75 Digital Marketing Stats from Salesforce Marketing Cloud Research

November 20, 2014

by Drew Beechler |

Over the past year, Salesforce Marketing Cloud has conducted a number of original research studies, benchmark reports, and marketing leadership surveys. All of this new research has given us quite a library of data and mind-blowing statistics on how both brands and consumers use technology to interact with each other.

I’ve compiled many of these statistics into a single list of 75 digital marketing stats from 2014 research. For more stats and further reading, be sure to download the full reports:

Tweet your favorite statistic and leave a comment if you found a stat surprising or relevant to your business.

Digital Marketing 2014 Stats

1. “98% of marketers plan to increase or maintain their spend in 2014.” – 2014 State of Marketing

2. “65% of marketers say driving subscriber engagement is their primary lifecycle challenge.” – 2014 State of Marketing

3. “47% of marketers said driving increased conversion rates is their number one priority for 2014.” – 2014 State of Marketing

4. “60% of marketers plan to increase spend in marketing automation for 2014.” – 2014 State of Marketing

5. “53% of CMOs felt an increased pressure to enable revenue growth in 2014.” – Bridging the Digital Divide

6. “Two-thirds of consumers say it is somewhat or very important that companies they interact with are seen as a technology leader.” – 2014 Mobile Behavior Report

7. “86% of senior-level marketers agree that it’s important to create a cohesive customer journey across all touchpoints and channels.” – The State of Marketing Leadership

8. “56% of enterprise companies have adopted a customer journey strategy.” – The State of Marketing Leadership

9. “Only 29% of enterprise companies rate themselves as effective at creating a cohesive customer journey.” – The State of Marketing Leadership

10. “40% of marketing leaders say their company uses the term ‘customer journey,’ and 83% of leaders whose companies don’t use the term still believe it is critical or very important for their marketing team to create one.” – The State of Marketing Leadership

Email Marketing Stats

11. “68% of marketers believe email is core to their business.” – 2014 State of Marketing

12. “49% of marketers send more than 500,000 emails annually.” – 2014 State of Marketing

13. “88% of digital marketing organizations are using email marketing today.” – 2014 State of Marketing

14. “Birthday campaigns are used by only 19% of marketers.” – 2014 State of Marketing

15. “43% of marketers believe that birthday campaigns are very effective.” – 2014 State of Marketing

16. “Only 15% of marketers are currently using abandoned cart emails.” – 2014 State of Marketing

17. “95% of those who opt into email messages from brands find these messages somewhat or very useful.” – 2014 Mobile Behavior Report

Mobile Marketing Stats

18. “80% of marketers using mobile believe mobile efforts do or will provide ROI.” – 2014 State of Marketing

19. “Only 30% of marketers use location-based functionality.” – 2014 State of Marketing

20. “47% of marketers have a app.” – 2014 State of Marketing

21. “53% of digital marketing organizations do not plan to use mobile push notifications in 2014.” -2014 State of Marketing

22. “24% of marketers report that their emails are opened on a mobile device more than 51% of the time.” – 2014 State of Marketing

23. “42% of marketers rarely or never use mobile responsive design in emails.” – 2014 State of Marketing

24. “35% of marketing organizations have a dedicated mobile team.” – 2014 State of Marketing

25. “95% of marketers who did integrate mobile marketing into their overall program said it was at least somewhat effective.” – 2014 State of Marketing

26. “85% of people say that mobile devices are a central part of their everyday life—and 90% of those aged 18-24 agreed.” – 2014 Mobile Behavior Report

27. “73% of smartphone owners also own a tablet.” – 2014 Mobile Behavior Report

28. “14% of consumers associate tablets and e-readers with the word mobile.” – 2014 Mobile Behavior Report

29. “65% of tablet owners report using their tablet while watching TV at least once per day.” -2014 Mobile Behavior Report

30. “54% of people say mobile-optimized websites don’t give enough information.” – 2014 Mobile Behavior Report

31. “76% of users agree that location sharing provides more meaningful content.” – 2014 Mobile Behavior Report

32. “91% of users who subscribe to a brand’s texts see text messaging as somewhat or very useful.” – 2014 Mobile Behavior Report

33. “41% of consumers who don’t opt into text messages from brands say it’s because they don’t provide meaningful content.” – 2014 Mobile Behavior Report

34. “Consumers with an income of <$25K spend significantly more time on their mobile devices than those reporting higher incomes.” – 2014 Mobile Behavior Report

35. “On average, consumers spend 3.3 hours per day on a smartphone, and 3.1 hours per day on a tablet.” – 2014 Mobile Behavior Report

36. “Tablets are used more frequently than smartphones for passive activities, such as watching videos or movies (40%) and reading (57%).” – 2014 Mobile Behavior Report

37. “Male consumers use smartphones at a significantly higher frequency for getting news alerts than female consumers (72% vs. 54%)” – 2014 Mobile Behavior Report

38. “76% of Twitter visits occurred on tablets.” – 2014 Mobile Behavior Report

39. “82% of weather visits occurred on smartphones.” – 2014 Mobile Behavior Report

40. “46% of consumers say they use push notifications because they like receiving personalized alerts.” – 2014 Mobile Behavior Report

