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2024 Marketing Statistics in Canada | Comprehensive Data on Digital Marketing Stats

As we delve into marketing statistics in Canada for the year 2024, it is crucial to understand the landscape of digital marketing and how it plays a pivotal role in shaping businesses’ marketing strategies.

Marketers are constantly seeking insightful data to craft effective campaigns that resonate with the target audience and drive engagement.

With the ever-evolving digital technology and internet use, marketing statistics become an invaluable tool to gauge the pulse of the market.


Introduction to Marketing Statistics

Marketing statistics serve as a compass guiding marketers through the dynamic landscape of consumer behavior and market trends.

By analyzing data on digital marketing, email marketing, e-commerce, and online advertising, marketers can make informed decisions to optimize their marketing strategies and reach their target audience effectively.

With the help of platforms like Statista, businesses can access a wealth of data to stay ahead of the curve and adapt their marketing tactics to the rapidly changing digital environment.

Digital Marketing Trends in Canada

In 2021, the digital marketing landscape in Canada witnessed a significant shift towards more personalized and interactive marketing strategies.

This trend is projected to continue into 2024, with a focus on content marketing, video marketing, and social media platforms.

Canadian businesses are increasingly leveraging digital advertising to reach internet users and engage with their target audience in a more direct and impactful manner.

The rise of online shopping and e-commerce further reinforces the importance of digital marketing in Canada’s marketing strategy.

  • AI’s Expanding Role: Artificial Intelligence is becoming the silent force behind many digital marketing strategies. From personalized content creation to hyper-targeted advertising, AI is making everything more efficient and effective:
    • ChatGPT-Like Tools: Marketers are utilizing tools like ChatGPT for generating creative copy, personalized emails, social media posts, and even basic website content.
    • Image Generators: AI image generation is helping to produce unique graphics, product visualizations, and marketing visuals.
    • Predictive Analytics: AI helps predict audience behavior, ad performance, and campaign optimization for improved ROI.
  • The Personalization Imperative: Generic marketing is out. To stand out, Canadian brands are focused on delivering highly personalized experiences:
    • First-Party Data: Companies prioritize collecting their own data (website behavior, email interactions) to tailor marketing directly to customer interests.
    • Website and App Personalization: Dynamic content tailoring based on user location, browsing history, and past purchases.
    • Personalized Email Campaigns: Targeted offers, segmented messaging, and behavior-triggered emails are becoming the norm.
  • Video Content Dominance: Short-form video is king, but long-form finds a place too:
    • Short-Form Reigns: TikTok’s influence on formats. Vertical, snappy content tailored to mobile is crucial.
    • Live Streaming Gains Traction: Authenticity and real-time engagement are driving brands towards live selling and Q&A sessions.
    • Long-form Isn’t Dead: YouTube remains strong for tutorials, webinars, and in-depth content.
  • Voice Search & Image Search Optimization: Beyond text search, it’s about optimizing for how people actually seek information:
    • Conversational Keywords: Content needs to answer questions people ask with natural language.
    • Audio in Focus: Podcast growth means optimizing transcripts and marketing within audio platforms themselves.
    • Image Alt Text: Optimizing this is key, as Google Lens and similar tools allow searching via images.
  • Social Responsibility & Sustainability: Consumers are looking to brands that align with their values:
    • Authenticity and Transparency: Communicating company values and practices builds trust.
    • Environmental Focus: Highlighting sustainable operations and products is increasingly important.
    • Diversity & Inclusion Focus: Representation in marketing messages and campaigns is becoming critical.
  • Influencer Partnerships (Shifting Focus):
    • Nano & Micro Influencers: Brands find value in smaller, niche influencers with highly engaged audiences.
    • Long-Term Partnerships: Focus shifts away from one-off campaigns, towards deeper collaborations.
  • Augmented Reality (AR) Experiences:
    • Virtual Try-On: AR is huge for fashion, cosmetics, and furniture, letting buyers visualize products.
    • Interactive Ads: AR-infused ads let users engage with products in a novel and playful way.

