Customer Journeys

75 Digital Marketing Stats from Salesforce Marketing Cloud Research

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.

75 Digital Marketing Stats for 2015 from @MarketingCloud Research
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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 Marketin

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


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.