The 10 Most Popular Marketing Statistics for Online Businesses

In a world filled with data, numbers and figures, it’s not easy to distill key information that will enable you to grow your business and remain competitive.

That’s why we’ve curated this list of the top 10 marketing statistics to keep an eye on in 2020.

The data in this post comes from the MarketingCharts platform (formerly known as SurveyMonkey), which collects and aggregates marketing data from thousands of websites around the world.

Shopping Behavior in 2021

MarketingCharts offers a digestible snapshot of the current status of online shopping in 2021, providing valuable insight into consumer preferences, shopping behavior, and purchasing patterns. 

From an average order value of £16.38 to £20.00 (AOV), shopping habits of UK shoppers have shifted to include more frequent online searches, transitioning from a traditional in-store purchasing behaviour.

The share of in-store purchases in 2021 has fallen from 66% to 59%, while online searches and purchases have increased respectively. More specifically, the share of in-store purchases has dropped from 74% to 66% between April and June 2021.

Shopping Behavior in 2020

You might be wondering if and when the pandemic would impact your online store. The answer is — it already has.

In Q4 and Q1, 2020 respectively, online shopping decreased by 11% and 9% year-on-year, with a 25% decrease in searches. However, since the return of the shops, the demand for your products has increased by 20%.

This makes sense considering that UK shoppers have shifted from in-store shopping to online searching during the pandemic. According to MarketingCharts, this behaviour is likely to continue due to the positive economic impact of Covid-19.

There’s no need to sit back and wait for the numbers to trickle in. You can proactively engage with your customers and take advantage of the opportunity to grow your business.

Digital Marketing Trends in 2021

Let’s dive into the crystal clear waters of what marketers have known and used for years—digital marketing trends.

MarketingCharts has compiled a comprehensive list of the top 10 trends that will influence how we engage with our customers in 2021.

1. Adaptive Branding

In the last couple of years, we’ve become accustomed to seeing massive shifts in marketing and advertising, spurred on by the rise of digital marketing and the “big-data” era.

Adaptive branding will continue to change the game in 2021.

Instead of creating one-size-fits-all marketing materials and campaigns, brands will be better served by tailoring messaging and content to match the audience they seek to engage with. This will drive more effective marketing communications and cut through the clutter.

For example, if your target audience is millennial shoppers with an interest in fashion, your adverts might focus on fashion trends and styles. If your focus is on sports fans, you might highlight the upcoming football season or an upcoming event such as a championship.

2. Authentic Long-Form Content

In the era of clickbait, where a fluffy headline and a couple of enticing images can hold an entire news article, long-form content has become somewhat of a forgotten art.

However, this mode of storytelling doesn’t disappear – it evolves.

To ensure that their content is engaging and memorable, marketers can draw on skills such as copywriting, graphic design, and editing to create longer, more in-depth articles that showcase the expertise of the brand.

The rise of TikTok, which is owned by TikCorp, an Amazon company, heralds the resurgence of long-form content.

Since launching in early 2019, TikTok has more than doubled in size, reaching 500 million active monthly users. In September 2021, TikTok announced it had sold $20 billion worth of ads in a year – a figure that represents a 500% increase from the year before.

With a target audience of Gen Z and millennials, TikTok might not seem like the best place to find long-form content. However, with the right approach, businesses can tap into the power of this audience and engage them through interesting, in-depth articles that are accessible via long-form video.

3. Voice Search

With every new generation that comes online, the demand for audio content grows. As people become more accustomed to exploring content via their voice, using tools like Saga (formerly Jeeves) and Google Assistant, marketers can train their speech to trigger an action.

This, in turn, will drive more effective search results and open up new possibilities for marketing and advertising.

For example, Google Assistant can currently be triggered to play music, order food, set a timer, or turn off the lights. When a person uses the voice assistant to navigate the web, it means the person is probably interested in finding answers via audio content. This presents an opportunity for marketers.

4. Video Content Is King (or Queen)

With the rise of TikTok and other platforms that primarily use video content, marketers can rest assured that consumers have plenty to consume.

Since video content can be consumed on any device, including our phones, it means marketers can reach audiences wherever they are. This, in turn, can have a positive impact on audience engagement and product sales.

According to HubSpot Blogs research, 59% of people reported that they had watched an explainer video to better understand or learn about a product or service, and 52% reported that they had watched a product demo or demonstration video to do the same.

Video content isn’t going anywhere, and marketers can take advantage of this by creating informative, entertaining, and educational videos to gain more traction and to keep audiences interested.

5. Interactive Content

When we think about marketing and advertising in the 21st century, chances are we think about content that is interactive.

After all, if someone is reading this article, chances are they have a desire to engage with the content more so than simply consuming it.

This is evident in the rise of gamification, where businesses use game elements such as points, levels, and leaderboards to engage with audiences and motivate them to act.

With interactive content, marketers can make content more entertaining and engaging, and encourage users to take some action. This could include subscribing to a newsletter, calling a phone number, or visiting a website.

Since engaging with users via an interactive element isn’t practical for all businesses, marketers should look to deploy this tactic sparingly, using it as a last resort.

6. Personal Branding Is Back

In case you’re wondering, the use of branding (the practice of associating a product with a company or person) hasn’t disappeared – it has evolved.

Thanks to the rise of personal branding, which can be used to represent an individual’s interests, tastes, hobbies, passions, and beliefs, marketers can more easily establish credibility with audiences by tying their interests and attributes into a brand image.

This can be done through a personal brand strategy, which involves creating a digital identity that represents the customer, and using that identity to engage with audiences. The role of the brand strategist is to develop a personal brand that is consistent, recognizable, and easily aligned with any given product. As a business owner or marketer, it’s important to understand how to create a personal brand that will inspire confidence and engagement from customers.

7. User-Generated Content

Thanks to the influence of user-generated content, or UGC, content that is generated by users (rather than traditional content creators) becomes more popular every day.

Since UGC can be very entertaining, educational, or informative, it presents a great opportunity for marketers.

For example, if someone finds value in your product or service and wants to share this enthusiasm with their friends and followers, they can do so via a short-form blog post or an enthusiastic tweet.