All about digital marketing infographic

All about digital marketing

Trends

Trends to watch for in 2017:

  • Immersive marketing (eg. 360 video)
  • Data driven marketing
  • Live video
  • Personalization
  • Influencer marketing
  • Advanced marketing automation
  • Native advertising

Beyond 2017 AI will play a significant role in marketing. Areas where it will leverage data analysis to provide the largest benefit include:

  • Assisted decision making
  • A/B testing
  • Ad optimization
  • Automated content
  • Semantic Analysis

Thanks to marketing automation, 80% of marketers saw an increase in leads, and 77% saw an increase in the number of conversions.

Market size

Annual digital marketing spending grew roughly 10% per year from 2015 through 2017. However, as AI and data analytics become more prevalent, spending on digital marketing is expected to grow exponentially, reaching $285 Billion by 2020.

Digital advertising spending worldwide from 2015 to 2017 (in billion U.S dollars)

2015: $148.65 Billion
2016: $170.65 Billion
2017: $191.65 Billion

In 2015, internet advertising revenue was up 21% to $4.6 Billion, with expectations of another 20% increase in 2016.

This growth will be spearheaded by 4 major platforms, only 1 of which is expected to see a revenue decline in 2017:

Snapchat: 158%
Facebook: 32%
Google: 15%
Twitter: -4.7%

Channels

Which of the following social media channels have generated revenue for you?

B2B Marketers
Not sure: 46%
Linkedin: 37%
Facebook: 20%
Twitter: 19%
Other: 12%
Pinterest: 3%

B2C Marketers
Facebook: 56%
Not sure: 34%
Twitter: 23%
Linkedin: 14%
Other: 9%
Pinterest: 6%

2017 Marketing budget plans

Percent of marketing professionals who will increase their spending in each digital marketing platform, based on a survey of 3,347 marketing professionals

Social media marketing: 56%
Content marketing: 55%
Personalization: 51%
Video advertising: 50%
Lead generation: 50%
Marketing analytics (including testing): 49%
Mobile marketing: 48%
Email marketing: 46%
Marketing automation: 46%
Search engine optimization: 45%
Lead management: 43%
Webinars/virtual events: 40%
Display advertising: 34%
Sales enablement: 34%
Paid search (PPC): 32%
Affiliate marketing: 29%

Canadian Digital Media Network
Government of Canada

For more on key trends impacting Canada's digital media economy, visit cdmn.ca/trends