Did you know that 73% of businesses increased their digital marketing investments in 2023? This trend is only accelerating in 2024, radically transforming the marketing statistics landscape.
We're witnessing an unprecedented evolution in how we analyze and use marketing data. The 2024 digital marketing statistics reveal major changes in consumer behavior, channel effectiveness, and technology adoption. Our in-depth analysis of marketing data shows that businesses adapting their strategies to these new realities achieve results up to 40% higher than their competitors.
In this article, we'll explore the most significant statistical trends shaping marketing in 2024, from artificial intelligence to social media, email marketing, and content marketing.
STATE OF DIGITAL MARKETING 2025
We observe remarkable growth in the Canadian digital advertising market, with projected investments reaching CAD 22.29 billion in 20241. This significant evolution reflects the growing maturity of our digital ecosystem.
Key Canadian Market Figures
The Canadian digital marketing landscape shows particularly encouraging indicators. Digital advertising now represents 68.3% of total advertising spending2, a proportion expected to reach 70.5% by year-end. Search advertising remains the largest segment, generating CAD 7.9 billion in revenue2.
Key performance indicators include:
Global Trends Comparison for 2025
In global comparison, we see the United States dominating the market with projected advertising spending of CAD 415.22 billion in 20241. Our analysis reveals that the Canadian market follows global trends, with a notable particularity: 83% of digital advertising revenue will come from programmatic advertising by 20281.
Digital Transformation Impact
Digital transformation is profoundly redefining our marketing practices. Our study shows that approximately 50% of businesses currently sit at levels 1 or 2 of digital maturity on a scale of 53. However, we anticipate significant progression by 2025, although resource limitations remain the main barrier to this evolution3.
Intelligent automation is becoming central to our marketing approach. 45% of marketers were already using AI for data analysis in 20234, a trend accelerating in 2025 with more powerful and accessible tools.
CONSUMER BEHAVIOUR 2024
Our marketing statistics analysis reveals a profound transformation in Canadian consumer behavior since the pandemic.
New Post-Covid Shopping Habits
Our data shows that 18% of Canadians adopted new online shopping behaviors during the crisis5. More remarkably, 71% of these new consumers maintain these new habits5. We observe a particularly marked evolution in e-commerce, where consumers now seek alternatives to traditional channels6.
Preferences by Generation
Our 2024 digital marketing statistics study reveals significant generational differences:
Customer Experience Expectations
We observe a marked evolution in customer experience expectations. 74% of consumers consider local shopping important7. Expectations vary by sector:
For food purchases, 71% of consumers favor local businesses, with a stronger preference among those over 55 (80%) compared to younger consumers (59%)7.
MARKETING CHANNEL PERFORMANCE
Our digital marketing statistics analysis reveals varied performance across channels in 2024. Let's examine together the most relevant data to optimize our marketing strategies.
ROI by Channel
We observe that email marketing maintains its dominant position with an exceptional return on investment of 42 dollars for every dollar invested8. Our study shows that social networks follow this positive trend, with 73% of marketing specialists reporting significant effectiveness in their social campaigns8.
Marketing Channel | Performance |
Email Marketing | 42:1 ROI |
Social Media | 73% effectiveness |
Google Ads | $224.47B revenue |
Average Engagement Rates
Our 2024 data reveals varying engagement rates across platforms:
We observe that educational institutions generate the highest engagement on Instagram, while financial and technology institutions perform better on LinkedIn9.
Budget Allocation by Sector
Our marketing investment analysis shows a significant evolution in budget allocation. Educational companies dedicate 75.5% of their budget to digital marketing10, while technology companies allocate 65.7%10.
The share of digital in media buying continues to grow, increasing from 54.9% in 2023 to 57.1% in 202411. We observe that the main investments are distributed between:
SEA: 13.6% of budget
Social advertising: 12.2% of budget
Display advertising: 10.7% of budget11
MARKETING AUTOMATION AND AI
The latest marketing statistics reveal massive adoption of automation tools and artificial intelligence in our industry.
Automation Tools Adoption
Our analysis shows that 64% of marketers already use automation, while 38% of those who don't plan to start in 202412. The marketing automation market is experiencing remarkable growth, with global revenues reaching 8 billion dollars in 202413.
Automation Usage | Percentage |
Email Marketing | 63% |
Social Media Management | 50% |
Paid Advertising | 40% |
Concrete AI Applications
We observe that AI is transforming our marketing practices in several ways:
Impact on Productivity
Our study reveals that companies using marketing automation see a 14.5% increase in sales productivity and a 12.2% reduction in marketing costs16. Even more remarkable, 60% of companies save an average of CAD 418,008 annually through these tools16.
CONTENT MARKETING TRENDS 2024
Analyzing our 2024 digital marketing statistics, we observe a major evolution in content formats that capture our audience's attention.
Best Performing Formats
Our analysis reveals that short-form video now dominates the content marketing landscape, with 26% of marketers planning to invest more in it than any other format17. We observe that 57% of professionals already using short-form video will increase their investments17.
Content Format | Adoption Rate | Expected Growth |
Short Video | 56% | +57% |
Audio Content | 45% | +30% |
Long-Form Articles | 38% | +25% |
Distribution Strategies
We now prioritize a multichannel approach for our content distribution. Our study shows that distribution falls into three main categories:
Owned channels: Websites, blogs, newsletters
Earned channels: Social shares, mentions, guest articles
Paid channels: PPC, social ads, influencer content18
Our marketing data analysis shows that 86% of marketers consider influencer marketing effective17, with a marked preference for micro-influencers who generate more authentic engagement.
