The retrospective of 2022 in digital marketing through trends and statistics

30 Jan

The retrospective of 2022 in digital marketing through trends and statistics

By B2B, B2B Blogging, B2B Campaigns, B2B Marketing

Throughout 2022, in digital marketing, there have been a series of challenges and transformations, both for social media platforms and consumers. For example, B2B organizations had the most success with content marketing through webinars, online courses, and virtual events. 

Curious to find out more about what happened last year in the dynamic digital advertising industry?

Keep reading for more because we’ve summarized the most important statistics and trends about the industry and customers. 👇 

General Digital Marketing Statistics

  • Google is the most used search engine in the world, processing 92% of all searches.
  • Approximately 73% of consumers find pop-up ads annoying.
  • Facebook is the most popular of the platforms, used by 94% of B2B and B2C marketers.
  • The previous year, 63% of companies increased their digital marketing budgets.
  • More than 90% of consumers have read reviews before making an online purchase.
  • Brand recognition can be increased by 80% thanks to digital advertising.

Sources: eMarketer,, WordStream

Social Media Marketing Statistics 

  • Daily average social media usage is about 2 hours and 29 minutes.
  • Every day, 1.3 million people join a social media platform
  • LinkedIn is the most popular platform for organic social marketing for B2B marketers.
  • 98.3% of Facebook users access the app on mobile phones.
  • Worldwide, there are more than 4.26 billion people who use social media.
  • Most marketers post on social media platforms 4 to 6 times a week.
  • 98% of marketers believe that Instagram is the most influential platform for influencer marketing
  • More than 25 million companies use Instagram to promote their goods and services.
  • 64% of marketers say they invest in building social media communities.
  • When it comes to content posted on social media, 83% of marketers say that quality wins quantity every time.

Sources: Hubspot, Sprout Social, Social Pilot, Demandsage, Social Media Examiner

Email Marketing Statistics 

  • 99% of email users check their inboxes at least once daily, with some checking as frequently as twenty times.
  • 41% of email views come from mobile devices, followed by desktops at 39%. 
  • The average CTR for an email campaign is 2.13%.
  • 77% of ROI comes from segmented, targeted, and triggered campaigns.
  • Marketing emails have an opening rate of 18%, CTR of 2.6%, and CTOR of 14.1% globally.
  • The unsubscription rate of marketing emails is 0.1% globally.
  • 77% of ROI comes from segmented, targeted, and triggered campaigns.
  • B2B marketers send an average of one email marketing campaign per 25 days.

Sources: Wpbeginner, Demandsage, Content Marketing Institute

Content Marketing Statistics 

  • The most successful types of content marketing in 2022 for B2B companies were webinars, online courses, and virtual events.
  • 82% of companies report using content marketing.
  • B2B blogs with educational content get 52% more organic traffic than B2B blogs with company-focused content.
  • 60% of marketers say that content marketing creates demand and leads.
  • 70% of marketers said that content marketing helps to educate the audience.
  • The most popular blog content formats are how-to articles (77%), followed by news and trends (49%), and guides and eBooks (47%).

Sources: Wpbeginner, HubSpot, Thesocialshepherd

Search Engine Optimization (SEO)

  • Approximately 70% of all desktop search traffic worldwide is accounted for by Google searches.
  • Only 0.78% of Internet users click on 2nd-page results on Google searches.
  • Google receives over 105,191 searches per second.
  • Almost 92.42% of all keywords get at least 10 monthly searches.
  • The #1 result in Google gets about 32% of all clicks.
  • Google records 3.5 billion searches on Google each day. 
  • Organic traffic is responsible for 53% of traffic to all websites.
  • 55% of all global web traffic is generated by mobile devices.
  • Around 8% of search queries are phrased as questions.

Sources: ImpactPlus, Internet Live Stats, SearchEngineJournal, Semrush

Pay Per Click (PPC)

  • PPC returns $2 for every $1 spent—resulting in a 200% ROI.
  • Paid ad channels with the highest reported ROI rate are Facebook Ads and Google Ads.
  • PPC generates double the number of website visitors that SEO brings in.
  • 65% of small to mid-sized businesses have a PPC campaign.

Sources: WordStream

Lead Generation Statistics 

  • For 50% of marketers, lead generation was a top priority in their marketing campaigns.
  • 74% of companies used web forms for lead generation, with 49.7% stating their online forms are their highest converting lead generation tool.
  • 53% of marketers said email was the most effective channel for early-stage lead generation.
  • To generate leads, 53% of marketers used interactive content.

Sources: Wpbeginner, Wpforms

Video Marketing Statistics 

  • 86% of marketers said that video has helped them generate leads.
  • Videos less than one minute long receive the highest average engagement rate at 50%.
  • 86% of businesses used video as a marketing tool.
  • Explanatory videos were the most popular video to create (74%).

Sources: Wpbeginner, WordStream


Here is our detailed list of statistics and facts associated with digital marketing from 2022. Take advantage of this information while planning your next step in digital marketing.

Get in touch with us, and let's find out how we can help you to achieve your objectives this year.

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