Experiential Marketing Statistics that will Blow Your Mind

Event Marketing Industry Statistics

The event or experiential marketing industry is rapidly growing. In this post, I am going over statistics that are amazing or eye-catching. All the resources are posted at the end of the page.

Experiential Statistics

3 Unusual Lessons We Learned by Studying Over 16 million Posts (And 100,000 Brands) on Social Media – by Ash Read from Buffer

After 16 million updates from covering Pinterest, LinkedIn, Google +, Facebook and Twitter over a course of 1 year, the top 2 posting were still Facebook and Twitter. See the infographic below.

  1. 79.6% of updates were sent to Twitter
  2. 13.8% of updates were sent to Facebook
  3. 3.6% of updates were sent to Google +
  4. 2.3% of updates were sent to LinkedIn
  5. .5% of updates were sent to Pinterest
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Experiential Stats

 

2 billion internet users are using social networks and these figures are still expected to grow as mobile device usage and mobile social networks increasingly gain. According to Ash Read from Buffer, “This data was super-interesting for us as we love to experiment with posting schedules frequencies. We found that brands posted to Twitter more than any other network – which feels about right considering the more real-time feel of Twitter.
I was a little surprised to see that Facebook is the only other network where brands post an average of once per day.”

Experiential Stats 00002

This graph provides information on the most popular networks worldwide as of April 2016, ranked by a number of active accounts. Market leader Facebook = 1.59 billion monthly active users. Instagram = 400 million monthly active accounts. Tumblr = 555 million active blog users on their site.

  1. The Golden Ratio of Images to Text | 1 Image = 88 Words
  2. Twitter posts with an image and a summary are 78% more likely to be shared!
  3. Facebook posts with images get 70% more shares than those without.
  4. Images on Facebook constituted 93% of the most engaging posts on the network compared to status updates, links, and even video in 2015.

CES Press Statistics:

  1. 2015 International CES reached a record 176,676.
  2. Visual content makes up 93% of all human communication.
  3. Your content can generate up to 94% more views if you add compelling visual elements and graphics.
  4. 14% more views can be generated by press releases if they contain photos when published.
  5. With detailed images, you can get the attention of up to 67% of your targeted audiences.
  6. 40% of users online will provide better and more favorable responses to a particular piece of visual content than other plain and text-based content.
  7. 85% of internet users in the United States watch online video.
  8. 26% of the 25 million smartphone users around the world watch online video at least once per day.
  9. Use of visual content in Facebook campaigns generates 65% more engagement after only a month’s practice.
  10. 3,600 exhibitors!
  11. 48,833 coming from outside of the U.S.
  12. 2.23+ million net square feet of exhibit space.
  13. 6,952 media and analyst attendees.
  14. 703,602 mentions of #CES2015 during the show.
  15. 7.51 billion total potential Twitter impressions.
  16. 72% of buyers turn to Google to start their search on potential sellers.
  17. 153 countries represented.

 

  • In 2015, Brand Managers spend 25% – 43% of their marketing budgets on creating and sharing content. – Marketing Profs
  • Less than 25% of Chief Marketing Officers feel the content their team creates resonates with their audience. – eMarketer
  • 93% of marketing profs planned to maintain – or increase – their content marketing budgets in 2016 – by Economist & Peppercomm
  • Less than 33% of marketers believe their organizations understand the purpose & effectiveness of their content. – by Economist and Peppercomm
  • On Facebook, the video gets three times as much engagement as any other kind of content.
  • On almost every social network, at least 50% of the content links.
  • Facebook and LinkedIn have over 80% links.
  • Twitter has about 70% links in it’s posts.
  • 59% of LinkedIn users don’t visit Twitter.
  • 83% of LinkedIn users don’t use Pinterest and 13% don’t use Facebook.
  • Brands post to LinkedIn only 3 times per week.
  • Whereas in this small business guide by LinkedIn, they share that posting 5 times a week, on weekdays, allows you to reach 60% of your audience.
  • 2 million people save product pins every day and 87% of Pinterest users say they have purchased something they found while pinning.
  • Brands are only posting to Pinterest 4–5 times per week. Whereas they could be posting that many times in a day. Top brands on Pinterest have experienced steady growth by adopting a multiple-times-per-day posting strategy.

Executive Summary | Special Report – by Event Marketing Institute and Mosaic

EventTrack is the largest annual research fielded on the event and experiential marketing. Hundreds of Fortune 500 companies and upwards of 1,000 consumers participated in this year’s study, created and fielded by The Event Marketing Institute and top experiential marketing agency Mosaic. Unique to EventTrack is its “Split Ecosystem” format. Each year EventTrack focuses on a specific trend to explore—separate surveys to marketers and consumers dive deep into the use of that trend by marketers and its acceptance and reaction among consumers.

