From a budget perspective, marketing continue to enjoy a strong position, with 49.36% reporting budget increases in percentage terms, and over 40% reporting no change from 2014. Only about 10% will see a decrease in funding:
Percentage trends will not however translate into dollar increases for everyone.
Slightly over 43% reported they would in fact have more money to play with, or 6% fewer than reported an increase in percentage terms. Similarly, about 12% will actually see a decrease in real spend, or 2% more than reported a decrease in percentage terms.
This indicates that marketing budgets may not always evolve in accordance to overall company budgets. Overall budgets can go up but if the relative marketing share stays the same or decrease its growth, this could lead to fewer dollars in the bank.