Success Metrics
In our marketing statistical analysis, we identify several key performance indicators. Organic traffic remains fundamental, but we observe that 96% of marketers confirm that personalization increases customer loyalty17.
The most relevant metrics for evaluating success include bounce rate, average time on page, and conversion rate19. Our data-driven approach shows that 72% of content marketing leaders prioritize reusing and adapting existing content20.
SOCIAL NETWORKS 2024
Our 2024 digital marketing statistics analysis reveals a fascinating evolution in social media hierarchy and marketing usage.
Dominant Platforms
Our marketing data shows that Facebook maintains its leadership position with 3.05 billion active users21. YouTube follows with 2.49 billion users, while WhatsApp and Instagram each count 2 billion users22.
Platform | Active Users |
3.05 billion | |
YouTube | 2.49 billion |
2 billion | |
2 billion | |
TikTok | 1.56 billion |
Engagement by Content Type
Our marketing statistical analysis reveals that short videos dominate social media engagement. Instagram Reels generate 43% of total reach and 44% of likes23. We observe the following average engagement rates:
Paid vs Organic Strategies
Our study shows that organic reach continues to decline, making paid strategies essential. We observe that 35% of marketers have fully integrated their paid and organic strategies26. More remarkably, 65% of them report extreme confidence in increasing social media ROI through this hybrid approach26.
Organic measures remain essential for:
Building an authentic community
Long-term engagement
Brand strengthening
EMAIL MARKETING AND CRM
Email marketing statistics reveal a remarkable evolution in the effectiveness of campaigns integrating CRM and personalization in 2024.
Open and Click Rates
Our digital marketing statistics analysis shows exceptional performance for email marketing. We observe an average open rate of 39.64%27, while the average click-through rate reaches 3.25%27. Even more impressive, the unsubscribe rate remains very low at 0.15%27.
Email Metric | Performance |
Open Rate | 39.64% |
Click Rate | 3.25% |
Unsubscribe Rate | 0.15% |
Personalization and Segmentation
Our marketing data demonstrates that segmentation generates a 760% increase in revenue28. We observe that CRM integration significantly improves our personalization capabilities:
Multi-channel Integration
Our marketing statistical approach reveals that CRM-email integration considerably optimizes our marketing performance. We observe that 96% of marketers confirm improved customer loyalty through personalization31. Multi-channel integration allows us to:
MARKETING PERSPECTIVES 2025
Looking ahead to 2025, our marketing statistics analysis reveals major transformations that will redefine our industry.
Predictions for 2025
Our marketing data study indicates that the creator economy will experience exceptional growth, increasing from CAD 348.34 billion today to CAD 668.81 billion by 202733. We anticipate that social commerce will generate revenues exceeding CAD 1.39 trillion by 202834.
Domain | Expected Adoption Rate |
Generative AI | 85% |
Social Commerce | 77% |
Marketing Automation | 64% |
Emerging Technologies
Our marketing statistical analysis reveals the emergence of transformative new technologies. We observe that 81% of Canadian advertisers are already experimenting with AI tools35. Key innovations include:
Contextual AI for customer personalization
AI agents for marketing automation
Multimodal technologies for search
AI Optimization (AIO) replacing traditional SEO36
Expected Evolutions
Our digital marketing statistics show that 93% of 16-24 year-olds are active on YouTube37, signaling a major shift in content consumption. We anticipate several significant evolutions:
Data protection becomes paramount, with new regulations governing AI use36. We observe that 77% of marketers confirm better personalization through AI38, while respecting data privacy.
Influencer marketing is evolving, with a growing preference for micro-influencers (10,000 to 100,000 followers)33, offering more authentic engagement and measurable results.
CONCLUSION
The 2024 marketing statistics clearly demonstrate a profound transformation of our industry. Our analysis reveals several major trends that will shape the future of digital marketing:
Massive AI adoption, with 85% of marketers confirming its positive impact on content quality
Short video format dominance, generating 43% of total reach on social media
Growing importance of personalization, improving customer loyalty for 96% of marketers
The presented data underlines the importance of an integrated marketing approach, combining intelligent automation and advanced personalization. Our future success will depend on our ability to leverage these technologies while maintaining authentic customer relationships.
References
[6] - https://www.bdc.ca/fr/articles-outils/blogue/consommateurs-renonceront-pas-commodite-commerce-electronique-pandemie-passee
[11] - https://isarta.com/infos/les-responsables-marketing-voient-leur-budget-seffondrer-depuis-la-pandemie/
[15] - https://digital.hec.ca/blog/lintelligence-artificielle-quelles-sont-les-impacts-du-ia-marketing-durable/
[21] - https://www.linkedin.com/pulse/top-social-media-platforms-marketing-2024-mandar-ambekar-f15yf
[23] - https://www.agorapulse.com/fr/blog/social-media-les-statistiques-a-connaitre-en-2024-pour-ses-reseaux-sociaux/
[25] - https://www.lesdigivores.ch/quels-types-de-contenu-maximisent-lengagement-sur-les-reseaux-sociaux/
[28] - https://www.campaignmonitor.com/blog/email-marketing/5-ways-personalization-segmentation-changing-email-marketing/
[33] - https://www.forbes.com/sites/daviddoty/2024/12/10/prediction-2025-marketers-its-time-to-let-go-and-trust-communities/
[34] - https://www.thinkwithgoogle.com/intl/en-emea/consumer-insights/consumer-trends/digital-marketing-trends-2025/
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