James Kane

Asked this question on 26/5/16 -Sales and Marketing

What percentage of the total marketing budget are companies willing to spend on digital marketing in the consumer goods

Top voted answer
Steve Osborne

Steve Osborne director at

10% Branding Get quote

While I understand the question James, if you're trying to get an average for FMCG products, it's impossible to answer.

Depends on: the total budget; the size of the company and the size of the market; the business' positioning relative to its competitors; the specific goal of the marketing; the specific industry; and the specific company.

There is no hard and fast formula, as far as I know. Because even in the same industry, no two businesses are exactly the same, and everyone's goals are different.

Other observers may completely disagree.

If you want a broad brush approach, I would estimate an established business to be spending between 2 – 12% of revenue across all marketing; and a contender business between 10 – 25%. The variance is considerable because the proportion of online to offline will alter depending on the factors above.

Can I suggest you rephrase the question and provide more specific information about the situation you're in and what you want to achieve.