Waghäusel.
The sixth edition of the “Digital Marketing Benchmarks 2024” shows an industry in transition. As companies spread their activities across more platforms, established areas such as SEO and organic social media marketing are in danger of falling behind. 5,000 DACH companies were analyzed based on 155 criteria.
Paid advertising recovers from the post-Corona low
While one in four companies reduced their paid activities last year, one in four is now increasing their investments again. But there is no question of a return to business as usual – a realignment of strategies is emerging.
Classic advertising channels show a mixed picture
While the importance of search engine marketing remains constant, the downward trend in display advertising continues, recording declines for the second year in a row and falling back to 2019 levels at 53%.
Social Ads boomt
The use of paid ads on LinkedIn (51%), Instagram (46%) and Facebook (43%) is seeing an increase in advertising activity across industries. TikTok is also gaining in importance: one in ten companies with a TikTok account already uses the platform’s advertising options.
The gap between traditional and social advertising channels is closing rapidly: in 2022, one in five companies relied more on traditional advertising channels than on social ads (84% vs. 61%). In 2024, this figure will be only one in 25 (78% vs. 74%).
Social media engagement on the decline
On the organic side of social media, a completely different development is emerging. For three out of five companies, the interaction rate of followers drops by more than 25%, while only one in five companies records an increase.
Meta platforms are particularly affected by this – engagement is declining for 63% of companies on Facebook and 45% on Instagram.
Torsten Schwarz comments: “This development is a wake-up call for many marketers. It is no longer enough to simply be present. Companies must learn to produce less but more relevant content.”
The most important key findings from Paid, Search, Social & E-Mail on over 40 pages are available in the free short version at absolit.de/digital
Press contact: Vivian Steidle [email protected] +497254-95773-50 absolit Dr. Schwarz Consulting Melanchthonstr. 5 68753 Waghäusel
Additional material: www.presseportal.de Quelle: Absolit Dr. Schwarz Consulting
