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1、ECOMMERCE DATA BENCHMARKREPORT2023+All of the contents of this document are protected from copying under U.S.and international copyright laws and treatises.Any unauthorized copying,alteration,distribution,transmission,performance,display or other use of this material is prohibited.Copyright 2023 Dig
2、italMarketerDigitalMarketer combines the largest community of digital marketing pros on planet Earth with the best dang digital marketing training youll find anywhere.Drive more traffic,produce stellar content,write emails that generate clicks,.and become the smartest marketer in the room.4330 Gaine
3、s Ranch Loop,Suite 120Austin,TX 78735 Copyright 2023 DigitalMarketer LLC.All Rights Reserved.May be shared with copyright and credit left intact.DigitalMHawkeAI provides unique and holistic insights that empower marketers to produce the best results.Use AI-powered insights and industry benchmarks to
4、 identify faster and more accurately the priorities in your digital marketing ecosystem.Contents04Letters fromLeaders Find out what the leaders of DigitalMarketer&Hawke AI think of the numbers.06EcommerceBusinessReview the status of all ecommerce businesses and key data points that matter.18“Non-Dis
5、cretionary”EcommerceReview key stats regarding food/drink,healthcare,and B2B ecommerce businesses.23“Discretionary”Ecommerce Review key stats regarding arts&entertainment,beauty,fitness,home&garden,and apparel.30Lead-GenerationBusinesses Review the status of businesses in relation to goal-completion
6、 and conversion.All of the contents of this document are protected from copying under U.S.and international copyright laws and treatises.Any unauthorized copying,alteration,distribution,transmission,performance,display or other use of this material is prohibited.Copyright 2023 DigitalMarketer43KeyTa
7、keawaysWhat does all of this data mean for your business this year?LETTER FROM DIGITALMARKETERLast year was a watershed moment in the history of ecommerce.While the 2010s saw the rapid expansion of online shopping thanks to developments in mobile devices,the expansion of social media influence,and a
8、 massive shift in consumer behavior,this decade will see an even greater change thanks to AI.The statistics and analysis youll find in this report highlight a growing trend towards increased Average Order Value and customer acquisition costs,and we believe that this is just the beginning.The informa
9、tion supports the growing importance of Customer Lifetime Value,and when the rapidly expanding influence of AI technology is considered,that importance is bound to grow in the near and far future.At DigitalMarketer,we spent 2021 and 2022 redefining our brand.From our internal operations to our produ
10、ct line to our desired place in the market,weve torn everything down to the studs.Weve tested new products like bootcamps,accelerators,and workshops.We launched a new mastermind called M3.Were even launching our own AI-course in Q1 of 2023.The point is that the future is now,and if youre not conside
11、ring the technological,societal,and environmental impact of your business,you will be left behind.Thats why we partnered with HawkeAI to generate this report.Your customers are spending more with every transaction,but its also costing more to get them in the first place.The effectiveness of email ma
12、rketing is being questioned.The use of traditional paid media strategies on Meta and Google is being challenged by new platforms like Pinterest and TikTok.Acquiring each customer is getting more expensive.What does this mean for your business?It means that you will pay more for each customer,but tha
13、t customer is going to be worth a lot more.Youll need to get very good at delivering the best service/product you can to maintain a positive relationship with each customer to get them to come back.No more commodity-priced customers.No more“turn and burn”product strategies.No more compensating for b
14、ad customer service with greater ad budgets.We will all need to“do better”as Ryan Deiss likes to say.Reading this report is the start.Sincerely,Mark de Grasse Mark de GrasseIf youre going to see success in your marketing in 2023,you need to learn from 2022.I expect the next twelve months to be huge
