Keep Calm and Budget On: 2017 Marketing Budget Trends
Every year, Target Marketing completes an extensive Media Usage Survey, asking readers how they’re allocating the budgets, what media they’re favoring and more. What follows is data from the first section of the 2017 survey, looking at marketing budget trends.
The biggest takeaway in overall budget trends when we compare 2017 to 2016 is that the big picture hasn’t really changed at all. Each of the charts below is nearly identical to what we saw last year, both for the total results and the revenue-level breakouts. The 2016 plan is continuing into 2017.
There’s a lot to see in how small and medium businesses are adjusting their budgets, and you can see that by registering below. For large companies, however, for the second year a majority say they’re increasing budgets. Only 25 percent are holding steady, and 20 percent are decreasing budgets.
We also asked what percentage of budgets were going to which media channels, then calculated those out to one budget that represents the average spending pattern.
Print saw the biggest year-over-year change, falling from 29 percent in 2016 to 22 percent in 2017. Meanwhile, online marketing remains the top category. Despite 13 percent going to “other” this year, online marketing only fell by 1 percent compared to 2016. This year we also added an option for “Other” as well, which turned out to be a sizable percentage.
See the complete charts by registering below.