In Target Marketing’s annual “Media Usage Survey,” sent out in December 2016, marketers shared the media and technologies they’re increasing and decreasing their marketing budgets for 2017. From the 725 respondents across 17 industries, Target Marketing gleaned substantial insights as to how the marketing world has been operating during the past year — and its trajectory for the year ahead.
Overall increases in budgets, from marketing technology to marketing channels, indicate an increase in efficiency of contemporary marketing tactics.
Not every company that responded, of course, is increasing its marketing budget. But the few organizations that are decreasing their marketing budgets are a part of an overall healthy market. The 15 percent not increasing their marketing budget are comprised of struggling businesses and those experiencing uncertainty regarding politics, markets, technologies or marketing channels.
The prominence of budgetary increases is what’s striking from this report. For further analysis on the marketing budget trends of 2017, register below to download Target Marketing’s “2017 Marketing Budget Trends” report.