15、for businesses as the economy levels off from a year that,for most consumers,felt more tumultuous than it actually was.If you want your share of that revenue,you need to know how you stack up against the competition.I was once approached by innovation leaders about what was going to disrupt the mark
16、eting space.I said artificial intelligence.Since it was already on my radar,I decided that rather than be scared of AI,we should be the ones developing it.For a brand that offers omnichannel services like Hawke Media,that meant figuring out how we can leverage AI for comprehensive marketing strategi
17、es.We spent eight years developing HawkeAI.Never before has there been the ability to compare to other companies in your industry in real-time across your whole marketing ecosystem,not to mention expert insights about what to do about it.HawkeAI is integrated with Google,Meta,Shopify,Pinterest,and T
18、ikTok(with more on the way)to be a comprehensive benchmarking tool This 2022 Benchmarking Report will tell you where youve been and what to do about it.With the way the economy was generally discussed,shoppers did less browsing last year,but they still knew how to buy with intent.This was evidenced
19、by a decrease in online store visits but an increase in average order values.Lead-gen businesses like real estate continued to grow.In the quest for the best ROI,businesses began to diversify their advertising budget.We saw a shift away from traditional channels like Meta and even Google in favor of
20、 the new kids in town,like TikTok.DigitalMarketer has crafted this report into a beautiful ebook that you can share with your peers and teams.Were so grateful for their collaboration.HawkeAI levels the playing field between individual entrepreneurs and big corporations.No matter the size of your bus
21、iness,these insights are imperative to your strategy in 2023.Sincerely,Erik Huberman Erik HubermanLETTER FROM HAWKE AIEcommerce Businesses INDUSTRY-WIDE62022 was not an easy year,with a lot of declines in key metrics,particularly in the middle of the year.Q4 gave us a reason for optimism though,so w
22、ill the momentum keep going or will 2023 continue financial uncertainty?THE BRIGHT SPOTAverage order value(AOV)increased significantly YoY(31%).20212022+31%Average Order Value!AT A GLANCE-5%Revenue+31%Average Order Value-5%Sessions+78%Buy-Now-Pay-Later UseWeb AnalyticsAll of the contents of this doc
23、ument are protected from copying under U.S.and international copyright laws and treatises.Any unauthorized copying,alteration,distribution,transmission,performance,display or other use of this material is prohibited.Copyright 2023 DigitalMarketerRevenue Revenue was down 5%year-over-year(YoY),which p
24、redominantly came from declines in Q2 and Q3(Q3 was down 16%).We saw stable numbers for Q4 YoY.Question for 2023:Does Q4 stabili-zation represent a broader trend of moving towards growth and predict-ability,or was it simply a deal-driven Black Friday/Cyber Monday(BFCM)period(which was up 16%compared
25、 to BFCM 2021)that is propping up an otherwise stagnant revenue report?Average Order ValueAverage order value(AOV)increased significantly YoY(31%).A portion of this is likely due to inflation,as the AOV increased as 2022 went on,as opposed to 2021 where AOV was consistent throughout the year,even du
26、ring the Q4 peak retail period.Another potential reason for an in-crease in AOV is a continued empha-sis on buy-now-pay-later usage.We saw a 78%increase in buy-now-pay-later usage during BFCM despite ris-ing interest rates.Question for 2023:Will the rising cost of debt curtail the use of BPNL op-tio
27、n,and ultimately curtail inflation in general?Using bundling and comple-mentary product recommendations(you may also like)will be key in maintaining/growing AOV without simply increasing prices.SessionsSessions overall were down 5%,which aligns with the revenue decline as well,while the bounce rate
28、held steady.Question for 2023:As Google Ana-lytics switches to engagement-based metrics it will be interesting to see what metrics and benchmarks will be found in order to assess the quality of a websites traffic.The simplest an-swer is of course transactions!Session QualityThe quality of those sess
29、ions was also down,as transaction rate decreased by 24%.This was offset by the AOV increase(i.e.those that did buy,spent more).These transaction rates were bottom-ing out at 2%in Q2 and Q3 of this year,compared with all quarters of 2021 being above 3%.Question for 2023:With media bud-gets tightening
