Wednesday, December 3, 2014

If you love stats, we'll give you stats. 75 impressive stats found though Salesforce marketing research.

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At SkyPlanner, South Florida's premier Salesforce consulting and customization company, we love data. Especially data that comes from the leading marketing platforms with the ability to amass huge amounts of statistical research through research, reports, and marketing surveys: The Salesforce Marketing Cloud. Drew Beechler, a Content Strategist for the Salesforce Marketing Cloud collected that data and presented it into a impressive list of statistics that shows how important marketing can be to any organization, large or small: 
Digital Marketing 2014 Stats
1. “98% of marketers plan to increase or maintain their spend in 2014.”
2. “65% of marketers say driving subscriber engagement is their primary lifecycle challenge.”
3. “47% of marketers said driving increased conversion rates is their number one priority for 2014.”
4. “60% of marketers plan to increase spend in marketing automation for 2014.”
5. “53% of CMOs felt an increased pressure to enable revenue growth in 2014.”
6. “Two-thirds of consumers say it is somewhat or very important that companies they interact with are seen as a technology leader.”
7. "86% of senior-level marketers agree that it's important to create a cohesive customer journey across all touchpoints and channels."
8. "56% of enterprise companies have adopted a customer journey strategy."
9. "Only 29% of enterprise companies rate themselves as effective at creating a cohesive customer journey."
10. "40% of marketing leaders say their company uses the term 'customer journey,' and 83% of leaders whose companies don't use the term still believe it is critical or very important for their marketing team to create one."
Email Marketing Stats
11. “68% of marketers believe email is core to their business.”
12. “49% of marketers send more than 500,000 emails annually.”
13. “88% of digital marketing organizations are using email marketing today.” 
14. “Birthday campaigns are used by only 19% of marketers.”
15. “43% of marketers believe that birthday campaigns are very effective.”
16. "Only 15% of marketers are currently using abandoned cart emails." 
17. “95% of those who opt into email messages from brands find these messages somewhat or very useful.”
Mobile Marketing Stats
18. “80% of marketers using mobile believe mobile efforts do or will provide ROI.”
19. “Only 30% of marketers use location-based functionality.”
20. “47% of marketers have a app.”
21. “53% of digital marketing organizations do not plan to use mobile push notifications in 2014.”
22. “24% of marketers report that their emails are opened on a mobile device more than 51% of the time.”
23. “42% of marketers rarely or never use mobile responsive design in emails.”
24. “35% of marketing organizations have a dedicated mobile team.”
25. “95% of marketers who did integrate mobile marketing into their overall program said it was at least somewhat effective.”
26. “85% of people say that mobile devices are a central part of their everyday life—and 90% of those aged 18-24 agreed.”
27. “73% of smartphone owners also own a tablet.”
28. “14% of consumers associate tablets and e-readers with the word mobile.”
29. “65% of tablet owners report using their tablet while watching TV at least once per day.”
30. “54% of people say mobile-optimized websites don’t give enough information.”
31. “76% of users agree that location sharing provides more meaningful content.”
32. “91% of users who subscribe to a brand’s texts see text messaging as somewhat or very useful.”
33. “41% of consumers who don’t opt into text messages from brands say it’s because they don’t provide meaningful content.”
34. “Consumers with an income of <$25K spend significantly more time on their mobile devices than those reporting higher incomes.”
35. “On average, consumers spend 3.3 hours per day on a smartphone, and 3.1 hours per day on a tablet.”
36. “Tablets are used more frequently than smartphones for passive activities, such as watching videos or movies (40%) and reading (57%).”
37. “Male consumers use smartphones at a significantly higher frequency for getting news alerts than female consumers (72% vs. 54%)”
38. “76% of Twitter visits occurred on tablets.”
39. “82% of weather visits occurred on smartphones.”
40. “46% of consumers say they use push notifications because they like receiving personalized alerts.”
