By Mitch Rice
As we move deeper into 2025, one thing is clear: marketing is no longer a nice-to-have. It’s a must. Whether you’re a growing startup or a seasoned company, your marketing budget directly impacts your visibility, reputation, and bottom line.
But deciding what to spend your budget on is where things get tricky.
From paid social ads to in-person events, brands have more options than ever before. The challenge isn’t just how much to spend, but how to spend it wisely.
Here’s a look at the key areas you should consider when building your 2025 marketing budget and how to make sure each dollar pulls its weight.
1. Digital Advertising
No surprise here. Digital advertising still takes up a large chunk of most marketing budgets. That includes Google Ads, social media campaigns, retargeting, influencer partnerships, and programmatic buys.
The good news? Digital campaigns are highly measurable. You can track engagement, leads, conversions, and ROI in real time. But that also means they require constant monitoring, creative updates, and testing to stay effective.
For 2025, plan to dedicate at least 30–40% of your marketing budget to digital ads if customer acquisition is a top priority. Just keep in mind, while digital ads are ongoing, trade show booths are often a one-time investment with lasting impact, so consider balancing short-term clicks with long-term brand exposure.
2. Content Creation
Content continues to be one of the most powerful tools in a marketer’s toolbox. Whether you’re producing blog posts, videos, podcasts, or downloadable guides, great content builds trust and keeps your brand top-of-mind.
Budget for writers, designers, videographers, and SEO tools if you want to do content right. And don’t forget to factor in time for strategy and planning. Content that converts isn’t just about words or pretty visuals. It’s about telling the right story to the right audience at the right time.
Set aside 15–20% of your marketing spend for content development and strategy. This is especially valuable for brands that rely on organic traffic and long-term engagement.
3. Trade Shows and Live Events
Yes, in-person marketing is very much alive in 2025. In fact, after a few years of uncertainty, trade shows and conferences are making a strong comeback. People are eager to connect face to face again, and brands that show up well can make a lasting impression.
This is where trade show displays become critical. A sharp, well-designed booth helps you stand out, communicate your value, and engage directly with potential customers. You might also need to budget for travel, staff training, promotional materials, and lead capture tools.
While these events can be costly, they also offer high-value face time with decision-makers. And unlike digital ads, your booth doesn’t disappear when the campaign ends. If built right, it can be used again and again.
4. Marketing Technology and Tools
From CRM platforms and email automation to analytics dashboards and AI writing assistants, today’s marketers rely on a growing stack of tech tools. These tools help streamline your efforts, gather data, and personalize communication at scale.
But they’re not always cheap. Subscription costs can add up quickly, especially if you’re juggling multiple platforms. Make sure you regularly audit your tools and only keep what you actually use.
Plan for 10–15% of your marketing budget to go toward tools and software. This area may grow if your team expands or your campaigns become more complex.
5. Branding and Creative
Strong branding is more than a nice logo. It’s how people feel when they see your name, hear your message, or interact with your team. And it deserves its own line item in your budget.
This category can include brand refreshes, website redesigns, video production, photography, and anything else that shapes the visual identity of your company. It also ties closely into your event presence. For example, your trade show displays should match the tone and look of your digital assets for a seamless brand experience.
Even if you’re not planning a full rebrand, it’s smart to invest in strong creative work that supports your campaigns across all channels.
Budget Smarter
There’s no one-size-fits-all answer to marketing budgets in 2025. Your industry, goals, and stage of growth all play a role. But a well-rounded plan that blends digital, content, live events, and brand development gives you the best chance to grow sustainably and stand out in a crowded market.
Remember, not everything needs to be spent monthly. Some of the most impactful investments, like your website or trade show booth, can deliver value for years. So build a budget that’s not just smart for this quarter, but sets you up for long-term success.
Data and information are provided for informational purposes only, and are not intended for investment or other purposes.