Marketing Eclipses Advertising Outlays

A study says that U.S. corporate ad and marketing budgets are expected to surge by 4.3% this year to $432 billion, with the lion’s share of this cash going to marketing rather than advertising.

   The survey of chief marketing officers by researcher / adviser Outsell forecasts that marketing will capture 55%, or $238 billion, of such spending, trumping advertising’s 45% share, or $194 billion. Outsell found a notable spending increase for direct-to-customer engagement activities on the marketing side.

   Digital spending for ads and marketing also outweighs other investments at $181 billion, and companies’ own websites represent the biggest piece of such outlays.

   Following digital spending is print at $101 billion; TV, radio and movies at $95 billion; in-person events at $42 billion; and other marketing at $14 billion.