30、,optimizing web traf-fic to conversion is crucial.Where/how brands invest to generate a more optimized site will be key(checkout process,site speed,landing page/promos,etc.).ECOMMERCEWeb AnalyticsAT A GLANCE-12%-36%Sessionsfrom Social4%3%Email Transaction Rate+35%AffiliateTransactionsSessionsfrom Em
31、ailOrganic ChannelsAll of the contents of this document are protected from copying under U.S.and international copyright laws and treatises.Any unauthorized copying,alteration,distribution,transmission,performance,display or other use of this material is prohibited.Copyright 2023 DigitalMarketerEmai
32、l Marketing Email marketing saw a gradual de-cline over the course of 2022 on mul-tiple performance metrics,including both quantity of sessions and quality of sessions.Total sessions from email declined 12%but were flat for most of the year until Q4.Similarly,transaction rates on email declined from
33、 4%to 3%YoY.Question for 2023:With these de-clining results,how can brands attract new email sign-ups and tailor content to not see high unsubscribe rates?Organic SocialOrganic social content also took a hit this year,with both sessions and transaction rates down.Sessions particularly have been on a
34、 steady decline since the start of 2021,decreasing almost every quarter(ex-cept for Q4 naturally).This could be indicative of either less content being produced,or audienc-es that are more particular or selective in what they click on as pandemic re-strictions lift and people are not surf-ing social
35、 media the same.Of course,the other possibility is a continued challenge in attribution from various updates to tracking.Affiliate MarketingAffiliate was a bright spot for 2022,with a 16%increase in sessions and a 35%increase in transactions.ECOMMERCEOrganic ChannelsEMAILSOCIALAFFILIATEAT A GLANCEPa
36、id Channels:Google Ads+3%Spend+30%CPMs on Networks+4%Clicks -15%Conversion Rate All of the contents of this document are protected from copying under U.S.and international copyright laws and treatises.Any unauthorized copying,alteration,distribution,transmission,performance,display or other use of t
37、his material is prohibited.Copyright 2023 DigitalMarketerSpend Spend YoY increased 3%,but distri-bution was very different.2021 saw a linear increase quarter over quarter in spend.2022 saw a significant drop off in Q3,and while Q4 increased over Q3,Q4 YoY was down 15%.Media budgets were definitely i
38、m-pact by economic climate and lifting of restrictions.ClicksClicks moved in line with spend(up 4%),with predictability/steadiness in CPCs YoY,which is helpful for fore-casting in uncertain times.Using a bottom-up approach of starting with a CPC type metric to establish ses-sions expected from Googl
39、e is likely more reliable than doing a top-down approach to forecasting(i.e.where are we going to generate$X of rev-enue from).Eye BallsEyeballs got more expensive on key visual networks for Google(YouTube and Display),with increases of around 30%in CPMs on those networks.Ultimately both also had lo
40、wer con-version rates(approx.15%drop in conversion rates on both).These CPMs are still lower than the typical social media platforms,so they still represent a cost-effective option to generate impressions.ECOMMERCEPaid Channels:Google AdsAT A GLANCE+47%Pintrest SpendPaid Channels:Meta Ads-14%Faceboo
41、k Spend +4%Ad SpendQ4Q1 Ad Spend+64%TikTok SpendAll of the contents of this document are protected from copying under U.S.and international copyright laws and treatises.Any unauthorized copying,alteration,distribution,transmission,performance,display or other use of this material is prohibited.Copyr
42、ight 2023 DigitalMarketerSpend Meta Ad spending also increased 4%YoY,but was more linear in growth,with spend increasing each quarter over quarter in 2022.Meta Ads also saw a more significant drop off from Q4 to Q1 than Google(Facebook dropped off 14%,Google dropped 4%).This is likely indicative of
43、more seasonality in spending on Meta Ads during peak retail,whereas Google is seen as more of the“base-line”spend to capture highest intent.Question for 2023:Will we see this same drop off in spend in Facebook Q1 this year as last year,or will the positive CPMs/CPCs from Q4 on Facebook mean advertis
