Marketers prepare for 2025 with steady budgets amidst rising confidence
By Felicia Nwosu
As the global economy continues to influence strategic decisions, marketers are entering 2025 with cautious optimism, according to WARC’s Voice of the Marketer 2025 report. The report said while 65 percent of marketing professionals expect business conditions to improve, only a small fraction, 34 percent anticipate an increase in their budgets.
WARC’s findings underline a critical focus for marketers in 2025, adapting to economic realities while seizing opportunities to enhance brand presence and drive business growth through strategic investments and creative measurement practices.
It pointed out that economic uncertainties remain a significant factor, with 72 percent of respondents acknowledging that external forces will shape their strategies in the coming year, as agencies are even less optimistic about financial growth, with only 28 percent foresee any expansion in their marketing funds.
It further stated that, with limited budgetary increases on the horizon, marketers are shifting their focus to maximizing existing resources. According to the report, 35 percent plan to channel more funds into brand-building initiatives, while 38 percent are prioritizing performance-driven campaigns, noting that this balanced approach reflects a need to sustain brand value while delivering measurable outcomes in a competitive landscape.
Meanwhile, it mentioned that digital platforms like online video and social media continue to dominate investment plans, with only 5 percent of marketers choosing to exclude these channels. In contrast, 34 percent are reducing their focus on traditional outlets such as television and cinema, despite evidence from industry researchers like Ebiquity and Thinkbox highlighting their ability to capture audience attention effectively.
In other words, that marketers are also adopting new methods to track performance, with a growing reliance on experimental approaches. The use of experiments has doubled over the past year, signaling a shift toward innovative measurement techniques that help optimize campaign effectiveness.
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