The Top Marketing Statistics to Know in 2025

Staying ahead of the competition requires more than just intuition – it demands a deep understanding of market trends and consumer behavior. Marketing and sales professionals are constantly adapting to new technologies, evolving customer expectations, and shifting economic conditions. Making sense of good data is crucial for making informed decisions, optimizing strategies, and driving growth.

In this article, we’ve compiled recent marketing statistics that offer an overview of the current landscape. From the monumental impact of artificial intelligence to the nuances of customer loyalty and data, these stats are a guide for marketers looking to refine their approach and take their customer relationships to another level.

SAI is redefining what's possible in marketing and sales. Businesses are rapidly adopting AI-powered marketing tools to enhance efficiency, personalize customer interactions and unlock new opportunities for growth. However, this big shift also comes with challenges with trust, implementation and ethical guidelines. These stats show how far along marketing and sales orgs are with AI.

• 83% of sales teams with AI saw revenue growth vs 66% of sales teams who weren't using AI (State of Sales)
• 63% of marketers are currently using generative AI (State of Marketing)
• The market size of generative AI in marketing is expected to reach $22 billion by 2032 (Statista )
• 49% of US generative AI decision-makers expect return on AI investments within 1-3 years (Forrester Q2 AI Pulse Survey 2024)
• Generative AI is projected to displace 100,000 frontline agents from the top global outsourcers by 2025 (Forrester Predictions 2025 B2C CX Report )
• 75% of PPC professionals use generative AI at least "sometimes" for writing ads (Global State of PPC 2024 )
• Customer trust in businesses using AI ethically is 42%, down from 58% in 2023 (State of the Connected Customer)
• 85% of retailers agree that AI advancements are transforming retail (Connected Shoppers Report 6th Edition)

Understanding how customers behave and what drives their loyalty is fundamental to marketing success. In a competitive market, factors like pricing, service quality and the effectiveness of loyalty programs play a critical role in shaping purchasing decisions and long-term brand relationships. These insights shed light on why customers choose (or choose to leave) brands and what strategies might encourage their continued engagement.

• Marketplace competition has gotten more difficult, noted by 57% year-over-year (State of Sales)
• Price sensitivity is a top-five reason why US, UK, and Australian online adults try a new brand (Forrester Consumer Research )
• Brand loyalty is predicted to decline 25% by 2025, even as usage of loyalty programs increases (Forrester Predictions 2025 B2C CX Report )
• High prices are the top reason, cited by 65% of customers, for why they stopped buying from a brand (State of the Connected Customer)
• 74% of shoppers will abandon a brand after three or fewer bad experiences (Connected Shoppers Report 6th Edition)
• 74% of shoppers switched brands in the past year (Connected Shoppers Report 6th Edition)
• 77% of shoppers belong to at least one loyalty program (Connected Shoppers Report 6th Edition)

35% of shoppers belong to a loyalty program they've never used (Connected Shoppers Report 6th Edition)

Digital advertising, particularly PPC, remains a cornerstone of modern marketing strategies. These channels offer immediate visibility and measurable results, making them indispensable for driving traffic and conversions. These statistics explain the current state of digital ad spending, platform dominance, key performance indicators and the evolving challenges faced by marketers managing these campaigns.

• Google is the most widely used advertising platform, used by 98% of surveyed PPC marketers (Statista )
• 93% of marketers rate PPC as effective or highly effective, making it the second most effective channel (eMarketer )
• 49% of marketing specialists find PPC harder to manage today compared to 2 years ago (Global State of PPC 2024)
• US paid search spending is projected to reach $124.59 billion in 2024, showing an 11.1% year-over-year increase (eMarketer)
• The average click-through rate for Google search ads is 3.17% across multiple industries (WordStream )
• The reported average conversion rate for paid search campaigns is 2.55% (Contentsquare )
• Paid search accounts for 39.5% of the digital advertising market share, more than any other advertising format (IAB )

Google dominates the search advertising market in the US with a 50.5% share of US search ad spending (eMarketer )

The landscape of SEO is undergoing a significant transformation, particularly with the rise of AI search results. To succeed in the future of SEO, understanding how users interact with new search interfaces like ChatGPT is becoming just as vital as traditional search engine strategies. These statistics highlight the emerging trends in search behavior and the potential implications for how businesses optimize their online presence.

