Top digital and offline marketing investments in 2022
Posted: Tue Jan 21, 2025 4:36 am
After a year of declining marketing budgets, CMOs are bouncing back and ramping up their spending for 2022. But how is this happening? Where are these new investments being used?
These were the fundamental questions in the preparation of the report “The State of Marketing Budget and Strategy 2022”, developed by Gartner with 405 interviewees.
About the Study
The survey was conducted online, with people who “should have involvement in decisions regarding the definition or influence of marketing strategy and planning, as well as involvement in the alignment of marketing budget/resources.”
Of those interviewed, 74% are from companies whose annual ukraine whatsapp data revenue reaches or exceeds one billion dollars. See the main marketing actions these professionals are investing in:
Total Marketing Spending in 2022
According to data from the report, marketing budgets rose from 6.4% of company revenue in 2021 to 9.5% in 2022. Despite the increase of almost three percentage points, the value is still below pre-pandemic years, which reached 11.2% in 2018.
The new development for this year is the recovery of offline channels. During the period of social isolation, companies focused many of their efforts on exclusively digital strategies.
The report now shows that digital channels account for 56% of marketing spend, down 16% from the previous year. Furthermore, the objectives are split between brand awareness and engagement (50.1% share) and performance media (49.8%).
Online Marketing Expenses
CMOs are focusing on social media. According to respondents, around 10% of investments in paid digital channels will go to social networks, elevating digital advertising to the top 1.
The main reason for this investment can be explained by data from another study, carried out by Nielsen, in which social networks were shown to be the most effective channel perceived by marketing professionals, with almost two thirds extremely (28%) or very (36%) confident in its effectiveness.
The report also warns about the discontinuation of the use of third-party cookies and the impacts that these changes will have on digital advertising. See our full article to better understand the subject.
However, paid search is not far behind, with 9.8% of investment. According to respondents, the reason for this is the fact that social media is more comprehensive in terms of the consumer journey, while paid search is more effective at the bottom of the funnel.
Among non-paid channels, SEO investment is at the top with 8.5% of digital budget allocation. Next we have email marketing (7.8% share of digital budgets), content and messaging (7.8%) and organic social influencer marketing (7.6%).
Offline Marketing Expenses
Investments in offline marketing grew again in the areas of events (18.8%) and sponsorships (15.5%).
This increase is largely due to B2B events companies dedicating more than a fifth (21.9%) of their budgets to events as the exhibition industry returns. In comparison, B2C CMOs estimate they will spend 16.4% of their offline budgets on events.
These were the fundamental questions in the preparation of the report “The State of Marketing Budget and Strategy 2022”, developed by Gartner with 405 interviewees.
About the Study
The survey was conducted online, with people who “should have involvement in decisions regarding the definition or influence of marketing strategy and planning, as well as involvement in the alignment of marketing budget/resources.”
Of those interviewed, 74% are from companies whose annual ukraine whatsapp data revenue reaches or exceeds one billion dollars. See the main marketing actions these professionals are investing in:
Total Marketing Spending in 2022
According to data from the report, marketing budgets rose from 6.4% of company revenue in 2021 to 9.5% in 2022. Despite the increase of almost three percentage points, the value is still below pre-pandemic years, which reached 11.2% in 2018.
The new development for this year is the recovery of offline channels. During the period of social isolation, companies focused many of their efforts on exclusively digital strategies.
The report now shows that digital channels account for 56% of marketing spend, down 16% from the previous year. Furthermore, the objectives are split between brand awareness and engagement (50.1% share) and performance media (49.8%).
Online Marketing Expenses
CMOs are focusing on social media. According to respondents, around 10% of investments in paid digital channels will go to social networks, elevating digital advertising to the top 1.
The main reason for this investment can be explained by data from another study, carried out by Nielsen, in which social networks were shown to be the most effective channel perceived by marketing professionals, with almost two thirds extremely (28%) or very (36%) confident in its effectiveness.
The report also warns about the discontinuation of the use of third-party cookies and the impacts that these changes will have on digital advertising. See our full article to better understand the subject.
However, paid search is not far behind, with 9.8% of investment. According to respondents, the reason for this is the fact that social media is more comprehensive in terms of the consumer journey, while paid search is more effective at the bottom of the funnel.
Among non-paid channels, SEO investment is at the top with 8.5% of digital budget allocation. Next we have email marketing (7.8% share of digital budgets), content and messaging (7.8%) and organic social influencer marketing (7.6%).
Offline Marketing Expenses
Investments in offline marketing grew again in the areas of events (18.8%) and sponsorships (15.5%).
This increase is largely due to B2B events companies dedicating more than a fifth (21.9%) of their budgets to events as the exhibition industry returns. In comparison, B2C CMOs estimate they will spend 16.4% of their offline budgets on events.