Marketers Focus on Balance for Brand Awareness and Customer Acquisition in 2025

News Summary

As marketers look ahead to 2025, they are shifting focus towards balancing ad spend with scalable customer acquisition strategies. Insights from a recent survey reveal trends in budget allocation, with an increasing emphasis on both brand awareness and harnessing television advertising. Despite challenges like measuring ROI, the interest in innovative tools, including AI, offers new avenues for enhanced marketing efficiency.

Marketers Focus on Balance for Brand Awareness and Customer Acquisition in 2025

The marketing world is getting increasingly intricate these days, and businesses are adapting to keep up with the changing landscape. As we look ahead to 2025, it’s clear that marketers are shifting their strategies to better balance ad spend with the need to scale operations and attract new customers efficiently.

Insights from a Recent Survey

A recent survey conducted with over 200 marketing leaders from various industries sheds some light on current trends. Interestingly, the survey captured a wide spectrum of marketing budgets. It revealed that more than a third of respondents had budgets ranging from $500k to $1m, while another nearly third reported spending between $1m and $5m. Additionally, around 31% mentioned having budgets that exceeded $5m. Most participants identified themselves as managers or supervisors, with a good representation of directors and VPs in the mix.

Shifting Strategies for Sustained Growth

With the ever-evolving marketing environment, many professionals are rethinking their strategies. They acknowledge that a heavy reliance on performance marketing alone might not yield sufficient results. In fact, the majority are now trying to focus on both brand awareness and customer acquisition, recognizing that long-term growth requires a dual approach.

Measuring the effectiveness of marketing efforts is crucial, and the top metric that marketers look at is Return on Ad Spend (ROAS), followed closely by Customer Acquisition Cost (CAC). However, many marketers often find themselves sticking to familiar channels that have performed well in the past, which can inadvertently lead to plateauing growth.

Budget Priorities for 2025

As we step into 2025, marketers are looking to prioritize their budgets wisely. Recent insights suggest that a whopping 87% plan to allocate funds to paid social media ads, while 84% are focusing on paid search. However, like everything else, advertising on these platforms isn’t without its challenges. Rising costs per thousand impressions (CPMs), along with various platform issues and regulatory constraints, are factors that marketers need to navigate carefully.

In their quest for broader brand reach, marketers are on the lookout for sustainable approaches to expand current channels and explore new opportunities. One interesting trend emerging is the increasing budget allocation for television advertising. In fact, many respondents are expecting that TV budgets will soon rival those of influencer marketing.

The Growing Role of Television Advertising

More than half of the survey participants are anticipating moderate increases in their marketing budgets for 2025. This expansion is aimed at creating scalable strategies that align closely with overall company growth. Remarkably, nearly two-thirds of respondents are currently advertising on TV. This reflects a significant evolution in how marketers perceive traditional broadcasting as a viable element of their marketing strategy.

Television isn’t yesterday’s news. In fact, it has adapted remarkably well to help marketers reach consumers more effectively. With 51% of people still enjoying traditional cable or broadcast, and 49% watching via streaming platforms, it’s clear that TV is still a powerhouse in the marketing mix. Marketers are increasingly recognizing that television can be instrumental not just in boosting brand awareness but also in driving measurable performance.

Challenges and Innovations in Measuring ROI

Despite its potential, measuring the return on investment (ROI) from TV advertising remains a hurdle for 58% of marketers. A good portion of them mentioned challenges related to targeting (37%) and the ongoing issue of high CPMs (33%). However, innovative developments in TV advertising are making ROI tracking much more feasible. Platforms like Tatari are opening up new ways for marketers to track outcomes effectively.

Leveraging AI for Efficiency

The allure of AI has not gone unnoticed in the marketing realm. There’s a buzz of excitement surrounding the possibilities of AI tools, particularly in areas like chatbots and conversational AI. A notable 38% of marketing teams have already jumped on the AI bandwagon to assist with tasks ranging from ad copywriting to campaign analysis.

Adopting a diversified marketing strategy is essential for balancing customer acquisition with brand awareness in a sensible way that doesn’t break the bank. As we gear up for 2025, it’s clear that marketers are committed to refining their approaches to meet the increase in complexity within the marketing landscape, all while keeping an eye on efficiency and effectiveness.

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Additional Resources

• Marketing Brew: 2025 Advertising and Marketing Report
• Forbes: How to Prioritize Accessibility in Your 2025 Digital Marketing Strategy
• Search Engine Land: Marketing Mix Modeling Crucial
• CMS Wire: Future-Proof Marketing: Build a Data-Driven Strategy for 2025
• Diginomica: Struggling with Your Marketing Strategy? You’re Not Alone