• Less than 10,000 unique domains received traffic from ChatGPT in a single day in early July (Semrush )
• Over 30,000 unique domains received traffic from ChatGPT in a single day by November (Semrush )
• Only 30% of ChatGPT prompts could be identified as traditional search intent categories (Semrush )
• 70% of ChatGPT queries consisted of unique queries rarely seen in standard search engines (Semrush )
• OpenAI-related domains receive nearly 14x more traffic from ChatGPT than Google (Semrush )

ChatGPT drew 566 million unique visitors in December 2024 (Semrush )

Social media has long been a powerful marketing tool for brand building, content distribution, and even direct commerce. From the growing influence of creators to how consumers discover products and even make purchases directly on social platforms, these stats highlight the crucial role of social media in modern marketing.

• 93% of marketers are currently using social media (State of Marketing)
• The global influencer marketing platform market was valued at $15.2 billion in 2022 (Statista )
• If TikTok gets banned in the US, the majority of TikTok users would turn to Reels and Shorts instead (Forrester July 2024 Consumer Pulse Survey )
• 53% of shoppers discover products on social platforms (Connected Shoppers Report 6th Edition)
• The percentage of shoppers discovering products on social platforms increased from 46% in 2023 to 53% in 2024 (Connected Shoppers Report 6th Edition)
• 76% of Gen Z use social platforms for product discovery (Connected Shoppers Report 6th Edition)

40% of Gen Z shoppers use TikTok for shopping discovery (Connected Shoppers Report 6th Edition)

Robust technology and intelligent data management is the backbone of marketing. Marketers rely on their tech stack to execute campaigns, analyze performance and understand their customers. However, integrating these tools and use data effectively remains a significant challenge for many. These statistics highlight the adoption of key MarTech tools, common data hurdles and the strategic importance of data quality and unification.

• 98% of sales leaders say trustworthy data is more important in times of change (State of Sales)
• 88% of marketers use analytics/measurement tools (State of Marketing)
• 86% of marketers use CRM systems (State of Marketing)
• 84% of marketers use first-party data (State of Marketing)
• Only 31% of marketers are fully satisfied with their data unification ability (State of Marketing)
• Marketing budget as a percentage of companies' total revenues varied by year from 2014-2024 (Statista )
• 78% of US B2C marketing executives concede that their marketing and loyalty technologies are siloed (Forrester Q3 B2C Marketing CMO Pulse Survey 2024 )

Investment to unify data for the loyalty and marketing tech stacks is predicted to triple (Forrester Predictions 2025 B2C CX Report )

Strategic allocation of resources is critical for both sales and marketing. These departments continuously evaluate where to invest to get maximum impact, from overall budget increases to specific spending on advertising, content and technology. These stats give a look at current spending trends and budget priorities of sales and marketing organizations.

• 71% of sales leaders report overall budget increases (State of Sales)
• Marketing budget as a percentage of companies' total revenues varied by year from 2014-2024 (Statista )
• Marketing spending in the United States increased by more than 9% to nearly $481 billion in 2022 (Statista )
• The average monthly PPC spend for in-house teams is $950,000 (Global State of PPC 2024 )
• US paid search spending is projected to reach $124.59 billion in 2024 (eMarketer )

Paid search accounts for 29.7% of total US media ad spending (eMarketer )

The retail landscape is a dynamic blend of physical and digital experiences, with consumers seamlessly moving between channels. Omnichannel strategies are no longer optional: they are essential for meeting shopper expectations. These statistics highlight the interplay between online and in-store purchases, the adoption of various fulfillment options, and the operational challenges retailers face in creating a cohesive customer journey.

• Shoppers estimated that 49% of their purchase volume came from physical stores in 2023 (Connected Shoppers Report 6th Edition)
• 59% of retailers currently offer online returns to store (Connected Shoppers Report 6th Edition)
• 54% of retailers currently offer Buy Online Pick Up In-Store (BOPIS) (Connected Shoppers Report 6th Edition)
• 17% of shoppers have ordered from another retailer while in-store (Connected Shoppers Report 6th Edition
• 88% of retailers say unified commerce will be very important or critical to their business objectives over the next two years (Connected Shoppers Report 6th Edition)
• Only 15% of retailers have fully realized unified commerce value (Connected Shoppers Report 6th Edition)
• New store associates must master an average of 16 different systems daily, up from 12 in 2023 (Connected Shoppers Report 6th Edition)

89% retailers say the role of store associates is broadening (Connected Shoppers Report 6th Edition)

In an increasingly competitive market, delivering exceptional customer experiences and personalized interactions is a key differentiator. Marketers are striving to connect with customers across numerous touchpoints, but challenges remain in truly understanding individual needs and ensuring data is used beneficially. These statistics explore the current state of customer engagement, perceptions of personalization and the impact of service quality on brand loyalty.

