Marketing is a strategic area for business growth, but how much of total corporate revenue is allocated to this key function? According to data from Gartner compiled by Statista, in 2024 companies in North America and Europe allocated an average of 7.7% of their revenue to marketing.
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This figure represents a drop from the 9.1% recorded in 2023 and marks a downward trend since the historic high of 12.1% reached in 2016. The decline suggests that companies are optimizing their budgets: investing more wisely and prioritizing channels with better return on investment.
Despite this percentage drop, the absolute amount invested continues to grow, as global revenues have also increased. Marketing remains a fundamental pillar for driving sales, building brands, and connecting with consumers.
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How do companies distribute their marketing budget?
In which specific areas are companies investing their marketing budgets? Data reveals a profound shift in priorities:
- Paid Media: Continues to lead distribution, demonstrating that digital advertising and paid exposure remain crucial for mass reach.
- MarTech: Investment in marketing technology has grown significantly, indicating a shift toward automation, advanced analytics, and real-time personalization.
- Labor and external agencies: Although still important, both have seen a reduction in their percentage share compared to previous years, reflecting a trend toward efficiency and strategic outsourcing.
| Budget Segment | Share (%) in 2024 |
|---|---|
| Paid Media | 27.9% |
| Marketing Technology (MarTech) | 23.8% |
| Labor (internal marketing staff) | 22.6% |
| Agencies/Services (external agency services) | 22% |
Source: Gartner and Statista
What trends are driving changes in marketing budgets?
The redesign of marketing budget structures responds to several key trends:
1. Digitization and automation
The digitization of marketing means that companies allocate more resources to campaign management platforms, CRMs, artificial intelligence, and machine learning, rather than relying solely on human labor or traditional agency services.
2. Focus on greater efficiency and results measurement
CMOs are increasingly seeking to measure and justify the impact of every dollar invested. This has driven the growth of investments in technology that provides accurate metrics and real-time analytics.
3. Priority on personalized experiences
Brands focusing on hyper-personalized customer experiences require advanced technological tools, explaining the larger proportion allocated to MarTech.
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Outlook for future marketing investment
Short- and medium-term expectations are optimistic:
- 61% of marketers worldwide expect their marketing budgets to increase over the next two years.
- Only 17% foresee a decrease, while 22% believe their budget will remain the same.
What strategic priorities will influence spending?
A survey conducted by Econsultancy in September and October 2024 revealed the main strategic priorities for marketing teams:
| Priority | % of marketers considering it most important |
|---|---|
| Maximize marketing effectiveness and optimize budget | 71% |
| Improve customer experience and journey | 70% |
| Integrate data and enhance decision-making processes | 67% |
| Strengthen branding and brand loyalty | 66% |
| Innovate in products, services, and processes | 66% |
Source: Econsultancy
This shows that companies aim not only to grow their budgets but also to elevate the quality of their strategies, aligning marketing, customer experience, and data-driven decision-making.
How do priorities change according to business model (B2B, B2C, B2B2C)?
How companies allocate their marketing budgets also varies depending on their business model:
| Category | % of budget allocated to advertising |
|---|---|
| B2C (Business to Consumer) | 22% |
| B2B (Business to Business) and B2B2C | 19% |
Additionally:
- B2B/B2B2C businesses allocate 14% of their budget to account-based marketing (ABM).
- B2C businesses invest more in events, content, and technologies focused on mass engagement.
Source: Salesforce Research
This breakdown suggests that B2B strategies are more focused, selective, and relationship-driven, while B2C continues to prioritize reach and brand visibility.
Which marketing channels are receiving more investment?
Looking ahead, marketers plan to increase investment in the following channels:
- Social Media (72%)
- Search Engines (SEM) (66%)
- Online and mobile video (65%)
- Email Marketing (53%)
- OTT/CTV (Connected TV) (50%)
Meanwhile, investment in traditional media such as linear TV, print, and cinema is continuously declining.
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