With global ad spend hitting $4.6 trillion in 2022, the digital marketing industry is accelerating fast, and these growth statistics reveal exactly where the money is moving, which channels are paying off, and what marketers are planning next.
Key Takeaways
- $4.6 trillion global ad spend in 2022
- $9.5 billion market size for influencer marketing in 2021
- $21.1 billion influencer marketing market size forecast for 2025
- Global cloud spending by marketing and sales reached $115.2B in 2023 (forecast)
- Marketing leaders spent $1.3T worldwide on martech and media technologies in 2023 (estimate)
- 48% of marketers say personalization is their top marketing priority
- 73% of marketers say they use marketing automation
- 56% of B2B marketers say they use content marketing (documented in 2023 B2B trends survey)
- 89% of marketers report email marketing ROI is better than other channels
- Email marketing generates $36 for every $1 spent
- SEO conversion rates are 16% higher than paid search (benchmark statement)
- Marketing-qualified leads are 5x more likely to convert than non-qualified leads (study)
- Marketing teams spend an average of 26% of budget on digital marketing (share)
- Worldwide average marketing spend as % of revenue was 11% in 2022 (benchmark)
- The average cost of acquiring a customer (CAC) increased for e-commerce by 10% in 2023 (industry analysis)
Digital marketing is surging with soaring ad and martech spending, influencer growth, and high ROI from email, video, and automation.
Market Size
1$4.6 trillion global ad spend in 2022[1]
Verified2$9.5 billion market size for influencer marketing in 2021[2]
Verified3$21.1 billion influencer marketing market size forecast for 2025[2]
Verified4$27.0 billion influencer marketing market size forecast for 2028[2]
Directional5Global martech market size is projected to reach $1,132.9B in 2028[3]
Single source6US marketing automation software market size is expected to reach $7.0B by 2028[4]
Verified7$3.0 billion global email marketing software market size in 2022[5]
Verified8$4.9 billion global email marketing software market size forecast for 2030[5]
Verified9$9.3 billion global social media management software market size in 2022[6]
Directional10$16.8 billion global social media management software market size forecast for 2030[6]
Single source11$10.4 billion global SEO software market size in 2023[7]
Verified12$20.7 billion global SEO software market size forecast for 2030[7]
Verified13$1.3 billion global PPC management software market size in 2023[8]
Verified14$2.9 billion global PPC management software market size forecast for 2030[8]
Directional15$4.7 billion global content marketing software market size in 2023[9]
Single source16$11.9 billion global content marketing software market size forecast for 2030[9]
Verified17Global digital ad revenue for Meta was $113.9B in 2022[10]
Verified18$31.6 billion TikTok advertising revenue forecast for 2024[11]
Verified19$55.0 billion TikTok advertising revenue forecast for 2027[11]
DirectionalMarket Size Interpretation
As influencer marketing grows from $9.5 billion in 2021 to $27.0 billion by 2028 and TikTok ad revenue rises from a projected $31.6 billion in 2024 to $55.0 billion by 2027, the digital marketing economy is clearly shifting toward larger creator and platform powered spending alongside rapid expansion in martech and adtech software.
Industry Trends
1Global cloud spending by marketing and sales reached $115.2B in 2023 (forecast)[12]
Verified2Marketing leaders spent $1.3T worldwide on martech and media technologies in 2023 (estimate)[13]
Verified348% of marketers say personalization is their top marketing priority[14]
Verified461% of marketers say they will increase spending on marketing automation within 12 months[15]
Directional572% of marketers say they plan to adopt generative AI for marketing use cases[16]
Single source692% of consumers use the internet[17]
Verified75.35 billion people globally used the internet in 2023[18]
Verified84.65 billion social media users worldwide in 2022[19]
Verified95.04 billion social media users worldwide in January 2024[19]
Directional103.8 billion email users worldwide in 2022 (projected)[20]
Single source114.6 billion social network users worldwide projected for 2025[21]
VerifiedIndustry Trends Interpretation
With 72% of marketers planning to adopt generative AI and 61% planning to increase marketing automation spending within 12 months, digital marketing is clearly accelerating toward more personalized, AI-driven campaigns even as internet use tops 5.35 billion people in 2023.
User Adoption
173% of marketers say they use marketing automation[22]
Verified256% of B2B marketers say they use content marketing (documented in 2023 B2B trends survey)[23]
Verified389% of marketers report email marketing ROI is better than other channels[24]
Verified434% of marketers say they have a content marketing strategy documented[25]
Directional566% of marketers say video is essential for their marketing strategy[26]
Single source678% of marketers say they use customer segmentation[27]
Verified762% of marketers say they use marketing analytics tools[28]
Verified862% of marketers track campaign performance using marketing analytics[29]
Verified952% of marketers say their company uses marketing attribution[30]
DirectionalUser Adoption Interpretation
With 73% of marketers already using marketing automation, the data suggests that digital growth in this category is being driven by increasingly data powered, segmented, and analytics guided campaign execution, while 89% report email marketing delivers the strongest ROI.
