Marketing 101: Stats & Fundamentals

Marketing is the backbone of any business, driving sales and creating brand awareness. It's all about understanding your target audience and crafting messages that resonate with them.

Marketing 101: Stats & Fundamentals


Marketing is the backbone of any business, driving sales and creating brand awareness. It's all about understanding your target audience and crafting messages that resonate with them. In today's fast-paced digital world, marketing has evolved, and keeping up with the latest trends and statistics is crucial to stay ahead of the competition. In this article, we'll dive into the fundamentals of marketing and explore the latest statistics that every marketer should know to succeed in today's dynamic business environment.

What is Marketing?

Marketing is the art of capturing the attention of consumers for a company’s product or services. It involves using various strategies and channels to provide value to potential customers. Some popular marketing channels include content marketing, search engine optimization (SEO), influencer marketing, traditional marketing (mass media and print), and word-of-mouth advertising. Regardless of the type of business, the ultimate objectives remain consistent: boosting revenue, increasing conversions, generating leads, and building brand awareness.


Advertising enables corporations to effectively connect with their target audience by employing advertising methods that suit their needs. The most common advertising methods include paid search, social media, and display advertising. When selecting the appropriate advertising method, factors such as age and interests play a significant role. Social media marketing tends to be more effective when targeting a younger audience, whereas traditional marketing methods like print and mass media might be better suited for an older audience.

Advertising is a valuable paid marketing activity that directs attention to a company’s products or services. It offers key benefits when incorporated correctly into current marketing strategies. Advertising plays a crucial role in boosting brand awareness, educating potential customers, and expanding the customer base. Moreover, it aids in customer retention and helps businesses stay ahead of their competitors.

Paid search advertising offers companies the opportunity to create ads and pay search engines (SERPs) to display their ads prominently in search results. It serves as a means for driving increased traffic to their website. One common form of paid search advertising is pay-per-click (PPC), where companies pay for each click on their ad. When crafting a paid search ad, several factors come into play, influencing the placement of the ad in the SERP. These factors include keywords, bidding, ad extensions, as well as the quality of ads and landing pages.

Social media advertising

Social media advertising is a popular form of digital marketing where companies create paid ads for various social media platforms. By targeting the social media networks their customers frequently use, advertisers can effectively reach their audience. This type of advertising helps marketers enhance sales, generate brand awareness, and promote their products or services. Examples of social media advertising methods include video and story ads on platforms like Facebook, Instagram, Snapchat, and Youtube, as well as messenger ads and other advertising formats found on popular social media networks.

Display advertising

Display advertising involves creating visually appealing ads using images and videos, which are then placed on relevant websites. These ads, commonly in the form of banners, can be seen on third-party sites. Companies pay to have their banners displayed on specific websites. Display advertising can be categorized into three categories. Site placement advertising, where ads are strategically placed on specific sites, contextual advertising, which shows ads on relevant websites, and remarketing, targeting users who have previously engaged with the company.

Consumer Behaviour

Understanding consumer behavior is crucial for effective marketing strategies. It involves knowing your target audience and identifying effective marketing channels. The choice of marketing channels depends on the characteristics of your target audience. Social media marketing tends can be effective for younger audiences, whereas traditional methods may resonate better with older demographics.

By understanding what your consumers seek and why they are interested in your offerings, you can align your marketing goals and enhance your conversion rate. The better you comprehend consumer behavior, the better equipped you are to implement and refine your marketing strategies.

  • Personalize the buyer’s journey

Understanding your customers’ desires and motivations not only impacts conversion rates, but also enables businesses to personalize the buyer’s journey. Research has shown that personalization leads to increased consumer engagement, brand advocacy, and higher rates of repeat sales. By tailoring the customer experience to individual preferences and needs, businesses can foster stronger relationships with their audience, ultimately driving greater customer satisfaction and loyalty.

Implementing personalized experiences can result in a 20% increase in sales for marketers, according to Bloomreach by Luth Research. Offering personalized interactions leads to higher customer loyalty, with 80% of shoppers more likely to revisit businesses that provide such experiences. Moreover, an impressive 77% of consumers recommend or are willing to pay extra for brands that prioritize personalization. These findings underscore the significant benefit of personalization in driving sales, customer satisfaction, and brand advocacy.

  • Eliminate friction points

Friction points are factors that impact customers’ buying decisions. Slow websites or poor optimization can deter potential buyers. Understanding consumer behavior helps businesses make informed decisions to address these issues and create a seamless customer journey, boosting conversion rates and driving growth.

  • Increases per customer dollar value

Understanding what customers want, offering tailored solutions, and creating personalized experience are essential for increasing the value of each customer’s purchase. By doing so, businesses can increase the average order size per customer and encourage them to invest in their products or services. This approach not only boosts revenue but also fosters customer satisfaction and loyalty.

Product Development

Marketing and product development are closely intertwined. The effectiveness of a product in addressing customer needs directly impacts marketing strategies. It’s important to align marketing tactics and strategies with the product right from the start of the development process. Engaging in conversations with customers is a form of marketing. Before embarking on product development, considerations should be given to customer support, legal aspects, and human resources.

According to Darrin C. Duber-Smith CEO for Green Marketing: “Basic marketing science teaches us that the root of any well-developed strategic marketing plan lies in developing a product that is ‘need-driven’. Organizations, then, must not develop a product and then determine where, when, how, and to whom it will be sold - after the fact. Most company leaders who do not fully understand this fundamental, global shift in product development strategy are doomed to fail in one way or another, or at the very least, neglect the prime directive, the optimization of ROI.”

The closer marketing is integrated into product development, the better. Valuable insights from the marketing team can benefit the development team. The ultimate objective is to align marketing and product development, enabling the product team to create a product that can be easily managed by the marketing team.