• Marketers use an average of 10 customer engagement channels (State of Marketing)
• High-performing marketers fully personalize experiences across an average of 6 channels (State of Marketing)
• An average of 62% of contact centers in consumer-facing industries are outsourced (Forrester Predictions 2025 B2C CX Report )
• 73% of customers feel brands treat them as unique individuals, a dramatic increase from 39% in 2023 (State of the Connected Customer)
• Only 49% of customers think companies use their data beneficially, down from 60% in 2022 (State of the Connected Customer)
• 74% of shoppers will abandon a brand after three or fewer bad experiences (Connected Shoppers Report 6th Edition)

Content remains a foundational element of effective marketing, serving to inform, engage, and build audiences across various stages of the customer journey. As technology evolves, so too do the methods of content creation and distribution. These figures shed light on the monetary commitment to content, as well as the increasing role of AI in streamlining content development processes.

• 17% of B2B budget is allocated to content (State of Marketing)
• 17% of B2C budget is allocated to content (State of Marketing)
• Over 50% of marketing professionals used generative AI to draft content in 2023 (Statista )
• Approximately 42% of marketing leaders use AI tools a few times per week or daily for content generation in 2024 (Statista )

In an era of increasing data breaches and AI advancements, consumer trust is more fragile and vital than ever. How businesses handle customer data and implement emerging technologies directly impacts their reputation and customer relationships. These statistics reveal the declining levels of consumer trust, heightened concerns about data privacy and the key factors that can help brands build and maintain credibility.

• 98% of sales leaders say trustworthy data is more important in times of change (State of Sales)
• 94% of sales leaders say generative AI introduces new security risks (State of Sales)
• Customer trust in businesses using AI ethically is 42%, down from 58% in 2023 (State of the Connected Customer)
• Nearly two-thirds (64%) of customers express concern that companies are reckless with customer data (State of the Connected Customer)
• 71% of customers trust companies less than a year ago (State of the Connected Customer)
• 71% of customers express growing concern about personal data protection (State of the Connected Customer)
• 71% of customers want human validation of AI outputs (State of the Connected Customer)

Different generations exhibit distinct behaviors, preferences and comfort levels with technology and marketing channels. Understanding these nuances across generations is essential for tailoring effective personalized marketing strategies and engaging diverse audience segments. These statistics highlight how Gen Z, Millennials, and Baby Boomers interact with social media, in-store experiences and emerging AI technologies.

• 76% of Gen Z use social platforms for product discovery (Connected Shoppers Report 6th Edition)
• 70% of Millennials use social platforms for product discovery (Connected Shoppers Report 6th Edition)
• 36% of Baby boomers use social platforms for product discovery (Connected Shoppers Report 6th Edition)
• 40% of Gen Z shoppers use TikTok for shopping discovery (Connected Shoppers Report 6th Edition)
• 24% of Gen Z shoppers order from competitors while in-store (Connected Shoppers Report 6th Edition)

63% of Gen Z shoppers want product recommendations from AI agents (Connected Shoppers Report 6th Edition)

The broader economic environment and evolving industry landscape present both opportunities and significant challenges for marketing and sales professionals. From shifts in consumer spending to the need for continuous innovation and increasing competition, businesses must remain agile and responsive. These statistics offer a glimpse into some of the key external pressures and internal imperatives shaping the current market.

• 66% of sales professionals say it's harder to sell than a year ago (State of Sales)
• Changing customer needs/expectations ranks as the #1 challenge, consistent across all major industries (State of Sales)
• 89% of marketers believe they must continually innovate (State of Marketing)
• Food costs are up 22% since the pandemic in the US (Forrester Predictions 2025 B2C CX Report )
• 49% of marketing specialists find PPC harder to manage today compared to 2 years ago (Global State of PPC 2024 )
• ChatGPT drew 566 million unique visitors in December 2024 (Semrush )

Sales teams are on the front lines of business growth, facing constant pressure to meet quotas and navigate complex customer environments. Understanding their daily realities, key challenges and factors impacting their performance is essential for optimizing sales strategies and supporting revenue generation. These sales statistics give a look into sales team productivity, confidence levels and the primary sources of revenue.

• 79% of sales teams increased revenue over the past 12 months (State of Sales)
• 82% of sales professionals feel confident about their company's 12-month growth strategy (State of Sales)
• 67% of sales reps don't expect to meet quota this year (State of Sales)
• 84% of sales reps missed quota last year (State of Sales)
• Sales reps spend only 30% of their time actually selling during an average week (State of Sales)
• 70% of reps' time is spent on non-selling tasks (State of Sales)
• 84% of sales professionals say partner selling has a bigger impact on revenue (State of Sales)
• 42% of sales leaders cite recurring sales as their top revenue source (State of Sales)