  • Did you know that event marketing usually consumes less than 20% of a company’s budget?
  • And that only 11% of companies use blogging for event marketing?
  • Statistics 00001
    Statistic
  • 67% of B2B marketers consider Trade Shows to be their most valuable marketing tool. Social Fresh 2016
  • 69% of marketers say they plan to increase their use of blogging this year. Social Media Examiner, 2015.
  • 82% of marketers who blog see positive ROI from their inbound marketing. Hubspot, 2015.
  • 28% of marketers want to learn more about the art of podcasting. Social Media Examiner, 2015.
  • YouTube is 11.3x bigger than facebook in terms of hours viewed, both on the web and in-app. Adélie Studios, 2016.
  • 71% of B2B marketers use content marketing to generate leads. (MarketingProfs)
  • People are more likely to visit a B2B tech company’s website after seeing a tweet from the company, getting them one step closer to becoming a lead. (KoMarketing Associates)
  • Links placed just before the halfway point (in characters) of tweets tended to have higher clickthrough rates than links placed elsewhere. (HubSpot)
  • Tweets posted around 4 p.m. Eastern time tend to get more retweets than those posted at other times. (HubSpot)
  • Research shows that 35-50% of sales go to the vendor that responds first. (InsideSales.com)
  • Click-through rate of links in tweets increases as the overall length of those tweets also increases. (HubSpot)
  • Photos that included hashtags in their descriptions on Instagram tend to get more Likes than photos that do not. (HubSpot)
  • On average, we conduct 12 billion searches per month on the web in the United States. (Comscore, July 2014)
  • 60% of all organic clicks go to the organic top 3 search results. (Business2Community)
  • On average, we conduct 12 billion searches per month on the web in the United States. (Comscore, July 2014)
  • The average content length for a web page that ranks in the top 10 results for any keyword on Google has at least 2,000 words. The higher up you go on the search listings page, the more content each web page has. (QuickSprout)
  • 58% of brands said they are being funded directly by corporate and not out of other marketing budget budgets.
  • 71% of brands measure their event programs.
  • 33% of clicks within an email occurs on a mobile device make sure links in your email marketing messages are mobile friendly.
  • 44% of U.S. consumers prefer a mobile shopping app than a mobile shopping website.
  • On average, we conduct 12 billion searches per month on the web in the United States. (Comscore, July 2014)
  • 32% of B2B marketers would describe their organizations marketing maturity level as sophisticated or mature. Content Marketing Institute, 2015.
  • 75% of organizations say in-person events are an effective tactic. Content Marketing Institute, 2015.
  • 72% of organizations ask their audience to subscribe to eNewsletters. Content Marketing Institute, 2015.
  • 85% of B2B marketers say lead generation is the most important organizational goal for the next 12 months. Content Marketing Institute, 2015.
  • Enterprise marketers say engagement is their most important goal (82%), followed by sales (81%), and lead generation (79%). Content Marketing Institute, 2015.
  • B2B marketers consistently cite sales lead quality, sales, and higher conversion rates as the top 3 most important metrics. Content Marketing Institute, 2015.
  • 31% of B2B marketers say that sales lead quality is the most important metric.Content Marketing Institute, 2015.
  • Micro-sized organizations (1-9 employees) are more focused on sales (32%) that sales lead quality (24%). Content Marketing Institute, 2015.
  • Relevant emails drive 18 times more revenue than broadcast emails. (Jupiter Research)
  • Personalized emails improve click-through rates by 14%, and conversion rates by 10%. (Aberdeen Group)
  • 76% of people feel that marketing has changed more in the past 2 years than in the previous 50. Adobe, 2016.
  •  Marketers top priority of 2015 was customer experience. Adobe, 2016.
  • Companies that automate lead management see a 10% or greater increase in revenue in 6-9 months. (Gartner Research)
  • Only 25% of leads are legitimate and should advance to sales. (Gleanster Research)
  • 53% of organizations say data-driven marketing is their top strategic priority for 2016.Adobe, 2016.
  • 94% of marketers say that optimizing creative workflows will be important in delivering a great customer experience. Adobe, 2016.
  • Two-thirds of marketing and sales professionals surveyed for a new report do not use a marketing automation platform (MAP). Openprise, 2016.
  • Marketers who use marketing automation say lack of time is preventing advanced marketing. Openprise, 2016.
  • 41% of marketers cite inconsistent data across technologies as their biggest challenge for maximizing the return on investment in marketing technology. Dun & Bradstreet, 2016.
  • 47% of small business owners handle marketing efforts on their own. Infusionsoft & LeadPages, 2016.
  • Nearly one in five small business owners do not plan to use digital marketing at all in 2016. Infusionsoft & LeadPages, 2016.
  • Nearly half of 1000 small business owners surveyed said they don’t know whether they’re marketing effectively—and 14 percent know they aren’t. Infusionsoft & LeadPages, 2016.
  • Forty-one percent of small business owners use only one or two software applications in their marketing, and another 26 percent use three or four. Infusionsoft & LeadPages, 2016.
  • About half of small businesses plan to invest more in their websites in 2016, and half plan to increase their web advertising budgets. Infusionsoft & LeadPages, 2016.
  •  About a quarter of small business owners plan to spend more on print ads or direct mail, and 14 percent will spend more on telemarketing or in-person marketing. Infusionsoft & LeadPages, 2016.
  •  In 2016, most small businesses using digital marketing will aim to drive sales, build brand awareness, or simply convey information. Infusionsoft & LeadPages, 2016.
  •  81.3% of global marketers describe data as important to their efforts; 59.3% call it “critical”. The GDMA & The Winterberry Group, 2015.
  • 90.2% of global marketers say they’re focused on predictive analytics and segmentation to better target and engage key audiences. The GDMA & The Winterberry Group, 2015.
  •  56.3% of global marketers said they upped their annual data-driven marketing and advertising expenditures this year. The GDMA & The Winterberry Group, 2015.
  • The availability of marketing and advertising technology was ranked among the top three highest factors driving investment in data-driven marketing. The GDMA & The Winterberry Group, 2015.
  •  Improved attribution is the most important factor marketers think will provide more value for data-driven marketing and advertising. The GDMA & The Winterberry Group, 2015.
  •  87% of marketers are seeing a greater return through programmatic ads compared to traditional media buying. AdRoll, 2016.
  • 32% of marketers spent more than 50% of their budgets on programmatic in 2015, quadruple the 7% who focused on programmatic in 2013 and more than double the 14% in 2014. AdRoll, 2016.
  • Programmatic buying on social is now 50% more popular than a programmatic display for B2C marketers, with 75% of all B2C marketers using the technique. AdRoll, 2016.
  • 84% of marketers agree attribution is either critical or very important to marketing success, a 140% increase since last reported. AdRoll, 2016.
  • 40% of marketers are now using a multiple touchpoint attribution models, nearly double that of last year. AdRoll, 2016.
  •  24% of brand marketers plan to buy TV programmatically in 2016 (an increase of 81%). Rocket Fuel, 2016.
  • Programmatic buying is expected to see significant increases, with four out of five marketers planning to buy digital display in 2016, an increase of 18% from 2015. Rocket Fuel, 2016.
  • When it comes to driving revenue, 41% of marketers surveyed say that webinars are an effective tactic. DemandWave, 2016.
  • 97% of local businesses surveyed said they have a website. ReachLocal, 2016.
  • 40% of local businesses surveyed said they plan to invest in local listing optimization.ReachLocal, 2016.
  • 60% of local businesses surveyed said they had claimed their Google My Business listing. ReachLocal, 2016.
  • 25% of local businesses surveyed said they were unsure if their business was claimed with Google. ReachLocal, 2016.
  • 15% of local businesses surveyed said they have not claimed their business on Google. ReachLocal, 2016.
  •  84% of local businesses surveyed said they plan to spend more time on their marketing in 2016. ReachLocal, 2016.

