During a September 2024survey among chief marketing officers (CMOs) from for-profit companies in the United States, respondents reported that, on average, corporations selling consumer packaged goods (CPG) allocated approximately 18.09 percent of their total budgets to marketing expenses. The education and the communications and media segments followed, with shares of about 14.6 and 13.8 percent, respectively. The CPG market on the spotlight CPG marketing promotes perishable consumer goods such as food, beverages, or household products. As these items are used and replenished regularly, the CPG industry is known as a highly competitive playing field, and brands rely on effective marketing campaigns to stand out among the crowd. Top advertising spenders Amazon was the top advertiser in the U.S. in 2022, with over 13 billion U.S. dollars in spending. Procter & Gamble was the leading advertiser from the CPG industry that year, which comes as no surprise considering the conglomerate's size and extensive brand portfolio. Many of the world’s most popular cleaning and personal care brands, such as Pampers, Braun, Gillette, and Pantene, fall under the P&G umbrella, making the company a multinational CPG giant.

During an early 2023 survey among marketing leaders in the United Kingdom, respondents from consumer packaged goods companies reported that, on average, more than 20 percent of their companies' budgets were allocated to marketing expenses. Banking, finance, and insurance companies followed with roughly 20 percent.

The quarterly report evaluating the changes in marketing budgets in the United Kingdom shows that in the third quarter of 2024 a net balance of 9.7 percent of marketers in the country recorded an increase in their direct marketing budgets. The largest increase was recorded in the sector of public relations (PR).

According to an annual survey among chief marketing officers (CMOs) in North America and Northern and Western Europe, 7.7 percent of their employers' revenues were allocated to marketing in 2024, down from 9.1 percent a year earlier. In 2016, that share peaked at over 12 percent.

Diversity among CMOs in the United States… A study fielded in the U.S. revealed that women accounted for half of Fortune 500 companies' CMOs in 2023. Two years before, the share stood at 44 percent. Meanwhile, the percentage of people belonging to historically underrepresented racial or ethnic groups working as CMOs at the same group of organizations reached 12 percent in 2023, down from 14 percent a year earlier.

… and in the United Kingdom A 2024 survey showed that, on average, the share of women among marketing directors or CMOs in the UK surpassed 53 percent. Despite that female majority, several British companies did not offer a marketing leadership position to begin with. According to the same study, less than two-thirds of UK companies had a CMO or marketing director.

During September 2024 a survey among chief marketing officers (CMOs) from for-profit companies in the United States, respondents reported that the overall marketing spending of education corporations increased by an average of 19.67 percent throughout the preceding 12 months. The same sector raised its digital marketing spend by over 31 percent. Meanwhile, the mining and construction segment reduced its overall and digital marketing expenditures by 7.5 and five percent, respectively.

During a global 2025 survey among marketers and industry leaders, 14.4 percent of respondents stated they invested 10 to 15 percent of their marketing budget into influencer marketing. Nearly 12 percent of respondents devoted more than 50 percent to this type of digital marketing activity. The state of influencer marketing As social platform users continue to rise in recent years, influencer marketing has become an essential format of digital campaigns. Marketers have used this channel to increase brand awareness. Influencer marketing's value worldwide was estimated at over 24 billion U.S. dollars in 2024, compared to nearly 10 billion in 2020. Furthermore, the global influencer marketing platform market size amounted to 15.2 billion dollars in 2022 and was projected to surpass 22 billion dollars in 2025. The epicenter of influencer marketing: Instagram In the spring of 2024, Instagram ranked third among the biggest social media platforms, with roughly two billion monthly active users. With such an impressive user base, the Meta-owned social network proves to be the perfect spot for creators and marketers alike.

In 2025, advertising and marketing spending worldwide will reach an estimated 1.87 trillion U.S. dollars, up from almost 1.78 trillion dollars a year earlier. For comparison, Australia's gross domestic product (GDP) amounted to approximately 1.8 trillion dollars in 2024, setting it as the world's 14th largest economy that year.

During a September 2024 survey among marketing leaders at for-profit companies in the United States, respondents reported allocating, on average, 12.1 percent of their budgets to social media marketing, up from 11 percent at the beginning of that year. They also projected that social media would account for over 19 percent of their companies' marketing budget within five years.

During a survey conducted among marketing professionals from the United States in January 2021, it was found that communications and media companies invested nearly 24 percent of their marketing budget into social media activities. Companies active in the healthcare sector destined more than 17 percent of their marketing spend to social media marketing.

During a survey of travel marketers in the United States it was found that advertising and media expenses accounted for 33 percent of total 2021 marketing budgets of travel industry respondents. A year earlier this figure stood at 30 percent.

