research papers for internet marketing

The Effectiveness of Internet Marketing in Increasing the Reach and Awareness on Consumer in Bahrain

International Journal of Engineering and Management Research, 2019

5 Pages Posted: 17 Mar 2020

Hussain Almutawa

AMA International University of Bahrain, MBA Department

Date Written: April 2019

The present research seeks to expound the effective of Internet marketing in increasing the read and awareness of consumers. Impatient the research conducted a good review about the privies literature related to the study. It leads a brief idea of the study before articulating the statement of the problem. From the statement of the problem deducting the researcher found that the social media , mobile apps and internet marketing have Promina impact with the effectiveness and in cornering the awareness of the consumer .hence the research subdivided the research problem into four different objective such translates the formation of the study states that these is no significant relationship between level of effectiveness and level of utilization of internet marketing on consumer in kingdom of Bahrain . Further the research employs multiple methodologies to a new conclusion on the particular issue, the study used convening sampling method combined with the spss software for data analyse. The study aims to assess the Effectiveness of Internet in Business to increase reach and awareness among consumers in Bahrain. Data and correspondence innovation has changed quickly in the previous 20 years with a key advancement being the development of online networking. Business, which does not utilize internet-based life, tends to lose on key client base. The rise of social media means it’s unusual to find an organization that does not reach its customers and prospects through one social media platform or another. Companies see the importance of using social media to connect with customers and build revenue. Businesses have realized they can use social media to generate insights, stimulate demand, and create targeted product offerings. This is important in traditional brick-and-motor businesses, and, obviously, in the world of e-commerce. In this research, to adequately address the research questions a variety of data collection methods and instruments were used such as questionnaire survey and t-test. From the study, the researcher concluded that there is no significant relationship between the Level of utilization & Effectiveness of Internet marketing among consumers in Bahrain. Therefore, the researchers accept the null hypothesis. The problems faced by the respondents on the Level of utilization & Effectiveness of Internet marketing among consumers in Bahrain is privacy, censorship and online security. The Internet, social media, online advertising, mobile apps etc. as a whole, can be seen as technology that has greatly enhanced our lives but should be done responsibly.

Keywords: Internet, Business, Marketing, ARPANET

Suggested Citation: Suggested Citation

Hussain Almutawa (Contact Author)

Ama international university of bahrain, mba department ( email ), do you have a job opening that you would like to promote on ssrn, paper statistics, related ejournals, electrical engineering ejournal.

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Internet Marketing: The New Era of Innovation In E-Commerce

From the last few years, the internet and e-commerce have become one of the fastest growing technologies that play a significant role in our life. Now a day’s e-marketing is one of the most emerging technology in IT and E-Commerce sector. Internet marketing is a new philosophy and interesting topic especially for researchers in the marketing field. In modern business practice which involved marketing of goods, services and information with using internet and other electronic means. It is a new way of marketing a product/service globally to the targeted market around the world. Internet marketing has become the commercial tool of marketing product and service. This paper introduces a new approach concerning Internet marketing in electronic commerce; showing how advertisers need this innovation to be successful. E-marketing does not consists only use to promote marketing over internet but also helps in marketing through e-mail and wireless media. This paper discussed about the top motivator factors of shopping online. The present development would be a valuable for researcher and academicians; and useful theory for practitioners, advertisers, and entrepreneurs. This paper is a secondary research regarding how E-commerce gradually forms part of our daily lives. It concerns different aspect of advertising in terms of electronic commerce.

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International Journal of Management Studies

Mohammed Khan , Farooque Khan

macrothink institute

Hossein Niavand

In this article, the examiner will consider the best Internet promoting routes for the achievement of a business. The principal goal of this article is only understanding the effect of the Internet on various showcasing regions, for example, item improvement and administration arrangement, advancement, valuing and conveyance channels. It is demonstrated that when makers associate straightforwardly with shoppers and abbreviate the circulation channels, wasteful aspects can be killed, item conveyance time can be diminished, and producers can construct the nearer association with purchasers. Purchasers utilize the Internet to lessen costs, discover items generally inaccessible, or increment their shopping accommodation. Online shoppers expect simple, justifiable, and secure requesting and instalment frameworks. Clients need confirmation that requests will be filled promptly. Internet business makes an incentive for clients from various perspectives. Clients are dealt with as a market of one. They can get a more prominent assortment of items, regularly at bringing down costs. The study suggests that businesses should pay special attention to the impacts of the Internet and its uses in marketing to be successful and profitable.

Brand Management

Frantisek Pollak , Peter Markovič

The issue of brand management is taking on new dimensions at a time of accelerated digitization. The aim of the chapter is to approach selected areas of the issue by pointing out the basic forms of promotion in the digital environment of the Internet. An appropriate mix of these forms is essential for effective marketing communication in the digital environment. Where appropriateness and efficiency are necessary factors that need to be taken into account in the process of building a brand in the eyes of reference markets. Understanding the fundamentals of the issue of promotion in online environment creates a precondition for a holistic approach, which in combination with scientific knowledge tools reduces uncertainty and increases the assumption of market success. The chapter in the form of a theoretical overview study presents the results of ongoing research into the topic of Internet marketing. It synthesizes the knowledge of the authors, as well as the results of the work of selected reference authors, who at the beginning of the millennium shaped the issue into the form in which it is known to the wider professional public by today. The theoretical overview, supplemented by highlighting the key context, presents a relatively clear starting point for an introduction to the study of the topic of Internet marketing.

Dushyant Tanna

Saransh Goyal

Razón y Palabra

Elena Bellido-Pérez

The use of Internet has changed considerably the marketing practice. In this article the authors carry on a literature review to analyse the factors involved in the process and also the advantages, challenges and opportunities of this technology from a marketing perspective.

Barbara Neuhofer

Years of Internet marketing research have yielded a set of important findings. The purpose of this paper is to review these findings and assess what has been done and what has not been done in the area. In doing so, the authors review existing findings ranging from the types of products on the Internet, the Internet as a marketing channel, the Internet as an advertising and communication medium, the Internet adoption, to the effect of the Internet on traditional markets. Based on the studies reviewed, implications are drawn for further theoretical and empirical investigations.

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Call for Papers | Journal of International Marketing: Digital Platforms and Ecosystems in International Marketing

The business world has witnessed the emergence of new digital technologies and business models in the past two decades. For example, the rise of digital platform business models in retail and IT services has disrupted traditional models, making firms reconsider their business strategies and creating new opportunities for marketers to create value for buyers and other stakeholders (Perren and Kozinets 2018). Digital platforms intermediate between sellers, buyers, and other stakeholders via digital architecture often manifested as mobile and web applications (e.g., sharing economy platforms; Kozlenkova et al. 2021). The platform firm decides on the extent of governance accountability it will take in the entire value-creation process. Ecosystems, of which platforms can be a part, are networks of independent but interdependent actors participating in an industry’s or economic sector’s value chain (Nambisan, Zahra, and Luo 2019). Both platforms and ecosystems create value via direct and indirect network externalities (Kumar, Nim, and Agarwal 2021; Sridhar, Mantrala, Naik, Thorson 2011; ), with value cocreation at the core of actors’ business models and strategies.

In today’s Internet Age, digital platforms have no geographic borders. Platform business models are becoming a go-to strategy for international firms across the globe. For example, retailers are increasingly considering the platformization of their brands to add more value to their core offerings (Wichmann, Wiegand, and Reinartz 2022). With the help of digital technologies, it has become easier to expand into multiple markets simultaneously without diluting the supply chain advantages and brand positioning. Consider the low-cost e-commerce firm Temu from China, operating in more than 50 global markets and developing a strong ecosystem after launching in 2022. Temu consumers get access to various global sellers, making the domestic and international markets more competitive (Deighton 2023).

At the same time, marketers with new ways to create and capture value get access to an expanded target market. For example, as an entertainment platform, Netflix has launched different product and subscription pricing strategies in markets like India to compete with Disney, Amazon, and Reliance (Sull and Turconi 2021). Crowdfunding platforms like Kickstarter connect project creators and backers across the globe. Social media platforms have further amplified the reach of such retail and commerce platforms across both business and consumer markets (Gao et al. 2018). Thus, digital platforms and ecosystems can be considered a contemporary approach to internationalization and thereby are of great interest to marketing managers, policy makers, and regulators in both developed and emerging markets (Hewett et al. 2022).

However, research and knowledge of the dynamics of digital platforms and ecosystems in international marketing is still rather limited. A deeper understanding of how digital platforms can be utilized in the global marketing efforts of businesses is needed. Understanding digital platforms utilized across markets for sustainability, water conservation, health care, and other pressing issues and from the perspectives of NGOs and governments is urgently needed (Falcke, Zobel, and Comello 2024).

The purpose of this special issue, therefore, is to significantly advance research investigating the role of platforms and ecosystem business models across various facets of international marketing. Of special interest are papers focusing on the evolution and formation of digital platform-based global marketing strategies and business models, providing concepts, frameworks, theories, and empirical insights helpful for customers, firms, regulators, policy makers, and governments.

