Making the case for digital marketing: 10 compelling stats

Posted on December 13, 2012

Marketing. All companies do it. But with digital media changing the way people share and consume information, old marketing techniques are becoming increasingly ineffective. That’s a bold statement and you don’t have to take my word for it. Traditions are hard to break, and resistance to change is a natural reaction, but if your company is still hesitant to embrace digital marketing, these 10 compelling stats just might change your mind.


First thing’s first: digital media is forcing traditional media to adapt, and this includes a real rethinking of the accepted advertising model. What does this mean for traditional marketing? This post suggests that digital marketing has eclipsed traditional marketing, and offers the following big numbers to back that assertion up:

  • Print advertising spending has dropped from more than $60 billion in 1990 to just $20 billion in 2011.
  • Digital video is allowing people to view TV shows according to their own schedules, and often without the interference of commercials. The post cites data from Forrester research indicating that: “digital video ad spending in the U.S. is projected to balloon by more than 250 per cent from $2 billion in 2011 to $5.4 billion by 2016.”

Still need convincing? Consider these Mind-Blowing Stats, which illustrate the marketing power of a company’s online and social media presence:

  • 78% of Internet users research products online. This means that the first experience they have with your company is likely through your website. So that website better be good.
  • 57% of businesses have gained a customer through their company blog.
  • 41% of B2B companies and 67% of B2C companies have gained a customer through Facebook.
  •  Companies that blog get 55% more web traffic.

And this post offers even more statistical support – plus evidence that digital marketing is good for the company budget too:

  • 62% of companies have gained a customer through LinkedIn.
  • Per lead, inbound leads cost 61% less than outbound leads.
  • Outbound-dominated businesses spend an average of $346 per lead.
  • Inbound-dominated businesses spend an average of $135 per lead.

Insights for this article were contributed by Calin Daniel, president of Inbound Interactive.

About Kelly Ferrier

Kelly Ferrier is Editor/Community Manager at communicatto. Her love of the written word has taken her into a number of industries. This diverse writing background means there's no subject she can't turn into a compelling story. From blog posts and social media community management, to magazine articles and annual reports, Kelly writes copy that captures reader attention and holds it until the final word. When she’s away from her computer, you can find her embarking on mountain adventures, cooking weird and wonderful vegetarian meals or practicing hot yoga.

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