Digital Marketing Trends: More Ad Spend, Less Website Traffic – Lengow Blog

Digital Marketing Trends: More Ad Spend, Less Website Traffic - Lengow Blog

01/03/24 5′ Regarding digital marketing trends , following the challenging periods of 2022 and 2023—marked by inflation, competitive pricing battles, and rising advertising expenses—could 2024 herald a significant change? To answer this, it’s essential to examine the latest trends and statistics. Contentsquare’s 2024 Digital Experience Benchmark Explorer Report provides fresh insights, and we’ve delved into the details. The findings we’ve uncovered are captivating and offer essential reading for every marketing professional . The most recent report from Contentsquare sheds light on some pressing issues for brands: they are pouring more money into advertising, but seeing less traffic to their websites as a result!  In 2023, there was a significant drop in the number of site visits, yet advertising costs soared, resulting in a 9.4% hike in the expense per site visit . Additionally, the report points to a troubling trend of user dissatisfaction on websites, which demands immediate attention. In 2023, nearly two out of five (39.6%) of all sessions were tainted by user frustration , a rise of 3.9%. This frustration, caused by factors like slow page loading, unresponsive interfaces, and bewildering user journeys, not only irritates users but also slashes the value of a visit by a substantial 15.0% . Combining the insights from the report provides a comprehensive view of digital marketing performance across various dimensions, including traffic share by device and marketing channel, session duration by device, and conversion rates by marketing channel over the years 2022 and 2023. The report shows an increase in mobile traffic share (+3,87%), indicating a growing preference for mobile over desktop for web access . This is consistent with broader global trends of increasing smartphone penetration and on-the-go internet usage. Another chart reveals that direct traffic, organic search, and paid search are the leading channels driving web traffic, with direct traffic experiencing a slight decrease (from 28,3% to 27,8%) . There was notable growth in paid social (+12%) , suggesting an increased focus or return on investment from this channel. D esktop users tend to spend more time per session compared to mobile users. The duration for desktop sessions increased slightly from 2022 to 2023, while mobile session duration remained constant. This suggests different user engagement levels and possibly different usage contexts between the two devices . And finally a chart highlights that direct and paid search channels lead to higher conversion rates compared to other channels . There was a general decrease in conversion rates across most channels from 2022 to 2023. Notably, paid social had the lowest conversion rate, which is especially interesting given its increase in traffic share. Overall, when brands or retailers plan their digital strategy, they should consider these digital marketing trends in user behavior and channel performance. By understanding the nuances of how different channels perform and how users interact with different devices, companies can better allocate their resources, optimize their digital experiences, and ultimately drive better marketing ROI. Your e-commerce library 4 Top Tips for Selling on Marketplaces (Home and Garden) Learn more Marketplace Horror Stories Learn more Master Intelligent Google Campaigns Learn more By submitting this form you authorize Lengow to process your data for the purpose of sending you Lengow newsletters . You have the right to access, rectify and delete this data, to oppose its processing, to limit its use, to render it portable and to define the guidelines relating to its fate in the event of death. You can exercise these rights at any time by writing to [email protected] Marketplaces In 2024, selling on marketplaces is a real challenge. Rivalry between sellers is intensifying, and the range of marketplaces is… 18/01/24 7′ Marketplaces Emerging under the vast umbrella of PDD Holdings Inc., Temu has skyrocketed in popularity as a shopping sensation from China… 17/08/23 5′ Marketplaces The e-commerce scene is a vibrant mix of marketplaces in Europe. These aren’t just websites; they’re bustling hubs where millions… 08/12/23 7′ Google Shopping Google Shopping isn’t just another advertising channel; it’s the undisputed titan of paid e-commerce advertising channels. And why is that?… 11/01/24 9′ Price Intelligence Selling successfully on marketplaces like Amazon and eBay hinges on how well you price your products. It’s a balancing act:… 24/11/23 7′

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