18 Marketing Statistics to Stay Ahead in Canada in 2021

Many people associate marketing exclusively with business advertising. However, marketing is present everywhere, from how you represent yourself in a job interview to selling your skills as a freelancer. More specifically, it is the strategy of conceiving, pricing, promoting, and distributing your services, ideas, or products to satisfy the needs of potential customers.

Marketing statistics from Canada indicate that their market is allocating its money to different forms of media. So, if you’re interested in learning more about marketing in Canada, you’ve come to the right place. Let’s get started!

Top 10 Marketing Statistics for Canada

  • 17% of Canadian online shoppers prefer retailers that offer loyalty programs.
  • Social media skills were a requirement in 67% of content marketing job offers in 2020.
  • Internet advertising revenue in Canada totalled $8.76 billion in 2019.
  • Marketing statistics reveal that over 40% of study respondents paid the most attention to TV ads.
  • Canadian advertisers have allocated over 50% of their budgets to digital campaigns.
  • Search advertising accounts for nearly 50% of Canada’s total digital ad spending.
  • COVID-19 caused the worst year in a decade for marketing agencies.
  • Canada’s monthly online spending is currently up by over $2 billion.
  • Mobile advertising spending in Canada reached $7.29 billion.
  • 84% of Canadian online consumers shop more often with a retailer that offers free shipping.

Current Canadian Marketing Trends

Building a successful marketing agency can be challenging, as trends quickly come and go in such a competitive industry. Below we’ll discuss the importance of marketing statistics and examine some of the current trends in Canada.

1. Marketing statistics show that over 40% of study respondents paid the most attention to TV ads. 

(Statista)

When measuring conversion rates, we can see that TV advertising is still a highly effective tool since many Canadians base their buying decisions on this medium. At the same time, around 32% listed digital ad formats as the most captivating form of advertisement.

2. 60% of Canadian consumers like to receive coupons in the mail.

(Business Matters)

Interesting marketing facts imply that direct mail is still a viable tool to reach the Canadian consumer. Moreover, 42% routinely collect their mail five times per week, 50% will open and read the advertisements in the next six to eight months, and 60% enjoy receiving coupons in the mail.

3. 17% of Canadian online shoppers prefer retailers that offer loyalty programs.

(Business Matters)

Even though loyalty programs are not a new idea, that’s no reason not to offer one. Target market statistics indicate they can generate recurring revenue and make your most valued customers feel special, resulting in a win-win situation.

4. 84% of Canadian online consumers shop more often with a retailer if offered free shipping. 

(Business Matters)

Free shipping is one of the marketing trends you should definitely take advantage of, as Canadian consumers have come to expect it. Some practical ways to go about it are to offer free shipping during special promotional periods, at a minimum purchase price, to your most loyal customers.

5. Canada’s monthly online spending is currently up by over $2 billion.

(Online Business Canada)

Although most of Canada is no longer under lockdown restrictions, their monthly online spending continues to increase. Marketing statistics from Canada show that it has grown to nearly $5.5 billion!

In contrast, a study by Paypal, the main reasons some Canadians prefer in-store shopping are shipping costs (53%), delivery time (51%), and the preference of picking out their purchase in person (50%).

Digital Marketing Statistics for Canada

Canada is one of the global leaders in the digital ad market, with industries like automotive, finance, and retail paving the way. Experts predict even higher digital marketing industry growth as Canada’s advertising industry keeps increasing online ad investments and internet ad revenue.

6. Internet advertising revenue in Canada totalled $8.76 billion in 2019. 

(Statista)

Internet marketing statistics show this to be the highest Internet ad revenue in Canada, with a year-on-year increase of 15%. Marketers are currently spending more ad dollars on digital promotion than ever. In fact, digital marketing facts from 2020  verify that internet-related advertising was responsible for more than 54% of advertising expenditure in Canada.

7. Marketing statistics from 2021 project that digital ad spending in Canada will reach $9.58 billion. 

(Statista)

Digital advertising is currently one of the most widely used forms of marketing, and Canada is one of the largest markets in the world. Moreover, data suggests that digital ad expenditure will likely surpass the $12 billion mark in Canada by 2024.

8. Mobile advertising spending in Canada reached $7.29 billion, according to 2020 marketing statistics.

(Statista)

It seems as though Canada’s focus on mobile advertising will likely pay off in the future. Moreover, mobile marketing statistics show that Canada is one of the countries with the largest share globally, with over 76% of total ad spending directed towards mobile.

9. Canadian advertisers have allocated over 50% of their budgets to digital campaigns. 

(Statista) (News Media Canada)

This commitment to digital promotion represents one of the most evident shifts in consumer behaviour, especially from traditional to digital formats. However, digital marketing vs traditional marketing statistics reveals that 52% of Canadians still trust ads in printed newspapers more.

10. Search advertising accounts for nearly 50% of Canada’s total digital ad spending.

(Statista)

Digital marketing statistics from 2021 show that this has been the leading digital advertising format in Canada in the past years. Even though Canada’s search advertising revenue continues to grow, online video advertising shows the highest increase in advertising spending according to video marketing trends.

