Finding No. 1: 10.4% of 2012 Revenue Was Spent on Marketing, and Budgets Will Increase 6% in 2013
On average, companies spent 10.4% of their annual 2012 revenue on overall marketing activities. These expenses include salaries, and both traditional and digital marketing costs. The range of spending is wide — 14% of companies spent less than 5% of revenue and 17% of companies spent more than 15% of revenue on marketing. Figure 1 shows budgets will increase an average of 5.7% this year.
Media companies allocated a larger share to marketing expenditures (12.7%) than other vertical industries. Media companies also plan the biggest increase in spending (9.9%) this year.