Marketing by the Numbers: What to Expect in 2022
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Digital marketing is today the primary tool businesses use to communicate with their target audience. It helps people learn about new brands, new products and offers, goods and services, find what they need, and strengthen brand loyalty.
Digital marketing tools are constantly changing and evolving, as are the numbers and budgets invested in advertising. Digital marketing statistics for 2021 indicate significant growth and development. And even greater growth is expected in 2022, according to global advertising agencies. Let's take a look at the numbers.
Advertising expenses.Leading global advertising agencies estimate that global advertising spending in 2021 totaled over $700 billion, a 22% increase from 2020. Advertising research firm Magna notes that the previous peak growth was +12.5% in 2000. In 2022, advertising spending is expected to grow by another 12.0%.
Advertising agency Zenith, a global leader in advertising market forecasting, notes that advertising spending in all regions of the world has already significantly exceeded pre-pandemic levels, with steady growth expected in the coming years. In 2022, Zenith forecasts the advertising market to grow by another 9.1% to $769.4 billion. The pandemic has resulted in a decline in in-store shopping and an increase in online sales, which has driven increased investment in digital media.
Social mediaZenith predicts that in 2022 social mediaMore advertising dollars will be invested in social media than in television. Furthermore, in 2022, social media advertising will more than double the amount spent in pre-pandemic 2019 ($36.8 billion). Zenith predicts that social media advertising growth will approach $100 billion by 2024.
Video content. VideoVideo advertising is becoming the dominant form of online advertising. Video advertising is projected to generate $41.1 billion in revenue in 2022, a 20% increase compared to 2021.
Mobile traffic.In January 2021, there were 5.22 billion unique mobile phone users worldwide, meaning that 66.6% of the world's population usesmobile devicesMobile devices now generate half of all website traffic worldwide.
Lead generation.In 2021, 53% of marketers spent at least half of their budget onlead generation.
Cost per conversion.Averagecost per conversionGoogle's cost-per-click (CPA) is approximately $49 for paid search and $75 for display advertising.
Cost per click.The average cost-per-click (CPC) for Google Search Network ads is approximately $2.69. The average cost per ad on the Google Display Network is $0.63.
SEO.In 2021SEOremained an essential part of any digital marketing strategy. 93% of all online interactions begin with a search engine.
Search engine ranking.High ranking in Google is very important to attract attentionwebsite75% of people who use search engines find the information they need on the first page of search results. For example, the first result in Google's organic search results accounts for 31.7% of all clicks. The first five search results account for 68% of all clicks.
Key words.To datekeywordsLong-tail keywords are becoming more common and popular. In fact, 50% of search queries contain at least four words.
Google AdsOver 95% of brands prefer Google Ads as their platform for contextual advertising. Google Ads increases brand awareness by up to 80%.
Facebook AdvertisingMany companies consider advertising inFacebookBy the end of 2021, Facebook ad spending increased by 22 percent to more than $21 billion per quarter.
An analysis of digital marketing statistics for 2021 shows a steady increase in advertising spending, and forecasts for next year indicate that the impact of digital marketing will only increase, as will spending on it. For companies working to increase brand awareness, customer base, and revenue, digital marketing is the most effective way to achieve their desired results.
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