41. “Mind the mobile gap: more than 50% of B2B marketing leaders don’t plan on using mobile in their strategy, despite mobile’s overwhelmingly positive effectiveness ratings.” – The State of Marketing Leadership

42. “100% of marketers who valued mobile app technology as important went on to rate their company as either very effective or effective at using mobile apps to execute their overall marketing strategy.” – The State of Marketing Leadership

Social Media Marketing Stats

43. “46% of marketers believe social is core to their business.” – 2014 State of Marketing

44. “60% of digital marketing organizations are using social listening.” – 2014 State of Marketing

45. “18% of marketers plan to adopt Google+ as a social channel in 2014.” – 2014 State of Marketing

46. “72% of marketers use YouTube as a social channel.” – 2014 State of Marketing

47. “46% of consumers report that brands don’t provide meaningful content on social media.” -2014 Mobile Behavior Report

48. “In 2013, companies tracked an average 43% increase in Twitter followers.” – Social Engagement Benchmark Report: Twitter

49. “The media and entertainment, financial services, and education and non-profit industries receive the most retweets per tweet (23.6, 17.1, and 15.3, respectively).” – Social Engagement Benchmark Report: Twitter

50. “Brands and companies tweet photos only 8% of the time, although tweets containing a photo generate considerably higher reply and retweet volumes than those without photos.” – Social Engagement Benchmark Report: Twitter

51. “Tweets containing a photo generate 128% more replies and retweets than those without.” – Social Engagement Benchmark Report: Twitter

52. “Weekend Facebook engagement by reach is 16% more than weekdays, but only 15% of brands’ posts occur on the weekend.” – Social Engagement Benchmark Report: Facebook

Stats about Social Media Ads

53. “Globally, average click-through rate (CTR) for Facebook advertising increased from .18% to .36% in 2013.” – Social Advertising Benchmark Report

54. “Overall CPM rose from $0.31 in Q1 to $0.75 in Q4.” – Social Advertising Benchmark Report

55. “The global average cost-per-click for Facebook ads increased 24% in 2013. Cost per thousand impressions (CPM) rose from $0.31 to $0.75 in 2013.” – Social Advertising Benchmark Report

56. “Mobile ad CTR in Q4 of 2014 was 1.56%—over 300% better than Facebook ads as a whole. CPM, though, for mobile ads was $5.41 in Q4.” – Social Advertising Benchmark Report

57. “Facebook ads on mobile had a 8.08% conversion rate for 2013.” – Social Advertising Benchmark Report

58. “Facebook mobile app install had an average cost per install of $4.29 in 2013.” – Social Advertising Benchmark Report

59. “When reached with Facebook ads, email openers were 8% more likely to click on email.” – Coordinating Channels – Email + Facebook Ads

60. “When reached with Facebook ads, email openers were also 22% more likely to purchase.” – Coordinating Channels – Email + Facebook Ads

Web / Predictive Intelligence Stats

61. “16% of CMOs focus on using web personalization frequently, but 50% of CMOs plan to use web personalization in 2014.” – Bridging the Digital Divide

62. “80% of consumers subscribe to emails from brands for the coupons/deals.” – 2014 Mobile Behavior Report

63. “43% of consumers choose not to subscribe to emails from brands because they find it disruptive.” – 2014 Mobile Behavior Report

64. “After 36 months, predictive intelligence influenced 34.71% of brands’ total orders.” – Predictive Intelligence Benchmark Report

65. “The average lift in conversion rate for sessions influenced by predictive intelligence is 22.66%.” – Predictive Intelligence Benchmark Report

66. “Predictive intelligence shows a 40.38% influence in revenue after 36 months of implementation.” – Predictive Intelligence Benchmark Report

67. “Transactional emails generate 80% of their revenue on day of send. Abandoned card emails generate 60% of their revenue on day of send.” – Predictive Intelligence Benchmark Report

68. “Abandoned cart emails generate the highest average revenue per click of any predictive intelligence email campaign at $36.02.” – Predictive Intelligence Benchmark Report

69. “Back-in-stock emails receive the highest click-to-open rate at 19%.” – Predictive Intelligence Benchmark Report

70. “Direct sales from predictive intelligence increase dramatically from 6.32% in months 10 to 12 to 9.60% in months 13 to 18.” – Predictive Intelligence Benchmark Report

Data & Analytics Stats

71. “53% of CMOs say ROI is the metric used to measure success in the business.” – Bridging the Digital Divide

72. “91% of consumers say access to content any way they want is important.” – 2014 Mobile Behavior Report

73. “61% of marketers plan to increase spend in data & analytics for 2014.” – 2014 State of Marketing

74. “Most marketers haven’t fully integrated customer data across the organization—but of those who have, 97% said they were now successfully creating a cohesive customer journey.” – The State of Marketing Leadership

75. “46% of senior-level marketers reported an increased need for data and analytics expertise over the past 12+ months, and 43% expect to see an increased need over the next 12+ months.” – The State of Marketing Leadership

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As 2014 wraps up and we begin planning for 2015, keep an eye out for all-new Salesforce research on digital marketing and the customer journey.

[via Exact Target]

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