Research bearing on (but not limited to) the following questions is welcome: 

• Different modes of platforms and ecosystems as internationalization approaches: a. How orchestrator firms build digital and nondigital architecture across different markets while entering or growing in a market. b. How these modes differ due to within and across market heterogeneity leading to different marketing strategies. c. How the consumer culture of a market complements the different modes.
• Impact of platform and ecosystem approach on the international marketing mix: a. How stakeholders drive or impact product development and innovation processes. b. How integrating private label brands by platforms and using seller data impacts platform outcomes. c. How pricing strategies evolve and change over time with platforms and ecosystem approaches. d. How subscription and non-subscription pricing strategies evolve across various markets. e. How the supply chain and distribution network strengthens or weakens as the industry moves toward platform and ecosystem approaches. f. How the orchestrator firm develops or chooses partners for various marketing activities across and within developed and developing markets. g. How the promotion mix of the platform and ecosystem-based offering differ from traditional business models within and across industries (B2B vs. B2C) and markets. h. How culture interacts with platform and ecosystem strategies, and how this impacts firms and other stakeholders.
• Impact on market structure, competition, and consumer and stakeholder welfare: a. Do platforms and ecosystems command higher market power, impacting the welfare of consumers and other stakeholders? b. Do platform and ecosystems approaches vary across industries (e.g., retail, energy, transportation)? How does these approaches impact the marketing mix in a market? c. Does higher platform power lead to consumer and stakeholder welfare erosion? d. How can marketers navigate the competition and coopetition to make a platform successful across various markets? e. What lessons can be learned from technology platforms like Google and Apple to navigate the tricky technological and regulatory landscape? f. What is the role of government and regulatory bodies in supporting or deterring the platform’s growth to ensure the welfare of stakeholders? g. Do dark patterns affect customer welfare? (For example, subscription pricing charges and policies that are not visible to consumers and the role of regulators.) h. Is there a loss of local livelihood that affects sellers as platforms integrate private label brands? i. What is the impact of the rise of circular platforms on sustainable value chains and stakeholders across developed and developing markets?
• Customer attitudes and actions within and across platforms and ecosystems: a. Conceptual similarity for customer-based outcomes for platform firms and other stakeholders. b. Measurement of customer experience, satisfaction, and engagement with digital platforms and ecosystems. c. Management of failures and customer recovery in multisided platforms and ecosystems. d. Customer journey management across various digital and nondigital touchpoints in platforms and ecosystems. e. Interdependence of consumers’ relationships with and perceptions of brands or partners operating across platforms and ecosystems. f. How marketers can explore circular platforms and ecosystems to help firms be sustainable value chains and positive customer attitudes. g. Platform exploitation by customers and disintermediation.

This list of topics and questions is reflective but not exhaustive of the current state of industry and academic literature. We call for more interdisciplinary and foundational research to expand the horizons of platforms and ecosystems literature in International Marketing. We invite all types of research—qualitative, behavioral, and empirical—and encourage researchers to identify multiple sources of data and motivation for this special issue.

Submission Process

All manuscripts will be reviewed as a cohort for this special issue of the Journal of International Marketing. Manuscripts must be submitted between March 1, 2025 and May 30, 2025. All submissions will go through Journal of International Marketing ’s double-anonymized review and follow standard norms and processes. Submissions must be made via the journal’s ScholarOne site , with author guidelines available here . For any queries, feel free to reach out to the special issue editors.

Special Issue Editors

Nandini Nim, Assistant Professor of Marketing, University of Texas at El Paso (email: [email protected] )

Murali Krishna Mantrala, Ned Fleming Professor of Marketing, University of Kansas (email: [email protected] )

Ayşegül Özsomer, Professor, Koç University, and Editor in Chief, Journal of International Marketing (email: [email protected] )

Adner, Ron (2022), “Sharing Value for Ecosystem Success,”  MIT Sloan Management Review , 63 (2), 85–90.

Deighton, John (2023), “How SHEIN and Temu Conquered Fast Fashion—and Forged a New Business Model,” Harvard Business School (April 25), https://hbswk.hbs.edu/item/how-shein-and-temu-conquered-fast-fashion-and-forged-a-new-business-model .

Falcke, Lukas, Ann-Kristin Zobel, and Stephen D. Comello (2024), “How Firms Realign to Tackle the Grand Challenge of Climate Change: An Innovation Ecosystems Perspective,”  Journal of Product Innovation Management , 41 (2), 403–27.

Gao, Hongzhi, Mary Tate, Hongxia Zhang, Shijiao Chen, and Bing Liang (2018). “Social Media Ties Strategy in International Branding: An Application of Resource-Based Theory.  Journal of International Marketing , 26 (3), 45–69.

Hewett, Kelly, G. Tomas M. Hult, Murali K. Mantrala, Nandini Nim, and Kiran Pedada (2022), “Cross-Border Marketing Ecosystem Orchestration: A Conceptualization of Its Determinants and Boundary Conditions,”  International Journal of Research in Marketing , 39 (2), 619–38.

Kozlenkova, Irina V., Ju-Yeon Lee, Diandian Xiang, and Robert W. Palmatier (2021), “Sharing Economy: International Marketing Strategies,”  Journal of International Business Studies , 52, 1445–73.

Kumar, V., Nandini Nim, and Amit Agarwal (2021), “Platform-Based Mobile Payments Adoption in Emerging and Developed Countries: Role of Country-Level Heterogeneity and Network Effects,”  Journal of International Business Studies , 52, 1529–58.

Nambisan, Satish, Shaker A. Zahra, and Yadong Luo (2019), “Global Platforms and Ecosystems: Implications for International Business Theories,”  Journal of International Business Studies , 50, 1464–86.

Perren, Rebeca and Robert V. Kozinets (2018), “Lateral Exchange Markets: How Social Platforms Operate in a Networked Economy,”  Journal of Marketing , 82 (1), 20–36.

Sridhar, Shrihari, Murali K. Mantrala, Prasad A. Naik, and Esther Thorson. “Dynamic marketing budgeting for platform firms: Theory, evidence, and application.”  Journal of Marketing Research  48, no. 6 (2011): 929-943.

Sull, Donald and Stefano Turconi (2021), “Netflix Goes to Bollywood,” Teacher Resources Library, MIT Sloan School of Management (February 22), https://mitsloan.mit.edu/teaching-resources-library/netflix-goes-to-bollywood.

Wichmann, Julian R.K., Nico Wiegand, and Werner J. Reinartz (2022), “The Platformization of Brands,”  Journal of Marketing , 86 (1), 109–31.

Other Resources

Adner, Ron (2017). Ecosystem as Structure: An Actionable Construct for Strategy,”  Journal of Management , 43 (1), 39–58.

Akaka, Melissa A., Stephen L. Vargo, and Robert F. Lusch (2013), “The Complexity Of Context: A Service Ecosystems Approach for International Marketing,”  Journal of International Marketing , 21 (4), 1–20.

Gawer, Annabelle and Michael A. Cusumano (2014). “Industry Platforms and Ecosystem Innovation,”  Journal of Product Innovation Management , 31 (3), 417–33.

Glavas, Charmaine, Shane Mathews, and Rebekah Russell-Bennett (2019), “Knowledge Acquisition via Internet-Enabled Platforms: Examining Incrementally and Non-Incrementally Internationalizing SMEs,”  International Marketing Review , 36 (1), 74–107.

Kanuri, Vamsi K., Murali K. Mantrala, and Esther Thorson (2017), “Optimizing a Menu of Multiformat Subscription Plans for Ad-Supported Media Platforms,”  Journal of Marketing , 81 (2), 45–63.

Zhou, Qiang (Kris), B.J. Allen, Richard T. Gretz, and Mark B. Houston (2022), “Platform Exploitation: When Service Agents Defect with Customers from Online Service Platforms,”  Journal of Marketing , 86 (2), 105–25.

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B2B Content Marketing Benchmarks, Budgets, and Trends: Outlook for 2024 [Research]

• by Stephanie Stahl
• | Published: October 18, 2023
• | Trends and Research

Creating standards, guidelines, processes, and workflows for content marketing is not the sexiest job.

But setting standards is the only way to know if you can improve anything (with AI or anything else).

Here’s the good news: All that non-sexy work frees time and resources (human and tech) you can apply to bring your brand’s strategies and plans to life.  

But in many organizations, content still isn’t treated as a coordinated business function. That’s one of the big takeaways from our latest research, B2B Content Marketing Benchmarks, Budgets, and Trends: Outlook for 2024, conducted with MarketingProfs and sponsored by Brightspot .

A few symptoms of that reality showed up in the research:

• Marketers cite a lack of resources as a top situational challenge, the same as they did the previous year.
• Nearly three-quarters (72%) say they use generative AI, but 61% say their organization lacks guidelines for its use.
• The most frequently cited challenges include creating the right content, creating content consistently, and differentiating content.

I’ll walk you through the findings and share some advice from CMI Chief Strategy Advisor Robert Rose and other industry voices to shed light on what it all means for B2B marketers. There’s a lot to work through, so feel free to use the table of contents to navigate to the sections that most interest you.

Note: These numbers come from a July 2023 survey of marketers around the globe. We received 1,080 responses. This article focuses on answers from the 894 B2B respondents.

Table of contents

• Team structure
• Content marketing challenges

Content types, distribution channels, and paid channels

• Social media

Content management and operations

• Measurement and goals
• Overall success
• Budgets and spending
• Top content-related priorities for 2024
• Content marketing trends for 2024

Action steps

Methodology, ai: 3 out of 4 b2b marketers use generative tools.

Of course, we asked respondents how they use generative AI in content and marketing. As it turns out, most experiment with it: 72% of respondents say they use generative AI tools.

But a lack of standards can get in the way.

“Generative AI is the new, disruptive capability entering the realm of content marketing in 2024,” Robert says. “It’s just another way to make our content process more efficient and effective. But it can’t do either until you establish a standard to define its value. Until then, it’s yet just another technology that may or may not make you better at what you do.”

So, how do content marketers use the tools today? About half (51%) use generative AI to brainstorm new topics. Many use the tools to research headlines and keywords (45%) and write drafts (45%). Fewer say they use AI to outline assignments (23%), proofread (20%), generate graphics (11%), and create audio (5%) and video (5%).

Some marketers say they use AI to do things like generate email headlines and email copy, extract social media posts from long-form content, condense long-form copy into short form, etc.

Only 28% say they don’t use generative AI tools.

Most don’t pay for generative AI tools (yet)

Among those who use generative AI tools, 91% use free tools (e.g., ChatGPT ). Thirty-eight percent use tools embedded in their content creation/management systems, and 27% pay for tools such as Writer and Jasper.

AI in content remains mostly ungoverned

Asked if their organizations have guidelines for using generative AI tools, 31% say yes, 61% say no, and 8% are unsure.