Important Considerations

  • Data Privacy: With regulations tightening, marketers need to prioritize transparency and ethical data use.
  • Keeping Up With Change: This landscape evolves at lightning speed. Adaptability is as important as any single skill.

Growth of the Canadian Digital Economy

The digital economy in Canada is experiencing rapid growth, driven by the increasing use of digital technologies and the internet.

  • In 2017, nearly 5% of all jobs in Canada were in the digital economy.
  • The gross domestic product (GDP) connected to the digital economy was $109.7 billion in 2017, representing 5.5% of Canada’s total economic output.
  • Between 2010 and 2019, the digital economy in Canada outpaced the overall GDP growth by 40% and accounted for the same share of the economy as oil, gas, and mining combined.
  • The digital economy includes various aspects such as information technology equipment, e-commerce transactions, and the digital delivery of products to consumers.
  • Advancements in technology and the internet have fundamentally changed how Canadians and Canadian businesses interact, produce, distribute, and consume goods and services.
  • The digital economy has seen the rise of information and communication technologies (ICT), shifting the economic base of society to computer-based work.
  • The digital economy has the potential to make Canada a strong leader in the global digital world economy, with an educated, diverse, and tech-savvy workforce driving significant growth.
  • Digital innovation has enhanced sectors like healthcare through remote doctor appointments, automatic prescription renewals, and improved record-keeping.

With more Canadians embracing online shopping and engaging with social media platforms, businesses are adapting their marketing strategies to capitalize on this digital shift.

Ad spending on digital advertising is on the rise, reflecting the changing landscape of media advertising. As the state of marketing evolves, statistics in Canada for 2024 will play a crucial role in shaping the future of marketing in the digital economy.

Marketing Strategies

When it comes to formulating effective marketing strategies, businesses in Canada are tapping into various avenues to stay ahead in the digital landscape. Let’s explore some key insights and trends that are shaping marketing tactics in 2024.

Email Marketing Stats in Canada

Email marketing continues to be a powerful tool for businesses looking to engage with their audience in a direct and personalized manner.

  1. Email Open Rates: According to a report by Statista, the mean unique open rates for marketing emails in Canada ranged from 16.1% to 18.1% between 2013 and 2018.
  2. Email Click-Through Rates: The average click-through rate for emails in Canada was around 2.5% in 2015.
  3. Email Deliverability: In 2015, approximately one in five emails in Canada were not delivered directly into the inbox, indicating a deliverability rate of 80%.
  4. Mobile Email Usage: Mobile devices play a significant role in email consumption. In Canada, mobile enables email addiction through 24/7 access, with users frequently checking their emails on their smartphones.
  5. Email ROI: Email marketing has a high return on investment (ROI). On average, for every $1 spent on email marketing, the ROI is $36.
  6. Email Frequency: A study revealed that 28% of consumers in Canada would like to receive promotional emails more than once per week.
  7. Effect of Anti-Spam Legislation: The Canadian Anti-Spam Law (CASL) has had no discernable impact on the email marketing programs of 49% of digital marketers.

With a plethora of data available through platforms like Statista, marketers can analyze email marketing statistics to tailor their campaigns for maximum impact.

By leveraging the insights garnered from email marketing analytics, businesses can refine their strategies to deliver relevant and targeted content to their subscribers, ultimately driving engagement and conversions.

Content Marketing Strategies for Canadian Businesses

Content marketing remains a cornerstone of digital marketing strategies for Canadian businesses in 2024.

By creating valuable and engaging content, businesses can attract and retain customers, boost brand awareness, and establish thought leadership in their respective industries.

With a focus on producing high-quality and relevant content that resonates with the target audience,

Canadian businesses can differentiate themselves in a crowded online marketplace. Utilizing SEO best practices and data-driven insights, businesses can maximize the reach and impact of their content marketing efforts.

