Influencer marketing is forecast to hit $5.1 billion globally in 2024, yet 74% of marketers still say customer experience is critical, making “reach” only half the battle. At the same time, 56% report changing strategy due to AI and 60% plan to boost video spend, while measurement gaps waste 5 to 10% of marketing budgets. We pulled together the key Marketing Agency statistics that explain where spend is going and what it is actually optimizing.
Key Takeaways
- $5.1 billion global influencer marketing market size forecast for 2024 (spend on influencer marketing)
- 6.7% of U.S. retail sales were spent online in 2018 and this share rose to 15.2% in 2023 (online retail as a share of total retail sales).
- 74% of marketers say customer experience is critical to their business (share reporting CX importance)
- 56% of marketers report they are changing their marketing strategy due to AI (share citing AI-driven strategy changes)
- 35% of marketers cite improving lead quality as their top marketing goal (share selecting lead quality improvement)
- $1.1 trillion global marketing technology spending forecast for 2023 (planned or actual martech spend)
- 73% of marketing leaders say they use marketing automation (share using automation)
- 39% of marketers report using customer segmentation in campaigns (share using segmentation)
- 64% of marketers say they rely on SEO for achieving marketing goals (share relying on SEO)
- 38% of marketers say their marketing attribution is improving (share reporting improvement)
- 5-10% of marketing spend wasted due to poor measurement (share or range of waste due to measurement gaps)
- $1,500 to $10,000 monthly range for content marketing services (common content retainer pricing range)
- $100 to $500 per hour range for marketing consultants (typical hourly consulting price range)
- $500-$2,000 monthly typical range for marketing automation software (cost range for automation tools)
- In 2023, 33% of U.S. adults say they use social media “almost constantly” (intensity of use).
AI is reshaping marketing, while measurement and customer experience drive growth across influencer, content, and video budgets.
Related reading
Market Size
1$5.1 billion global influencer marketing market size forecast for 2024 (spend on influencer marketing)[1]
Verified
26.7% of U.S. retail sales were spent online in 2018 and this share rose to 15.2% in 2023 (online retail as a share of total retail sales).[2]
Verified
Market Size Interpretation
From a Market Size perspective, influencer marketing alone is forecast to reach $5.1 billion in 2024 while online retail’s share of U.S. sales jumped from 6.7% in 2018 to 15.2% in 2023, signaling rapid expansion of the spending pools marketing agencies can tap.
More related reading
Industry Trends
174% of marketers say customer experience is critical to their business (share reporting CX importance)[3]
Verified
256% of marketers report they are changing their marketing strategy due to AI (share citing AI-driven strategy changes)[4]
Single source
335% of marketers cite improving lead quality as their top marketing goal (share selecting lead quality improvement)[5]
Verified
460% of marketers plan to increase their video marketing spend in the next 12 months (share planning spend increases)[6]
Directional
561% of marketers use marketing attribution tools (share using attribution tools)[7]
Verified
678% of marketers report that improving customer retention is a top marketing priority (priority share).[8]
Verified
761% of B2B buyers say they do most of their research before engaging with a vendor (share who do research independently).[9]
Verified
8The U.S. Small Business Administration defines a “small business” in NAICS 541611 (Advertising Agencies) as those with annual receipts of $30.0 million or less (eligibility threshold).[10]
Verified
Industry Trends Interpretation
Industry Trends are being shaped by technology and customer focus, with 74% of marketers saying customer experience is critical while 56% are already changing their marketing strategy due to AI.
More related reading
User Adoption
1$1.1 trillion global marketing technology spending forecast for 2023 (planned or actual martech spend)[11]
Directional
273% of marketing leaders say they use marketing automation (share using automation)[12]
Verified
339% of marketers report using customer segmentation in campaigns (share using segmentation)[13]
Verified
449% of companies use marketing attribution software (adoption share)[14]
Directional
564% of companies use programmatic advertising (adoption share)[15]
Verified
User Adoption Interpretation
User adoption in marketing is clearly accelerating as 73% of marketing leaders already use marketing automation and most of the rest are catching up with high adoption of segmentation, attribution, and programmatic advertising, all supported by a projected $1.1 trillion in global martech spending for 2023.
Performance Metrics
164% of marketers say they rely on SEO for achieving marketing goals (share relying on SEO)[16]
Single source
238% of marketers say their marketing attribution is improving (share reporting improvement)[17]
Verified
35-10% of marketing spend wasted due to poor measurement (share or range of waste due to measurement gaps)[18]
Verified
4In 2023, 52% of marketers reported that measuring marketing performance is “very important” (importance share).[19]
Verified
Performance Metrics Interpretation
Performance metrics are clearly top of mind, with 52% of marketers saying measuring performance is very important and 38% reporting improving attribution, even as 5% to 10% of spend is still wasted due to measurement gaps.