Picture of two individuals in the product development process.
Product development process.

Different Marketing Models

In the world of marketing, there are various models that businesses have been using for years. These models serve different purposes but share a common goal: optimizing current businesses. They help update selling strategies, shape business ideas, and analyze competitors to ensure alignment within the industry. These tools are valuable for businesses seeking to improve their overall performance and stay ahead in the market.


SWOT is a marketing tool that stands for Strengths, Weaknesses, Opportunities, and Threats. It helps businesses assess their position and make informed decisions. Strengths highlight competitive benefits, and weaknesses and address internal issues. Opportunities represent growth possibilities, and threats involve competitors. Both opportunities and threats are external factors, and strengths and weaknesses are internal factors. SWOT analysis is valuable for strategic planning and long-term success in the market.


Porter’s 5 Force Analysis is a competitor analysis tool used by businesses to assess the competitive landscape of a market. It is particularly helpful for newly established businesses to evaluate the economic advantages and risks of entering a new market. The model focuses on five key elements: new competition, customers, substitutes, and suppliers. By addressing these factors, businesses can gain valuable insights into the market dynamics and make informed decisions about their investment strategies.

7P Marketing Mix

The 7P marketing mix is a framework that businesses need to consider when launching a product or service. It helps them effectively promote and sell their offerings. The 7P's represent seven important factors to address:

  1. Product: this refers to the features, quality, and uniqueness of the product or service being offered.
  2. Pricing: determining the right pricing strategy that matches the value provided by the product and meets customer expectations.
  3. Promotion: using various marketing techniques and channels to create awareness, generate interest, and persuade customers to make a purchase.
  4. Physical Evidence: the tangible aspects that support the product, such as packaging, branding, and overall presentation.
  5. People: the individuals involved in delivering the product or service, including employees, customer service representatives, and sales personnel.
  6. Processes: the systems and procedures in place to ensure smooth operations, from production to delivery and customer support.

By considering the 7P’s, businesses can develop a comprehensive marketing strategy that effectively showcases their products or services and meets the needs of their target audience.


AIDA, ‘Attention, Interest, Desire, and Action, is a handy marketing tool that simplifies the key steps for successful marketing. This classic model helps streamline the customer journey by identifying the four stages a potential customer typically experiences before making a purchase decision.

  1. Attention: attracting the customer's attention and creating awareness about the product or service.
  2. Interest: generating curiosity and capturing the customer's interest by highlighting the unique features and benefits of the offering.
  3. Desire: creating a strong desire or aspiration for the product or service by showcasing its value and addressing the customer's needs.
  4. Action: encouraging the customer to take action, such as making a purchase, signing up, or reaching out to the business.

By following the AIDA model, businesses can effectively engage customers, guide them along their decision-making process, and increase the likelihood of successful conversions.

Marketing Statistics

Leading digital marketing channels according to marketers

According to a survey conducted by Statista in July 2022, marketers worldwide indicated their preferred marketing channels. The survey involved 1,600 participants from various countries, including Germany, Japan, United Kingdom, Canada, United States, and France. Marketers from both B2B and B2C sectors contributed to the survey, providing valuable insights into global marketing practices. The results revealed the following rankings:

  1. Social Media
    a) The most popular channel, used by 44% of respondents.

2. Website/Blog
a) Utilized by 36% of marketers.

3. Email Marketing
a) Ranked third with 35% adoption.

4. Content Marketing
a) Embraced by 32% of respondents.

5. Influencer Marketing
a) Chosen by 30% of marketers.

6. SEO Marketing
a) Selected by 26% of participants.

7. Virtual Events
a) Used by 25% of respondents.

Picture of someone scrolling through social media (twitter)
Social media (Twitter).

Predictions for Digital Marketing in 2023

According to Forbes, there are a few marketing forecasts ready to be seen and implemented this year. One of these predictions is that AI and automations will be used more regularly by marketers. Automated email campaigns and chatbots are saving marketers time and resources, as AI streamlines the general marketing work. When AI is sufficiently advanced, it can replicate human behavior and patterns.

There’s been changes and adjustments in how organizations collect and use personal data. Contextual advertising and direct data collection is something we’ll see more of this year. Old marketing strategies will need to be reshaped by marketers to be in line with today’s requirements.

Visual search and AR/VR tech lets customers search for products through pictures instead of text. This is especially helpful, items can instead be found through images. This simplifies both customer journey & experience, since customers can find what they’re looking for faster. These are new technologies and when it’s fully advanced, marketers will surely implement these technologies to engage and convert new and current customers. Wayfair and Ikea are two examples of companies using AR tech. Customers are able to see real time images of how certain furniture will look in their home.

Brands are predicted to use influencer marketing and content to build further connections. Brands will cooperate with influencers that are in alignment with their values, audience and objectives. Brands that create unique and authentic content can stand out, while at the same time cutting costs when there’s a mix of original and curated content.

Marketing is a success factor

Marketing is needed in any business and should be implemented from the start, under the product development process. The marketing and development team should closely work together for the best results in getting the product out on the market.

When it comes to consumer behavior, it’s an important factor to consider while planning and executing marketing activities, since marketing goes hand-in-hand with consumer behavior.

For example, interests and what platform the target audience uses matter. Marketers can align and make further adjustments according to the audience. Marketing goes hand-in-hand with consumer behavior since marketers want to reach the right audience through relevant ads and campaigns

The statistics show that digitalization has a leading impact and has affected which marketing channels are popular among marketers. Social media is blooming and marketers are surely using the channels that are the most relevant among potential customers. The marketing channels listed were all leading digital marketing channels. When it comes to the future of digital marketing, we can see a clear pattern of new innovations being introduced and implemented.

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Picture of a Brick powerbank
Picture of a Brick powerbank.

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