Video Marketing Trends in the Canadian Market

Absolutely! Let’s dive into the key video marketing trends shaping the Canadian market:

Key Trends

  • Short-Form Reigns Supreme: Platforms like TikTok, Instagram Reels, and YouTube Shorts dominate. This means:
    • Vertical Video: Designed for mobile-first viewing habits.
    • Snackable Content: Quick, impactful cuts, catchy music/sounds, and text overlays for immediate attention-grabbing.
    • Embracing Trends: Keeping up with the latest memes, transitions, and audio trends on social platforms.
  • Live Streaming Is Gaining Traction: Canadian consumers are becoming more accustomed to live-streamed content. This includes:
    • Live Sales and Q&A Sessions: Real-time demos, audience engagement, and building direct relationships with viewers.
    • Virtual Events and Webinars: Replacing in-person events or expanding the reach of traditionally local gatherings.
  • Authenticity and Relatability: Audiences crave realness over polish. Trends include:
    • Behind-the-Scenes Footage: Showcases company culture, the process behind products, and builds a sense of community.
    • Real People > Perfect Productions: Even user-generated style content can be powerful for many brands.
    • Social Issues Focus: Brands taking stands and demonstrating their values through video content can resonate with consumers.
  • Interactivity: Beyond just watching, viewers want to participate. This involves:
    • Polls and Q&As: Integrated into videos (especially live streams) for real-time feedback and participation.
    • Shoppable Videos: Letting users instantly click and learn more about products showcased on screen.
    • Choose-Your-Own-Adventure Style Videos: More complex but highly engaging if done well.
  • Accessibility Matters: Making sure your videos cater to all audiences.
    • Proper Captions: Essential for those with impaired hearing, but also widely useful when sound is off.
    • Transcripts and Descriptions: Aid in searchability and inclusivity for the visually impaired.
  • YouTube Still Strong (But Evolving): While short-form rules, YouTube holds its power for:
    • In-Depth Tutorials & Explainer Videos: Consumers actively seek out ‘how-to’ content.
    • Search-Focused Video Content: SEO remains a key factor for organic discovery on the platform.

Canadian-Specific Considerations

  • Language & Culture: Creating both English and French content may be needed to capture both linguistic segments of the Canadian market effectively.
  • Collaborations with Canadian Influencers: Authentic regional creators can offer a powerful connection with specific audiences.

Resources for Staying Up-To-Date

Important Note: The video marketing landscape evolves quickly! Regularly checking marketing blogs, publications, and social media helps you stay ahead of the curve.

Social Media Marketing

Organizations in Canada are leveraging social media platforms as integral components of their marketing strategies. With the increasing digitalization of the economy, businesses are recognizing the importance of harnessing the power of social media to engage with their target audience effectively and drive brand awareness. Various social media platforms offer unique opportunities for businesses to connect with consumers, share content, and gather valuable insights into consumer preferences and behaviors.

Social Media Platform Usage Statistics in Canada

Statistics reveal that Canadians are avid users of social media platforms, with a significant portion of the population actively engaging on platforms like Facebook, Instagram, Twitter, and LinkedIn.

Most Popular Platforms in Canada

  1. YouTube: While seen primarily as a video platform, social interaction on YouTube makes it the most widely used social media platform in Canada.
    • Reach: Approximately 87% of the Canadian population uses YouTube ([invalid URL removed])
  2. Facebook: Remains a major player in Canada with high usage across a wide age range.
  3. Instagram: Very popular especially among younger demographics seeking visual content.
  4. TikTok: Explosive growth, especially with Gen Z, focused on short-form video.
  5. LinkedIn: Professional networking remains strong in Canada.

Other Notable Platforms

  • Pinterest: Strong popularity, particularly among women seeking visual inspiration.
  • Snapchat: Still maintains a dedicated userbase, mainly in the younger segments.
  • Twitter: Popular for those seeking real-time news and conversation.