We asked Ann Handley , chief content officer of MarketingProfs, for her perspective. “It feels crazy … 61% have no guidelines? But is it actually shocking and crazy? No. It is not. Most of us are just getting going with generative AI. That means there is a clear and rich opportunity to lead from where you sit,” she says.

“Ignite the conversation internally. Press upon your colleagues and your leadership that this isn’t a technology opportunity. It’s also a people and operational challenge in need of thoughtful and intelligent response. You can be the AI leader your organization needs,” Ann says.

Why some marketers don’t use generative AI tools

While a lack of guidelines may deter some B2B marketers from using generative AI tools, other reasons include accuracy concerns (36%), lack of training (27%), and lack of understanding (27%). Twenty-two percent cite copyright concerns, and 19% have corporate mandates not to use them.

How AI is changing SEO

We also wondered how AI’s integration in search engines shifts content marketers’ SEO strategy. Here’s what we found:

• 31% are sharpening their focus on user intent/answering questions.
• 27% are creating more thought leadership content.
• 22% are creating more conversational content.

Over one-fourth (28%) say they’re not doing any of those things, while 26% say they’re unsure.

AI may heighten the need to rethink your SEO strategy. But it’s not the only reason to do so, as Orbit Media Studios co-founder and chief marketing officer Andy Crestodina points out: “Featured snippets and people-also-ask boxes have chipped away at click-through rates for years,” he says. “AI will make that even worse … but only for information intent queries . Searchers who want quick answers really don’t want to visit websites.

“Focus your SEO efforts on those big questions with big answers – and on the commercial intent queries,” Andy continues. “Those phrases still have ‘visit website intent’ … and will for years to come.”

Will the AI obsession ever end?

Many B2B marketers surveyed predict AI will dominate the discussions of content marketing trends in 2024. As one respondent says: “AI will continue to be the shiny thing through 2024 until marketers realize the dedication required to develop prompts, go through the iterative process, and fact-check output . AI can help you sharpen your skills, but it isn’t a replacement solution for B2B marketing.”

Back to table of contents

Team structure: How does the work get done?

Generative AI isn’t the only issue affecting content marketing these days. We also asked marketers about how they organize their teams .

Among larger companies (100-plus employees), half say content requests go through a centralized content team. Others say each department/brand produces its own content (23%), and the departments/brand/products share responsibility (21%).

Content strategies integrate with marketing, comms, and sales

Seventy percent say their organizations integrate content strategy into the overall marketing sales/communication/strategy, and 2% say it’s integrated into another strategy. Eleven percent say content is a stand-alone strategy for content used for marketing, and 6% say it’s a stand-alone strategy for all content produced by the company. Only 9% say they don’t have a content strategy. The remaining 2% say other or are unsure.

Employee churn means new teammates; content teams experience enlightened leadership

Twenty-eight percent of B2B marketers say team members resigned in the last year, 20% say team members were laid off, and about half (49%) say they had new team members acclimating to their ways of working.

While team members come and go, the understanding of content doesn’t. Over half (54%) strongly agree, and 30% somewhat agree the leader to whom their content team reports understands the work they do. Only 11% disagree. The remaining 5% neither agree nor disagree.

And remote work seems well-tolerated: Only 20% say collaboration was challenging due to remote or hybrid work.

Content marketing challenges: Focus shifts to creating the right content

We asked B2B marketers about both content creation and non-creation challenges.

Content creation

Most marketers (57%) cite creating the right content for their audience as a challenge. This is a change from many years when “creating enough content” was the most frequently cited challenge.

One respondent points out why understanding what audiences want is more important than ever: “As the internet gets noisier and AI makes it incredibly easy to create listicles and content that copy each other, there will be a need for companies to stand out. At the same time, as … millennials and Gen Z [grow in the workforce], we’ll begin to see B2B become more entertaining and less boring. We were never only competing with other B2B content. We’ve always been competing for attention.”

Other content creation challenges include creating it consistently (54%) and differentiating it (54%). Close to half (45%) cite optimizing for search and creating quality content (44%). About a third (34%) cite creating enough content to keep up with internal demand, 30% say creating enough content to keep up with external demand, and 30% say creating content that requires technical skills.

Other hurdles

The most frequently cited non-creation challenge, by far, is a lack of resources (58%), followed by aligning content with the buyer’s journey (48%) and aligning content efforts across sales and marketing (45%). Forty-one percent say they have issues with workflow/content approval, and 39% say they have difficulty accessing subject matter experts. Thirty-four percent say it is difficult to keep up with new technologies/tools (e.g., AI). Only 25% cite a lack of strategy as a challenge, 19% say keeping up with privacy rules, and 15% point to tech integration issues.

We asked content marketers about the types of content they produce, their distribution channels , and paid content promotion. We also asked which formats and channels produce the best results.

Popular content types and formats

As in the previous year, the three most popular content types/formats are short articles/posts (94%, up from 89% last year), videos (84%, up from 75% last year), and case studies/customer stories (78%, up from 67% last year). Almost three-quarters (71%) use long articles, 60% produce visual content, and 59% craft thought leadership e-books or white papers. Less than half of marketers use brochures (49%), product or technical data sheets (45%), research reports (36%), interactive content (33%), audio (29%), and livestreaming (25%).

Effective content types and formats

Which formats are most effective? Fifty-three percent say case studies/customer stories and videos deliver some of their best results. Almost as many (51%) names thought leadership e-books or white papers, 47% short articles, and 43% research reports.

Popular content distribution channels

Regarding the channels used to distribute content, 90% use social media platforms (organic), followed by blogs (79%), email newsletters (73%), email (66%), in-person events (56%), and webinars (56%).

Channels used by the minority of those surveyed include:

• Digital events (44%)
• Podcasts (30%)
• Microsites (29%)
• Digital magazines (21%)
• Branded online communities (19%)
• Hybrid events (18%)
• Print magazines (16%)
• Online learning platforms (15%)
• Mobile apps (8%)
• Separate content brands (5%)

Effective content distribution channels

Which channels perform the best? Most marketers in the survey point to in-person events (56%) and webinars (51%) as producing better results. Email (44%), organic social media platforms (44%), blogs (40%) and email newsletters (39%) round out the list.

Popular paid content channels

When marketers pay to promote content , which channels do they invest in? Eighty-six percent use paid content distribution channels.

Of those, 78% use social media advertising/promoted posts, 65% use sponsorships, 64% use search engine marketing (SEM)/pay-per-click, and 59% use digital display advertising. Far fewer invest in native advertising (35%), partner emails (29%), and print display ads (21%).

Effective paid content channels

SEM/pay-per-click produces good results, according to 62% of those surveyed. Half of those who use paid channels say social media advertising/promoted posts produce good results, followed by sponsorships (49%), partner emails (36%), and digital display advertising (34%).

Social media use: One platform rises way above

When asked which organic social media platforms deliver the best value for their organization, B2B marketers picked LinkedIn by far (84%). Only 29% cite Facebook as a top performer, 22% say YouTube, and 21% say Instagram. Twitter and TikTok see 8% and 3%, respectively.

So it makes sense that 72% say they increased their use of LinkedIn over the last 12 months, while only 32% boosted their YouTube presence, 31% increased Instagram use, 22% grew their Facebook presence, and 10% increased X and TikTok use.

Which platforms are marketers giving up? Did you guess X? You’re right – 32% of marketers say they decreased their X use last year. Twenty percent decreased their use of Facebook, with 10% decreasing on Instagram, 9% pulling back on YouTube, and only 2% decreasing their use of LinkedIn.

Interestingly, we saw a significant rise in B2B marketers who use TikTok: 19% say they use the platform – more than double from last year.

To explore how teams manage content, we asked marketers about their technology use and investments and the challenges they face when scaling their content .

Content management technology

When asked which technologies they use to manage content, marketers point to:

• Analytics tools (81%)
• Social media publishing/analytics (72%)
• Email marketing software (69%)
• Content creation/calendaring/collaboration/workflow (64%)
• Content management system (50%)
• Customer relationship management system (48%)

But having technology doesn’t mean it’s the right technology (or that its capabilities are used). So, we asked if they felt their organization had the right technology to manage content across the organization.

Only 31% say yes. Thirty percent say they have the technology but aren’t using its potential, and 29% say they haven’t acquired the right technology. Ten percent are unsure.

Content tech spending will likely rise

Even so, investment in content management technology seems likely in 2024: 45% say their organization is likely to invest in new technology, whereas 32% say their organization is unlikely to do so. Twenty-three percent say their organization is neither likely nor unlikely to invest.

Scaling content production

We introduced a new question this year to understand what challenges B2B marketers face while scaling content production .

Almost half (48%) say it’s “not enough content repurposing.” Lack of communication across organizational silos is a problem for 40%. Thirty-one percent say they have no structured content production process, and 29% say they lack an editorial calendar with clear deadlines. Ten percent say scaling is not a current focus.

Among the other hurdles – difficulty locating digital content assets (16%), technology issues (15%), translation/localization issues (12%), and no style guide (11%).

For those struggling with content repurposing, content standardization is critical. “Content reuse is the only way to deliver content at scale. There’s just no other way,” says Regina Lynn Preciado , senior director of content strategy solutions at Content Rules Inc.

“Even if you’re not trying to provide the most personalized experience ever or dominate the metaverse with your omnichannel presence, you absolutely must reuse content if you are going to deliver content effectively,” she says.

“How to achieve content reuse ? You’ve probably heard that you need to move to modular, structured content. However, just chunking your content into smaller components doesn’t go far enough. For content to flow together seamlessly wherever you reuse it, you’ve got to standardize your content. That’s the personalization paradox right there. To personalize, you must standardize.

“Once you have your content standards in place and everyone is creating content in alignment with those standards, there is no limit to what you can do with the content,” Regina explains.

Why do content marketers – who are skilled communicators – struggle with cross-silo communication? Standards and alignment come into play.

“I think in the rush to all the things, we run out of time to address scalable processes that will fix those painful silos, including taking time to align on goals, roles and responsibilities, workflows, and measurement,” says Ali Orlando Wert , senior director of content strategy at Appfire. “It takes time, but the payoffs are worth it. You have to learn how to crawl before you can walk – and walk before you can run.”

