Senior marketers in the United States expect their marketing budgets to bump up moderately over the next 12 months, with the increase in digital spend outpacing the increase in overall spend, according to recent research from The CMO Survey.
The report was based on data from a survey conducted in September 2024 among 260 marketing leaders (97% are VP-level or above) who work at for-profit firms in the US across a wide range of different B2B and B2C industries.
Respondents expect their overall marketing spend to increase 8.6% over the next 12 months, on average, and their digital spend to increase 12.7%, on average.
Two areas where senior marketers expect to increase spend significantly relative to current levels over the next 12 months are brand building (79% year-over-year increase, on average) and customer relationship management (77%).
Over the next 12 months, senior marketers expect spend on traditional advertising to increase for the first time in two years—albeit only slightly (0.8%).
About the research: The report was based on data from a survey conducted in September 2024 among 260 marketing leaders (97% are VP-level or above) who work at for-profit firms in the US across a wide range of different B2B and B2C industries.
