 Deloitte survey of 2,737 U.S. executives from companies considered to be early AI adopters, 90% reported AI is "very" or "critically" important to their business today. (Deloitte, 2019)
  • Chatbots fueled by AI are predicted to handle 85% of customer service by 2020. (Innovation Enterprise, 2019)


This list of statistics is for a large part based on statistics by HubSpot, a popular American software developer that offers a full platform of marketing, sales, customer service, and CRM software to help businesses grow.

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