Marketing Stats: a Reality Check on Industry Activity or Pure Manipulation?

By March 17, 2014Uncategorized

Statistics: reality check or manipulation?

Every once in a while, I love to indulge in stats. I don’t take them seriously—I learned long ago that you can say anything you want with properly manipulated numbers—but they are a bit of a weathervane, a reality check about what’s going on in the industry. These are some interesting stats from Social Media Today (SMT) plus a little added commentary—it’s my blog, after all!

  • 93% of marketers use social media for business. Wait a minute–this is the era of content marketing. We’re all marketers; we blog, post to our social media accounts and publish newsletters. I’m wondering how SMT defines marketers these days.
  • The fastest growing segment of social media users is adults aged 45-54%. An estimated 55% have a profile on at least one social network. Facebook is celebrating its tenth birthday this year—it’s taken ten years for the 40-50 set to get comfy with social media? Yikes. A disturbing trend for Facebook: younger users are so over it—on to Instagram, Snapchat, etc.
  • Half of all social media users under 35 follow their online friends’ product and service recommendations. Kids are on their devices and apparently need to be connected 24/7; this stat that should be troubling to Facebook if they are losing this demographic. Think losing ad revenue . . .
  • An estimated 68% are focusing more on SEO and 63% on blogs (less on social media). I get this. I’m trying to blog 2x/week and write better SEO content for my website. I’m backing off my own social media efforts because the ROI is just not there. Yet I do think that there’s a place for social media; it humanizes us. In many cases, people work in virtual environments and never even meet their clients. Yet we still want to know about the people with whom we are going to be working. We want to know if they hate the Dodgers as much as we do; we love the shared pictures of their culinary triumphs and daughter’s soccer victory.
  • 70% of marketers say that content marketing has increased their brand awareness.
  • 23% of top executives say they read blogs regularly. This statistic is stunning. Definitely time to start blogging.
  • Email is still the most effective way to reach top executives; 90% say they check their inboxes regularly. If you’ve got a robust list of contacts and you’re not doing a newsletter, it’s time to rethink your strategy.

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