Measurement and goals: Generating sales and revenue rises

Almost half (46%) of B2B marketers agree their organization measures content performance effectively. Thirty-six percent disagree, and 15% neither agree nor disagree. Only 3% say they don’t measure content performance.

The five most frequently used metrics to assess content performance are conversions (73%), email engagement (71%), website traffic (71%), website engagement (69%), and social media analytics (65%).

About half (52%) mention the quality of leads, 45% say they rely on search rankings, 41% use quantity of leads, 32% track email subscribers, and 29% track the cost to acquire a lead, subscriber, or customer.

The most common challenge B2B marketers have while measuring content performance is integrating/correlating data across multiple platforms (84%), followed by extracting insights from data (77%), tying performance data to goals (76%), organizational goal setting (70%), and lack of training (66%).

Regarding goals, 84% of B2B marketers say content marketing helped create brand awareness in the last 12 months. Seventy-six percent say it helped generate demand/leads; 63% say it helped nurture subscribers/audiences/leads, and 58% say it helped generate sales/revenue (up from 42% the previous year).

Success factors: Know your audience

To separate top performers from the pack, we asked the B2B marketers to assess the success of their content marketing approach.

Twenty-eight percent rate the success of their organization’s content marketing approach as extremely or very successful. Another 57% report moderate success and 15% feel minimally or not at all successful.

The most popular factor for successful marketers is knowing their audience (79%).

This makes sense, considering that “creating the right content for our audience” is the top challenge. The logic? Top-performing content marketers prioritize knowing their audiences to create the right content for those audiences.

Top performers also set goals that align with their organization’s objectives (68%), effectively measure and demonstrate content performance (61%), and show thought leadership (60%). Collaboration with other teams (55%) and a documented strategy (53%) also help top performers reach high levels of content marketing success.

We looked at several other dimensions to identify how top performers differ from their peers. Of note, top performers:

• Are backed by leaders who understand the work they do.
• Are more likely to have the right content management technologies.
• Have better communication across organizational silos.
• Do a better job of measuring content effectiveness.
• Are more likely to use content marketing successfully to generate demand/leads, nurture subscribers/audiences/leads, generate sales/revenue, and grow a subscribed audience.

Little difference exists between top performers and their less successful peers when it comes to the adoption of generative AI tools and related guidelines. It will be interesting to see if and how that changes next year.

Budgets and spending: Holding steady

To explore budget plans for 2024, we asked respondents if they have knowledge of their organization’s budget/budgeting process for content marketing. Then, we asked follow-up questions to the 55% who say they do have budget knowledge.

Content marketing as a percentage of total marketing spend

Here’s what they say about the total marketing budget (excluding salaries):

• About a quarter (24%) say content marketing takes up one-fourth or more of the total marketing budget.
• Nearly one in three (29%) indicate that 10% to 24% of the marketing budget goes to content marketing.
• Just under half (48%) say less than 10% of the marketing budget goes to content marketing.

Content marketing budget outlook for 2024

Next, we asked about their 2024 content marketing budget. Forty-five percent think their content marketing budget will increase compared with 2023, whereas 42% think it will stay the same. Only 6% think it will decrease.

Where will the budget go?

We also asked where respondents plan to increase their spending.

Sixty-nine percent of B2B marketers say they would increase their investment in video, followed by thought leadership content (53%), in-person events (47%), paid advertising (43%), online community building (33%), webinars (33%), audio content (25%), digital events (21%), and hybrid events (11%).

The increased investment in video isn’t surprising. The focus on thought leadership content might surprise, but it shouldn’t, says Stephanie Losee , director of executive and ABM content at Autodesk.

“As measurement becomes more sophisticated, companies are finding they’re better able to quantify the return from upper-funnel activities like thought leadership content ,” she says. “At the same time, companies recognize the impact of shifting their status from vendor to true partner with their customers’ businesses.

“Autodesk recently launched its first global, longitudinal State of Design & Make report (registration required), and we’re finding that its insights are of such value to our customers that it’s enabling conversations we’ve never been able to have before. These conversations are worth gold to both sides, and I would imagine other B2B companies are finding the same thing,” Stephanie says.

Top content-related priorities for 2024: Leading with thought leadership

We asked an open-ended question about marketers’ top three content-related priorities for 2024. The responses indicate marketers place an emphasis on thought leadership and becoming a trusted resource.

Other frequently mentioned priorities include:

• Better understanding of the audience
• Discovering the best ways to use AI
• Increasing brand awareness
• Lead generation
• Using more video
• Better use of analytics
• Conversions
• Repurposing existing content

Content marketing predictions for 2024: AI is top of mind

In another open-ended question, we asked B2B marketers, “What content marketing trends do you predict for 2024?” You probably guessed the most popular trend: AI.

Here are some of the marketers’ comments about how AI will affect content marketing next year:

• “We’ll see generative AI everywhere, all the time.”
• “There will be struggles to determine the best use of generative AI in content marketing.”
• “AI will likely result in a flood of poor-quality, machine-written content. Winners will use AI for automating the processes that support content creation while continuing to create high-quality human-generated content.”
• “AI has made creating content so easy that there are and will be too many long articles on similar subjects; most will never be read or viewed. A sea of too many words. I predict short-form content will have to be the driver for eyeballs.”

Other trends include:

• Greater demand for high-quality content as consumers grow weary of AI-generated content
• Importance of video content
• Increasing use of short video and audio content
• Impact of AI on SEO

Among the related comments:

• “Event marketing (webinars and video thought leadership) will become more necessary as teams rely on AI-generated written content.”
• “AI will be an industry sea change and strongly impact the meaning of SEO. Marketers need to be ready to ride the wave or get left behind.”
• “Excitement around AI-generated content will rise before flattening out when people realize it’s hard to differentiate, validate, verify, attribute, and authenticate. New tools, processes, and roles will emerge to tackle this challenge.”
• “Long-form reports could start to see a decline. If that is the case, we will need a replacement. Logically, that could be a webinar or video series that digs deeper into the takeaways.”

What does this year’s research suggest B2B content marketers do to move forward?

I asked CMI’s Robert Rose for some insights. He says the steps are clear: Develop standards, guidelines, and playbooks for how to operate – just like every other function in business does.

“Imagine if everyone in your organization had a different idea of how to define ‘revenue’ or ‘profit margin,’” Robert says. “Imagine if each salesperson had their own version of your company’s customer agreements and tried to figure out how to write them for every new deal. The legal team would be apoplectic. You’d start to hear from sales how they were frustrated that they couldn’t figure out how to make the ‘right agreement,’ or how to create agreements ‘consistently,’ or that there was a complete ‘lack of resources’ for creating agreements.”

Just remember: Standards can change along with your team, audiences, and business priorities. “Setting standards doesn’t mean casting policies and templates in stone,” Robert says. “Standards only exist so that we can always question the standard and make sure that there’s improvement available to use in setting new standards.”

He offers these five steps to take to solidify your content marketing strategy and execution:

• Direct. Create an initiative that will define the scope of the most important standards for your content marketing. Prioritize the areas that hurt the most. Work with leadership to decide where to start. Maybe it’s persona development. Maybe you need a new standardized content process. Maybe you need a solid taxonomy. Build the list and make it a real initiative.
• Define . Create a common understanding of all the things associated with the standards. Don’t assume that everybody knows. They don’t. What is a white paper? What is an e-book? What is a campaign vs. an initiative? What is a blog post vs. an article? Getting to a common language is one of the most powerful things you can do to coordinate better.
• Develop . You need both policies and playbooks. Policies are the formal documentation of your definitions and standards. Playbooks are how you communicate combinations of policies so that different people can not just understand them but are ready, willing, and able to follow them.
• Distribute . If no one follows the standards, they’re not standards. So, you need to develop a plan for how your new playbooks fit into the larger, cross-functional approach to the content strategy. You need to deepen the integration into each department – even if that is just four other people in your company.
• Distill . Evolve your standards. Make them living documents. Deploy technology to enforce and scale the standards. Test. If a standard isn’t working, change it. Sometimes, more organic processes are OK. Sometimes, it’s OK to acknowledge two definitions for something. The key is acknowledging a change to an existing standard so you know whether it improves things.

For their 14 th annual content marketing survey, CMI and MarketingProfs surveyed 1,080 recipients around the globe – representing a range of industries, functional areas, and company sizes — in July 2023. The online survey was emailed to a sample of marketers using lists from CMI and MarketingProfs.

This article presents the findings from the 894 respondents, mostly from North America, who indicated their organization is primarily B2B and that they are either content marketers or work in marketing, communications, or other roles involving content.

Thanks to the survey participants, who made this research possible, and to everyone who helps disseminate these findings throughout the content marketing industry.

Cover image by Joseph Kalinowski/Content Marketing Institute

About Content Marketing Institute

Content Marketing Institute (CMI) exists to do one thing: advance the practice of content marketing through online education and in-person and digital events. We create and curate content experiences that teach marketers and creators from enterprise brands, small businesses, and agencies how to attract and retain customers through compelling, multichannel storytelling. Global brands turn to CMI for strategic consultation, training, and research. Organizations from around the world send teams to Content Marketing World, the largest content marketing-focused event, the Marketing Analytics & Data Science (MADS) conference, and CMI virtual events, including ContentTECH Summit. Our community of 215,000+ content marketers shares camaraderie and conversation. CMI is organized by Informa Connect. To learn more, visit www.contentmarketinginstitute.com .

About MarketingProfs

Marketingprofs is your quickest path to b2b marketing mastery.

More than 600,000 marketing professionals worldwide rely on MarketingProfs for B2B Marketing training and education backed by data science, psychology, and real-world experience. Access free B2B marketing publications, virtual conferences, podcasts, daily newsletters (and more), and check out the MarketingProfs B2B Forum–the flagship in-person event for B2B Marketing training and education at MarketingProfs.com.

