author picture

Written by Yaroslav Stepanenko, @Yaroslav_S

March 6, 2018

Allocation of marketing budgets and planned changes.

Securing enough budget is a challenge for 14% of organizations.(according to 2019 Marketing Benchmark Report by GMS)

Can you think of designing a marketing strategy not thinking of a budget? In 99% of cases the answer is NO. That is why, we created a separate section called Marketing Budgets and Operations, in 2019 Marketing Benchmark Report.In this blog post, you will learn the key insights we have gotten in the following areas:

  • 1. Marketing budgets as a percentage of organizations’ revenue
    2. Allocation of marketing budgets
    3. Planned changes to marketing budget in 2019

1. Marketing budgets in terms of percentage of revenue

To learn about this topic during our study we asked this question:"Please enter your organization's marketing budget as a percentage of revenue".

We then segmented the results by the organization size and industry sector. Below you learn the key results we achieved:

  • 👉 The smaller the company is, the larger the percentage of revenue dedicated to the marketing budgets is.  👉 Organizations in the retail sector tend to dedicate a greater percentage of their revenue to marketing expenses. 

  • Marketing budget as a percentage of revenue by organization size.

    Chart: Marketing budget as a percentage of revenue by organization size.

  • Marketing budget as a percentage of revenue by industry sector.

    Chart: Marketing budget as a percentage of revenue by industry sector.

2. Allocation of marketing budgets

To see where marketing budgets are allocated today we asked this question: "Approximately what percentage of your marketing budget is allocated to each of the following tactics".
And again, to have a complete picture, we segmented the results by the organization size and industry sector. Below you can see the results:

  • 👇 👇 👇

3. Planned changes to marketing budget

To understand where marketing executives plan to invest during the next year, we asked this question: "Please select the statement that best describes how you expect your organization's budget will change for the following categories in 2019"
The majority of marketers are increasing their marketing budgets for content marketing, SEO, growth marketing, social media, PPC and PR. When considering outbound efforts, TV, and print ads, there are no huge plans on investment. The growing potential of utilizing inbound tactics and growth marketing is most likely a result of cost effectiveness of these channels.


Image placeholder

Fill out the form and we’ll send you a link to a full version of this report

Subscribe to Our Blog

Stay up to date with the latest marketing hacks and news.