How Brands Should Distribute Budgets for Digital Marketing

Finding the right marketing budget is a question that many consumer brands and retailers are addressing nowadays. What kind of digital marketing expenditure is required in particular to remain competitive in the new always-on digital environment. The marketing budget need not necessarily be stretched any more due to a broken client journey. But how much should be spent on digital marketing to increase both online and physical sales?

What Should Be the Marketing Budget?

Even in marketing war rooms across the nation, it’s frequently noted that marketing demands more funding than the majority of businesses are prepared to commit in order to remain competitive. Marketing is frequently more of a required cost than a wise investment. Leaders in marketing fight their way into the boardroom to extol the benefits of investing in strategic marketing.
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Here is a quick formula to help you calculate the correct digital marketing budget, nevertheless, if your company is trying to persuade your board to include a competitive marketing expenditure.

Marketing spending as a percentage of revenue grew to 10.3% percent, The CMO Survey reports, returning to pre-pandemic levels. According to the same estimate, this number will increase during the course of the following year, reaching 13.6%.

Experts advise allocating between 5% and 15% of the whole company revenue to marketing. Which end of the spectrum your team supports depends on your business’s stage and your marketing objectives for the year. Your marketing investment would be more aggressive as a consumer company entering a new category this year than it would be for an ecommerce brand keeping things the same. A reasonable guideline for allocating your digital marketing spend is as follows:

  • Spending plans for ambitious/high-growth models: 12 to 15 percent is the overall revenue
  • Budgets for maintaining competition: 8% to 11% of total revenue
  • Budgets for being prudent and sustaining the status quo: 5% to 8% of total revenue

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Budget projections for digital marketing

Budgets for marketing have been allocated, but an agile marketing team can excel in how they utilize that budget. Since the first Google ad impression was served, there has been a constant budgetary conflict between digital marketing and traditional marketing. The majority of the expenditure has gone into digital marketing, however, as consumer shopping now starts and continues mostly online rather than through conventional channels. With the help of tracking, agility, and complete funnel effects, marketers can demonstrate that their investment in digital marketing is worthwhile. When compared to its aimless sibling, traditional marketing channels, data protection and identity issues only caused a modest blip in the digital marketing attribution.
In February 2022, the CMO Survey revealed that 57.1 percent of marketing budgets are spent on digital marketing. And over the following year, this figure will increase by 16%. The current marketing team’s reality is not reflected by this fundamental shift. Ecommerce firms will spend significantly more on digital marketing than the industry average of 57 percent.

Budget Allocation for Digital Marketing Issues

Which channels merit larger expenditures than others now that we agree on how much to invest in marketing and where to distribute funds for digital marketing? There is no correct response, is the answer. The distribution of the budget by channel depends on a number of variables. The ideal customer profile is the biggest one, though (ICP).
First, understand your audience. Every online channel isn’t used by the online shopper with the same purpose. Where you allocate your digital marketing budget will depend greatly on how well you know who your ideal customers are and what they do on these digital platforms.
Ask your marketing staff these questions:
  • Where do our customers look for product information?
  • Where do our clients look for answers to issues like this one that we can fix?
  • Who do our clients tune in to? What resources do they employ to gain power?
  • What part does each internet channel play in this persona’s customer journey?
These fundamental inquiries will help you advance your discussions about marketing budgets and delve deeper into the appropriate tests to pinpoint the ideal media mix. To learn which channels, campaign message, and even specific creative assets are most effective at attracting the correct customers to the sales funnel, marketing teams should test out multichannel plays at various phases of the buying process. Choose a benchmark and try some things.
Modern agile marketing teams will search for novel strategies to increase top-of-funnel brand recognition or determine which channel mix delivers a faster velocity from awareness to purchase, in order to reduce the customer acquisition rate. To connect your marketing expenditure to the demands of the business, each of these data points will be essential.

Planning Your Budget for Future Digital Advertising

Although the future of digital advertising is promising and complicated, its fundamentals are still straightforward. Plan, execute, evaluate, and iterate. You’ll find more opportunities to increase the budget with the boardroom if you allocate your digital marketing budget to cover the business funnel. Do you require a partner to assist you in demonstrating the worth of attribution in digital marketing? Learn more about IDX.Marketing’s ecommerce advertising experience or contact us for a consultation.