About Brightspot

Brightspot , the content management system to boost your business.

Why Brightspot? Align your technology approach and content strategy with Brightspot, the leading Content Management System for delivering exceptional digital experiences. Brightspot helps global organizations meet the business needs of today and scale to capitalize on the opportunities of tomorrow. Our Enterprise CMS and world-class team solves your unique business challenges at scale. Fast, flexible, and fully customizable, Brightspot perfectly harmonizes your technology approach with your content strategy and grows with you as your business evolves. Our customer-obsessed teams walk with you every step of the way with an unwavering commitment to your long-term success. To learn more, visit www.brightspot.com .

Stephanie Stahl

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Which social media platforms are most common, who uses each social media platform, find out more, social media fact sheet.

Many Americans use social media to connect with one another, engage with news content, share information and entertain themselves. Explore the patterns and trends shaping the social media landscape.

To better understand Americans’ social media use, Pew Research Center surveyed 5,733 U.S. adults from May 19 to Sept. 5, 2023. Ipsos conducted this National Public Opinion Reference Survey (NPORS) for the Center using address-based sampling and a multimode protocol that included both web and mail. This way nearly all U.S. adults have a chance of selection. The survey is weighted to be representative of the U.S. adult population by gender, race and ethnicity, education and other categories.

Polls from 2000 to 2021 were conducted via phone. For more on this mode shift, read our Q&A.

Here are the questions used for this analysis , along with responses, and  its methodology ­­­.

A note on terminology: Our May-September 2023 survey was already in the field when Twitter changed its name to “X.” The terms  Twitter  and  X  are both used in this report to refer to the same platform.

YouTube and Facebook are the most-widely used online platforms. About half of U.S. adults say they use Instagram, and smaller shares use sites or apps such as TikTok, LinkedIn, Twitter (X) and BeReal.

Note: The vertical line indicates a change in mode. Polls from 2012-2021 were conducted via phone. In 2023, the poll was conducted via web and mail. For more details on this shift, please read our Q&A . Refer to the topline for more information on how question wording varied over the years. Pre-2018 data is not available for YouTube, Snapchat or WhatsApp; pre-2019 data is not available for Reddit; pre-2021 data is not available for TikTok; pre-2023 data is not available for BeReal. Respondents who did not give an answer are not shown.

Source: Surveys of U.S. adults conducted 2012-2023.

Usage of the major online platforms varies by factors such as age, gender and level of formal education.

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Follow these links for more in-depth analysis of the impact of social media on American life.

• Americans’ Social Media Use  Jan. 31, 2024
• Americans’ Use of Mobile Technology and Home Broadband  Jan. 31 2024
• Q&A: How and why we’re changing the way we study tech adoption  Jan. 31, 2024

Find more reports and blog posts related to  internet and technology .

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• Marketing 100 Powerful Video Marketing Statistics You Should Know for 2024

100 Powerful Video Marketing Statistics You Should Know for 2024

• Matthew is a marketing expert focusing on the SEO & martech spaces. He has written over 500 marketing guides and video scripts for the WebFX YouTube channel. When he’s not striving to put out some fresh blog posts and articles, he’s usually fueling his Tolkien obsession or working on miscellaneous creative projects.

There are many reasons to add video to your company’s marketing plan. Whether it be the likelihood that you end up higher in Google results or the high possibility of increased conversion rates, online video has impressive effects on the returns of your online marketing initiatives.

Still, maybe you aren’t totally convinced yet. If that’s the case, though, all you have to do is take a look at the stats. On this page, we’ve taken the time to compile 100 impactful video marketing stats for 2024. We’ve divided these stats up across nine different sections:

What is the online impact of video?

How do businesses view video marketing, how do online users view video marketing, what types of videos do marketers create, how are businesses creating videos, how much do businesses invest in video marketing, which social media platforms are best for video marketing, what kinds of results does video marketing drive, what are some best practices for video marketing.

Keep reading to find out more about the impact of video marketing and why it can benefit your business. Then subscribe to Revenue Weekly — our email newsletter — to have more digital marketing tips delivered straight to your inbox!

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Let’s start by looking at 16 statistics that explore the impact of video content on the Internet. This isn’t limited to marketing videos, specifically, but applies to videos of all shapes and sizes.

• A third of all online activity is spent watching video content.
• 100 million Internet users watch a video online every day.
• 55% of people watch online videos every day.
• Over 1 billion hours of video content are watched on YouTube each day.
• More than 92% of all Internet users across the world watch videos online every week.
• On average, people watch 17 hours’ worth of video content every week.
• More than 90% of consumers between the ages 12 and 44 qualify as digital video viewers.
• There are more than 244 million online video viewers in the United States.
• Online video content currently has a worldwide audience reach of 92.3% .
• 65% of users identify YouTube as their preferred channel for viewing video content.
• Over 75% of all online videos are viewed on mobile devices.
• 92% of the people who view videos on mobile devices will end up sharing videos with others.
• 75% of users prefer watching videos in a horizontal format, compared to only 25% who prefer a vertical format.
• 80% of users will click away from a video if it starts to buffer or load slowly.
• 92% of users watch videos with the sound off.
• Users typically retain 95% of the info presented in a video, but they only retain 10% when they read it in text-based content.

Often, a good way of judging the effectiveness of a particular marketing strategy is to look at how it’s perceived by other companies. If a vast majority of companies report satisfaction and success with the strategy, it’s probably a good one to use. To that end, here are 11 stats showing how businesses view video marketing.

• 91% of companies use videos in their marketing.
• 71% of B2B companies use video marketing.
• 66% of B2C companies use video marketing.
• 69% of companies have invested in paid video ads.
• 88% of marketers view video marketing as a key part of their digital strategy.
• 30% of marketers state that video marketing plays a bigger role in their overall marketing strategy than their website does.
• 36% of marketers say that their main goal for video marketing is to increase brand awareness.
• 48% of content marketers believe their companies aren’t using video marketing to its fullest potential.
• 39% of companies identify lack of time as the biggest obstacle when running a video marketing campaign.
• Of the businesses that don’t use video marketing, 15% avoid it because they don’t know where to start.
• 68% of businesses that don’t currently use video marketing state that they intend to begin using it in 2024.

We’ve seen how businesses view video marketing. But what about the intended audience for that marketing? What do online users think of video marketing? Find out with these 18 stats.

• 72% of consumers have said that they would prefer to learn about products and services in a video format.
• Users are 3 times more likely to opt for watching a video tutorial on YouTube than they are to read a text-based instruction manual.
• 54% of email subscribers prefer emails that contain video content.
• 91% of users want to see more video marketing content from businesses.
• 45% of users would like to see more live video content on social media platforms.
• 66% of consumers say that short-form videos are more engaging than long-form ones when posted on social media.
• Viewers are 35% more likely to continue watching a personalized video than they are a non-personalized one.
• 87% of users state that the quality of a video affects the level of trust they have in a brand.
• 65% of users skip online video ads when they have the option.
• 87% of business-related videos are viewed on desktop computers.
• More than 90% of people discover new brands on YouTube.
• More than half of users watch explainer videos before making a purchase.
• 70% of users are open to learning about new products from brands on YouTube.
• Over 55% of consumers use YouTube to help them make purchase decisions.
• More than 40% of users have purchased products they discovered on YouTube.
• 82% of consumers have bought a product or service due to watching a marketing video.
• Of shoppers who watched a YouTube video related to a planned purchase, 80% stated that they did so near the beginning of their shopping process.
• 80% of users switch back and forth between online search and video content when researching products.

Now that we’ve firmly established how businesses and customers alike feel about video marketing, let’s get a bit deeper into the specifics. What sorts of videos do marketers create? The 12 stats below have the answer.

• 48% of marketing videos are live-action.
• 24% of marketing videos are animated.
• 22% of marketing videos are screen-recorded.
• 40% of the videos produced by customer experience teams are how-to videos.
• 20% of companies have created thought leadership videos.
• 65% of marketing videos are presentations.
• 40% of companies have created explainer videos.
• 32% of businesses have created videos for product demos.
• Almost 50% of all marketing videos are testimonials.
• 39% of video marketers have produced video testimonials as part of their content.
• 53% of businesses have used synchronous video content via live webinars.
• 95% of marketers report success with short-form video content.

There are many different ways to approach video marketing. The six stats below shed some light on how many of the companies out there are handling their video creation process.

• 35% of marketing videos are created from scratch.
• 48% of marketing videos are developed from some combination of premade templates.
• 38% of businesses create their marketing videos in-house.
• 24% of businesses rely entirely on external agencies to create their marketing videos.
• 38% of businesses divide their video marketing between an in-house team and an external agency.
• 75% of video marketers have used artificial intelligence (AI) to help them create video content.

Video marketing, like most marketing strategies, costs money. So, how much can you expect to budget for your videos? The answer could vary wildly depending on your approach. However, these three stats give some insight into how other companies are budgeting for their video marketing.

• 60% of businesses dedicate 11–50% of their marketing budget to video marketing.
• 85% of marketers are planning on either maintaining their current video budget or increasing it in 2024.
• On average, businesses increase their video marketing budgets by 25% each year .

One of the most popular places to use marketing videos is on social media. But which platforms are businesses using for their video marketing? Technically, you can use just about any social platform. But which ones are the most popular? Find out with the seven stats below.

• 90% of marketers use YouTube for their video marketing.
• Facebook is the second most popular video-sharing platform, with 70% of marketers preferring to use it.
• 84% of businesses use Facebook as one of their primary video marketing channels.
• TikTok is expected to surpass Facebook as the most popular social media platform for video marketing in 2024.
• 77% of businesses have posted a marketing video on Instagram’s IGTV.
• Of the marketers who posted video content on LinkedIn, 75% reported that it was successful.
• On LinkedIn, video posts get shared 20 times more frequently than other types of posts.

Maybe you’re not satisfied by the general opinions of marketers and users listed above. Maybe you won’t be convinced of the effectiveness of video marketing until you see some hard numbers demonstrating the specific metrics it improves. In that case, check out the 18 stats listed below.

