By Julee Klein, Marketing Consultant & President
9 Statistics About Online Consumer Behavior to Consider Before Starting a Digital Marketing Campaign
As a small business owner, deciding where to spend our marketing budget can be a challenge. On the one hand you may want to be everywhere and not miss an opportunity to woo potential customers. On the other hand, you need to be strategic about your digital marketing spend to ensure you squeeze the most marketing juice out of your campaigns.
So how do you discover where your potential customers are hanging out online and how do you engage them there? Luckily we've found some great data to share...
Understanding where your customers are online reduces digital ad waste and improves the performance of your campaigns.
It's nearly impossible to have a high-performing, hyper-targeted campaign that performs well if you don't know where your potential customers spend their time online or why.
You could have created the greatest digital marketing campaign of all time – but if it’s not targeted at the right audience, in the right place, and at the right time, it won’t have the desired impact or results.
Think digital ad waste isn't an issue? Think again. According to GlobalWebIndex, digital ad spends are steadily increasing, and are predicted to surpass non-digital in 2019. But even though marketers are working hard to reduce wasted spends by placing more focus on their targeting, the research still shows that only 14% of internet users clicked on an ad last month.
Let's delve into some of those social platforms.
Have consumers really sorted themselves into social platforms by certain demographics? Well, in a way, yes, they have. And thank goodness. For most small business marketers it's nearly impossible to run effective digital campaigns on all eight of the social platforms. So selecting those platforms where you'll most likely reach your target buyers will be mission critical. Take a look at these statistics from Statista on who is using the most popular social platforms.
As the chart above demonstrates, Facebook as a social network is experiencing an exodus of young people while seeing an increase in new users who are over 55. The struggle to retain its base is real. According to a report released by Edison Research earlier this month, Facebook has an estimated 15 million fewer U.S. users than it did in 2017. And the same report shows that 67 percent of the American population aged over 12 used Facebook in 2017, a share that has now fallen to 61 percent.
This second chart above illustrates that things are not all bad for Facebook. The social platform is seeing some success with it's newest Stories format. A bit of a rip-off of one of Snapchat's most popular features, Stories were introduced on Instagram in 2016 and now is available on all of Facebook's social properties and apps.
Facebook's COO, Sheryl Sandberg had this to say about Stories,
Snapchat Stories are still for teens, but maybe not for small brands.
Snapchat still holds it's appeal with younger mobile users – almost a third of adult users were aged 18 to 24 years. U.S. teenagers surveyed in the fall 2018 claimed that Snapchat is the most important social network of their generation, ahead of Instagram, Twitter, or Facebook. But the marketing payoff of Snapchat for brands is yet to be determined. It's important to note that the most popular Snapchat activity among younger users is viewing snaps and stories from people they already know, with brand discovery ranking behind other daily activities.
Who's on Instagram?
As of February 2019, Instagram reported having more than 500 million active users in the United States. Of those U.S. users, the largest demographic group were 25-to-34-year-olds who represented 32.7 percent of total U.S. users. 18 to 24 year olds made up the second largest demographic group consisting of 22.9 percent share of users in the U.S.
What about Twitter?
If you’re not on Twitter yet, you may be missing out on your share of more than 2 billion search queries a day on the social platform. According to Twitter's own follower insights, 93 percent of people who follow small- and medium-sized businesses (SMBs) on Twitter plan to purchase from the brands they follow. 69 percent have already purchased from an SMB because of something they saw on the network.
Like all of the other social platforms, more women than men use Twitter, but according to Hootsuite, the percentage of male users on Twitter has been steadily increasing since 2015. Of those male users, 53 percent use the platform to receive news, compared to 47 percent of female Twitter users.
The largest age group on Twitter are adults ages 18 to 29. 27 percent of Twitter users are aged 30-49, 15 percent are aged 50-64, andusers aged 65 and above make up 8 percent of total U.S. users.
LinkedIn still strong for B2B and B2C targeting professionals - not just job seekers.
We're not going to get into the demographics of LinkedIn users. It's pretty safe to say that anyone over 18 who has a job, or is looking for one, is one this not-so-social platform. The benefit here is that you can target your digital marketing campaigns to specific companies, job titles, geographic area, and by other user details. LinkedIn presents a great opportunity for small businesses to get the most targeted and focused messages out to specifically the right prospects.
A little bit of research will go a long way.
We've really only scratched the surface here on the amount of data available online to review before deciding when and where to run your digital marketing campaigns. The main point to consider then is that the more relevant and targeted you can get with your digital marketing messaging the better. Consider when and where those messages will be received, and by whom, to ensure your greatest chance of success and to reduce the potential for digital ad budget waste.
By Julee Klein, Marketing Consultant & President
Julee Klein is the President of Julee Klein Marketing LLC, a full-service digital marketing agency based in Morgan Hill, California. JKM is focused on serving small business owners in the greater Silicon Valley area. You can get in touch with Julee on LinkedIn, Twitter, Facebook, and Instagram @JKMktg