In the decade after the Great Recession, marketers are revealing themselves to be optimistic folks. Nowhere is that more clear than in the “Budget Trends” section of the newly released study, “Marketing Mix Trends 2010-2016.”
Target Marketing compiled and analyzed six years of “Media Usage Survey” data and found robust marketing spending during that time. Both Target Marketing and NAPCO Research are NAPCO Media brands.
Marketers can also access the entire report and benchmark their performances in its various sections, including in media channels, technology and tactics.
Marketing Budget Trends
Below is an excerpt from the "Budget Trends" section of the “Marketing Mix Trends 2010-2016" study:
These charts show how marketers with companies serving B2B and B2C markets have adjusted their overall marketing spend. At first glance, not much appears to change over this six-year period. You could say, “20 to 30 percent of budgets increased, 10 to 20 percent decreased and 40 to 50 percent stayed the same,” and be broadly correct for any year.
However, a few differences emerge when you look closely. First, the percentage of marketers who did not know which direction their budgets were headed in the coming year has been higher in all markets for the past three years than in the earlier period, peaking in 2015. That coincides with an uptick in “increase” across all categories, and a drop in “stay the same” and “decrease” (for everyone except B2C marketers) in the same period. You can see market confidence returning from the Great Recession, but cautiously, in those trends.
The B2B chart deserves special mention, because it has improved steadily throughout this period.
“Increase” and “do not know” have risen, and “stay the same” has fallen, steadily over the period. This appears to coincide with the rise of marketing automation, lead generation and nurturing, and content marketing. As these demand-generation strategies have come to the forefront in B2B marketing, budgets have gone up.