It’s no secret that marketing is constantly evolving. Just think about how different things were even a decade ago. The rise of social media, the popularity of streaming services, and the usage of smartphones have all drastically changed the marketing landscape.
And as we prepare ourselves for 2023, it has become more evident how our market has changed. For one thing, we’ve started relying more on data and analytics. With so much competition, we need to measure our impact and analyze our audience to make genuinely informed decisions about our campaigns.
Of course, these numbers keep changing in the upcoming years. But they provide a fascinating snapshot of where things are headed to.
So, let’s see how the marketing landscape has changed with five marketing statistics for 2022. Stay tuned!
How Has The Marketing Landscape Changed In 2022?
In 2022, the digital market transformation reached USD 594.4 billion [source]. This increase is due to the growing importance of digital marketing strategies. More and more businesses are incorporating data analytics into their marketing efforts to understand their practical approaches. As a result, we expect continued growth in digital marketing techniques in the coming years.
Another trend we see in 2022 is the rise of mobile marketing. Businesses increasingly turn to mobile-friendly marketing tactics as people spend excessive time on smartphones. It is estimated that over half of web traffic and two-fifths of the email will open from mobile devices in 2022 [source].
This shift reflects the growing importance of reaching consumers where they spend most of their time. These trends will become more prevalent in the coming years as businesses strive to stand out in an increasingly crowded marketplace.
Now, let’s see five statistics that add feathers to the crown of digital marketing.
The Top 5 Marketing Statistics For 2022
1. Digital marketing investment has increased more than double compared to traditional marketing investments.
In 2021, digital spending was projected to be more than double that of traditional expenditures. The total budget for digital advertising in 2021 was $436 billion compared to only $196 billion spent on conventional advertising [source].
Moreover, for the past several years, we could see investments in traditional marketing have consistently decreased by a single digit compared to investments in digital marketing, constantly increasing by double-digit increments yearly [source].
So, the future is visible. Customers are shifting their shopping habits from traditional to digital marketing, and the future for digital marketers is looking bright as businesses continue to invest more and more in their online presence.
2. The marketing budget has climbed from 6.4% to 9.5% in 2022.
Marketing budgets vary widely from company to company and from industry to industry. The B2B product sector reports a much lower 6.7% of revenue dedicated to marketing expenses. [source].
According to a Gartner report in 2022, the marketing budget as a percentage of the company’s revenue has increased from 6.4% to 9.5% compared to last year [source].
Some companies include marketing and sales-related expenses as part of their total firm budget. That includes social media marketing, Brand- related expenses, and mobile marketing, which have a significant budget allocation of 92.9%, 81%, and 59.8%, respectively [source].
3. Optimistic increase in digital Ads spending up to $197.05 billion.
In the growing trend of digital marketing, digital ads increase the brand awareness of a product by almost 80%, and 65% of customers click on PPC ads, which generates twice the number of visitors compared to SEO [source].
Moreover,
- Almost 155% of customers search for brand-specific terms when exposed to display ads [source].
- 40% of clicks are on the top 3 ads on the SERP’s first page, according to the PPC statistics report in 2022 [source].
eMarketer published a report on the changes to the digital ad spending forecast from 2020-2023 in October 2020. It shows an increasing graph, which measures $142.39 in 2020,$171.20 in 2021, and $197.05 in 2022, and is even more optimistic for upcoming years [source].
4. 72.2% of the marketing budget is allocated purely for digital channels.
Companies have now started to make a more profound analysis of marketing budget allocation and which marketing channels they should invest in to increase their revenue.- online or offline channels.
The CMO survey found that digital spending is more dominant, with 57.9% of marketing allocation for digital activities compared to other channels [source].
However, the delegations for owned, paid, and earned channels are as follows.
- Owned digital channels – 29.5%
- Paid digital channels – 20.9%
- Earned digital channels – 21.8%
This totals 72.2% of the marketing budget for digital channels in 2021 [source].
5. 56% of marketers say blogging is effective, and 10% say it generates more ROI.
Content marketing is about creating and sharing relevant content with your target audience, including anything from blog posts and infographics to videos and eBooks. A survey states that 56% of marketers see blogging as an effective strategy, and 10% say it generates more revenue [source].
- Almost 82% of marketers invest in content marketing, according to Hubspot research [source].
- A report says that short articles with less than 3000 words rank third in the last 12 months, generating the best results [source].
- 40% of marketers consider content marketing an essential strategy to increase their revenue in 2020 [source].
Moreover, this trend keeps increasing as [source]:
- 90% of marketers plan to continue investing in content marketing with the same budget.
- 66% of marketers expect to increase their budget on content marketing in 2022 compared to 2021.
- And more than 60% of marketers see their success using this strategy.
So, as we move into 2022 and beyond, it will be interesting to see how marketing continues to evolve. Will we see even more of a shift towards data-driven decisions? Or will new technologies take center stage? Only time will tell. But in the meantime, marketers need to stay up-to-date on the latest trends and changes to continue delivering successful campaigns.
