During a survey carried out in November 2023 among marketers worldwide, the decline in the ability to measure campaign effectiveness on tech platforms and open web was voted the leading concern in media and marketing initiatives, named by 43 percent of respondents. A lack of preparedness for a cookieless future ranked second, mentioned by 39 percent. Roughly three out of 10 respondents cited the loss of access to third-party data.

During a 2023 survey, 67 percent of responding marketers from across the world stated they often or sometimes used Facebook ads in their work. According to the results of this survey, Facebook was the most used ad platform. Instagram ranked second, with 52 percent of respondents saying they often or sometimes used ads on this platform.

The digital marketing tools market in Japan was valued at about 302 billion Japanese yen in 2023. Due to factors such as an increasing adoption at small and medium-sized enterprises (SMEs) and the use of generative artificial intelligence (AI) for automation purposes, it was expected that the market would grow further and reach a value of 501.6 billion yen by 2027.

During a 2023 survey carried out among in-house and agency marketers from France, Germany, Italy, Spain, and the United Kingdom, 58 percent of respondents stated that customer retention and loyalty was one of their leading marketing priorities. Acquiring/winning back customers ranked second, named by 54 percent of respondents.

A survey conducted in the third quarter of 2023 revealed that over 68 percent of respondents in Indonesia had researched brands online before making a purchase. In comparison, around 14 percent of questioned Indonesian internet users clicked or tapped on a banner ad on a website in the past 30 days prior to the survey.

During a 2024 survey among marketers worldwide, around 86 percent reported using Facebook for marketing purposes. Instagram and LinkedIn followed, respectively mentioned by 79 and 65 percent of the respondents. The global social media marketing segment According to the same study, 59 percent of responding marketers intended to increase their organic use of YouTube for marketing purposes throughout that year. LinkedIn and Instagram followed with similar shares, rounding up the top three social media platforms attracting a planned growth in organic use among global marketers in 2024. Their main driver is increasing brand exposure and traffic, which led the ranking of benefits of social media marketing worldwide. Social media for B2B marketing Social media platform adoption rates among business-to-consumer (B2C) and business-to-business (B2B) marketers vary according to each subsegment's focus. While B2C professionals prioritize Facebook and Instagram – both run by Meta, Inc. – due to their popularity among online audiences, B2B marketers concentrate their endeavors on Microsoft-owned LinkedIn due to its goal to connect people and companies in a corporate context.

In 2022, global content marketing industry revenue was estimated at roughly 63 billion U.S. dollars. The source projected that it would increase to 72 billion in 2023 and that it would continue growing over the further years to reach 107 billion in 2026.

During an August 2023 survey, 56 percent of surveyed small or medium business owners said they used social media marketing to increase customer engagement and online traffic, while 21 percent of them were considering doing it. Offering sales or deals on products or services to appeal to new customers ranked close second, with 73 percent of respondents either already adopting this practice or considering it for the future.

According to a 2023 study conducted with marketers in the United States, 73 percent of respondents reported using generative artificial intelligence tools, such as chatbots, as a part of their company's work. Only 17 percent of American marketing professionals were not using the generative AI tools.

During a March 2023 survey among marketers worldwide, 44 percent of respondents stated they are planning on adding online events or shows, such as podcasts and video shorts, to their marketing mix in the year ahead. Real-time marketing and new social media platforms followed, with 41 and 39 percent, respectively. Artificial intelligence (AI) for automaton was in the future plans of 15 percent of marketing professionals.

In 2023, affiliate marketing spending in the United States stood at 9.56 billion U.S. dollars. The source projected it would increase to 10.72 billion in 2024 and further to roughly 12 billion in 2025.

During a January 2023 global survey among marketing decision-makers, 42 percent said purchase history was the most important data type to improve business outcomes. Social media and email marketing data tied in second, each mentioned by 40 percent of the interviewees.

It was calculated that the digital advertising spending worldwide amounted to 549.51 billion U.S. dollars in 2022. The source projected that by 2027, the spending would reach 870.85 billion dollars.

Advertising spending - additional information

Advertising can utilize almost any form of media to meet its needs. Media including print, television, radio, cinema, outdoor, mobile and digital have all been targeted by advertisers. Global advertising spending has been constantly increasing (with the exception of 2020) since 2010, and is forecast to round up to nearly 856 billion U.S. dollars in 2023. Due to advances in technology and consumer preferences, not all media are as heavily invested in as others. As of 2022, the internet was considered the most important medium for advertisers, accounting for 62 percent of total media ad spend in 2022. Internet expenditures are projected to record a growth of 8.4 percent in 2023.

Digital advertising spending worldwide – which includes both desktop and laptop computers as well as mobile devices – stood at an estimated 522.5 billion U.S. dollars in 2021. This figure is forecast to constantly increase in the coming years, reaching a total of 835.82 billion U.S. dollars by 2026. Mobile internet advertising is a heavily invested sub-sector of the digital advertising industry. Mobile internet advertising spending is forecast to increase from 276 billion U.S. dollars in 2020 to nearly 495 billion U.S. dollars in 2024. Following this pattern, mobile advertising spending in the U.S. is also forecast to grow in the coming years. Mobile ad spending in the U.S. is projected to gain nearly 25 billion U.S. dollars in 2023.

In 2023, around 65 percent of marketing professionals from selected countries worldwide sent out more than half of their e-mail marketing campaigns with subject line personalization included. Another 9 percent of the same professionals did not send any e-mails with personalized subject lines.

During a 2023 survey carried out among marketing leaders predominantly in consumer packaged goods and retail from North America, the most common driver for clean room strategies were in-depth analytics (named by 56 percent of respondents), ability to measure campaign results (54 percent), and ease of data integration (52 percent). In a different survey, 29 percent of responding U.S. marketers said they would focus more on data clean rooms in 2023 than they had in 2022.

In the second quarter of 2024, 98.6 percent of marketing emails sent by the travel, hospitality, and entertainment (TH+E) sector were delievered to their intendended destinations. Among these, 42.4 percent were opened.

During a late 2023 survey carried out among marketing professionals worldwide, 90 percent of respondents stated they used videos on YouTube for marketing purposes. Facebook was the second-most commonly named platform, mentioned by 86 percent of respondents. TikTok was used by 69 percent of interviewed marketers.

During a 2023 global survey among business-to-business (B2B) marketers, 73 percent reported using conversions to measure the performance of their content marketing efforts. Email engagement and website traffic tied in second place, each mentioned by 71 percent of respondents as key performance indicators (KPIs) in B2B content marketing. According to the same study, brand awareness and lead generation were the leading goals achieved through content marketing among B2B marketers worldwide.

During a survey conducted among marketing and advertising professionals in North and South America as well as in Europe in July 2023, over 75 percent of respondents stated using ChatGPT at work. Nearly 17 percent of respondents used Microsoft's AI-powered Bing, while the same share used Google's AI tool Bard. Among design-related tools, the respondents mentioned Midjourney, DALL-E 2, and Adobe Firefly. According to the same study, generative AI uses in advertising and marketing included mainly drafting content, brainstorming, and researching.

During a December 2023 survey carried out among business owners and marketing managers in the United States, 31 percent of respondents stated that they started using text marketing because it offered high open and click-through rates. One in three said the cost-effectivity of text marketing was their primary motivation for investing in that channel.