Big companies are now spending more than 60% of their marketing budgets on digital channels. A new survey by Gartner found that digital channels account for 61.1% of total marketing spend across businesses. This shift tells us where the money is going and where customers are spending their time.
What This Means for Your Small Business
Your Customers Are Online First
People are looking for businesses like yours through search engines, social media, and other digital places. When seven out of ten industries put most of their marketing dollars into digital channels, it shows that’s where customers actually are.
You Don’t Need to Match Big Company Budgets
Here’s the good news: you don’t need millions to compete. Small businesses can often move faster and be more personal than large companies. While they’re spending big on broad campaigns, you can focus on the right people in the right places.
Traditional Marketing Still Has Its Place
The survey shows that linear TV still gets mid-high spend in some industries, especially for building awareness. For local businesses, this might mean radio, local newspapers, or community events still matter. Don’t throw out everything traditional just yet.
What’s Working Best Right Now
The survey reveals which digital channels get the best results:
Search advertising comes out on top. Paid search increased from 13.6% to 13.9% of total digital spend and ranks as a high spend/high impact channel. When someone searches for what you offer, being there matters most.
Email marketing stays strong. Email marketing experienced a marginal increase and accounts for 7.4% of total digital spend, ranking as the fifth most impactful channel overall and the top channel for customer loyalty. It’s still one of the best ways to keep customers coming back.
Social media holds steady. Social advertising maintains its budget share at 12.2% of digital spend. But pick your platforms wisely based on where your customers actually hang out.
Action Steps You Can Take
Start Small with Search
Set up Google My Business if you haven’t already. Make sure people can find you when they search for businesses like yours in your area. This costs nothing but can bring in real customers.
Build Your Email List
Start collecting email addresses from customers. Send them helpful tips, updates about your business, or special offers. Email still gets great results and you own that list.
Pick One Social Platform
Don’t try to be everywhere. Pick the platform where your customers spend time and focus on doing it well. Better to be great on one platform than mediocre on five.
Track What Works
Big companies track everything, and you should too. Use free tools like Google Analytics to see which marketing efforts actually bring in customers. Stop doing what doesn’t work and do more of what does.
Don’t Ignore Local
While everyone talks about digital, local businesses still need local customers. Make sure your digital efforts include local search, local social media groups, and ways for nearby customers to find you.
The Bottom Line
You don’t need to spend like a big company to win. Focus on being found when customers search, staying in touch through email, and showing up where your specific customers spend their time online. The data shows where the money is going, but smart small businesses can still win by being better, not bigger.
Big companies now spend 61% of marketing budgets on digital channels. Here's what this means for your small business and how to compete without their budget. My Tips Tuesday post breaks down the Gartner data and gives you action steps… Share on Xhis Blog Post is Brought to You by Blubrry
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