Report: Marketing investment globally to grow 30% by 2025

A new Forrester report is predicting global marketing investment will grow by 30 per cent by 2025 to reach US$4.7 trillion, boosted by a mix of geographies and industries. But the hefty double-digit forecasts internationally are not expected in Australia.

The latest global Forrester 2022 Marketing Investment Forecast shows a varied marketing spend chart depending on location as well as industry. For example, companies in China and India are expected to have the fastest growth between 2021 and 2025, while it’s China and the US companies that will drive 73 per cent of dollar growth during this period. Companies in the two countries represented 53 per cent of spend in 2021.

It’s US companies that spend the most on marketing at US$1.4 trillion, or 40 per cent of global marketing spend last year. US companies generate significant revenue and represent 29 per cent of global revenue total spend plus 7.7 per cent of revenue on marketing, versus the global average of 5.6 per cent.

By comparison, Chinese companies spend $0.5 trillion on marketing, or 13 per cent of the global total. While Chinese company revenue is 22 per cent of the global total, these organizations only spend 3.3 per cent of revenue on marketing. However, Forrester reported Chinese companies are expected to represent an annual growth rate of 13 per cent for global marketing spend between 2021 and 2025.

Not far behind is India, expected to experience 12.7 per cent annual compound growth over the same four-year period.

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