• 86% of marketers say that video content has helped drive more website traffic.
• 82% of businesses report that videos help keep people on their website longer.
• Users stay on pages with video content almost 3 times as long as they stay on pages without video content.
• Blog posts that contain video content attract 3 times as many backlinks as posts that don’t.
• 90% of marketers report that video marketing has boosted their return on investment (ROI).
• 87% of marketers say video marketing has generated more leads for their business.
• 87% of marketers say video marketing has driven more sales for them.
• Companies that use video marketing are able to grow their revenue 49% faster than those that don’t.
• Businesses that use video marketing experience conversion rates that are 34% higher than those that do not.
• On ecommerce websites, video marketing can increase conversions by as much as 80% .
• By putting a video on a landing page, you can increase that page’s conversion rate by as much as 80% .
• The average conversion rate for websites that feature video content is 4.8% , as compared to the 2.9% conversion rate for sites that don’t.
• Social media posts that contain video content attract twice as much engagement as those that only contain images.
• Social media posts that contain videos generate 1200% more shares than text-based and image-based posts combined.
• Including videos in marketing emails can boost click-through rates by as much as 300% .
• 88% of marketers say that video marketing has helped users better understand their products or services.
• 90% of businesses say that video marketing has increased brand awareness among their audience.
• 62% of Google searches include video results.

To round out our long list of video marketing stats, let’s go over some best practices that you can use when creating your videos and running your campaigns. The stats below reflect how to get the best results from your video marketing.

• 31% of businesses publish two to four videos each month.
• 65% of companies add captions to their videos for accessibility.
• Due to short attention spans, marketing videos need to grab viewers’ attention in 2.7 seconds or less .
• 81% of companies find that including some kind of music in their videos helps them to perform better.
• 66% of companies report that using voiceovers in their videos helps them to perform better.
• 24% of marketers believe that videos are more likely to go viral if they use humor.
• 60% of marketers named engagement as the most important video marketing metric to track.
• 36% of marketers say that the most important factor when creating video content is capturing users’ attention in the first few seconds.
• 42% of companies say their videos have improved as a result of partnering with an external agency.

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Table of Contents

• What is the Online Impact of Video?
• How Do Businesses View Video Marketing?
• How Do Online Users View Video Marketing?
• What Types of Videos Do Marketers Create?
• How Are Businesses Creating Videos?
• How Much Do Businesses Invest in Video Marketing?
• Which Social Media Platforms Are Best for Video Marketing?
• What Kinds of Results Does Video Marketing Drive?
• What Are Some Best Practices for Video Marketing?
• Video Marketing Services from WebFX

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Staff Working Papers Working Paper 24-03: The Lock-In Effect of Rising Mortgage Rates

​​​​​​Ross M. Batzer, Jonah R. Coste, William M. Doerner, and Michael J. Seiler

​​Ab​stract:

People can be “locked-in” or constrained in their ability to make appropriate financial changes, such as being unable to move homes, change jobs, sell stocks, rebalance portfolios, shift financial accounts, adjust insurance policies, transfer investment profits, or inherit wealth. These frictions—whether institutional, legislative, personal, or market-driven—are often overlooked. Residential real estate exemplifies this challenge with its physical immobility, high transaction costs, and concentrated wealth. In the United States, nearly all 50 million active mortgages have fixed rates, and most have interest rates far below prevailing market rates, creating a disincentive to sell. This paper finds that for every percentage point that market mortgage rates exceed the origination interest rate, the probability of sale is decreased by 18.1%. This mortgage rate lock-in led to a 57% reduction in home sales with fixed-rate mortgages in 2023Q4 and prevented 1.33 million sales between 2022Q2 and 2023Q4. The supply reduction increased home prices by 5.7%, outweighing the direct impact of elevated rates, which decreased prices by 3.3%. These findings underscore how mortgage rate lock-in restricts mobility, results in people not living in homes they would prefer, inflates prices, and worsens affordability. Certain borrower groups with lower wealth accumulation are less able to strategically time their sales, worsening inequality.​

​Mortgage lock-in data are available below in two formats at the bottom of this webpage. The first file offers a data supplement that could be used to recreate figures shown in the working paper. The second file offers additional developmental data aggregates produced from estimations in the working paper. Both files are subject to change with working paper revisions. Our  FA​Qs  address common questions about the datasets. Please cite this working paper when using either dataset.​

• Supplemental data​​ for figures  (1 MB)
• ​​​ Developmental data aggregates ​ (45 MB)​

McKinsey Technology Trends Outlook 2023

After a tumultuous 2022 for technology investment and talent, the first half of 2023 has seen a resurgence of enthusiasm about technology’s potential to catalyze progress in business and society. Generative AI deserves much of the credit for ushering in this revival, but it stands as just one of many advances on the horizon that could drive sustainable, inclusive growth and solve complex global challenges.

To help executives track the latest developments, the McKinsey Technology Council  has once again identified and interpreted the most significant technology trends unfolding today. While many trends are in the early stages of adoption and scale, executives can use this research to plan ahead by developing an understanding of potential use cases and pinpointing the critical skills needed as they hire or upskill talent to bring these opportunities to fruition.

Our analysis examines quantitative measures of interest, innovation, and investment to gauge the momentum of each trend. Recognizing the long-term nature and interdependence of these trends, we also delve into underlying technologies, uncertainties, and questions surrounding each trend. This year, we added an important new dimension for analysis—talent. We provide data on talent supply-and-demand dynamics for the roles of most relevance to each trend. (For more, please see the sidebar, “Research methodology.”)

New and notable

All of last year’s 14 trends remain on our list, though some experienced accelerating momentum and investment, while others saw a downshift. One new trend, generative AI, made a loud entrance and has already shown potential for transformative business impact.

Research methodology

To assess the development of each technology trend, our team collected data on five tangible measures of activity: search engine queries, news publications, patents, research publications, and investment. For each measure, we used a defined set of data sources to find occurrences of keywords associated with each of the 15 trends, screened those occurrences for valid mentions of activity, and indexed the resulting numbers of mentions on a 0–1 scoring scale that is relative to the trends studied. The innovation score combines the patents and research scores; the interest score combines the news and search scores. (While we recognize that an interest score can be inflated by deliberate efforts to stimulate news and search activity, we believe that each score fairly reflects the extent of discussion and debate about a given trend.) Investment measures the flows of funding from the capital markets into companies linked with the trend. Data sources for the scores include the following:

• Patents. Data on patent filings are sourced from Google Patents.
• Research. Data on research publications are sourced from the Lens (www.lens.org).
• News. Data on news publications are sourced from Factiva.
• Searches. Data on search engine queries are sourced from Google Trends.
• Investment. Data on private-market and public-market capital raises are sourced from PitchBook.
• Talent demand. Number of job postings is sourced from McKinsey’s proprietary Organizational Data Platform, which stores licensed, de-identified data on professional profiles and job postings. Data is drawn primarily from English-speaking countries.

In addition, we updated the selection and definition of trends from last year’s study to reflect the evolution of technology trends:

• The generative-AI trend was added since last year’s study.
• We adjusted the definitions of electrification and renewables (previously called future of clean energy) and climate technologies beyond electrification and renewables (previously called future of sustainable consumption).
• Data sources were updated. This year, we included only closed deals in PitchBook data, which revised downward the investment numbers for 2018–22. For future of space technologies investments, we used research from McKinsey’s Aerospace & Defense Practice.

This new entrant represents the next frontier of AI. Building upon existing technologies such as applied AI and industrializing machine learning, generative AI has high potential and applicability across most industries. Interest in the topic (as gauged by news and internet searches) increased threefold from 2021 to 2022. As we recently wrote, generative AI and other foundational models  change the AI game by taking assistive technology to a new level, reducing application development time, and bringing powerful capabilities to nontechnical users. Generative AI is poised to add as much as $4.4 trillion in economic value from a combination of specific use cases and more diffuse uses—such as assisting with email drafts—that increase productivity. Still, while generative AI can unlock significant value, firms should not underestimate the economic significance and the growth potential that underlying AI technologies and industrializing machine learning can bring to various industries.

Investment in most tech trends tightened year over year, but the potential for future growth remains high, as further indicated by the recent rebound in tech valuations. Indeed, absolute investments remained strong in 2022, at more than $1 trillion combined, indicating great faith in the value potential of these trends. Trust architectures and digital identity grew the most out of last year’s 14 trends, increasing by nearly 50 percent as security, privacy, and resilience become increasingly critical across industries. Investment in other trends—such as applied AI, advanced connectivity, and cloud and edge computing—declined, but that is likely due, at least in part, to their maturity. More mature technologies can be more sensitive to short-term budget dynamics than more nascent technologies with longer investment time horizons, such as climate and mobility technologies. Also, as some technologies become more profitable, they can often scale further with lower marginal investment. Given that these technologies have applications in most industries, we have little doubt that mainstream adoption will continue to grow.

Organizations shouldn’t focus too heavily on the trends that are garnering the most attention. By focusing on only the most hyped trends, they may miss out on the significant value potential of other technologies and hinder the chance for purposeful capability building. Instead, companies seeking longer-term growth should focus on a portfolio-oriented investment across the tech trends most important to their business. Technologies such as cloud and edge computing and the future of bioengineering have shown steady increases in innovation and continue to have expanded use cases across industries. In fact, more than 400 edge use cases across various industries have been identified, and edge computing is projected to win double-digit growth globally over the next five years. Additionally, nascent technologies, such as quantum, continue to evolve and show significant potential for value creation. Our updated analysis for 2023 shows that the four industries likely to see the earliest economic impact from quantum computing—automotive, chemicals, financial services, and life sciences—stand to potentially gain up to $1.3 trillion in value by 2035. By carefully assessing the evolving landscape and considering a balanced approach, businesses can capitalize on both established and emerging technologies to propel innovation and achieve sustainable growth.