11. According to research from 2019, 57% of young business owners in Canada used Facebook to start their companies.

(Bloomberg)

Social media marketing trends from 2019 also showed that 46% of existing businesses said that their companies had grown due to their use of Facebook apps. Furthermore, 77% of Canadian business owners claimed to use Facebook messenger to communicate directly with their customers.

12. Social media skills were required in 67% of content marketing job offers per content marketing statistics from 2020.

(Statista)

According to an analysis from September 2020 in Canada, social media skills were the most demanded skills. Moreover, content marketing statistics indicated that the second most required skill was strategy (59%). Other requirements of content marketing jobs offered included SEO (50%), analytics (49%), and research (30%).

13. Social media marketing statistics uncover that 40% of Twitter users are aged 18–29. 

(Business Matters)

Targeting customers through social media is vital, as some platforms are more beneficial than others at reaching specific demographics. For example, Twitter is an excellent platform for reaching an educated audience as 45% of users who view the news on Twitter have a college degree.

COVID-19 and Marketing: Statistics and Facts

COVID-19  has caused social and economic problems in many parts of the world, including Canada. People were forced to make dramatic changes in their everyday lives and adapt to new rules to keep each other safe. The marketing industry was also greatly affected by the virus and the corresponding restrictions. However, fortunately, not all of the consequences have been negative.

14. 93% of Canadians plan to either do more or the same amount of online shopping in 2021. 

(Business Matters)

Moreover, 48% buy more items online since COVID-19 started, and 30% avoid in-person shopping. Marketing industry trends suggest that if you want to invest your marketing budget strategically, monitor how and when your customers are buying in the forthcoming months. All in all, more Canadians have turned to online shopping more than ever before, with Gen-Z and millennials leading the charge.

15. E-commerce and digital marketing are effective in reaching new customers and identifying leads.

(Government of Canada)

COVID-19 and the ensuing lockdowns made it difficult for many Canadians to maintain their businesses. Nowadays, international consumers are happy to purchase products online, especially if offered reliable delivery and support. Therefore, marketing facts suggest going digital to sell or boost the sale of your product or service.

16. The pandemic has inspired more people to join multi-level marketing companies. 

(CBC)

The pandemic, which has led to numerous layoffs and a downward economic trend, has forced many people to look for different ways to earn money. As shown by marketing demographics data, 82% of independent sales consultants are women. Moreover, 70% are married or cohabiting, and almost half of them have annual household incomes of $40,000 to $99,999.

17. According to marketing stats, COVID-19 caused the worst year in a decade for marketing agencies. 

(Cision)

Just 28% of marketers had an increased reliance on their agencies in 2020. And that marks a 50% drop from 2019. In addition, influencer marketing stats note that agencies’ use of influencer marketing decreased considerably, likely because of the increasing lack of authenticity and concerns regarding new regulations and transparency. By contrast, social applications like Instagram, online video and search have faced the highest spending growth.

18. The second phase budget of the COVID-19 vaccine ad campaign is $11 million, as per statistics on marketing.

(Government of Canada)

This phase called the “Ripple Effect,” was launched by the Public Health Agency of Canada to remind Canadians about the importance of vaccination to reduce restrictions and public health measures. In addition, the ad can be found on TV, radio, websites, social media, and search engine marketing.

Conclusion

As seen by these marketing statistics for Canada, marketing is a significant business segment in the country. It’s a necessary measure to ensure people become aware of the products or services you’re trying to sell. An efficient marketing strategy can increase product awareness, build trust among target buyers, and cultivate brand credibility.

Even in the wake of the pandemic, internet marketing trends indicate that it’s still possible to have a thriving business by taking advantage of today’s many digital advertising options.

FAQs

What are the five marketing strategies?

Generally speaking, a marketing strategy is defined as a business’s total approach to reach its target customers. The five marketing strategies that can help a company achieve this are social media marketing, SEO, PPC, email marketing, and content marketing.

(Lyfe Marketing)

What are the digital marketing trends for 2020?

All digital marketers are doing their best to stay ahead of the latest trends. The top digital marketing trends for 2020 were programmatic advertising, conversational marketing, video marketing, chatbots, personalization marketing, and influencer marketing.

(University Canada West)

What are the seven C’s of marketing?

The seven C’s of marketing are credibility (detailed explanation of your company and product on your web page), cost-effective (advertising is highly affordable these days), customers (your customers are all over the internet), connections (it’s easier than ever to connect using social media), close (your webpage is always available), customer service (have detailed information and monitor your social media accounts), and cash (an online portion of your business is an extra revenue stream).

(The Optima Kart)

What percentage of marketing is digital?

In 2019, it was projected that digital advertisers in Canada would spend $8.80 billion on digital ads. That translates to over 53.5% of the total advertising market. According to Canadian marketing statistics, other estimations include mobile ad spending growing 33.7% and accounting for over a third of all advertising money in Canada.

(eMarketer)

Sources:

After teaching for 8 years, Damjana found a new challenge — writing. With her academic background in the English language, doing research and writing is always fun and enjoyable. In her spare time, she loves binge-watching TV shows, especially crime documentaries, or spending time with her dogs.

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