B2B Articles - May 12, 2015

Statistics on Digital Marketing Opportunities in 2015

Statistics on Digital Marketing Opportunities in 2015

The following article features a collection of statistics concerning the latest digital marketing opportunities. We looked at statistics from surveys, studies, and industry predictions from the past two years to compile this collection of statistics, meant to help companies and organizations capitalize on the top digital marketing opportunities in 2015.   

In 2014, email marketing was cited as the most effective digital marketing channel for customer retention in the United States. – eMarketer



82% of consumers feel more positive about a company after reading custom content. – Demand Metric



Content marketing generates three times as many leads as traditional outbound marketing, but costs 62% less. – DemandMetric




64% of people say the customer experience is more important than price in their choice of brand. – Gartner



37% of consumers are more likely to purchase on a mobile optimized site. – ExactTarget



27% of consumers will leave a site if it is not mobile-optimized. – ExactTarget



Mobile devices accounted for 34% of US organic search visits during the second quarter of 2014. – RKG Digital



In 2015, one-third of all online sales in the UK will take place via smartphones and tablets. By 2019, that figure will rise to over 40%. – eMarketer



Mobile ad spending is expected to top $100 billion worldwide in 2016. Driving this growth is consumer adoption of mobile devices. – eMarketer



As demonstrated in the graph below, one in three marketers report a “major uplift” in search engine marketing conversion rates since implementing personalization. This indicates a significant opportunity for companies to embrace website and content personalization to drive conversions.

Graphic: Statistics on Digital Marketing Opportunities in 2015

The following graph depicts that organic search remains the leading method by which US adults find information online. This indicates that organic search – and thus inbound marketing – remain critical to lead generation efforts.

Discovery - Statistics on Digital Marketing Opportunities in 2015


The top 3 content formats that B2B buyers seek out to research a purchase decision include: white papers (78%), case studies (73%), and webinars (69%). – Demand Gen



95% of B2B buyers agreed that they preferred shorter content formats. – Demand Gen



The following graph depicts that online search tools are more important to B2B executives than company websites and recommendation when it comes to finding credible and trustworthy content from companies.   

online search tools are more important to B2B executives than company websites and recommendation when it comes to finding credible and trustworthy content from companies



In 2014, 39% of B2B buyers identified that they share infographics on social media frequently. – Demand Gen




In a recent study, 86% of buyers expressed some level of desire to access interactive or visual content on demand. – Demand Gen



In 2014, the use of video content for B2B marketing increased 8% to 58%, while the use of infographics increased from 9% to 52%. – Demand Gen



By 2017, online video will make up nearly 70% of consumer Internet traffic. – Cisco



Global ad spending on social media will rise more than 33% in 2015, to $23.68 billion. – eMarketer



70% of marketers plan to increase their use of original visual assets in 2015. – Social Media Examiner



As shown in the graphic below, adding a photo URL to your tweet can boost retweets by 35%. – Twitter Media Blog



Twitter statistic: Statistics on Digital Marketing Opportunities in 2015


See related articles:


  • eMarketer, Email: The Old Kid on the Block’s Still Got It, https://www.emarketer.com/Article/Email-Old-Kid-on-Blocks-Still/1011047
  • ExactTarget, 2014 Mobile Behavior Report, https://www.exacttarget.com/sites/exacttarget/files/deliverables/etmc-2014mobilebehaviorreport.pdf
  • Demand Metric, A Guide to Marketing Genius: Content Marketing, https://www.demandmetric.com/content/content-marketing-infographic
  • eMarketer, https://www.emarketer.com/
  • Demand Gen, B2B Content Preferences Survey: Buyers Want Short, Visual, Mobile-Optimized Content, https://www.demandgenreport.com/industry-topics/content-strategies/2746-b2b-content-preferences-survey-buyers-want-short-visual-mobile-optimized-content.html#.VUxF0EKe7FI
  • Social Media Examiner, 2014 Social Media Marketing Industry Report, https://www.socialmediaexaminer.com/SocialMediaMarketingIndustryReport2014.pdf
  • Twitter Media Blog, What fuels a Tweet’s engagement?, https://blog.twitter.com/2014/what-fuels-a-tweets-engagement
  • RKG Digital, Digital Marketing Report, https://resources.rimmkaufman.com/RKG-DMR-Q2-2014.html
  • Demand Metric, Content Marketing Infographic, https://www.demandmetric.com/content/content-marketing-infographic
  • Content Marketing Institute, How to Win Your Battle for Content Marketing Buy-in, https://contentmarketinginstitute.com/2015/03/buy-in-conversation-content-marketing/
  • Marketing Charts, How do US Consumers Discover Online Information and Websites?, https://www.marketingcharts.com/online/how-do-us-consumers-discover-online-information-and-websites-49623/
  • Marketing Charts, 1 in 3 Marketers Report “Major Uplift in SEM Conversion Rates From Personalization, https://www.marketingcharts.com/online/1-in-3-marketers-report-major-uplift-in-sem-conversion-rates-from-personalization-48745/
  • Marketing Charts, How do B2B Exec Find Content?, https://www.marketingcharts.com/online/how-do-b2b-execs-find-content-search-47414/

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