Throughout the past year, digital marketing has changed at a rate like never before and with a new year looming on the horizon, it’s time to look at what 2017 brought us, and what that might mean for 2018.
Everything in the digital space is moving at a fast pace, and without evaluating the trends and statistics from the previous year, it’s hard to determine what changes are likely to be seen across the industry in the next.
Let’s reflect on the year that has been, and take a look at some of the key statistics of online marketing from 2017.
Major Statistics of 2017
Mobile and Social Media
According to the latest statistics, roughly 37% of the world is engaging with some form of social media, and 3.77 billion people using the internet globally, a significant growth from 2016 which saw 2.8 billion users worldwide.
Mobile users also increased in the past year, with over 4.92 billion mobile users, and 2.56 billion of those engaging with social media through their mobile.
These numbers are massive, but they will continue to grow throughout year. But how can marketers use 2017 as part of their learning curve?
It seems as though mobile advertisers are missing something with 85% of advertisers reporting that they believe they are providing a positive experience, and only 47% of users agreeing. This could mean a number of things, some of which includes that they are too intrusive, misleading or targeted towards the wrong market, and with mobile shaping up to account for 72% of digital ad spend by 2019, the new year needs to be one of reconciliation with digital marketing strategies.
Online marketing, in particular search marketing, has changed dramatically over the past 12 months. With Google algorithm changes and the nature of online searches shifting into new mediums, search marketing has and will continue to change in 2018.
Voice search grew exponentially, with reports that more than 60% of people used voice search in some capacity in the last year. If you do not optimise your website to be voice search friendly, you could be majorly impacting your online marketing strategy.
Although social media and content strategy still gain most of our attention, email marketing remains one of the most effective parts of online marketing strategies.
Not only can you target new leads, but you can also gain back older customers. At any rate, in 2017 it was reported that the best time of day to send an EDM was between 4pm and 8pm. Segmented emails performed at a higher rate than non-segmented campaigns, with an average open rate of 14.32%.
If you’re looking at your online marketing strategy for 2018 and need a hand from some experts, contact our team today to organise a coffee or Skype consultation.