The State of the Internet Marketing World [Statistics]

Posted by Marlene Friis Jul 4th, 2012

HubSpot, the Internet marketing blog, has created an interesting overview of the state of the internet marketing world presenting several different statistics useful for brands to take into account when having a social presence.

In this post, I will list the ones that I find the most interesting. In general, focus is very much on the fact that the number of people accessing the web from a smartphone or a tablet is increasing, which brands building any kind of presence need to adapt to. This is probably also why Facebook has just added mobile reach data to their insights, and you can read more about this in tomorrow’s post on our blog.

Statistics:

The more posts per day, the less engagement per post:

Compared to only posting once a day, two posts a day will only receive 57% of the likes and 78% of the comments each. Be mindful of your publishing frequency on Facebook, and start testing with your own page to see what frequency is right for your community. Fans of a brand’s Facebook page, don’t want to feel that they get spammed with content. Rather, the amount of content should be lowered and hold a higher level of quality and actual relevance to the receivers.

On average, companies respond to only 30% of social media fans’ feedback:

Stand out from your competition by caring and engaging with your social media community. Not all industries establishing a presence on Facebook are equally responsive, which was also established in a recent study that you can read more about here.

In any given week, less than 0.5% of Facebook fans engage with the brand they are fans of:

This statistic shows that brands aren’t providing the right kind of content and experience to engage their fans. Ask your Facebook fans what type of content they want to see, and then give it to them! It’s about finding the conversational touch points that make fans interact with you – and not only talking about the product you offer.

20% of Facebook users have purchased something because of ads or comments they saw there:

People are influenced by other people – and especially their friends. Use paid and organic marketing on Facebook to influence the conversion actions that drive your business. According to the model below (presented in HubSpot’s marketing stats white paper), Facebook drives the conversions for B2C.

88% of adults in the US have a cell phone, 57% have a laptop, 19% own an e-reader and 19% have a tablet:

The cell phone has shown to be the dominant communication tool in the US, but information consumption is fragmented. Optimize your digital marketing for all of the screens and devices used by your target audience to make sure that they are not lost in their search for information and therefore end up turning to your competitor instead.

YouTube users watch more than 3B hours of video per month:

When integrating online video into your outbound marketing strategy be sure to consider not only production value, but length. Most successful online videos are less than two minutes long, so remember that people don’t want to spend too much time on it as well as it should grab the attention of the viewers from the start to maintain their interest.

73% of smartphone owners access social networks through apps at least once per day:

Social is mobile. Make sure that content you’re sharing on social networks – like your blog articles and landing pages – are optimized for mobile devices.

91% of online adults use social media regularly:

Social media is fully integrated into communication culture. Make sure it is an integrated part of your marketing strategy too. Otherwise, interaction with your fans is lost.

> To see all of the statistics made by HubSpot, please click here. Which of the above do you find the most useful?

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