How will marketers manage marcom spend in 2025?
Although unclear where marketers will allocate their budgets exactly, the shift to digital and away from traditional media is set to grow.
This year has been another whirlwind one for marketers. A new government, political instability across the world, the autumn budget, and a packed events calendar, including the Olympics and the Euros, forced marketers to navigate a “bumpy” landscape when allocating budgets.
In July, optimism was bubbling as UK marketing budgets increased by the highest levels in a decade, according to the Q2 IPA Bellwether report. But by October, momentum stalled. For the first time in 14 quarters, marketing budgets failed to grow, with marketers hitting pause on spending ahead of the autumn budget.
Meanwhile, a CMO survey from Gartner revealed marketing budgets dropped to 7.7% of overall company revenue in 2024, representing a 15% drop from last year’s figures when spend was 9.1% of total revenue, and a further drop on 2022’s 9.5%.