44、ers stay with the platform?Spend CompetitionThe increase in spend on Facebook was almost entirely due to a YoY in-crease in Facebook spend in Q4,while the rest of the year was most-ly flat.This is likely the result of the 64%and 47%YoY increases we saw in spending on TikTok and Pinterest respectivel
45、y.Question for 2023:How much of the diversification of social media adver-tising will continue?The numbers would suggest that any new budgets are being allocated to these new plat-forms and that Google and Facebook budgets are being treated as opti-mized/maxed-out.ECOMMERCEPaid Channels:Meta AdsAT A
46、 GLANCEPaid Channels:Other Platforms$4$8 TikTok CPMs Budget ShiftAll of the contents of this document are protected from copying under U.S.and international copyright laws and treatises.Any unauthorized copying,alteration,distribution,transmission,performance,display or other use of this material is
47、 prohibited.Copyright 2023 DigitalMarketerTikTok&Pinterest CPMs on TikTok and Pinterest are increasing as more budget shifts to these platforms.For exam-ple,CPMs on TikTok increased from$4 to$8 YoY.The CPAs still though are lower than Meta,so until those become more aligned it is likely that these p
48、latforms will take more of any increases in ad spend.Question for 2023:When will these platforms reach the saturation point and competition of Meta and Google?Based on these trends,we would expect to see that by end of 2023.ECOMMERCEPaid Channels:Other Platforms“NON-DISCRETIONARY”ECOMMERCEFOOD/DRINK
49、,HEALTHCARE,B2B 18The conversion rate from visits to“Non-Discretionary”ecommerce sites increased from 2.6%to 2.9%YoY,indicating higher likelihood of purchase for products that are more essential or inelastic in demand.However,total transactions declined by 6%,and the average order value decreased Yo
50、Y,potentially due to price sensitivity.Sessions from paid search,social,and referral sources increased,while loyalty-based channels were down YoY.Paid search maintained a conversion rate YoY,while social and referral conversion rates were above paid search,indicating buyers trust social proof more t
51、han Googles search algorithm.AT A GLANCEWeb Analytics2.2%Conversion Rate 2022 -6%Website SessionsAll of the contents of this document are protected from copying under U.S.and international copyright laws and treatises.Any unauthorized copying,alteration,distribution,transmission,performance,display
52、or other use of this material is prohibited.Copyright 2023 DigitalMarketerConversion The conversion rate from visits to the site increased from 2.6%to 2.9%YoY.This is indicative of two key points:Key Point#1:Once people land on a site with products of this nature(i.e.items that are more essential or
53、 in-elastic in demand),they have a high-er likelihood of purchasing than sites with more discretionary products,which had a conversion rate of 2.2%in 2022).Key Point#2:There were also few-er sessions for website selling these products,so while conversion rates were up,total transactions declined by
54、6%.AOVAnother telling piece of information is the average order value declined YoY,so even though those sessions had higher intent to purchase,the average sale was worth less.This is potentially due to price sensitivity from econom-ic conditions where these products are needed but easily substituted
55、 for a lower cost alternative.Web Analytics“NON-DISCRETIONARY”ECOMMERCEAT A GLANCEOrganic&Paid Channels.2%Loyalty Based Conversion Rate +8%Paid Search Sessions +5.5%Social&Referral Conversion RateAll of the contents of this document are protected from copying under U.S.and international copyright la
56、ws and treatises.Any unauthorized copying,alteration,distribution,transmission,performance,display or other use of this material is prohibited.Copyright 2023 DigitalMarketerLoyalty BasedTo support the idea of shoppers look-ing for lower cost alternatives,we saw an interesting trend in where sessions
57、 came from.Typically more loyalty based chan-nels such as email,direct,(i.e.some-one opens a browser and goes to that page),and organic search were all down YoY.Conversely,sessions increased from paid search,social and referral sourc-es.These channels can typically be attributed to more people searc
