Four insightful stats that will change the way you see digital marketing

Posted by Nikita Scott on 2 March 2016 | Comments

       

Our society has a love-hate relationship with statistics. On one hand, their simplicity, makes their information immediately understandable.

On the other hand, we recognise their potential to skew the truth, oversimplify what is complex, and give credence to arguments that would otherwise hold as much water as a tea strainer. One witty wordsmith put it nicely by saying that people with poor arguments use statistics like a drunk man uses a lamppost. For support, not illumination. 

The truth is that statistics only pose a problem when they are presented as… well, the truth. Statistics are not fact. They are numbers, and numbers can be interpreted any number of ways. That said, if these interpretations are backed by sound logic, stats can be quite useful.

Marketing statistics, for example, express completely quantifiable things and are therefore accurate 99 percent of the time. See what I did there? 

In all seriousness though, stats are more reliable and more useful when they express things that can be easily turned into numbers, when we remember that they are subject to interpretation, and when those interpretations are backed by logic steadier than a swaying drunk. 

And so, without any further ado, I give you four digital marketing stats and my very subjective interpretation of what they should mean to you and your digital marketing strategy. 

74% of all web traffic will be video by 2017. 

According to Brafton, the future is in video. Now, I’m not suggesting that you create video content willy nilly. That would only clutter an already congested medium. You need to create video content that stands out from the rest. And, more importantly, you need to create content that is backed by the inbound marketing methodology. By tailoring your videos for your marketing personas, you will create highly targeted digital marketing content with even greater appeal. To get your ready-to-go-viral videos out there, embed them on landing pages, post them in boosted social media posts, and use them to amplify your content-driven blog articles. 

56% of customers are more likely to buy with a personalised experience. 

Though this stat is from usabilla, you’ve probably heard the general message a million times: if your marketing messages are not personalised and targeted, you’re shooting in the dark. You need to make sure that your messages are personalised and targeted specifically for your desired customers. By expressing knowledge of a contact, you are more likely to increase your sales and earn their trust. Obviously, it’s not practical to employ an army of writers just to create personalised emails. Instead, you need to employ an automated content delivery system to distribute content according to persona behaviour and preference parameters. 

Mobile accounts for 73% of all email opens. 

Despite a dip in 2015, mobile email opens are at an all-time high. This is according to a new report by Movable Ink. They also report that people are making more searches on their phones and that email opens on tablets are down. How does this help? Hopefully, you’ll realise just how important it is that your emails and web pages can be read on a small screen. If you haven’t already geared your digital marketing messages for mobile, you need to. Right now. 

Inbound marketing costs 62% less per lead than traditional outbound marketing. 

Maybe you’ve had your head in the sand, and you don’t know that inbound marketing is a more cost effective way of reaching your target audience. This shouldn’t be news. What is surprising is just how much more cost effective it is to generate leads using inbound marketing instead of traditional marketing techniques. According to bumbl it’s 62%! If you are not already using inbound in your digital marketing mix, you’re going to have to start soon. There’s just no competing with competitors who can do the same work for 62% less.

The big picture that we get from these stats is one comprised of four essential elements: video - because it is more engaging; personalised messages - because consumers have lost their patience with businesses which only want their money; mobile-friendly formats - because more people are opening emails on the go; and inbound marketing - because traditional marketing is dying a slow death. This last element is the most important, as it determines how the other three are combined. 

If you’d like to learn more about inbound marketing and what goes into this powerful marketing mix, download our Inbound Marketing Guide

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Author: Nikita Scott

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