Important Statistics

Resources for Deeper Stats

Note: Social media statistics shift over time. It’s best to always check recent sources for the most up-to-date figures.

Social Media Marketing Statistics for Canadians

Canadian businesses are investing heavily in social media marketing to capitalize on the high levels of social media usage among Canadians.

Statistics show that social media marketing yields positive results in terms of brand visibility, lead generation, and customer engagement.

  1. Facebook: Facebook is the most used social media platform in Canada, with 73.40% of internet users (26.59 million) having joined it. It remains a significant market for businesses in Canada.
  2. Social Media Usage: Social media use is prevalent across all age groups in Canada, with 95% of Canadian adults using at least one social media platform. It has become a part of their daily routine.
  3. Mobile Social Media Advertising: In 2021, mobile social media advertising spending in Canada reached 2.4 billion U.S. dollars, while desktop ad spending was 0.74 billion U.S. dollars. This highlights the importance of mobile optimization for effective social media marketing campaigns.
  4. Facebook Engagement: Facebook has the highest percentage of daily users (77%) among social media platforms in Canada. It remains a popular platform for engagement with brands.
  5. YouTube: YouTube is the second most popular social media platform in Canada, with 64% of adults having an account. It offers opportunities for video marketing and engagement.
  6. TikTok: TikTok has seen significant growth in Canada, with 41.1% of adults having an account. It has become particularly popular among younger users, providing a platform for creative marketing strategies.
  7. Social Media Influence: Social networks have a powerful influence on Canadian consumers, with increased interactions and regular usage. They serve as a valuable marketing tool for brands and companies across Canada.

By analyzing social media marketing statistics specific to the Canadian market, businesses can optimize their social media campaigns to drive better outcomes and achieve their marketing objectives.

Impact of Social Media Advertising on Canadian Businesses

The impact of social media advertising on Canadian businesses is profound, with many companies attributing a significant portion of their marketing success to targeted social media ads. The ability to reach a specific demographic, retarget engaged users, and measure campaign performance makes social media advertising a valuable tool for businesses looking to enhance their online presence and drive conversions. As social media advertising continues to evolve and become more sophisticated, its impact on Canadian businesses is expected to grow substantially in the coming years.

Digital Advertising

Online advertising spending in Canada has been steadily increasing over the years, reflecting the growing importance of digital advertising in reaching the target audience.

With businesses shifting their focus towards online platforms, digital advertising has become a key component of marketing strategies in Canada.

The ability to target specific demographics and track campaign performance has made digital ads a popular choice among marketers.


  • Canada’s Big Market: Canada consistently ranks among the top 10 countries globally in digital advertising spending.
  • Growth: Total digital ad spending in Canada reached around $14.1 billion CAD in 2022 and is projected to steadily increase in the coming years. (
  • Mobile Dominance: Mobile advertising accounts for a significant portion of digital ad spend due to high rates of smartphone usage.

Major Trends & Channels

  • Search Advertising: Search engines like Google remain a primary source for ad revenue, with targeted keywords and pay-per-click (PPC) models.
  • Social Media Advertising: Platforms like Facebook, Instagram, LinkedIn, TikTok and others offer powerful targeting based on demographics, interests, and behaviors.
  • Display Advertising: Banner ads, rich media ads, and interstitial ads found on websites and apps.
  • Video Advertising: In-stream video ads on YouTube, streaming platforms, and social media, including both pre-roll and mid-roll ad formats.
  • Programmatic Advertising: Automated bidding and placement of ads in real-time using AI and data analysis, offering efficient scaling.

