The state of digital marketing in statistics (2024)
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We’re nearing the end of the first quarter of the year, what better time to evaluate the state of marketing in 2024? We’ve gathered all the statistics you need to make data-led decisions about your digital marketing strategies.
From SEO practices to consumer trends and AI adoption, these fresh 2024 marketing statistics can steer your online marketing in a new and improved direction.
If this blog still leaves you overwhelmed or needing clarification, let Embryo craft a bespoke strategy on your behalf – contact us today for more information.
Every digital marketing statistic you need to know in 2024
We know one thing for sure from the various trends and data points in 2024. Great content = great interaction, improved traffic and higher conversion rates. Whilst content comes in many different forms, the fact remains that people-first, quality content rules the roost.
Whether through organic search or social media marketing, your online activity should be led by what your audience wants. Here are our other key takeaways:
- Growing multi-media search engine results pages call for a dynamic marketing approach.
- Search intent is key to every strategy in 2024 – search engines will serve up content that users actively seek to interact with, whether it’s guides or TikTok videos.
- People trust people. More than ever before, users are looking for first-hand experience to inform their buying decisions – all hail the rise of user-generated content!
- As it stands, companies are investing an average of 9.1% of their revenue in marketing.
- Influencer marketing is bigger than ever, with 85.5% of survey respondents admitting to investing a standalone budget into this type of marketing.
TikTok Marketing
TikTok is an incredibly popular channel for both consumers and marketers this year. With the introduction of the TikTok shop, there’s never been a better time to invest in TikTok SEO. Let’s find out why this social media platform is where many businesses thrive:
- By 2027, TikTok is predicted to have a database of over 2.2 billion users. (https://www.statista.com/forecasts/1142687/tiktok-users-worldwide)
- Surprisingly, people are spending almost 24 full hours a month scrolling through TikTok worldwide. (Time spent on TikTok 2022 | Statista)
- The number of users buying from the TikTok shop is steadily increasing, with 30% of users purchasing in 2023. (TikTok Shop Statistics: 2023 Data Analysis)
- 44% of marketers plan to leverage TikTok for their clients this year. (The 2024 State of Marketing & Trends Report: Data from 1400+ Global Marketers)
- Short-form video content is expected to generate the highest ROI in 2024, TikTok is known for facilitating this type of content best. (The 2024 State of Marketing & Trends Report: Data from 1400+ Global Marketers)
Read more TikTok stats on our blog!
Search Engines
Traditional methods of searching are just as prevalent in 2024 as before. Despite the likes of TikTok and ChatGPT evolving their search functionalities, Google processes 99,000 search queries everyday.
- Google continues to wear the crown, taking 92% of global search volume. (Search Engine Market Share Worldwide | Statcounter Global Stats)
- As of the start of 2024. Google has indexed nearly 65 billion pages. (WorldWideWebSize.com)
- Almost 28% of traffic goes to the website in position 1 for any given keyword. Meanwhile, ranking in position 10 may only gain 2.4% of total clicks. (We Analysed 4 Million Google Search Results. Here’s What We Learned About Organic CTR)
- Over 60% of Google searches are conducted on mobile phones. (The Digital Consumer Behaviours Shaping Mobile – Think with Google)
- The 2023 algorithm updates had a positive effect on search engine rankings and traffic, according to over 60% of SEOs. (How Many People Use Google? Statistics & Facts (2024))
Multi-channel strategies
At Embryo, we’re no strangers to the power of cross-channel collaboration. Targeting users in different stages of the marketing funnel is a strategy that helps businesses maximise their reach and generate amazing results. So, how are marketing professionals and business owners treating omnichannel marketing strategies in 2024?
- When two or more marketing channels are combined, engagement rates jump up by around 166%. (The Importance of Multichannel Marketing – Statistics and Trends [Infographic] – Invesp)
- 73% of consumers claim they prefer to shop online through more than one channel for a seamless shopping experience. (A Study of 46,000 Shoppers Shows That Omnichannel Retailing Works)
- 40% of shoppers tend to start their buying journey with a Google search, taking their consideration stage research to other channels such as Instagram and TikTok. (39 Multichannel Marketing Statistics To Explore (2024))
AI
In 2024, artificial intelligence is a touchy subject. Whilst AI integration is highly encouraged across all industries to improve efficiency, AI-generated content has received a fair amount of criticism from digital marketing experts and search engine specialists. For some websites cutting corners to produce mass amounts of content with AI, there have been some punishments…
- 49% of consumers are interested in AI-powered search, including the usage of Bard and ChatGPT. (5 charts showing how ChatGPT and generative AI will change marketing)
- Google’s March core update targeting low quality and spam content saw over 800 updates completely deindexed. (Google’s March 2024 Core Update Impact: Hundreds Of Websites Deindexed)
- 97% of mobile users are utilising voice search functionality to get fast answers to questions. (Top Artificial Intelligence Statistics and Facts for 2024)
- More than 61% of marketing specialists admit to using AI as part of their strategies. (Artificial Intelligence (AI) Marketing Benchmark Report: 2023)
eCommerce
Online shopping is a trend that is certainly not expected to slow down. In 2023 post-covid, we saw many shoppers returning to their favourite stores. However, this hasn’t stunted the growth of e-commerce sales. From marketplaces to in-app shopping, 2024 will be an important time for e-commerce websites to invest in marketing.
- By 2027, 23% of all retail purchases will take place online, according to projections. (35 E-Commerce Statistics of 2024 – Forbes Advisor)
- Sustainability is important to shoppers as they continue to find eco-conscious brands. (How Important is Sustainability to Consumers)
- International shopping has become an increasingly popular way to browse for products, 52% of consumers are happy to shop overseas. (35 E-Commerce Statistics of 2024 – Forbes Advisor)
- Amazon is the largest e-commerce retailer across the globe. (Top 10 Largest eCommerce Companies 2024)
- Facebook Ads and Google Ads have brought in the highest ROI rate for e-commerce businesses. (2024 Marketing Statistics, Trends & Data — The Ultimate List of Digital Marketing Stats)
Explore more e-commerce stats here to find out more 2024 trends!
