Jaw-dropping Digital marketing Stats to Rule the B2B World

By Alison Wurth:

In the ever-changing world of digital marketing, we live and die by the latest statistics. In the HR space, we prepare for the future based on projections and welcome the latest HR technology that could completely turn our world upside down. Sometimes we don’t like what we see, but what else can you do but embrace them?

These are sound assessments of the now and the later – a preview into the future so we can be as prepared as possible. Whether it’s artificial intelligence dictating your candidate experience or the realization that your business’ website will mostly be seen on mobile – we say, “Bring it on!”

Digital Marketing

• Worldwide internet user penetration in 2017 was 46.8%. That’s expected to grow to 52.4% by 2020. (Source)
• In 2017, 50.3% of global web pages were accessed by mobile phones. (Source, 2018)
• 61% of marketers say growing SEO/organic presence is a high inbound marketing priority. (Source)
• 65% of marketers agree that link building is the most difficult tactic to perform. (Source)
• The average cost per click (CPC) in AdWords across all industries is $2.69 on the search network an $0.63 on the Google display network. (Source)
• Bloggers who update older content are 74% more likely to report strong results. (Source)
• More than 70% of respondents agreed they can demonstrate, with metrics,
  how content marketing has increased audience engagement and their
  number of leads. (Source)
• 47% want to review three to five pieces of content before they engage with sales reps. (Source)
• Facebook’s advertising revenue in Q2 2017 reached $9.16 billion, up 47% year-over-year. (Source)
• Twitter’s ad revenue fell in early 2017 by 8% to $548 million as advertisers pulled back from the social media platform. (Source)
• LinkedIn earned nearly $1 billion ($975 million) in sponsored ad revenue in the first quarter of 2017. (Source)
• In 2020 U.S. spending on digital advertising is set to hit $113.18 billion, double the amount compared to just 2 years ago. (Source)

Overall, digital marketing is growing. From internet usage, Facebook users, money spent on digital advertising and U.S. spend on digital ads – it is clear to see the majority of advertising is growing in the digital realm. So, what does this mean for B2B? Your experience with digital ads could be as minimal as seeing targeting ads on Facebook that want you to purchase their item.

Based on their algorithms, the company made sure you saw it because you’re their target market! When it comes to B2B, it really isn’t that different. You have a target audience and you do everything in your power to show them your product is the absolute best.

B2B Marketing

• The average cost per click (CPC) in B2B is $3.33 on the search network an $0.79 on the Google display network. (Source)
• 74% of B2B marketers agree their organization values creativity and craft in content creation and production (compared with 88% of top performers). (Source)
• 97% of B2B marketers use LinkedIn for content marketing efforts, followed closely by Twitter with 87% and Facebook with 86%. (Source)
• In 2015, 53% of the B2B buyers Forrester surveyed preferred to gather information on their own versus interacting with a sales rep. Today, that figure has grown to 68%. (Source)

The focus on LinkedIn is unique to B2B digital marketing. For example, if a woman’s clothing company was advertising exclusively on LinkedIn…I imagine those seeing the ads would be a bit confused. In the popular professional social site, digital ads should reflect that.

While you’re there to network – you’re likely to see targeted ads that are suggesting their product would make your business run more smoothly. It makes so much sense that HR Technology ads are going to be found predominantly on LinkedIn – where those in the HR space are looking for new ideas and products for their recruiting efforts.

HR & Recruiting Tech

• The average cost per click (CPC) in Employment Services is $2.04 on the search network an $0.78 on the Google display network. (Source)
• 70-75% of the workforce now considered passive, social media enables businesses to provide useful, educational content aimed at this candidate pool to get them familiar with your brand. (Source)
• Over 60% of organizations say strengthening their employer brand is a top priority. (Source)

Digital marketing is always changing. But, what we can do is prepare and embrace what is coming. When technology comes your way that can simplify your business – welcome it! The stats show – internet use is growing. Where the people are, the ads will follow. And, if the people are there – so are the businesses, ready to make their pitch via digital ad to consumers and other businesses to prove their product or service is better than the next.

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