Dizzy Digital Marketing: Is It a Losing Battle?

I discovered Jon Loomer's Reel a few months ago. 

He said that it’s getting harder to reach out to customers these days.

The numbers he shared about digital marketing were dizzying.

Unfortunately, I couldn’t find the video anymore (gave myself a memo for this because there is a Save feature, right?). 

So, I did some research myself. 

Thank God for HubSpot and WordStream for these numbers.

For someone who hated math back in school, I had to face the music for this research. 

I specifically took out these data because they made me uncomfortable:

Conversion Rates and Views:

• Nearly two out of three marketers report that their average landing page conversion rate is less than 10%.

• 8% of marketing videos average less than 10,000 views, 16% average under 1,000 views, and 16% average over 100,000 views.

Platform Engagement and Usage:

• 66% of marketers reported that they would keep their brand on X in 2023, but 71% said they spent less time working on the platform in 2023 than in previous years, and 67% planned to invest in X alternatives.

• 80% of social media marketers believe consumers will buy products directly in social apps more often than on brands’ websites or third-party websites like Amazon.

• Marketers report that their biggest social media challenge is determining which platforms to invest in.

Video Marketing:

• Data shows that video engagement rates stay high at 38% for videos up to 30 minutes. For videos between 30 and 60 minutes, it drops to 26%, then to 16% for videos over an hour.

• 92% of video marketers feel the levels of noise and competition have increased in the last year.

Email Marketing:

• The average click-through rate for emails sent to Constant Contact customers is 1.40%.

• 59% of Americans say that most emails they receive are not useful to them.

• 40% of email users have at least 50 unread messages in their inboxes.

Marketing Analytics:

• Nearly one in three media planners list understanding the platforms their audiences spend the most time on and better analyzing the effectiveness of their content as their top challenges.

• 26% of marketers report that decision-makers do not review the information the marketing analytics team provides, and 24% report that decision-makers reject the marketing analytics team’s recommendations or rely on gut instincts to make decisions.

Online Advertising:

• People between 18 and 29 are likely to use an ad blocker, while younger teens and older groups are less likely to block ads.

• The average cost per click across all industries is currently $4.22.

• The average cost per acquisition across all industries is $53.52.

• The average conversion rate across all industries is 7.04%.

• About 70% to 80% of people completely ignore paid digital ads.

SEO and User Engagement:

• There are over 200 factors Google’s algorithm looks at when ranking a website.

• Half of all browser-based searches on Google end with no clicks.

• 38% of people will stop engaging with a website if the content or layout is unattractive.

What do these numbers mean?

It means that despite all your efforts to put your business out there, the gatekeepers are ten steps—probably 20—ahead of you.

What you think was going to work six months ago can go haywire now.

It has been difficult to do marketing now, and it will become harder in the coming months and years.

So what do you do?

Do you stop what you’re doing?

Should you give up the fight and let the gatekeepers win?

These statistics might be disheartening. (Sheesh, I wanted to change careers after working on this column. I bet there’s no A.I. prompts nor click-through-rate needed in baking.)

Even so, the numbers highlight a critical point: the landscape of digital marketing is constantly changing, and only those who adapt will thrive. 

This is where strategic insights and proven wisdom come into play.

I remembered something profound I read in one of Dan Kennedy’s Magnetic Marketing Newsletters. Kennedy, renowned as one of the best marketing advisors for entrepreneurs and businesses, offers timeless advice that resonates even more in today's volatile market.

In one of his newsletters, Kennedy mentioned that somewhere out there is a frustrated business owner.

He or she is settling for less with the money, time, and effort they are investing in. 

They could be frustrated with the outcome from the marketing efforts of the business, or they have been working with mediocre people for so long because they don’t know any better or are already used to it.

If you stop what you’re doing, how will you be able to reach out to this person? 

There are reasons why some of your marketing plans aren’t working. 

Go find those reasons at all costs. 

The hard truth is out there because the numbers don’t lie. I even experience it with my own clients and in how I do my marketing for my business.

What worked for YouTube will not work on LinkedIn. 

Your Facebook ad image with a dog will not work all the time. 

What went viral on Instagram might not be viral on TikTok. 

Your email’s open rate last year could be down this year. 

Different platforms. Different cultures. Different demographics. 

But do go find those reasons. 

If you do, that frustrated business owner will look for you, they will find you, and they will give you their money, so you can help them out of their misery. Okay, I kind of went Liam Neeson deep there, but you get the drift. 

Do the work. 

Even if the work and the numbers are dizzying.

Got the digital marketing data from Hubspot and WordStream for this column.

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