58、hing out for new alternatives,as opposed to just automatically buying from known brands.Unsurprisingly,conversion rates as-sociated with the more loyalty based channels stayed consistent,with all of them staying within.2%of their previous year number(i.e.someone who clicks on an email from a brand t
59、hey know were just as likely to buy from that brand in 2021 as 2022,but fewer people were clicking in the first place).Browsing Also perhaps unsurprisingly,but val-idates the conclusions above,is that the browsing channels of social and referral that drove more traffic,saw declines in conversion rat
60、es as more people were searching out new buy-ing options.The channel that bucked this trend was paid search,which saw sessions go up 8%and still maintained a con-version rate YoY(3.6%).That said,social and referral conver-sion rates,while down from 2021,were still above paid search(both around 5.5%)
61、.This could be an indicator that buyers looking for alternatives trust or find better recommendations from those social or referral sources than a plain old google search(i.e.perhaps they trust social proof more than googles search algorithm).Organic&Paid Channels“NON-DISCRETIONARY”ECOMMERCE“DISCRET
62、IONARY”ECOMMERCEARTS&ENTERTAINMENT,BEAUTY,FITNESS,HOME&GARDEN,APPAREL23In 2022,the conversion rate for discretionary products dropped to 2.2%while the average order value(AOV)increased by 20%,particularly in Q4,which may have been due to pent-up demand or may continue in 2023.Affiliate marketing saw
63、 an increase in sessions and transactions,while email sessions were up but revenue and transactions were down,and consumers were more selective about deals.Ad spending on Facebook and Google declined,but Facebooks decline was more significant(27%)vs Google(4%),and conversions actually went up 7%.AT
64、A GLANCEWeb Analytics2.5%Discretionary Conversion +20%Average Order Value +41%AOV Q4 2022All of the contents of this document are protected from copying under U.S.and international copyright laws and treatises.Any unauthorized copying,alteration,distribution,transmission,performance,display or other
65、 use of this material is prohibited.Copyright 2023 DigitalMarketer“DISCRETIONARY”ECOMMERCEDiscretionary Discretionary products,which had a conversion rate drop from 2.5%(which was in line with non-discretion-ary in 2021)down to 2.2%in 2022.This makes sense given the economic climate that buyers are
66、going to shop around and also makes sense that discretionary items are purchased less frequently than non-discretionary.AOVBUT,what is striking within the data is that the average order value of pur-chasing discretionary items went up by 20%,so while conversion rates dropped,those that bought spent
67、more money.As discussed above,there are a few possibilities for this,including buy-now-pay-later usage.This is especially interesting since the spike in AOV is heavily skewed to Q4 of this year.AOV was up 41%in Q4 of 2022 compared to Q4 of 2021,which cannot be explained away by infla-tion.For Q1+Q2
68、2022,AOV was only up 9%compared to Q1+Q2 2021,which is very closely correlated with inflation rates(around 7%YoY).Question for 2023:Was this spike in Q4 pent up demand from people tightening spending the rest of the year,or is this going to continue?Web AnalyticsAT A GLANCEOrganic Channels4.4%2.7%Em
69、ail Conversion Rate YoY+25%AOV Q4 2022All of the contents of this document are protected from copying under U.S.and international copyright laws and treatises.Any unauthorized copying,alteration,distribution,transmission,performance,display or other use of this material is prohibited.Copyright 2023
70、DigitalMarketer“DISCRETIONARY”ECOMMERCEAffiliate Marketing The only channel that saw an increase in sessions and transactions was affili-ates.Given the discretionary nature of these products,it likely makes sense that affiliate marketing performs well since affiliate marketing predicates it-self on
71、social proof,testimonials,and are often more creative in nature from a copy/visual perspective.Email MarketingEmail had an interesting mix in that sessions were actually up,but reve-nue and transactions were down.So,unlike non-discretionary goods,con-sumers were still willing and active in engaging
72、with emails,but were not able to be converted.The most tell-ing stat to this point is that in Q4 2021 email had a conversion rate of 4.4%,and in Q4 2022 that fell all the way to 2.7%,meaning that shoppers were looking for the deals,and were more selective on what deals they actioned.This is substant