Performance Metrics
1Email marketing generates $36 for every $1 spent[31]
Verified2SEO conversion rates are 16% higher than paid search (benchmark statement)[32]
Verified3Marketing-qualified leads are 5x more likely to convert than non-qualified leads (study)[33]
Verified4Improving conversion rate from 1% to 2% can double revenue (CRO arithmetic benchmark)[34]
Directional5Video marketing statistics: 64% of consumers are more likely to buy after watching a brand video[35]
Single source6Retailers using personalization see 10%+ revenue lift (study finding)[36]
Verified72 seconds is the median page load time threshold for higher conversion (Akamai benchmark)[37]
Verified853% of people will abandon a website that takes longer than 3 seconds to load (survey)[38]
Verified9Influencer marketing ROI is reported at $5.78 per $1 spent (survey result)[39]
Directional1085% of businesses believe influencer marketing is effective (survey)[40]
Single source11Influencer marketing leads have a 37% higher conversion rate than other sources (study finding)[41]
Verified12Content marketing generates 54% of demand through digital channels (industry metric)[42]
Verified13Paid search advertising accounted for 31% of B2B marketing leads in 2022 (share)[43]
Verified14Paid social accounted for 21% of B2B marketing leads in 2022 (share)[43]
Directional15B2B email conversion rates averaged 1.2% in 2023 (benchmark)[44]
Single source16B2B email unsubscribe rates averaged 0.2% (benchmark)[44]
Verified17Average marketing email unsubscribe rates average 0.2% (benchmark)[44]
Verified18Average spam complaint rate is 0.01% (benchmark)[44]
Verified19Consumer advertising engagement via social media is 53% (survey)[45]
DirectionalPerformance Metrics Interpretation
Across digital channels, the biggest growth lever is conversion-focused, with improving conversion rate from 1% to 2% able to double revenue while faster experiences matter as 53% of people abandon sites taking longer than 3 seconds to load.
Cost Analysis
1Marketing teams spend an average of 26% of budget on digital marketing (share)[46]
Verified2Worldwide average marketing spend as % of revenue was 11% in 2022 (benchmark)[47]
Verified3The average cost of acquiring a customer (CAC) increased for e-commerce by 10% in 2023 (industry analysis)[48]
VerifiedCost Analysis Interpretation
With teams dedicating 26% of their budgets to digital marketing while global marketing spend averages 11% of revenue and e-commerce CAC rose by 10% in 2023, the data suggests digital efforts are taking an outsized share of spend even as acquisition costs keep climbing.
References
- 1statista.com/statistics/237102/global-advertising-spending/
- 2statista.com/statistics/485226/influencer-marketing-market-size/
- 20statista.com/statistics/255080/number-of-email-users-worldwide/
- 21statista.com/statistics/278414/number-of-social-network-users/
- 46statista.com/statistics/273555/digital-advertising-spending-as-share-of-total-ad-spending-worldwide/
- 3fortunebusinessinsights.com/marketing-technology-market-102741
- 4fortunebusinessinsights.com/marketing-automation-software-market-102257
- 5grandviewresearch.com/industry-analysis/email-marketing-software-market
- 6grandviewresearch.com/industry-analysis/social-media-management-software-market
- 7grandviewresearch.com/industry-analysis/seo-software-market
- 8grandviewresearch.com/industry-analysis/ppc-management-software-market
- 9grandviewresearch.com/industry-analysis/content-marketing-software-market
- 10investor.fb.com/static-files/d0b7b1d3-0ed6-44fe-9ef8-3d0e2c7c1b1f
- 11businessofapps.com/data/tiktok-revenue-statistics/
- 45businessofapps.com/data/tiktok-ad-statistics/
- 12gartner.com/en/newsroom/press-releases/2023-04-12-gartner-says-worldwide-public-cloud-end-user-spending-will-total-679-4-billion-in-2024
- 15gartner.com/en/newsroom/press-releases/2023-02-14-gartner-says-64-of-cio-said-theyre-investing-in-marketing-automation
- 27gartner.com/en/sales/support/segmentation-statistics
- 29gartner.com/en/articles/marketing-analytics-future-of-marketing
- 30gartner.com/en/articles/marketing-attribution-evolution
- 47gartner.com/en/newsroom/press-releases/2023-11-01-gartner-survey-finds-cmos-are-allocating-marketing-spend-to-growth-areas
- 13salesforce.com/resources/articles/state-of-the-connected-customer/
- 14salesforce.com/resources/research-reports/state-of-the-connected-customer/
- 16salesforce.com/resources/research-reports/state-of-sales/
- 17ourworldindata.org/internet
- 18itu.int/itu-d/reports/statistics/facts-figures-2024
- 19datareportal.com/social-media-users
- 22hubspot.com/state-of-marketing
- 33hubspot.com/marketing-statistics
- 23semrush.com/blog/content-marketing-statistics/
- 24litmus.com/resources/email-marketing-statistics/
- 31litmus.com/blog/email-marketing-roi-statistics/
- 25contentmarketinginstitute.com/research/
- 26business.instagram.com/resources/video-marketing-statistics
- 28pardot.com/resources/marketing-analytics-statistics/
- 32searchenginejournal.com/seo-vs-ppc-data/336785/
- 34crazyegg.com/blog/conversion-rate-optimization/
- 35influencermarketinghub.com/video-marketing-statistics/
- 39influencermarketinghub.com/influencer-marketing-roi/
- 40influencermarketinghub.com/influencer-marketing-statistics/
- 36epsilon.com/resources/white-papers/real-consumers-real-answers-personalization-and-revenue
- 37akamai.com/uk/en/resources/whitepaper/consumer-expectations-of-web-performance/
- 38thinkwithgoogle.com/intl/en-180/insights/website-speed-is-critical-for-conversion/
- 41forbes.com/sites/forbesagencycouncil/2021/08/26/4-reasons-why-influencer-marketing-works/
- 42demandgenreport.com/research/
- 43b2bmarketing.net/research/
- 44mailchimp.com/resources/email-marketing-benchmarks/
- 48retaildive.com/news/cac-rising-2023/690123/