Marketers Focus on Balancing Brand Awareness and Customer Acquisition in 2025

News Summary

As marketing evolves, businesses face the challenge of connecting with target audiences amid various channels and strategies. Insights from over 200 marketing leaders reveal a dual focus on brand awareness and customer acquisition while navigating diverse budgets and channel preferences. The resurgence of television advertising and the embrace of AI tools further shape marketing strategies for 2025.

Marketers Focus on Balancing Brand Awareness and Customer Acquisition in 2025

The world of marketing is evolving, and it’s getting a tad more complicated for businesses trying to connect with their target audiences. With so many channels and opportunities available, it’s like navigating through a maze! A recent survey of over 200 marketing leaders and decision-makers reveals some crucial insights about how they plan to tackle 2025. Spoiler alert: the spotlight is on balancing advertising spend with scalable operations!

The Budget Breakdown

When it comes to marketing budgets, there’s a wide array of amounts that different businesses are working with. Interestingly, over one-third of the respondents indicated that their budgets range between $500k and $1 million. Almost another third is spending anywhere between $1 million to $5 million, while 31% mentioned budgets of $5 million and beyond! This kind of diverse budgeting hints at how various companies prioritize their marketing strategies.

Most survey respondents are managers, supervisors, or directors, but we also see representation from higher-up executives, with 18% classifying themselves as SVPs, EVPs, or even business owners. This mix provides a rich tapestry of insights as these leaders navigate their marketing journeys.

Rethinking Strategies

With the challenges posed by the marketing landscape, many marketers are rethinking their strategies. It seems that relying solely on performance marketing just isn’t enough anymore! A significant majority of respondents are now dedicating their efforts toward both brand awareness and customer acquisition. This dual focus is essential for long-term growth and sustainability.

When it comes to measuring marketing effectiveness, return on ad spend (ROAS) stands out as the top metric, quickly followed by customer acquisition cost (CAC). It’s clear that these professionals are serious about ensuring their investments yield tangible results.

Channel Preferences and Challenges

Even though many marketers want to experiment with new channels, they often gravitate towards the familiar, high-performing ones. This reliance can sometimes lead to a bit of stagnation. However, looking forward to 2025, it’s revealed that a whopping 87% of marketers plan to prioritize paid social media ads, and 84% will focus on paid search.

These channels are trusted, but challenges lurk behind. Rising costs per mille (CPMs), platform issues, and regulatory restrictions are making marketers think twice. It’s no wonder that they’re searching for sustainable ways to expand their existing channels and explore new ones to broaden their reach.

The Comeback of Television Advertising

Perhaps one of the most notable changes is the resurgence of television advertising. More than half of the marketers surveyed are currently broadcasting their messages on TV, and they anticipate treating it with similar budget allocations as influencer marketing in 2025. The landscape of TV has evolved, allowing marketers to connect with audiences more effectively. In fact, 51% of viewers still tune in to traditional broadcast or cable, while 49% are captivated by streaming platforms.

Marketers recognize that TV can not only boost brand awareness but also drive performance. However, measuring return on investment (ROI) remains a challenge for about 58% of respondents. Other struggles include targeting issues (37%) and the high costs (33%) associated with advertising.

Exciting Advances in Advertising

Thanks to advancements in TV advertising, measuring success is becoming more attainable. With platforms like Tatari at their disposal, marketers can effectively track outcomes, proving that even traditional media can adopt modern techniques. Targeting and retargeting are improving as well, yet many non-TV advertisers remain in the dark about these capabilities.

Interestingly, falling CPMs for linear TV offer a cost-efficient alternative to some digital channels, which is particularly appealing for marketers hoping to scale without breaking the bank. Moreover, the rise of artificial intelligence (AI) is making a splash in ad buying, enabling marketers to access tools for running campaigns without needing extensive media buying knowledge.

Embracing AI Tools

There’s palpable excitement surrounding AI tools, especially those like chatbots and conversational AI. In fact, 38% of marketing teams are already leveraging AI for tasks such as writing ad copy and analyzing campaigns. As more marketers embrace diversified strategies, the balance between customer acquisition and brand awareness can become more manageable, steering clear of overspending along the way.

As we look ahead to 2025, it’s clear the landscape will keep evolving. For marketers, the smart play is to learn and adapt continuously, creating a strategy that engages customers while effectively growing their brands. There’s a world of possibilities waiting—let’s see how these plans unfold!

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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