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

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Steve Osborne

Steve Osborne director at

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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.

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