Is Marketing Taking a Back Seat? Digimax reveal 63.8% of businesses have no marking strategy for 2016.

  • Digimax Examine marketing industry figures
  • Only one fifth of healthcare brands have an active marketing plan
  • Marketing more important to business services providers

Marketing has traditionally been viewed as integral to business, shaping the way in which a company is viewed by both its customers and its investors. However, recent research by specialist web design and marketing agency, Digimax, has revealed that marketing may no longer hold the position it once did, with the majority of businesses spending no more than 6-10% of their revenue on marketing, and almost 64% having no fixed marketing strategy.

While those figures might seem alarming, the research also revealed that there appears to be an industry divide, with some sectors prioritising marketing more than others.

Of the 407 companies interviewed for the research, the leisure industry seemed the most switched on to the potential of marketing, with 96% having a firm marketing strategy in place, for this year and beyond, with the average spending 6-10% of their revenue on brand awareness.

Companies within the housing sector were also more inclined to have a marketing strategy in place, with almost two thirds (64%) answering the question in the affirmative, and some claiming to set aside as much as 11-30% of their revenue to deal with their marketing needs.

The other sectors responded as follows:

Sector % of companies with marketing strategy
  • Personal care
  • 63%
  • Textiles industry
  • 57%
  • Bicycle industry
  • 50%
  • Business services
  • 48%
  • Consulting
  • 48%
  • Energy industry
  • 33%
  • Companies
  • 33%
  • Alcohol industry
  • 25%
  • Audiovisual
  • 25%
  • Health sector
  • 20%
  • Software industry
  • 10%

Interested to understand how much of a priority marketing is within the different sectors, Digimax also asked the question ‘what percentage of your company’s revenue do you spend on marketing?’ Almost 50% of all respondents answered ‘less than 5%’; a third claimed to have budgeted 6-10% of their revenue, while just 16% said that they were prepared to spend more than 11% of their profits on marketing. Interestingly though, although it seems that very few healthcare brands (20%) are prioritising marketing, those that do, have the most generous budgets, with almost 10% spending up to 50% of their annual revenue on marketing.


Aylish Jarvie

Shaz Memon, CEO of Digimax, comments: ‘It’s easy to underestimate the power of marketing, and in times of austerity the marketing budget seems like a soft target, but I can’t help but wonder if for many of these companies a reduction in marketing could be a false-economy.

‘While it can be difficult to measure ROI, clever marketing can make a huge impact on the success or failure of a company. It’s not just about attracting customers, but attracting the right kind of customer, and without that it can be very difficult to succeed.’ 

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