In the fiscal year 2024, Microsoft Corporation spent 24.46 billion U.S. dollars on sales and marketing, the company’s highest annual expenditure to date. In the past decade, Microsoft has slowly increased sales and marketing spending, with the annual figure rising by more than six billion U.S. dollars during that time. Microsoft also spend heavily on research and development, with spending in this domain also amounting to over 29 billion U.S. dollars in FY2024. Microsoft Corporation Founded by Bill Gates and Paul Allen in 1975, Microsoft has since grown into one of the most successful tech firms in the world and has experienced decades of continued success. The company’s famous Windows operating system, its lines of consumer electronics, and its popular software packages such as Microsoft Office have become widely popular for both business and personal usage. Continuously innovating and adapting, Microsoft has come to offer different cloud computing services and its intelligence cloud segment has become the biggest revenue earner for the company. Microsoft's cloud offerings include Azure, the infrastructure platform, and Office 365, the collaboration suite. Tech Industry As technology becomes further integrated into nearly all aspects of daily life, companies such as Apple, Alphabet, and Microsoft have grown into some of the most powerful entities in the world. Spending in the IT industry alone amounts to trillions of dollars each year, meaning that these tech giants are well-positioned for continued success.

A survey among healthcare marketers conducted between November 2023 and February 2024 in the United States revealed that the mean marketing budget of a healthcare company amounted to 9.1 million U.S. dollars in 2023. A year earlier, the corresponding figure was 7.6 million dollars.

During a 2022 study conducted among consumer packaged goods manufacturers, it was found that CPG companies planned to dedicate 43 percent of their marketing budgets to traditional advertising in 2023. Around 24 percent of the budget was anticipated to be allocated to digital channels.

During a 2024 survey among chief marketing officers (CMOs) and marketing leaders in North America and Northern and Western Europe, respondents reported allocating, on average, 27.9 percent of their budgets to paid media. That was the highest share during the presented period, which starts in 2017. Since then, the respective shares allocated to labor and agencies declined from 27 and 25 percent to 22.6 and 22 percent. Meanwhile, marketing technology (MarTech) saw its share decreased from over 25 percent after the pandemic to less than 24 percent in 2024.

What is MarTech? The term describes a range of systems, software, and solutions that harness technology to achieve marketing goals. As data-driven approaches such as marketing automatization and personalization can help optimize marketing processes across many different stages, MarTech solutions have become staple components of digital marketing campaigns worldwide. In just five years, between 2019 and 2024, the number of MarTech solutions globally available more than doubled, surpassing 14.1 thousand in the latter year.

Leadership in the marketing sector The decrease in budget allocation to personnel also affects directors and the C-level. Before the pandemic, the share of companies' revenues allocated to marketing budgets across North America and Northern and Western Europe stood above 10 percent. As the 2020s unfold, however, the figure has annually declined, falling behind eight percent in 2024.

A September 2024 survey among marketing leaders at for-profit companies in the United States revealed that business-to-consumer (B2C) product companies allocated, on average, 18.6 percent of their marketing budgets to social media marketing. The average share among business-to-business (B2B) product brands stood below eight percent.

During a 2022 study conducted among consumer packaged goods manufacturers, it was found that CPG companies planned to dedicate 19 percent of their digital marketing budgets to SEO/search ads in 2023. The same share was anticipated to be allocated to social media advertisements. Banner ads came next, grabbing 17 percent of CPG digital marketing share.

According to an annual survey on digital marketing, advertisers in China reported spending an average of eight percent more on marketing in 2024 compared to the previous year. The figure was lower than the industry expectation. The marketing budget was anticipated to grow by eight percent in 2025.

During a survey conducted among marketing professionals from the United States in early 2023, the average share of marketing budget invested in mobile activities among B2C product marketers stood at 28.8 percent, whereas for B2B products at 15.2 percent.

According to market estimates, total media advertising spending the United States in 2020 would amount to 225.8 billion U.S. dollars. By 2024, the figure is expected to grow to 322 billion dollars.. Advertising spending in the U.S. – additional information

Advertising can utilize almost any form of media to meet its needs, including print, television, radio, cinema, outdoor, mobile and online. If there is a space where consumers are going to look at, advertisers will buy it up. The United States, in particular, is the largest advertising market in the world. China is to be the second leading market according to the ranking, yet its ad expenditures are estimated to represent less than half of the amount calculated for the U.S. Television is the main medium for advertisers in the U.S., as it has accounted for about 40 percent of all advertising spending in the country since 2010. However, with the rise of digital platforms, not all mediums are as heavily invested in as others. Particularly traditional mediums such as radio, magazines and newspapers all suffered a decrease in ad spending, with newspapers suffering the most. Newspaper ad spent is forecast to decline from nearly 15 percent in 2010 to about 5.5 percent in 2020. Despite being a leader in the advertising industry as of 2015, television’s share of advertising spending is also projected to decrease in the coming years. Digital is forecast to become the main media for advertisers in the U.S., accounting for 37 percent of all advertising spending in the country in 2017. In terms of revenue, digital advertising in the U.S. is forecast to generate more than 210 billion U.S. dollars by 2022, with search advertising accounting for the largest portion of this amount. Banner ads and social media advertising also belong to digital formats important for advertisers in the U.S. Within the digital market, mobile advertising is also a heavily invested in sub-sector of the advertising industry. In 2020, this spending on mobile ads in the country reached 98.3 billion U.S. dollars. Search advertising and display advertising account for the majority of mobile advertising spending.

In a survey conducted in February 2023, responding marketers in the United States indicated that19 percent of their marketing budget was devoted to mobile marketing. This figure saw a spike in 2020 during the coronavirus pandemic outbreak and feel nearly 10 percent by September 2022.