Contact us! We can create a digital marketing plan that will fit your budget and objectives.

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SEO Budgeting

Each project is different. Some websites need constant maintenance and optimization, while others require minimal attention. This means that the price of SEO services is calculated based on the time and research required to obtain quality finishes. The SEO budget depends on the size of the website, the degree of optimization and the scale of optimization that a website, blog or e-commerce requires.

The level of optimization of a website considers the amount of research, technical analysis, keywords, link building and maintenance on and off the site.

For their part, web stores need more optimization than personal blogs to maximize traffic and conversion rate, so they need more comprehensive packages.

Finally, the optimization scale implies the geographic reach of the website, as it implies different tactics depending on the strategy.

Consider applying SEO to your website and making it the heart of your digital marketing strategy. Contact us to discuss how to multiply the income of your company.

Off-Site SEO

External SEO is concerned with improving the ranking of a site on search engine results pages through promotional techniques such as:
  • Creation of external and internal links. With the aim of generating web traffic as an additional source and developing greater value. This can drive more traffic to your website, increase reputation, and increase rankings.
  • Marketing in social networks and brand promotions. These actions involve strategy and tactics in social media, both in organic and paid actions to give boost, visibility, credibility and traffic to the website, blog and e-commerce.

On-site SEO

On-site SEO involves optimizing the content of the website, blog and e-commerce at a structural level to make it more trackable and friendly for users and search engines. Includes optimization of title tags, internal links and URLs.

Some On-site SEO actions are:
  • Include keywords in the URL, in case the plugins don’t.
  • Using short and precise URLs, with the recommended keywords.
  • Use keywords at the beginning of the title tag.
  • Use keywords in subheadings in the content of your notes, as Google also searches for keywords in the heading tags.
  • Optimizing images and alt text that describes what’s in the image helps to identify the images and media in your site content.
  • Use synonyms and keywords that would be relevant to search items. When Google presents search results, it also looks for synonyms for the main keyword and other accompanying keywords.
  • Use internal and external links. Internal links connect the content of one web page to another on the same website. On the other hand, external links connect the content of your website with another website, enriching the content and adding value to searches.

Keyword Research

Keyword research is about locating the most searched words and phrases by users. This means that it is essential to tag the content of your site so that search engines can easily locate them.

The keywords used should target frequently used search words and phrases that are relevant to your content and add value to searches. The more keywords that are used and the more relevant they are to users, the easier it will be to find your website, blog or e-commerce. Also, if your website has a higher reputation, it will also be more relevant and better positioned.

Also, it should be taken into account that the position of the keyword in the URL affects its ranking and that the length of the keyword also influences the web positioning. Shorter URLs are easier to find and obviously rank higher.

Technical Analysis

Technical Analysis SEO technical analysis involves an in-depth review of the technical elements to improve so that Google and other search engines can index and crawl your website, blog or e-commerce.

The most common trouble spots are:
  • Need to correct “crawling errors” that prevent Google robots from seeing a page on your website and therefore not appearing in the search engine.
  • Optimize your site so it can be easily viewed from mobile devices, tablets, and desktops. Let us remember that we are in times of “mobile first”.
  • Fix broken links and make 404 errors friendly. Broken links can significantly hurt your SEO ranking because users and Google will have a hard time reaching your site and cause a drastic decrease in web traffic and sales.
  • Verify if you have an SSL certificate and a site with HTTPS encryption, which implies the protection of your data and those of your users from malicious programs and trackers on the Internet. It is an excellent ranking signal as it guarantees a secure connection with Google and reduces the abandonment rate.
  • Optimize page loading speed. This is essential, since if your sites take a long time to load, not only will you have a bad ranking in the Google list, but your users will quickly leave the site and you will lose potential sales.

Preliminary research

Preliminary SEO research focuses on finding out what’s on your website. This checklist is the content you have and discover the best way to select relevant bookmarks to optimize your website, blog or e-commerce. It includes the topics of your content, the types of media present, and benchmarking, that is, researching sites with similar content.

The goal of SEO is to differentiate yourself from your immediate competition, making your content on your website unique. This means that if your website has valuable content and responds to organic user searches, it will be easier for web crawlers to find.

The research done dives into the website’s specific market and the audience it is trying to reach. This step takes many factors into account and is one of the most expensive considerations in your budget.

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