Marketing automation is now used by 87% of marketers, but nearly half still face data quality issues. At the same time, 70% of business buyers expect digital channels to improve their experience, creating a complex environment for ICT professionals.
Key Takeaways
- 2.66 billion social media users worldwide in 2024
- $674.0 billion worldwide public cloud end-user spending in 2024
- $1.0 trillion global spending on cybersecurity services in 2024
- 70% of business buyers expect digital channels to improve their buying experience
- 65% of B2B marketers use account-based marketing (ABM) in 2024
- 38% of B2B buyers have used chatbots or virtual assistants for customer service before purchase
- 87% of marketers use some form of marketing automation
- 63% of organizations have implemented marketing automation tools
- 56% of marketers use customer data platforms (CDPs) or plan to in the next 12 months
- 4.5 billion email accounts are expected worldwide in 2024
- 4.26 billion users are expected to use email by 2024 (global)
- 53% of marketers use social media for customer acquisition (2024)
- The median B2B conversion rate across industries is 2.23%
- Websites with faster load times can improve conversion rates by up to 27%
- Cookie deprecation timelines shifted; Google planned to phase out third-party cookies in Chrome by 2024 (initially announced for end of 2024)
With cloud, automation, and personalization rising, marketing ROI depends on better data, faster sites, and strong privacy.
Related reading
01 · Category
Market Size8 stats
01
2.66 billion social media users worldwide in 2024
02
$674.0 billion worldwide public cloud end-user spending in 2024
03
$1.0 trillion global spending on cybersecurity services in 2024
04
Worldwide IT services revenue is forecast to reach $1.6 trillion in 2024.
05
The global marketing automation market is forecast to reach $7.45 billion in 2024.
06
The global CRM software market is forecast to reach $83.1 billion in 2024.
07
The global email marketing services market is forecast to reach $17.0 billion in 2024.
08
The global marketing analytics market is expected to reach $6.2 billion in 2024.
Interpretation
Market Size Interpretation
In the Market Size category, the ICT marketing landscape is expanding rapidly as spending and software demand surge, with 2.66 billion social media users worldwide in 2024 and major budgets like $674.0 billion in public cloud end user spending plus $83.1 billion in CRM software and $7.45 billion in marketing automation forecast for 2024.
02 · Category
Customer Behavior5 stats
01
70% of business buyers expect digital channels to improve their buying experience
02
65% of B2B marketers use account-based marketing (ABM) in 2024
03
38% of B2B buyers have used chatbots or virtual assistants for customer service before purchase
04
78% of consumers who receive personalized messages are more likely to purchase
05
B2B buyers spend 27% of their buying time evaluating solutions online
Interpretation
Customer Behavior Interpretation
In the customer behavior landscape for the ICT industry, buyers increasingly expect digitally assisted experiences, with 70% of business buyers anticipating improvements from digital channels and 27% of B2B buying time spent evaluating solutions online, while personalization also drives action since 78% of consumers who receive personalized messages are more likely to purchase.
03 · Category
Martech Adoption4 stats
01
87% of marketers use some form of marketing automation
02
63% of organizations have implemented marketing automation tools
03
56% of marketers use customer data platforms (CDPs) or plan to in the next 12 months
04
Marketing data quality affects campaign performance; 47% of marketing leaders report data quality issues (2023)
Interpretation
Martech Adoption Interpretation
Martech adoption is strong in the ICT industry, with 87% of marketers using marketing automation and 56% planning or already using CDPs, but data quality remains a drag as 47% of marketing leaders report issues that can undermine campaign performance.
04 · Category
Channel Performance5 stats
01
4.5 billion email accounts are expected worldwide in 2024
02
4.26 billion users are expected to use email by 2024 (global)
03
53% of marketers use social media for customer acquisition (2024)
04
Google Ads accounted for about 31.7% of global digital ad market share in 2024
05
Meta (Facebook/Instagram) accounted for about 24.2% of global social ad spend in 2024
Interpretation
Channel Performance Interpretation
For Channel Performance in the ICT industry, email reach is massive with 4.26 billion users expected to use it by 2024 while social platforms are also dominant, where 53% of marketers use social media for customer acquisition and paid visibility is led by Google Ads at 31.7% market share and Meta at 24.2% of social ad spend.
More related reading
05 · Category
Performance Metrics2 stats
01
The median B2B conversion rate across industries is 2.23%
02
Websites with faster load times can improve conversion rates by up to 27%
Interpretation
Performance Metrics Interpretation
For performance metrics in the ICT marketing space, optimizing site speed is a high-leverage lever since faster load times can lift conversion rates by up to 27%, far above the typical median B2B conversion rate of 2.23% across industries.
06 · Category
Industry Trends3 stats
01
Cookie deprecation timelines shifted; Google planned to phase out third-party cookies in Chrome by 2024 (initially announced for end of 2024)
02
In 2023, 73% of organizations reported they were at least moderately concerned about marketing data privacy
03
Marketing’s share of total IT spending in 2024 is 10% (martech-related budget share)
Interpretation
Industry Trends Interpretation
As industry trends push marketing into a more privacy-first era, with Google shifting expectations for third-party cookie deprecation to 2024 and 73% of organizations moderately concerned about marketing data privacy, marketing’s 10% share of total IT spending in 2024 suggests budgets will increasingly prioritize compliant, privacy-aware strategies.
07 · Category
Cost Analysis2 stats
01
The average cost of a data breach in 2023 was $4.45 million (IBM Security Cost of a Data Breach report, 2023).
02
The average cost to acquire a customer (CAC) in SaaS is $82.52per customer (2024 benchmark).
Interpretation
Cost Analysis Interpretation
For cost analysis in the ICT industry, the rising risk of major security incidents is stark, with the average data breach in 2023 costing $4.45 million, far exceeding the $82.52 average SaaS customer acquisition cost and highlighting how expensive breaches can overwhelm growth spend.
08 · Category
Regulation & Privacy3 stats
01
52% of organizations measure marketing performance using marketing dashboards (2024).
02
In 2023, 64% of organizations experienced a data breach (2023).
03
The EU General Data Protection Regulation (GDPR) entered into application on 25 May 2018.
Interpretation
Regulation & Privacy Interpretation
With 64% of organizations reporting data breaches in 2023 and GDPR compliance since 25 May 2018, the regulation and privacy landscape is creating real risk pressure for marketing teams, even as they increasingly rely on tools like marketing dashboards to guide performance decisions.
report visual · Comparison
How widely adopted are key marketing tech practices?
Adoption of marketing automation and ABM is high among marketers and organizations, while only a little over half use CDPs.
87% of marketers use some form of marketing automation87%
65% of B2B marketers use account-based marketing (ABM) in 2024
65%
63% of organizations have implemented marketing automation tools
63%
56% of marketers use customer data platforms (CDPs) or plan to in the next 12 months
56%
source-verifiedhubspot.com · forrester.com · linkedin.com · gartner.com2024
Reference
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
Gabrielle Fontaine. (2026, February 13). Marketing In The Ict Industry Statistics. Gitnux. https://gitnux.org/marketing-in-the-ict-industry-statistics
MLA
Gabrielle Fontaine. "Marketing In The Ict Industry Statistics." Gitnux, 13 Feb 2026, https://gitnux.org/marketing-in-the-ict-industry-statistics.
Chicago
Gabrielle Fontaine. 2026. "Marketing In The Ict Industry Statistics." Gitnux. https://gitnux.org/marketing-in-the-ict-industry-statistics.
Sources & references
32 datasets cited across this report · attribution is report-level
+13 additional datasets cited (not shown individually)