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Create: 2025-06-03 Update: 2025-07-05 12:50:53

Бюджети на маркетинг у 2025 році: заморожені, але не без надії

Gartner опублікував свій щорічний звіт CMO Spend Survey, і цього року маркетингові бюджети залишились на рівні 7,7% від загального доходу компаній — так само, як і в 2024-му.

На перший погляд це може здатись хорошою новиною, адже два роки поспіль бюджети знижувались. Але аналітики зауважують, що ці показники все ще далекі від того, що було до пандемії.
Більше того, у звіті кажуть прямо: «Для CMO це може бути максимумом у 2025 році, адже турбулентність підвищує ризик внутрішньорічних урізань».

За галузями найбільші частки бюджетів у споживчих товарах, виробництві та фармацевтиці. Найменші — у сфері охорони здоровʼя, туризму й ІТ-послуг.

Що ще цікаво:
⭐️ 39% CMO планують урізати витрати на агентства — або припинити співпрацю з «слабкими партнерами», або переглянути контракти.
⭐️ Ще стільки ж планують скоротити витрати на найману команду.
⭐️ Попри це, витрати на платні медіа зросли: у 2025 році на них іде 31% маркетингового бюджету (проти 28% у 2024-му). Інші статті — martech, зарплати й агентства — навпаки, просіли.

Зараз, коли покупці довше приймають рішення, а бренди борються за частку уваги, вкладення у видимість виходять на перший план.

А чи розраховуєте ви подібними термінами бюджети з клієнтами чи компаніями, в яких працюєте?
Чи як у деяких з наших запитів — «Є бюджет $1000, треба зробити х3»?

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Should You Buy Bitcoin?

In general, many financial experts support their clients’ desire to buy cryptocurrency, but they don’t recommend it unless clients express interest. “The biggest concern for us is if someone wants to invest in crypto and the investment they choose doesn’t do well, and then all of a sudden they can’t send their kids to college,” says Ian Harvey, a certified financial planner (CFP) in New York City. “Then it wasn’t worth the risk.” The speculative nature of cryptocurrency leads some planners to recommend it for clients’ “side” investments. “Some call it a Vegas account,” says Scott Hammel, a CFP in Dallas. “Let’s keep this away from our real long-term perspective, make sure it doesn’t become too large a portion of your portfolio.” In a very real sense, Bitcoin is like a single stock, and advisors wouldn’t recommend putting a sizable part of your portfolio into any one company. At most, planners suggest putting no more than 1% to 10% into Bitcoin if you’re passionate about it. “If it was one stock, you would never allocate any significant portion of your portfolio to it,” Hammel says.

Бюджети на маркетинг у 2025 році: заморожені

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