As we transition into Q4 of 2018, it’s the perfect time to reflect on the past year while planning for the future. This is especially true for digital marketers – analyzing 2018’s trends and stats is crucial for developing your 2019 strategy.
This past year has been particularly interesting in the digital marketing world. From Facebook’s algorithm change to the rise of voice search, marketers have made incredible adjustments in order to keep up. We’ve done some digging to uncover the most noteworthy digital marketing stats from the past year – take them into consideration during your next strategizing session.
The most surprising stats from the past year:
- Almost every Canadian adult is on social media. We Canadians love to get social. According to the Social Media Lab at Ryerson University, 94 per cent of Canadian adults have at least one social media account. What does that mean for your digital strategy? It’s basically a guarantee that you can find and connect with your target audience on social media – you just have to select the right platform. Having a thorough understanding of your audience is essential; make sure to centre your social media strategy around them.
- Organic Facebook engagement has dropped by over 50 per cent. Buffer and BuzzSumo analyzed posts from the top 20,000 brands on Facebook and discovered that “engagement has dropped by more than 50 per cent” since the first quarter of 2017. This is partially due to the changes in Facebook’s algorithms, as well as the incredibly competitive nature of content marketing – Buffer and BuzzSumo also report that those brands collectively post over 20,000 pieces of content every single day. In order to overcome this content overload, consider investing in social media advertising.
- YouTube reaches more people than any cable network in the U.S. When it comes to audiences ages 18-49, you have a better shot of reaching them on YouTube than on a cable network. Clearly, YouTube ads and content are worth the investment – the platform reportedly has over a billion users (almost one-third of all internet users). If you want to make an impression on your target audience, YouTube is an excellent place to start.
- Ninety-three per cent of B2Bs use email marketing. Content Marketing Institute’s 2018 Benchmarks, Budgets, and Trends – North America report states that a staggering 93 per cent of B2Bs use email to further their objectives, such as spreading advocacy, connecting with investors, recruiting new hires and creating community engagement. If you work for a B2B, consider adding email marketing to your digital strategy along with blogging, which 79 per cent of B2Bs also do.
- Just over half of marketers report positive marketing results. CoSchedule reports that 57 per cent of marketers “somewhat agree” or “strongly agree” that their marketing is successful. While those marketers have evidently found the right digital advertising, content marketing and social media mix, 43 per cent of marketers still haven’t. If you’d like to yield better marketing results in 2019 and beyond, a digital strategy audit is a must – identify what’s not working now so your digital efforts can succeed in the future.
If you’d like help preparing your digital strategy for 2019, we’re here to help.