Understanding the latest marketing trends and data is essential for companies looking to succeed today. We compiled 15 insightful charts that illustrate the current state of marketing based on recent research.
- Marketing Budgets Rise
CMOs globally expect their budgets to increase by 5.7% in 2023 according to Gartner. Inflation-driven rises along with investments in advertising, martech and analytics are driving growth. - TikTok Overtakes Facebook
41% of global internet users now use TikTok monthly compared to 39% on Facebook, per Hootsuite. Among 18-24 year olds, TikTok engagement dwarfs other platforms. - Google Dominates Search
Google handles over 92% of global searches as of 2022, Statista reports. Its market share has steadily grown thanks to algorithm innovation and convenience. - Content Marketing Investment Up
78% of B2C marketers and 80% of B2B marketers plan to increase content marketing spend in 2023, per Semrush. Original, valuable content remains essential for ranking and generating traffic. - Email Marketing Still Effective
Email generates $42 in revenue for every $1 spent, making it the top channel for ROI according to DMA. Audiences continue to use and engage with email. - Consumers Embrace Digital Experiences
Per PwC, 52% of global consumers say digital experiences impact their loyalty more today than before the pandemic. Seamless digital experiences increasingly influence brand perceptions. - Retail Media Booms
Retail media ad spend could reach $100 billion by 2023 in the US alone according to eMarketer, as retailers offer internal ad platforms. Amazon now captures over 10% of U.S. digital ad spend. - Influencer Marketing Scales
The influencer marketing industry is projected to be worth $16.4 billion in 2022, per Insider Intelligence. Nanoinfluencers are gaining appeal for their authenticity and lower costs. - Mobile Dominates Digital Media Time
U.S. adults now spend 4 hours and 10 minutes per day on mobile versus 3 hours and 43 minutes watching TV, reports App Annie. Mobile is the first screen for an overwhelming majority. - Virtual Experiences Expand
Per EventMB, 55% of event profs offered virtual experiences in 2021. Hybrid online/in-person events are becoming more common in the wake of COVID-19. - Video Content Surges
Twitter posts with video receive 10x more engagement than posts without per Socialinsider. Video has become a key part of every marketer’s strategy. - Podcasting Keeps Growing
There are over 2 million podcasts globally as of 2022, reports Listen Notes. Podcast ad revenue is projected to double within two years to over $2 billion. - Streaming Wars Intensify
Per eMarketer, 45% of U.S. households now have three or more paid streaming subscriptions, fueling intense competition for original content. Marketing on streaming platforms goes mainstream. - Privacy Changes Disrupt Targeting
After Apple’s ATT and Google phasing out cookies, marketers adapt to new privacy-focused realities. Contextual targeting and first-party data gain appeal. - Automation Transforms Workflows
Per Salesforce, 67% of marketing leaders have implemented marketing automation tools. Automation streamlines processes, optimizes spend and provides data insights.
These charts showcase the dynamic shifts transforming modern marketing. As new technologies empower consumers, marketers must adapt through careful testing, data analysis and constant optimization to succeed. Disruption brings opportunity for marketers able to evolve.
