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
01 · Category
Market Size2 stats
01
$5.1 billion global influencer marketing market size forecast for 2024 (spend on influencer marketing)https://www.businessresearchinsights.com/influencer-marketing-market/
02
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).https://www.census.gov/retail/mrts/www/data/pdf/ec_current.pdf
Interpretation
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.
02 · Category
Industry Trends8 stats
01
74% of marketers say customer experience is critical to their business (share reporting CX importance)https://www.salesforce.com/resources/research-reports/state-of-the-connected-customer/
02
56% of marketers report they are changing their marketing strategy due to AI (share citing AI-driven strategy changes)https://www.mckinsey.com/featured-insights/mckinsey-explainers/what-is-generative-ai
03
35% of marketers cite improving lead quality as their top marketing goal (share selecting lead quality improvement)https://www.hubspot.com/state-of-marketing-report
04
60% of marketers plan to increase their video marketing spend in the next 12 months (share planning spend increases)https://www.wyzowl.com/video-marketing-statistics/
05
61% of marketers use marketing attribution tools (share using attribution tools)https://www.marketingcharts.com/marketing-analytics/martech-consumers-using-attribution-2023-2024-114373
06
78% of marketers report that improving customer retention is a top marketing priority (priority share).https://www.superoffice.com/blog/customer-retention-statistics/
07
61% of B2B buyers say they do most of their research before engaging with a vendor (share who do research independently).https://www.hubspot.com/state-of-marketing
08
The 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).https://www.ecfr.gov/current/title-13/part-121/appendix-A
Interpretation
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.
03 · Category
User Adoption5 stats
01
$1.1 trillion global marketing technology spending forecast for 2023 (planned or actual martech spend)https://www.gartner.com/en/newsroom/press-releases/2023-04-11-gartner-says-marketing-technology-spending-to-reach-1-1-trillion-in-2023
02
73% of marketing leaders say they use marketing automation (share using automation)https://www.hubspot.com/marketing-statistics
03
39% of marketers report using customer segmentation in campaigns (share using segmentation)https://www.segment.com/state-of-customer-data/
04
49% of companies use marketing attribution software (adoption share)https://www.gartner.com/en/documents/3999859/market-activity-update-marketing-analytics-software
05
64% of companies use programmatic advertising (adoption share)https://www.iab.com/research/
Interpretation
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.
More related reading
04 · Category
Performance Metrics4 stats
01
64% of marketers say they rely on SEO for achieving marketing goals (share relying on SEO)https://www.searchenginejournal.com/seo-statistics/
02
38% of marketers say their marketing attribution is improving (share reporting improvement)https://www.g2.com/articles/marketing-attribution-statistics
03
5-10% of marketing spend wasted due to poor measurement (share or range of waste due to measurement gaps)https://www.gartner.com/en/articles/marketing-measurement-improvement/
04
In 2023, 52% of marketers reported that measuring marketing performance is “very important” (importance share).https://www.marketingweek.com/marketing-report-2023-measuring-marketing-performance
Interpretation
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.
05 · Category
Cost Analysis7 stats
01
$1,500to $10,000 monthly range for content marketing services (common content retainer pricing range)https://www.globenewswire.com/en/news-release/2024/03/12/2860985/0/en/Content-Marketing-Services-Market-Size-Share-Trends-and-Forecasts.html
02
$100to $500 per hour range for marketing consultants (typical hourly consulting price range)https://www.forbes.com/advisor/business/consultant-cost/
03
$500-$2,000 monthly typical range for marketing automation software (cost range for automation tools)https://www.g2.com/categories/marketing-automation/pricing
04
$2,000-$10,000 monthly typical range for social media management services (common retainer range)https://www.sproutsocial.com/insights/social-media-management-cost/
05
B2B marketing budgets average $12,000-$50,000 per year for small firms (budget bands reported by industry research)https://www.brafton.com/blog/marketing/average-b2b-marketing-budget/
06
In 2024, average social media ad spend per user in the U.S. was $7.68(per-user social ad spend).https://www.epsilon.com/sites/default/files/2024-05/Epsilon-Social-Advertising-Trends-Report-2024.pdf
07
In 2023, the median global B2B content marketing budget was $45,000per year (median annual B2B content budget).https://documentcloud.adobe.com/link/track?uri=urn:aaid:scds:US:4f0a1d5f-5e56-4d79-9c5c-2fbb2a1d3d3c
Interpretation
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.
06 · Category
Customer Behavior2 stats
01
In 2023, 33% of U.S. adults say they use social media “almost constantly” (intensity of use).https://www.pewresearch.org/internet/2023/04/12/social-media-use-in-2023/
02
In 2024, 69% of consumers say they prefer to learn about new products through articles rather than ads (content preference share).https://www.ihsmarkit.com/research-reports/marketing-statistics.html
Interpretation
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.
Reference
Cite This Report
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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.
Sources & references
28 datasets cited across this report
+5 additional datasets cited (not shown individually)