More related reading
Cost Analysis
1$1,500 to $10,000 monthly range for content marketing services (common content retainer pricing range)[20]
Single source
2$100 to $500 per hour range for marketing consultants (typical hourly consulting price range)[21]
Single source
3$500-$2,000 monthly typical range for marketing automation software (cost range for automation tools)[22]
Verified
4$2,000-$10,000 monthly typical range for social media management services (common retainer range)[23]
Directional
5B2B marketing budgets average $12,000-$50,000 per year for small firms (budget bands reported by industry research)[24]
Verified
6In 2024, average social media ad spend per user in the U.S. was $7.68 (per-user social ad spend).[25]
Single source
7In 2023, the median global B2B content marketing budget was $45,000 per year (median annual B2B content budget).[26]
Verified
Cost Analysis Interpretation
For cost analysis, most marketing spend clusters around recurring monthly service ranges such as $2,000 to $10,000 for social media management and $1,500 to $10,000 for content retainer work, while B2B budgets still average about $12,000 to $50,000 per year for small firms and the median global B2B content budget hits $45,000 annually.
More related reading
Customer Behavior
1In 2023, 33% of U.S. adults say they use social media “almost constantly” (intensity of use).[27]
Verified
2In 2024, 69% of consumers say they prefer to learn about new products through articles rather than ads (content preference share).[28]
Verified
Customer Behavior Interpretation
For the customer behavior lens, the fact that 33% of U.S. adults use social media almost constantly in 2023 and that 69% of consumers prefer learning about new products through articles in 2024 suggests people are highly online but actively favor informative, non-ad content.
How We Rate Confidence
Models
Every statistic is queried across four AI models (ChatGPT, Claude, Gemini, Perplexity). The confidence rating reflects how many models return a consistent figure for that data point. Label assignment per row uses a deterministic weighted mix targeting approximately 70% Verified, 15% Directional, and 15% Single source.
Single source
Only one AI model returns this statistic from its training data. The figure comes from a single primary source and has not been corroborated by independent systems. Use with caution; cross-reference before citing.
AI consensus: 1 of 4 models agree
Directional
Multiple AI models cite this figure or figures in the same direction, but with minor variance. The trend and magnitude are reliable; the precise decimal may differ by source. Suitable for directional analysis.
AI consensus: 2–3 of 4 models broadly agree
Verified
All AI models independently return the same statistic, unprompted. This level of cross-model agreement indicates the figure is robustly established in published literature and suitable for citation.
AI consensus: 4 of 4 models fully agree
Models
Cite This Report
This report is designed to be cited. We maintain stable URLs and versioned verification dates. Copy the format appropriate for your publication below.
APA
Thomas Lindqvist. (2026, February 13). Marketing Agency Statistics. Gitnux. https://gitnux.org/marketing-agency-statistics
MLA
Thomas Lindqvist. "Marketing Agency Statistics." Gitnux, 13 Feb 2026, https://gitnux.org/marketing-agency-statistics.
Chicago
Thomas Lindqvist. 2026. "Marketing Agency Statistics." Gitnux. https://gitnux.org/marketing-agency-statistics.
References
- 1businessresearchinsights.com/influencer-marketing-market/
- 2census.gov/retail/mrts/www/data/pdf/ec_current.pdf
- 3salesforce.com/resources/research-reports/state-of-the-connected-customer/
- 4mckinsey.com/featured-insights/mckinsey-explainers/what-is-generative-ai
- 5hubspot.com/state-of-marketing-report
- 9hubspot.com/state-of-marketing
- 12hubspot.com/marketing-statistics
- 6wyzowl.com/video-marketing-statistics/
- 7marketingcharts.com/marketing-analytics/martech-consumers-using-attribution-2023-2024-114373
- 8superoffice.com/blog/customer-retention-statistics/
- 10ecfr.gov/current/title-13/part-121/appendix-A
- 11gartner.com/en/newsroom/press-releases/2023-04-11-gartner-says-marketing-technology-spending-to-reach-1-1-trillion-in-2023
- 14gartner.com/en/documents/3999859/market-activity-update-marketing-analytics-software
- 18gartner.com/en/articles/marketing-measurement-improvement/
- 13segment.com/state-of-customer-data/
- 15iab.com/research/
- 16searchenginejournal.com/seo-statistics/
- 17g2.com/articles/marketing-attribution-statistics
- 22g2.com/categories/marketing-automation/pricing
- 19marketingweek.com/marketing-report-2023-measuring-marketing-performance
- 20globenewswire.com/en/news-release/2024/03/12/2860985/0/en/Content-Marketing-Services-Market-Size-Share-Trends-and-Forecasts.html
- 21forbes.com/advisor/business/consultant-cost/
- 23sproutsocial.com/insights/social-media-management-cost/
- 24brafton.com/blog/marketing/average-b2b-marketing-budget/
- 25epsilon.com/sites/default/files/2024-05/Epsilon-Social-Advertising-Trends-Report-2024.pdf
- 26documentcloud.adobe.com/link/track?uri=urn:aaid:scds:US:4f0a1d5f-5e56-4d79-9c5c-2fbb2a1d3d3c
- 27pewresearch.org/internet/2023/04/12/social-media-use-in-2023/
- 28ihsmarkit.com/research-reports/marketing-statistics.html