12 Internet Trends That You Should Consider

Hubspot published "12 MInd-Blowing Statistics That Every Marketer Should Know" (April 1, 2011) that were gleaned from their research. There are several that a professional service firm marketer and/or rainmaker should be aware of. Let's go through the list. My comments follow each item.

1. 78% of Internet users conduct product research online. No surprise here. If it's not easy to find your firm (and the individual professionals in the firm) through a Google search, that's a problem. The easiest way to check this is to Google your firm name, the names of key professionals in the firm, and certain key search terms. If there is a problem, address it immediately. 
2. In the past year, Web-based email usage dropped a staggering 59% among 12-17 year olds, who prefer to communicate via text, instant messaging, and social networks. This is an interesting one and a trend to watch. We obviously don't do business with 12-17 year olds but they will grow up to be clients. If the trend away from email continues (and grows), then we have to rethink the strategy of email newsletters and other email communications. Don't stop sending your email newsletter but let's all be mindful of this trend.
3. 78% of business people use their mobile device to check email. Hubspot asks "Is your email newsletter optimized for mobile devices?" Mobile devices are not the way of the future anymore. They are the present reality and will become every more ubiquitous in our everyday life. Check your email newsletter on several mobile platforms and make sure your website works on mobile devices. 
4. 40% of US smartphone owners compare prices on their mobile device while in-store, shopping for an item. This one doesn't apply to professional services firms but it again speaks to the power of mobile devices. 
5. 200 Million Americans have registered on the FTC's "Do Not Call" list. Per Hubspot: "That's 2/3 of the country's citizens. The other 1/3, I'm guessing, probably don't have a home phone anymore." 
6. 91% of email users have unsubscribed from a company email they previously opted-in to.  This speaks to the importance of making our content useful and targeted. 
7. 84% of 25-34 year-olds have left a favorite website because of intrusive or irrelevant advertising. This one really doesn't touch professional service firm websites or blogs but is interesting. 
8. 57% of businesses have acquired a customer through their company blog. Blogs are a proven business-generation tool (keep in mind that they are not the ONLY business development tool). Yet blogs are difficult to maintain for some firms and other firms shy away from from the concept because of perceived liability.   
9. 41% of B2B companies and 67% of B2C companies have acquired a customer through Facebook. Our firm, Mercer Capital, hasn't adopted a Facebook strategy yet but we are actively researching the potential benefits for our clients and stakeholders. What has been your firm's experience with Facebook marketing?
10. The number of marketers who say Facebook is “critical” or “important” to their business has increased 83% in just 2 years. See #9 above.
11. Companies that blog get 55% more web traffic.  Blogs create fresh content and Google loves fresh content, among other things. See #8 above.
12. Inbound marketing costs 62% less per lead than traditional, outbound marketing. Hubspot is all about inbound marketing and in-bound marketing obviously costs less than outbound. Mercer Capital doesn't focus on one to the exclusion of the other because I believe a mix is most producive for our professional service marketing efforts.

What are your thoughts on these 12 items?