Total Marketing Will Decline Slightly in 2020 as Coronavirus Slows Growth

By The Myers Report Archives
Cover image for  article: Total Marketing Will Decline Slightly in 2020 as Coronavirus Slows Growth

The Myers Report had planned to project total marketing investments increases of 1.8 percent in 2020 until Coronavirus realities resulted in an adjustment to -0.1 percent. Marketing growth has averaged less than 0.5 percent annually from 2010 to 2020 and The Myers Report now projects steady declines of 1.5 percent annually through 2025. Media advertising currently represents 38 percent of total marketing communications in 2020, an increase from 26 percent in 2010. The Myers Report projects advertising will represent 43 percent of total marketing in 2025.

The primary drivers of advertising growth are Amazon, Facebook, and Google, reflecting marketers' success in driving bottom-funnel ROI from social, search, and e-commerce advertising. The entry of Target, Walmart, and other retailers offering mid- and bottom-funnel inventory is contributing to an accelerating shift of budgets from below- to above-the-line marketing.

 

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