There is no shortage of statistics from during the pandemic, showing drastic drops and soaring growth rates as our behaviors shifted so rapidly. But we’re now halfway through 2021, well into the (dare we say it) new normal. It’s time now to look at which changes have stuck and what we can do about them as marketers.
That’s why we’ve gathered these post-pandemic marketing statistics for 2021 to help you come to a safe landing after a turbulent 2020. In this post, we’ll provide
With a better feel for how consumers and advertisers have settled out after the pandemic, you can make the best decisions on meeting your audience’s expectations.
These marketing statistics span across search, social, video, and programmatic ads.
This is a seven-minute increase from 2020. This is also in contrast to traditional advertising (TV, radio, newspapers, and magazines), which is 5.5 hours and decreasing.
What this means
An online existence is not enough. If you want to stay in the minds of potential customers, you need a consistent, multi-channel online presence.
What to do
TalkSpace has done its online presence homework, appearing at the top of both paid and organic results.
What this means
These two channels are clearly the ones advertisers are most confident in—and therefore the most competitive. It’s time to check in and make sure you’re making the most out of the tools available to you!
What you can do
The Google Ads Insights page
This is a 15.09% increase from 2020 and a four-fold increase from 2011.
What this means
Hackers have become more advanced than ever, using machine learning for fraudulent activities. Advertisers lose money from nonhuman traffic and publishers’ ad inventory becomes less valuable.
How to prevent it
While 2020 digital ad spend grew by only 2.4% in 2020, that increase jumps to 17% in 2021.
What this means
As you invest more money into digital advertising to keep up with competitors, it’s important to make sure you’re making those extra dollars count.
What to do
What this means
Something you already know: that pandemic restrictions and global lockdowns accelerated the growth of ecommerce shopping. But that does warrant an audit of your ecommerce marketing to make sure you’re staying competitive.
What to do
Why does this matter?
Statista analysts say that many Chinese ecommerce platforms now let advertisers pay for personalized search results within their online stores’ own search engines, and that “This advertising method will become even more relevant on mobile devices and is already creating whole new revenue streams for eCommerce platforms.”
What to do
Not a whole lot. China’s rapid ecommerce growth is not just the result of personalized search results. They have some of the highest percentages in terms of internet usage, online shopping, mobile penetration, efficient logistics ecosystems, and a lack of physical retail stores in lower-tier cities. So this is more of a trend to be aware of. But you can focus on creating a mobile-friendly ecommerce site.
What this means
The buyer journey continues to become more research-heavy and independent, and video is playing a growing role for both B2C and B2B marketing.
What to do
Not only is video an effective media type, but YouTube Studio reports can provide insights you won’t get in Google Analytics.
What this means
After a meager 10% growth in 2020. programmatic advertising is back in the game.
What to do
What this means
This feels a little bit obvious, since generating quality leads is the first step in increasing other metrics in the chart like sales, ROAS, and conversion rates. But more important to note is that the inquiry forms used for lead generation collect first-party data, which is crucial to have in a privacy-first world.
What to do
Downloadable checklists make great lead magnets.
What this means
Not enough website owners are invested enough in SEO! This is a highly effective and low-cost marketing strategy for your business that only gets better over the years. And the latest page experience update is a big one.
What to do
What this means
You need to be optimizing your ad copy and landing pages for mobile and invest in new ways to get in front of customers on mobile-specific platforms.
What to do
What this means
Advertisers are learning that TikTok is not just for zillennials and can be a lucrative channel for their audiences.
What to do
Let’s finish off with a recap of the marketing statistics covered in this post:
Agnese Repule is a passionate Content Marketing Specialist at Setupad, a monetization platform for publishers. She typically covers topics on programmatic advertising, monetization, SEO, and content marketing. Another passion of hers is art—painting in particular. You can follow her on Twitter or LinkedIn.
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