73、iated by an AOV in-crease in Q4 2022 compared to Q4 2021 of 25%,so when they did find a deal they liked,they took action in a big way!Question for 2023:How often can full retail price be realized?Are shop-pers only willing to pull the trigger on deals?How can you structure your sales/products to max
74、imize average.order value?Organic ChannelsAT A GLANCEPaid Channels-27%Facebook Spend+7%Facebook Conversion All of the contents of this document are protected from copying under U.S.and international copyright laws and treatises.Any unauthorized copying,alteration,distribution,transmission,performanc
75、e,display or other use of this material is prohibited.Copyright 2023 DigitalMarketer“DISCRETIONARY”ECOMMERCESpend We saw declines in ad spending on both Facebook and Google,but Facebooks was more significant(27%decline)vs Google(4%decline).Facebook did see improvements in CPM,CPC and CPA as a result
76、 of this decline in spend(less competition).As mentioned above,this spend was reallocated to other social platforms.What is interesting is conversions re-ported actually went up 7%,showing that Facebook had likely reached a point of diminishing returns and in-efficient.By peeling back the spend a bi
77、t,the more efficient/likely buyers still engaged and bought.Question for 2023:are there more efficiencies to be gained by shifting spend,or are the other platforms soon going to reach a tipping point of sat-uration themselves?Let this be a case study/lesson in the inefficiency of not diversifying yo
78、ur spend enough!Paid ChannelsLEAD-GENERATIONBUSINESSESGOAL-COMPLETION/CONVERSION30The data highlights a significant increase in Q4 goal completion rate despite flat YoY sessions and bounce rates.The report suggests that Google Analytics 4 will make monitoring and defining goal completion challenging
79、.The organic channel generated more goal completions YoY,with social media seeing a decline in sessions.Paid channel showed good results,with improving conversions YoY.However,Meta spend decreased by 13%YoY,with concerns about lead to sale conversion on Google Ads.AT A GLANCEWeb Analytics+28%Q4 Goal
80、 Completion6%Q1-Q3 Goal Completion All of the contents of this document are protected from copying under U.S.and international copyright laws and treatises.Any unauthorized copying,alteration,distribution,transmission,performance,display or other use of this material is prohibited.Copyright 2023 Dig
81、italMarketerLEAD-GENERATIONRevenue Goal completions YoY for the first three quarters of the year were up a modest 6%until Q4 which was signifi-cantly higher(28%).This is impressive given sessions and bounce rates were relatively flat YoY.In other words,those that went,had intent as indicat-ed by an
82、increase in goal completion rate.Question for 2023:With the switch to Google Analytics 4,these bench-marks will become challenging to monitor and the definition of goal completion will become morphed into event-based actions.No one re-ally knows what will happen but hav-ing GA4 set-up and running on
83、 sites today is imperative to get some sense of baseline performance under the new system.Web AnalyticsAT A GLANCEOrganic Channel+21%Email Goal Completions-24%Combined Sessions+25%Social Goal CompletionsAll of the contents of this document are protected from copying under U.S.and international copyr
84、ight laws and treatises.Any unauthorized copying,alteration,distribution,transmission,performance,display or other use of this material is prohibited.Copyright 2023 DigitalMarketerEmail and Social Visitors had more intent across mul-tiple channels,which is the opposite of ecommerce trends.For lead-g
85、en businesses,both email and social content generated more goal com-pletions than 2021(21%and 25%re-spectively).This is despite social hav-ing a 24%decline in sessions.Question for 2023:Is the decline in sessions due to tracking limitations,or is it simply consumer sentiment?Ultimately,seeing the go
86、al comple-tions increasing is the key benchmark to look at.Organic ChannelLEAD-GENERATIONAT A GLANCEPaid Channels:Google Ads+3%Ad Spend+25%Conversion RateAll of the contents of this document are protected from copying under U.S.and international copyright laws and treatises.Any unauthorized copying,
