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Digiday+ Research: Marketers expect bigger budgets in 2025, with an eye on investing more in influencers - adtechsolutions

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Digiday+ Research: Marketers expect bigger budgets in 2025, with an eye on investing more in influencers


Where do traders come from? They felt like it was a pretty successful year Last year, which feels good. Feeling even better? Heading into 2025, expectations for greater revenue and larger marketing budgets – much of which marketers will attribute to influencer marketing.

That’s what a Digiday+ research survey of 42 marketers found in the fourth quarter of 2024.

Digiday’s survey found overwhelming optimism for 2025 among marketers: 84% of marketers told Digiday they agree that they are optimistic about their companies’ prospects this year. A big reason for this optimism is likely to be the fact that most marketers expect to have bigger budgets this year. Fifty-three percent of marketers said they expect their marketing budgets to increase in 2025.

And this increase will be significant. The largest group of marketers who told Digiday they expect their budgets to increase this year said they expect those budgets to increase more than a little. Just shy of a quarter of marketers (24%) said they expect their marketing budgets to increase between 11% and 25% in 2025. Seventeen percent said they expect their budgets to increase between 1% and 10% this year, and 12% said they expect budgets to increase by 26% or more — certainly a remarkable percentage for such a big jump.

Only 9% of marketers said they expect their budgets to shrink in 2025.

Digiday’s research found that with their bigger 2025 budgets, marketers will focus heavily on influencers this year. More than half of marketers (57%) told Digiday that their investment in influencer marketing will increase in 2025 compared to 2024, making it the largest group of marketers who said they will increase their investment in specific areas this year.

As 43% of merchants said they will increase their investment in physical retail this year, 38% said they will increase their investment in Tiktok Store and 24% said they will increase their investment in live stream shopping.

It’s worth noting that while influencer marketing was the only area where more marketers said they would increase their investment than maintain their investment or decrease their investment, marketers will still be strong in areas outside of influencer marketing. Seventy-four percent of merchant marketers said their companies’ investment in live shopping would remain the same this year compared to last year, while 60% said it would remain the same.

In context, 10% of marketers said their companies’ investment in physical retail would decrease this year, 5% said their investment in influencers would decrease, and 2% said their investment in Tiktok and shopping would decrease.

So what is creating marketers to have these bigger budgets to spend on influencer marketing in 2025? Digiday’s survey found that a staggering percentage of marketers who said they expect their sales and revenue to grow this year are likely.

Seventy-nine percent of merchant marketers told Digiday they expect their revenue to increase in 2025. Most importantly, the largest group of merchants is 29% who said they expect their sales to increase by 26% or more this year. Twenty-six percent of marketers said they expect their sales to increase between 11% and 25% this year, and 24% said they expect sales to increase between 1% and 10%.

An even larger percentage of marketers told Digiday they think their company’s 2025 revenue will increase through 2024. Eight-six percent of marketers said they expect their revenue to grow this year.

Fewer marketers said they expect a huge increase in revenue this year – 17% said they think their company’s 2025 revenue will increase by 26% or more. But about a third said they expect their incomes to rise between 11% and 25% or between 1% and 10%. More specifically, 38% of merchant marketers told Digiday they think their 2025 revenue will increase between 1% and 10%, and 31% said they expect revenue to grow between 11% and 25% this year.

Only 6% of marketers said they think their sales will decrease this year, and an even smaller 4% said they expect their 2025 revenue to drop compared to 2024.

https://digiday.com/?p=566427



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