2018 Customer Engagement Trends in Numbers

Why is engagement crucial in marketing strategies and what is the current state of the market? The latest statistics from the HubSpot report

In today’s digital environment we receive thousands of promotional messages a day, but we manage to remember just few of them. How do we filter in those that remain impressed in our memory? Actually, the process is very simple: only the meaningful messages come through, the ones that respond perfectly to our needs in that exact moment. Marketers have been adjusting their strategies accordingly, following the new way brands communicate with their customers: a merge of digital caring and marketing best practices.

Some of the most successful global brands, like Amazon, Zappos or Asos have based their entire business strategy and even the company culture on the state-of-the-art customer experience. Smaller brands are also starting to adopt this approach, as confirmed by a recent Digital Marketing Trends survey by Econsultancy and Adobe, showing that companies committed to customer experience are outperforming their peers.[1] You can find the highlights of this article in our insight “The Power of Engagement: 2018 is all about AI, digital skills and design”.

Let’s take a look at some numbers that indicate the importance of engagement in marketing strategies [HubSpot Marketing Statistics]:

  • 40% of customers begin purchasing from a competitor because of their reputation for great customer service
  • 64% of consumers (B2C) and 80% of business buyers (B2B) expect real time communication with companies
  • 80% of marketers use visual assets in their social media marketing. Video (63%), alone, has also surpassed blogging (60%) in usage as a social media marketing asset
  • 54% of consumers wanted to see more video content from a brand or business they support
  • 47% of buyers viewed 3-5 pieces of content before engaging with a sales rep
  • 96% of B2B buyers want content with more input from industry thought leaders
  • Content marketing gets three times more leads than paid search advertising
  • 20% of people will read the text on a page, but 80% of people will watch a video
  • After watching a video, 64% of users are more likely to buy a product online.
  • Studies show that people have the ability to recall 65% of the visual content that they see almost three days later
  • Recipients are 75% more likely to click on emails from segmented campaigns than non-segmented campaigns

These numbers clearly indicate that users are craving quality content and are willing to become loyal to a brand if it satisfies their needs in the right moment. The user’s journey is almost entirely self-guided, so placing the right messages at the right digital touchpoints can be the crucial factor that transforms user into customer.

The modern marketing has set new and ambitious goals. It went beyond a simple sale, it is now aiming to achieve engagement and loyalty, by creating a meaningful relationship that lasts in time. Consumers need to feel connected to the brand by having their voice heard, questions answered and problems fixed. This is why the new frontline has become the engagement marketing that encourages and empowers customers to express themselves and share their experiences. Their feedback is the real value that a brand has to harness in order to get to know its clients and provide the best possible user experience.



HubSpot Marketing Statistics

8 customer experience stats every leader needs to know

[1] https://www.econsultancy.com/reports/digital-intelligence-briefing-2018-digital-trends