2015 Key Metrics

How America buys goods and services continues to evolve at lightning speed. What worked two years ago is only marginally effective today.

How do you know which marketing tools and tactics will get the job done? And which ones are bombs?

My ongoing research for clients dug up a lot of interesting statistics, all of which affect buying decisions or even if your marketing material is seen at all.

To learn what marketing tools may best serve your business in 2016, click on what grabs your attention below.

56% Invest less than 3% of revenues in marketing
56% of small businesses invest less than 3% of revenues in marketing
And 20% of the remaining 34% invest between 4% and 6% on marketing. Which companies invest more or less? What are their strategies?

8 second attention span in 2015
The 8 Second Attention Span – Fifteen years ago it was 12 seconds
At this rate there will be no attention span by the middle of the 21st century. What triggered this reduction? Digital content!

15 Seconds staying on a website
50% of Websites Get Only 15 Seconds of Attention
In tech-speak that translates to: “Do you know your bounce rate? Your average time on page?” These are critical metrics to track.

70% Trust website content
70% Trust Branded Websites – Whom Do You Buy From?
A friend says, “Trust me! You’ll love XYZ’s products!” But what about a brand you found on your own? How do you know it’s trustworthy?

56% Trust Emails they've signed up for
56% Trust Emails They’ve Subscribed To
With only slightly more than half of subscribers trusting your content, businesses will need to step up to improve.

48% Trust Videos Ads they've seen
48% Trust Video Ads Online
And 53% take action on those ads, exceeding the level of trust. Do they click on a video ad just out of curiosity and not with the intent to buy?

63% of TV ads trusted
63% Trust TV Ads
If the ad’s on TV it’s significantly more trustworthy than a video ad online (trusted by 48%). Curious since you can run the ad both online and on TV.

60% Trust Newspaper ads, 54% Trust Radio ads
60% Trust Newspaper Ads and 54% Trust Radio Ads
To be fair, there were statistics for several traditional advertising channels. Magazines came in at 58%.

80% of B2C emails are expected to be opened on a MOBILE device by 2018
80% of B2C emails are expected to be opened on a mobile device by 2018
Traditional emails that neglect mobile-friendly design are likely to be ignored.

Email is 40 times more effective than Facebook and Twitter
Email is 40 times more effective than Facebook and Twitter combined for acquiring new customers
Use social channels to enhance your email efforts.

52% of web traffic to retail sites currently comes via smartphones and tablets.
52% of web traffic to retail sites currently comes via smartphones and tablets
36% of online sales are now completed on a smartphone or tablet device.

55% Open Rate is the highest open rate on average
55% is the highest open rate on average, far exceeding the overall average open rate for email campaigns
with fewer than 35 subscribers.

Average time on a website is 3+ minutes
3:49, 4:35 and 3:35 are the average times spent, respectively, on ecommerce, travel & retail sites
36% of online sales are on a smartphone or tablet.

47% Trust search engine results ads
47% trust ads served in search engine results and ads on social networks
43% of people say they trust mobile advertising.

16% HIGHER - is the lifetime value of a new REFERRAL customer above customers acquired through other sources.
The Lifetime Value of a new Referral Customer is 16% Higher
Customers acquired through other means have lower value.

68% of companies rate email as "good" or "excellent" for ROI.
68% of companies rate email as “good” or “excellent” for ROI
Essential to successful ROI are easy ways for customers to buy online.

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If those statistics leave you cross-eyed, it may be a good time for a complimentary marketing consultation to assess your company's needs. Sign up today so we can discuss strategy for your 2016 marketing plan. Consultations are 45-minutes via phone or in person.
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