Here are 10 of my favorite stats from this list of 35 of the top marketing stats from Forbes.

  1. 88% of B2B marketers currently use content marketing as part of their marketing strategy, yet only 32% have a documented content marketing strategy.
  2. Nearly half (48%) of the most effective B2B marketers have a documented editorial mission statement as part of their content strategy.
  3. The 5 most important marketing tactics for B2B businesses are (in order): in-person events, webinars/webcasts, case studies, white papers and videos.
  4. 66% of B2B marketers rank LinkedIn as the most effective social media platform for their business. Other effective platforms were Twitter (55%), YouTube (51%), SlideShare (41%) and Facebook (30%).
  5. The #1 content marketing goal for B2C businesses in 2016 is sales (83%), followed by customer retention and loyalty (81%) and engagement (81%).
  6. 30% of B2C marketers say sales is their most important content marketing metric.
  7. 50% of B2C companies say they plan to increase their content marketing budget in 2016.
  8. 71% of marketers report using visual assets as part of their content marketing strategy.
  9. Just over half (51%) of business owners report that content management is “very important” or “absolutely critical” to creating a cohesive customer journey.
  10. 69% of marketers say they plan to increase their use of blogging this year.
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Experiential Marketing Team Statistics Quote by Edwin Land

Statistics and Next Year

Anyways, marketing in 2016 is very interesting. I am not going to bore you with a never ending list of statistics that everyone can look up. These were some that I found very interesting.

Resources

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