Important Considerations for the Canadian Market

  • Bilingualism: Creating ads in both English and French may be necessary to maximize reach, depending on your target audience and location.
  • Privacy Laws: Compliance with Canada’s Anti-Spam Legislation (CASL): [[invalid URL removed]] is vital. This involves getting proper consent, clearly identifying your business, and having easy unsubscribe options.
  • Regional Differences: Canada has regional variations in consumer preferences and behaviors. Localized targeting may be beneficial for certain campaigns.

Key Insights

  • Consumers Are Savvy: Canadians are becoming increasingly discerning about online ads. Intrusive or irrelevant ads are likely to be ignored or blocked. Focusing on value and relevance is key.
  • Personalization: As with many digital marketing areas, tailoring ads to specific audiences delivers higher click-through and conversion rates.
  • The Rise of AI: Artificial intelligence is increasingly used for audience targeting, ad personalization, and campaign optimization to yield better returns.

Resources for Staying Up-to-Date

When it comes to the market share of digital advertisers in Canada, major players in the industry are investing heavily in online advertising to stay competitive.

Competition is fierce, leading to innovative digital ad campaigns and strategies aimed at capturing the attention of internet users. With the right data and insights, digital advertisers can optimize their campaigns for better results.

The effectiveness of digital ads in the Canadian market can be attributed to their ability to reach a vast audience of internet users. With the use of data analytics and targeted advertising, businesses can tailor their messages to resonate with the target audience, leading to higher engagement and conversion rates. As the digital landscape continues to evolve, tracking the effectiveness of digital ads through analytics will be crucial for refining marketing strategies.

Technology and E-commerce

The role of digital technology in Canadian businesses cannot be overstated, as organizations leverage technology to streamline operations, enhance customer experiences, and drive growth.

From advanced analytics tools to automation software, technology has become a cornerstone of modern business practices in Canada. By embracing digital innovations, businesses can stay agile and adapt to changing market dynamics swiftly.

E-commerce growth and online shopping trends in Canada are on the rise, with more consumers turning to online platforms for their purchasing needs. This shift towards e-commerce has prompted businesses to enhance their online presence and optimize their shopping experiences. With the right e-commerce strategies in place, businesses can capitalize on the growing digital marketplace and cater to the evolving needs of online shoppers.

The impact of technology use on marketing strategies is profound, influencing how businesses connect with their target audience and deliver personalized experiences. From leveraging data insights for targeted campaigns to utilizing AI and machine learning for predictive analytics, technology is reshaping the way marketing strategies are executed in Canada. Embracing technological advancements will be essential for businesses looking to stay competitive in the digital age.

Read also:

Q: What are the latest marketing statistics for 2024 in Canada?

A: In 2024, the marketing landscape in Canada is evolving rapidly with a focus on digital marketing strategies and technologies.

Q: How is the digital economy and society statistics shaping the marketing trends in Canada?

A: The digital economy and society statistics play a crucial role in shaping the marketing trends in Canada by providing valuable insights into consumer behavior and digital consumption habits.

Q: What are some key social media statistics relevant to marketers in Canada?

A: Social media statistics provide marketers in Canada with valuable information on user demographics, engagement rates, and platform preferences, helping them tailor their strategies accordingly.

Q: How can marketers leverage online shopping trends in Canada?

A: Marketers can capitalize on the growing trend of online shopping in Canada by optimizing their e-commerce platforms, implementing targeted advertising campaigns, and offering personalized shopping experiences.

Q: What percentage of companies in Canada use social media for marketing purposes?

A: A significant percentage of companies in Canada utilize social media for marketing purposes to engage with their target audience, increase brand visibility, and drive sales.

Q: What is the market share of digital marketers in Canada compared to traditional marketers in 2021?

A: In 2021, digital marketers in Canada claimed a larger market share compared to traditional marketers, reflecting the increasing importance of digital strategies in the marketing industry.

Q: How much is typically spent on digital media advertising by Canadian companies?

A: Canadian companies allocate a considerable portion of their marketing budgets towards digital media advertising to reach wider audiences, generate leads, and drive conversions in the competitive digital landscape.

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