How marketers can reduce overspend in digital advertising

A burning dollar note.

In the marketing and advertising space, 2020 was a transformational year. The huge growth in online retail and ecommerce brought about by the pandemic led marketing professionals to alter their strategies and dedicate more of their budget to digital channels. In fact, 76% of professionals in the marketing field are planning to increase spend on online video ads, while 70% are looking to invest more in social media stories and 68% on social media feeds.

The increased levels of...

B2B marketing investment investment continues to increase in 2022

A pile of £20 notes.

More than three quarters (79%) of respondents consider B2B marketing very important to business growth, and more than half (64%) are looking to refresh digital marketing plans this year.

This is according to the second annual B2B Marketing Survey from creative technology studio Appetite Creative Solutions.

B2B marketing is considered an important new business driver (34%), helps deliver sales and ecommerce (22%), and creates strong brand identity (20%). With 60% planning...

Global annual marketing spend to reach $4.7 trillion by 2025

A close up of a dollar bill.

Annual marketing spend will reach $4.7 trillion by 2025, which represents growth of $1.1 trillion from 2021 to 2025 at a compound annual growth rate (CAGR) of 7% — an acceleration above the 5% CAGR from 2015 to 2019.

This is according to industry analyst firm Forrester, which has published a new report titled ‘2022 Marketing Investment Forecast.

Brands are eager to understand how to adjust their marketing investments based on the impact of the pandemic. They will...