87、alteration,distribution,transmission,performance,display or other use of this material is prohibited.Copyright 2023 DigitalMarketerLEAD-GENERATIONSpend YoY Google Ad spend was up 3%,but Q4 was the lowest spend since Q1 of 2021.This is despite very good results overall from the spending,with con-vers
88、ions from Google Ads improving YoY in every quarter of 2022.Question for 2023:What will be needed to ever get brands to invest heavier in Google Ads Network,or is there any appetite at all?Is it saturat-ed?Results would suggest investing in itAnother trick though is perfor-mance max campaigns.While
89、they are reporting increases in conversions on performance max campaigns,are those leads becoming sales at the point of sale or in your CRM?Mar-keters have seen mixed results from these campaigns to date.This concern is backed up by a report-ed 25%increase in conversion rate on cross-network campaig
90、ns,which has(artificially?)driven down CPAs by 36%YoY.Paid Channels:Google AdsAT A GLANCEPaid Channels:Meta Ads-13%Meta Spend-28%H2 Spend YoY+10%PinterestSpendAll of the contents of this document are protected from copying under U.S.and international copyright laws and treatises.Any unauthorized cop
91、ying,alteration,distribution,transmission,performance,display or other use of this material is prohibited.Copyright 2023 DigitalMarketerLEAD-GENERATIONSpend Meta spend decreased 13%YoY,but this was dramatically split between the year.In the first half of 2022,the spend was very consistent with the s
92、pend in the first half of 2021.However,in the second half the spend declined 28%YoY.Those that stayed invested on the platform though did see declining CPMs(14%decrease)and CPCs(5%).Spend Competition Pinterest saw an increase in spend of 10%,and TikTok increased as well,which likely drove the decrea
93、se from Meta.Pinterest still does have a lower CPM than Meta($6 compared to$7),but that gap has closed from$5 and$8 respectively last year.The gap in cost per click has also closed between Tik-Tok/Pinterest and meta.Paid Channels:Meta AdsAT A GLANCEWeb Analytics&Organic Channels-2%Sessions+10%Goal C
94、ompletions+13%Email Sessions-25%Email Goal CompletionAll of the contents of this document are protected from copying under U.S.and international copyright laws and treatises.Any unauthorized copying,alteration,distribution,transmission,performance,display or other use of this material is prohibited.
95、Copyright 2023 DigitalMarketerSessionsDespite the increase in paid media that we discuss below,sessions YoY were within 2%of last years total.This indicates that the spend did not have a significant impact on overall traffic.GoalsGoal completion rates as well were also down about 10%,which indi-cate
96、s that the increased spend and re-allocation of budget did not nec-essarily lead to higher quality traffic hitting the site.Email MarketingA B2B favorite for marketing is email of course.We did see a 13%increase in sessions that came from email,but a goal completion rate that declined by 25%.If the
97、goal of email marketing is to generate brand awareness and en-gagement with the content that you are sharing(e.g.monthly newsletters,product updates,etc)then mission accomplished for B2B marketers this year,from a loyalty and engagement standpoint email worked!If you were trying to use email mar-ket
98、ing to get prospects to fill out a lead gen form or activate a trial,then overall that is not what email perfor-mance was delivering.Organic SearchOrganic search was a similar story in some regards,we saw an improving bounce rate on organic search ses-sions,so people were finding the content they wa
99、nted more often and engaging with it,but goal completion rate for organic search was down.Again,that goal completion may not be the objective and with long sales cycles,etc it is tough to conclude on this but from a direct attribution per-spective of someone read a blog and then signed up to be pitc
100、hed services was not happening as frequently as Im sure some marketers would like.Web Analytics&Organic ChannelsLEAD-GENERATION|B2BAT A GLANCEPaid Channel+40%Google H1 Spend YoY+25%LinkedIn SpendAll of the contents of this document are protected from copying under U.S.and international copyright law
101、s and treatises.Any unauthorized copying,alteration,distribution,transmission,performance,display or other use of this material is prohibited.Copyright 2023 DigitalMarketerLinkedIn Lets actually talk about LinkedIn here,since this is effectively the only cate-gory of businesses that care about it:)L
