Marketing in 2023: H1 by the numbers

Marketing in 2023: H1 by the numbers

Social commerce

Social commerce is expected to reach over $79.6 billion in 2025 (Source: Merkle)

36% of consumers have participated in livestream events (Source: Merkle)

60% of consumers are interested in making a purchase through social media (Source: Merkle)

YouTube vs. TikTok

YouTube’s ad revenue is expected to grow 4% in 2023, double that of the previous year (Source: WARC)

YouTube ads reach 2.07 billion adults globally, almost two times that of TikTok and Instagram (Source: WARC)

More than 1 billion hours of videos are watched on YouTube every day (Source: WARC)

70% of Gen Z TikTok users are more likely to engage with content post-purchase compared to other platforms (Source: WARC)

67% of teenagers between the ages of 13 and 17 have used TikTok (Source: WARC)

Game mode

93% of Gen Alpha has played video games in the past six months (Source: Newzoo)

43% of the online population has spent money on video games (Source: Newzoo)

48% of gamers say they are more likely to purchase from a brand if it is featured in their favorite game (Source: Newzoo)

51% of gamers have discovered a new brand while playing (Source: Newzoo)

Budget notes

Marketing budgets make up 9.1% of company revenue in 2023, down from 9.5% the prior year (Source: Gartner)

26% of 2023 marketing investment is going toward paid media, the largest chunk (Source: Gartner)

63% of marketers reported increasing investments in marketing technology in 2023 (Source: Gartner)

75% of CMOs have faced pressure to cut marketing technology spend this year (Source: Gartner)

51% of marketers have increased investment in marketing analytics, while 46% increased investment in customer analytics in 2023 (Source: Gartner)

The consumer in 2023

72% of consumers believe companies should sacrifice the bottom line to better serve them (Source: Gartner)

54% of Gen Z are trying to limit their time on social media (Source: Gartner)

Gen Z and millennials look at more sustainability factors on labels than other consumers (Source: Gartner)

62% of consumers say they will stop buying from brands that shrink product size (Source: Gartner)

Measurement uncertainty

25% of marketers name having access to accurate measurements a top concern for 2023 (Source: WARC)

Nearly 60% of ROI is generated long term through advertising (Source: WARC)

Retail media is the fourth-largest advertising channel, with total spend expected to hit $121.9 billion in 2023, up 10.1% this year (Source: WARC)

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