Tech talent dynamics

We can’t overstate the importance of talent as a key source in developing a competitive edge. A lack of talent is a top issue constraining growth. There’s a wide gap between the demand for people with the skills needed to capture value from the tech trends and available talent: our survey of 3.5 million job postings in these tech trends found that many of the skills in greatest demand have less than half as many qualified practitioners per posting as the global average. Companies should be on top of the talent market, ready to respond to notable shifts and to deliver a strong value proposition to the technologists they hope to hire and retain. For instance, recent layoffs in the tech sector may present a silver lining for other industries that have struggled to win the attention of attractive candidates and retain senior tech talent. In addition, some of these technologies will accelerate the pace of workforce transformation. In the coming decade, 20 to 30 percent of the time that workers spend on the job could be transformed by automation technologies, leading to significant shifts in the skills required to be successful. And companies should continue to look at how they can adjust roles or upskill individuals to meet their tailored job requirements. Job postings in fields related to tech trends grew at a very healthy 15 percent between 2021 and 2022, even though global job postings overall decreased by 13 percent. Applied AI and next-generation software development together posted nearly one million jobs between 2018 and 2022. Next-generation software development saw the most significant growth in number of jobs (exhibit).

Image description:

Small multiples of 15 slope charts show the number of job postings in different fields related to tech trends from 2021 to 2022. Overall growth of all fields combined was about 400,000 jobs, with applied AI having the most job postings in 2022 and experiencing a 6% increase from 2021. Next-generation software development had the second-highest number of job postings in 2022 and had 29% growth from 2021. Other categories shown, from most job postings to least in 2022, are as follows: cloud and edge computing, trust architecture and digital identity, future of mobility, electrification and renewables, climate tech beyond electrification and renewables, advanced connectivity, immersive-reality technologies, industrializing machine learning, Web3, future of bioengineering, future of space technologies, generative AI, and quantum technologies.

End of image description.

This bright outlook for practitioners in most fields highlights the challenge facing employers who are struggling to find enough talent to keep up with their demands. The shortage of qualified talent has been a persistent limiting factor in the growth of many high-tech fields, including AI, quantum technologies, space technologies, and electrification and renewables. The talent crunch is particularly pronounced for trends such as cloud computing and industrializing machine learning, which are required across most industries. It’s also a major challenge in areas that employ highly specialized professionals, such as the future of mobility and quantum computing (see interactive).

Michael Chui is a McKinsey Global Institute partner in McKinsey’s Bay Area office, where Mena Issler is an associate partner, Roger Roberts  is a partner, and Lareina Yee  is a senior partner.

The authors wish to thank the following McKinsey colleagues for their contributions to this research: Bharat Bahl, Soumya Banerjee, Arjita Bhan, Tanmay Bhatnagar, Jim Boehm, Andreas Breiter, Tom Brennan, Ryan Brukardt, Kevin Buehler, Zina Cole, Santiago Comella-Dorda, Brian Constantine, Daniela Cuneo, Wendy Cyffka, Chris Daehnick, Ian De Bode, Andrea Del Miglio, Jonathan DePrizio, Ivan Dyakonov, Torgyn Erland, Robin Giesbrecht, Carlo Giovine, Liz Grennan, Ferry Grijpink, Harsh Gupta, Martin Harrysson, David Harvey, Kersten Heineke, Matt Higginson, Alharith Hussin, Tore Johnston, Philipp Kampshoff, Hamza Khan, Nayur Khan, Naomi Kim, Jesse Klempner, Kelly Kochanski, Matej Macak, Stephanie Madner, Aishwarya Mohapatra, Timo Möller, Matt Mrozek, Evan Nazareth, Peter Noteboom, Anna Orthofer, Katherine Ottenbreit, Eric Parsonnet, Mark Patel, Bruce Philp, Fabian Queder, Robin Riedel, Tanya Rodchenko, Lucy Shenton, Henning Soller, Naveen Srikakulam, Shivam Srivastava, Bhargs Srivathsan, Erika Stanzl, Brooke Stokes, Malin Strandell-Jansson, Daniel Wallance, Allen Weinberg, Olivia White, Martin Wrulich, Perez Yeptho, Matija Zesko, Felix Ziegler, and Delphine Zurkiya.

They also wish to thank the external members of the McKinsey Technology Council.

This interactive was designed, developed, and edited by McKinsey Global Publishing’s Nayomi Chibana, Victor Cuevas, Richard Johnson, Stephanie Jones, Stephen Landau, LaShon Malone, Kanika Punwani, Katie Shearer, Rick Tetzeli, Sneha Vats, and Jessica Wang.

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• Internet of Things (IoT) Market

"Smart Strategies, Giving Speed to your Growth Trajectory"

Internet of Things (IoT) Market Size, Share & Industry Analysis, By Component (Platform and Solution & Services), By End-use Industry (BFSI, Retail, Government, Healthcare, Manufacturing, Agriculture, Sustainable Energy, Transportation, IT & Telecom, and Others), and Regional Forecast, 2024-2032

Last Updated: May 27, 2024 | Format: PDF | Report ID: FBI100307

• Companies Studied
• Segmentation
• Methodology
• Infographics
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KEY MARKET INSIGHTS

The global Internet of Things (IoT) market size was valued at USD 595.73 billion in 2023 and is projected to grow from USD 714.48 billion in 2024 to USD 4,062.34 billion by 2032, exhibiting a CAGR of 24.3% during the forecast period (2024-2032). North America accounted for a market value of USD 195.48 billion in 2023. The Internet of Things refers to the network of physical objects that are inserted with software, sensors, and other mechanisms for exchanging and connecting data with other systems and devices over the Internet.

The Internet of Things technology operates as a global infrastructure for the information society, empowering modernized services to connect and communicate things based on prevailing and evolving communication mechanisms. Also, it delivers interoperable data and the capability to communicate self-sufficiently without human intervention.

As a result, the technology is anticipated to generate new revenue streams, enhance business efficiencies, aid new business models, and progress the way current services are delivered across various sectors. For instance,

• In November 2023, IDEMIA and TEAL announced a strategic partnership to enable unified connectivity for upcoming IoT applications. This alliance focuses on the recent GSMA SGP.32 model, which places the groundwork for a more streamlined and efficient deployment model desired in this market.

The IoT market created a significant opportunity to enhance the quality of life, with the probability of having a wide-reaching impact on society, predominantly during COVID-19's new normal. The pandemic encouraged enterprises and governments to reconsider their business actions and objectives. Moreover, these adjustments proved to be a driving factor for innovation and technology.

IMPACT OF GENERATIVE AI

Different Applications of Generative AI within IoT Devices to Fuel Market Growth

With the rising importance of IoT applications, the necessity to analyze and process huge amounts of data also increases. Generative AI involves the usage of machine learning mechanisms to generate new data and, thus, has emerged as an encouraging technology that can help resolve various challenges.

Generative AI can be implemented in Internet of Things solutions to enhance projecting maintenance. IoT sensors can collect massive amounts of data regarding machine health and performance that can be used to train generative AI models to generate synthetic data for upkeep predictive analysis. Other prominent applications of generative AI include anomaly detection, synthetic data modeling, fraud detection, personalized recommendations and customizations, energy optimization, and many more. Such applications of generative AI, along with IoT, can be used across different industries, such as manufacturing, automotive, healthcare, and others. For instance,

• In December 2023, Microsoft and TomTom unveiled generative AI for linked vehicles. The partnership has resulted in the improvement of a wholly incorporated AI-driven conversational assistant that improves voice communication with infotainment, vehicle command systems, and location search.

Thus, generative AI has the potential to transform the process and collection of data from different Internet of Things devices. Producing new data that is comparable to the input data (synthetic data) can aid in overcoming the limits of traditional data-gathering procedures and increase the precision of ML models.

Internet of Things (IoT) Market Trends

Adoption of Blockchain Technologies to Upsurge the Progress of the IoT Market

Internet-linked devices collect an enormous amount of information and data for processing. However, the internet of things standard security access increases numerous privacy and security complications. The blockchain-based architecture provides linked devices with minimal and decentralized security solutions.

Moving freight is a complex process comprising several parties with variable priorities in freight transportation applications. An IoT-driven blockchain can record the arrival times, the status of shipping containers, temperatures, and position when in a movable state.

Similarly, in the component tracking and compliance application, the Internet of Things data kept in shared blockchain ledgers permits all parties to track component provenance throughout the product life cycle. Hence, the technology is being used across different sectors. For instance,

• In December 2023, Vodafone and Deloitte collaborated to introduce blockchain IoT services to simplify operations in supply chains. The alliance with Nexxiot, a Zurich-based DAB platform and Deloitte makes use of blockchain to validate transactions over IoT devices automatically. It is being pitched to the energy, automotive, supply chain, and manufacturing sectors.

Thus, blockchain could help improve connected technology's scalability and security concerns.

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Internet of Things (IoT) Market Growth Factors

Growing Adoption of Smart Cities to Strengthen the Progress of the Market

With rising population and urbanization, several countries globally are introducing smart city projects and implementing smart city solutions to accomplish resources. Connected devices, such as sensors, smart meters, and smart lights, help advance the functions and proficiency of set-up and related services.

The rising number of smart homes and buildings, Industry 4.0, smart manufacturing, and smart infrastructure developments are projected to generate a vast transformation in business areas, thereby driving the internet of things market growth. For instance,

• According to the World Economic Forum, 1.3 million individuals move to metropolises each week, and by 2040, an overwhelming 65% of the global population will live in cities. Thus, more of the population is moving toward urbanization and the usage of smart devices.
• As per the World Economic Forum 2022 report, 131.4 million households were using smart speakers in 2022, and 335.3 million are predicted to use smart speakers by 2027. Similarly, 73.1 million households were using smart big appliances in 2022, and 177.6 million households are predicted to use these smart devices by 2027.

Moreover, smart city solutions, such as smart utility meters, smart transportation , smart waste management, smart grids, and smart air quality controllers, are being implemented by consumers, thereby elevating the market potential of connected devices worldwide.

