Will Your Marketing Budget Increase in 2025?

A recent global survey of marketers reveals an optimistic outlook for business in 2025, with 65% expecting an improvement in overall conditions. This marks the highest level of confidence in three years. However, the enthusiasm for growth isn’t matched by expectations for larger marketing budgets—only 34% of marketers foresee an increase in spending, suggesting cautious financial planning despite the upbeat sentiment.

A Growing Economy with Controlled Spending

Global advertising investments are on track to surpass the $1 trillion milestone this year and are expected to grow by 7.6% in 2025. While the economic outlook inspires confidence, budget expectations reflect a more conservative stance. Nearly half of marketers expect their current budgets to remain the same, while just over one-fifth anticipate cuts.

Digital platforms are poised to remain at the forefront of marketing strategies, with online video and social media continuing to attract increased investment. These channels provide dynamic opportunities for engagement, enabling marketers to connect with audiences in ways that align with shifting consumer behaviors.

Challenges on the Horizon

As marketers look to 2025, they are preparing to tackle significant challenges. Global economic conditions and trade uncertainties are expected to heavily influence strategies, with 72% of marketers identifying these factors as key concerns. Additionally, audience and media fragmentation continue to grow as obstacles, with nearly half of marketers citing this as a top issue—up significantly from last year.

Despite these challenges, the evolving media landscape offers ample room for experimentation. Digital channels, in particular, present marketers with innovative ways to reach audiences and enhance brand visibility, even as competition for attention intensifies.

A Shift in Strategic Priorities

Interestingly, issues like sustainability and social responsibility are receiving less emphasis in marketing plans compared to previous years. Fewer marketers anticipate these factors having a major impact on their strategies, reflecting a potential pivot toward focusing on immediate business outcomes.

When it comes to measuring success, brand metrics and return on investment (ROI) continue to lead as the most influential performance indicators. Over half of marketers prioritize these metrics, while revenue and profit are seen as less significant measures of effectiveness.

As 2025 approaches, marketers are balancing optimism with practicality. By focusing on high-performing digital channels and refining their strategies to adapt to changing conditions, they can capitalize on opportunities while navigating economic uncertainties. This balanced approach will be critical to driving growth in the years ahead.

Cate Bender, the author, is Project Coordinator of Marketing Keys