41. "Mind the mobile gap: more than 50% of B2B marketing leaders don’t plan on using mobile in their strategy, despite mobile’s overwhelmingly positive effectiveness ratings."
42. "100% of marketers who valued mobile app technology as important went on to rate their company as either very effective or effective at using mobile apps to execute their overall marketing strategy."
Social Media Marketing Stats
43. “46% of marketers believe social is core to their business.”
44. “60% of digital marketing organizations are using social listening.”
45. “18% of marketers plan to adopt Google+ as a social channel in 2014.”
46. “72% of marketers use YouTube as a social channel.”
47. “46% of consumers report that brands don’t provide meaningful content on social media.”
48. "In 2013, companies tracked an average 43% increase in Twitter followers."
49. "The media and entertainment, financial services, and education and non-profit industries receive the most retweets per tweet (23.6, 17.1, and 15.3, respectively)."
50. "Brands and companies tweet photos only 8% of the time, although tweets containing a photo generate considerably higher reply and retweet volumes than those without photos."
51. "Tweets containing a photo generate 128% more replies and retweets than those without."
52. "Weekend Facebook engagement by reach is 16% more than weekdays, but only 15% of brands' posts occur on the weekend."
Stats about Social Media Ads
53. "Globally, average click-through rate (CTR) for Facebook advertising increased from .18% to .36% in 2013."
54. "Overall CPM rose from $0.31 in Q1 to $0.75 in Q4."
55. "The global average cost-per-click for Facebook ads increased 24% in 2013. Cost per thousand impressions (CPM) rose from $0.31 to $0.75 in 2013."
56. "Mobile ad CTR in Q4 of 2014 was 1.56%—over 300% better than Facebook ads as a whole. CPM, though, for mobile ads was $5.41 in Q4."
57. "Facebook ads on mobile had a 8.08% conversion rate for 2013."
58. "Facebook mobile app install had an average cost per install of $4.29 in 2013."
59. "When reached with Facebook ads, email openers were 8% more likely to click on email."
60. "When reached with Facebook ads, email openers were also 22% more likely to purchase."
Web / Predictive Intelligence Stats
61. “16% of CMOs focus on using web personalization frequently, but 50% of CMOs plan to use web personalization in 2014.”
62. “80% of consumers subscribe to emails from brands for the coupons/deals.”
63. “43% of consumers choose not to subscribe to emails from brands because they find it disruptive.”
64. "After 36 months, predictive intelligence influenced 34.71% of brands' total orders."
65. "The average lift in conversion rate for sessions influenced by predictive intelligence is 22.66%."
66. "Predictive intelligence shows a 40.38% influence in revenue after 36 months of implementation."
67. "Transactional emails generate 80% of their revenue on day of send. Abandoned card emails generate 60% of their revenue on day of send."
68. "Abandoned cart emails generate the highest average revenue per click of any predictive intelligence email campaign at $36.02."
69. "Back-in-stock emails receive the highest click-to-open rate at 19%."
70. "Direct sales from predictive intelligence increase dramatically from 6.32% in months 10 to 12 to 9.60% in months 13 to 18."
Data & Analytics Stats
71. “53% of CMOs say ROI is the metric used to measure success in the business.”
72. “91% of consumers say access to content any way they want is important.”
73. “61% of marketers plan to increase spend in data & analytics for 2014.” 
74. "Most marketers haven’t fully integrated customer data across the organization—but of those who have, 97% said they were now successfully creating a cohesive customer journey."
75. "46% of senior-level marketers reported an increased need for data and analytics expertise over the past 12+ months, and 43% expect to see an increased need over the next 12+ months."

If you're interested in reading the full reports from the Salesforce Marketing Cloud team, you can find them at the links below:

2014 State of Marketing

2014 Mobile Behavior Report
Bridging the Digital Divide
The State of Marketing Leadership
Predictive Intelligence Benchmark Report
Social Engagement Benchmark Report: Facebook
Social Engagement Benchmark Report: Twitter
Social Advertising Benchmark Report
Coordinating Channels - Email + Facebook Ads

  1. Beechler, Drew. "75 Digital Marketing Stats from Salesforce Marketing Cloud Research." Salesforce Blog. Salesforce, 26 Nov. 2014. Web. 02 Dec. 2014.