RESTRAINING FACTORS

Limitations Associated with Security, Integrity, and Privacy of Data in Connected Devices to Inhibit Growth

Internet of Things technology has various applications, ranging from gathering biometric data through wearable devices to monitoring connected equipment via cloud platforms and communication networks. These devices have exclusive IP addresses that enable them to exchange information and communicate with other devices.

However, as the number of devices connected, mobile devices, smart devices, and platforms grows, so does the necessity for data protection and privacy. These devices and networks could comprise personal and sensitive data that attackers could use. Data misuse may emerge as a result of the rising dependence on connected devices, replicating design flows and the susceptibilities of connected devices.

Such limitations over the security and privacy of customer’s personal data can hamper market development.

Internet of Things (IoT) Market Segmentation Analysis

By component analysis.

Integration of Emerging Technologies Drives Growth in IoT Platforms

On the basis of component, the market is bifurcated into platforms and solutions & services.

The platform is sub-segmented into network management, cloud platform, and device management . The solution is categorized into real-time streaming analytics, security, data management, remote monitoring, and network band management.

The platform is expected to grow at the highest CAGR owing to the rising demand for effective platforms for downstream data servers and enterprise application connectivity. Also, various market players are enhancing IoT platforms by integrating them with new emerging technologies. For instance,

• In June 2023, Ayla collaborated with Etisalat to offer an IoT Platform for a new smart home solution from Etisalat by e&, the brand, demonstrating the telecoms of UAE. The partnership with Ayla added further value to smart home services and solutions with its streamlined cloud infrastructure and capability to aid a variety of devices.

However, solutions & services are expected to dominate the market with the highest market share. Several industries are implementing intelligent solutions to improve their present systems. For instance, healthcare facilities deploy connected devices to improve medical outcomes.

Further, network management is expected to hold a significant market share during the forecast period due to businesses' growing demand for remote monitoring systems and internet-ready devices. The network management solution is device-independent and provides an easy approach to integrating cross-vendor hardware models and data structures into the workflow.

By End-use Industry Analysis

Agriculture Industry to Grow With Fastest Growth Rate Due to Growing Demand for Field-Based Equipment and Sensors

Based on the end-use industry, the market has been segmented into agriculture, BFSI, healthcare, government, retail, manufacturing, sustainable energy, transportation, IT & telecom , and others.

The agriculture industry is anticipated to grow at the leading CAGR owing to the growing demand for field-based equipment and sensors. Some key applications of the high-tech in the agricultural sector are smart greenhouse s, smart farming, precision farming, smart agriculture, smart drones, and many other applications. The implementation of IoT in agriculture includes various benefits, such as reducing expenses while multiplying yields and improving the decision-making of farmers with accurate data. Such factors create numerous opportunities for the market’s progress. For instance,

• In January 2024, Morse Micro and Zetifi collaborated to announce modernized distant-area connectivity for smart IoT Farming at CES 2024. The inventive technology allows farmers and rural populations to access, expand, and improve coverage from existing cellular, radio, and satellite networks.

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REGIONAL INSIGHTS

The market has been analyzed across five major regions: North America, Asia Pacific, Europe, the Middle East & Africa, and South America.

North America Internet of Things (IoT) Market Size, 2023 (USD Billion)

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North America dominated the global market with a share of 32.81% in 2023. The region has witnessed noteworthy growth in the healthcare, industrial, and automotive sectors owing to a growing customer base for cloud-based platforms. Also, the rising adoption of 5G technology contributes majorly to the region’s market progress. Additionally, cloud platforms are experiencing extensive adoption in the region due to the expansion of IoT-enabled devices, rising R&D investments in advanced technology, and the prominence of key market players, such as Amazon Web Services (AWS), Google, Cisco, Microsoft, and IBM.

• According to the GSMA Intelligence Report 2023 in North America, cellular IoT connections are estimated to reach 535 million by 2030. The U.S. accounts for the highest number of IoT connections in the region, accounting for over 90% of overall connections.

Europe is expected to dominate the market in the coming future by crossing North America with the largest Internet of Things market share. As healthcare is forecasted to hold a considerable market share in Europe, the industry is becoming progressively linked to big databases. Connected devices combined with big data are expected to gain traction in Europe.

Moreover, the demand for this technology is rising among enterprises and organizations in Germany, France, the U.K., Spain, Italy, and the Netherlands, thus driving the region's market growth. Similarly, Nordic and Eastern European countries show a substantial adoption rate of such advanced technologies.

• According to industry experts, European organizations are estimated to spend USD 345 billion by 2027 on IoT-related technology. Thereby contributing to the region’s market progress.

Asia Pacific is anticipated to showcase the highest CAGR during the forecasted period owing to rising smart city plans and initiatives, such as the Intelligent Disease Prediction Project (China), Smart Wellington (New Zealand), and cloud spending in the region.

Also, the region's communication service providers and producers, such as Taiwan Mobile and Samsung Electronics Co., Ltd., are intensifying their portfolios to exploit smart device opportunities by adopting advanced analytics capabilities into existing systems. Also, various market players are investing in the region to fortify their business position there. For instance,

• In October 2023, SoftBank Corp. expanded its IoT business in the Asia Pacific region. The company expanded its sales within 19 countries and regions, including Japan. SoftBank would emphasize the marketing of IoT services.

The Middle East & Africa and South America are expected to witness significant growth during the forecast period due to growing internet access services and regional users. Middle Eastern countries, such as Saudi Arabia and UAE, have been actively engaged in building smart cities , preferring to build and create them from scratch rather than integrating technology into existing ecosystems.

List of Key Companies in Internet of Things (IoT) Market

Established Players Invest in Core Technologies and Startups to Stay Competitive in the Market

Major key players such as Intel Corporation, Microsoft Corporation, Cisco Systems, Inc., Amazon Web Services, Inc., Siemens AG, PTC Inc., and others, are making substantial investments in advanced technologies such as AI, cloud computing, and others. Established market players are making substantial investments in startups and midscale companies to offer efficient solutions to the end-use verticals such as healthcare, manufacturing, retail, and others.

List of Key Companies Profiled:

• Amazon Web Services, Inc. (U.S.)
• Intel Corporation (U.S.)
• Microsoft Corporation (U.S.)
• PTC Inc. (U.S.)
• Cisco Systems, Inc. (U.S.)
• IBM Corporation (U.S.)
• Oracle Corporation (U.S.)
• SAP SE (Germany)
• Siemens AG (Germany)

KEY INDUSTRY DEVELOPMENTS:

• November 2023: AWS and Siemens expanded their alliance to connect physical devices with the cloud more effortlessly. With the extended collaboration, AWS's IoT SiteWise Edge software can be installed directly from Siemens' Industrial Edge Marketplace.
• June 2023: Rockwell and PTC extended their partnership to emphasize sales of IoT and AR (augmented reality) Software of PTC. Rockwell Automation continues to resell PTC's ThingWorx IoT software, comprising the DPM (Digital Performance Management) manufacturing solution, to new and present customers across process and discrete manufacturing sectors.
• March 2023: Siemens announced the launch of Connect Box, a smart IoT solution to handle small-sized buildings. The Connect Box enables users to achieve crucial daily building management jobs from one place through a cloud-driven interface with no extra software.
• January 2023: Intel launched the Intel Core 13 th Gen. mobile processor. The hybrid architecture of Intel powers the advancement and has thirty-two mobile processors. Intel's Core P-, H-, and U- -range mobile processors are driven by thin and light laptops and Internet of Things devices. 
• December 2022: Deloitte launched Olympus with AWS (Amazon Web Services). Olympus is an investment fund for building industry cloud solutions globally, along with progressive technologies such as IoT, AI, machine learning , 5G, quantum computing, AR/VR, and everything on the cloud. The initiative's purpose is to resolve the issues associated with food waste, financial product access, clean energy, and many other problems.

REPORT COVERAGE

An Infographic Representation of Internet of Things (IoT) Market

To get information on various segments, share your queries with us

The market research study highlights leading regions around the world to provide the consumer with a better insight. Additionally, the research focuses on the most recent market growth patterns and examines technologies that are being deployed at a quick speed on a global scale. It also provides some drivers and restraints, allowing the reader to obtain a thorough understanding of the market.

REPORT SCOPE & SEGMENTATION

Frequently Asked Questions

According to Fortune Business Insights, the global market size is expected to reach USD 4,062.34 billion by 2032.

In 2023, the market value stood at USD 595.73 billion.

The market is projected to grow at a CAGR of 24.3% during the forecast period.

The solution and services segment is expected to dominate the market.

The growing adoption of smart cities is expected to drive market growth.

North America held the highest market share.

Asia Pacific is expected to grow at the highest CAGR.

By end-use industry, agriculture is expected to grow with a leading CAGR during the studied period.

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Below is the list of companies that are studied in order to estimate the market size and/or understanding the market ecosystem 

This list does not necessarily mean that all the below companies are profiled in the report. The report includes profiles of only the top 10 players based on revenue/market share. 

Internet of Things (IoT) Market:

• Intel Corporation (Profiled in the report)
• Samsara Inc.
• Microsoft (Profiled in the report)
• Amazon Web Services, Inc. (Profiled in the report)
• PTC (Profiled in the report)
• Bosch.IO GmbH (Profiled in the report)
• Digi International Inc.
• MobiDev Corporation
• Siemens (Profiled in the report)
• Oracle (Profiled in the report)
•  SAP SE (Profiled in the report)
• Arm Limited
• Cisco Systems, Inc. (Profiled in the report)
• IBM (Profiled in the report)
• Cellhire PLC
• Konstant Infosolutions
• Binariks Inc.
• STUDY PERIOD: 2019-2032
• BASE YEAR: 2023
• HISTORICAL DATA: 2019-2022
• NO OF PAGES: 130

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The global Internet of Things (IoT) market size is projected to grow from $714.48 billion in 2024 to $4,062.34 billion by 2032, at a CAGR of 24.3%

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