102、inkedIn from an engagement with ads perspective did well in 2022.While media spend did increase by 25%,we saw a larger increase in clicks(i.e.CPC actually went down)and an improvement in click-through rate as well.To compare this to the movement in conversions is tricky knowing that B2B sales cycles
103、 can be longer and the definition of a conversion stops at the website experience and rarely be truly connected back to the real source of truth for B2B companies,the almighty CRM!For what its worth,we did actually see conversions stay flat despite this increase in clicks.SpendAcross Google and Face
104、book we did also see increases in media spend.The google increase was spread across all google ad networks and not concen-trated to any one tactic,indicating this was the bi-product of broadly ap-plied budget changes and not a tactic or result specific re-allocation.Question for 2023:Will increased
105、spending in digital continue in our new virtual norm,or as restrictions are lifted will spend get redirected back to the traditional B2B staples of trade shows and in-person sponsorships/networking?While spending did increase overall in 2022,it was not linear by any means.The increase was predominan
106、tly gen-erated by increases in Q1 and Q2 2022 compared to 2021.For example,Google spending for H1 increased by 40%(remember Jan-June 2021 was still very much pandemic-restricted and plenty of uncertainty around sup-ply chains,etc still existed).Converse-ly,H2 spending was flat YoY.Paid ChannelLEAD-G
107、ENERATION|B2BKey Take-Aways43Customer Lifetime Value is crucial due to rising paid media costs.Marketers must improve quality and customer experience while providing value-adding content.A cohesive strategy is necessary for success,with campaigns across multiple channels.Products must be positioned
108、as“must-haves”and show how they save time,money,or improve life quality.Strategic partnerships can offset acquisition costs.Customer Lifetime Value is more important than ever.With the cost of paid media increas-ing,its more important than ever to keep the customers you get.This means improving prod
109、uct/service quality,enhancing customer experi-ence,and maintaining contact with customers between purchases by providing value-adding information through content.You MUST HAVE a cohesive and comprehensive marketing strategy.With AI tools increasing the productiv-ity of marketing managers and allow-i
110、ng all marketers to produce content faster than ever while also managing paid media channels more effective-ly,the marketer that can produce the best overall strategy will win.You need to dial in ALL CHANNELS.As you can see with the data,the effec-tiveness of paid media,email market-ing,and social m
111、edia is shifting wide-ly between platforms.This means that predicting which channel to focus on will be more difficult.The best mar-keters will need to both understand and execute cohesive campaigns that span multiple channels to ensure that their message gets through.Position your products as a“mus
112、t-have.”Wallets are a little tighter,and deci-sions are being made on what is a“must-have”purchase,and what is a“nice-to-have”.In difficult econom-ic times like were experiencing cur-rently,customers are looking for what they can cut.The better you can po-sition your products and services as necessa
113、ry to the customer,the better off your bottom line will be.When in doubt,show how your prod-ucts can do one or more of the big three for your customers:Save them time Save(or make)them money Improve their quality of lifeGet strategic about customer acquisition.With ROAS becoming less predict-able an
114、d having potentially longer timelines before proving profitable,its a good idea to offset your cus-tomer acquisition costs by forming strategic partnerships,affiliates,and influencers who can provide new cus-tomers regularly at breakeven or bet-ter to remain cash flow positive.KEY TAKEAWAYS+All of the contents of this document are protected from copying under U.S.and international copyright laws and treatises.Any unauthorized copying,alteration,distribution,transmission,performance,display or other use of this material is prohibited.Copyright 2023 DigitalMarketer