Foundations of Modern Spend Management

Welcome to our comprehensive guide to marketing spend. In this guide, we’ll delve into all you need to know about marketing spend. We’ll cover what marketing spend is and outline all the most important elements that fall under the umbrella of marketing spend.

In the dedicated articles below, we’ll explore the importance and benefits of staying on top of your marketing spend – and the tips and tricks you need to do it.

What is marketing spend?

Marketing spend is the total amount of money a business allocates to marketing activities within a certain period – typically a quarter or year. The purpose of marketing spend is to help enhance brand awareness, attract and retain customers and, ultimately, drive revenue growth.

Typically, marketing spend includes costs associated with:

• Advertising: Paid promotions, including online ads, TV, print and outdoor advertising.
• Content creations: Creating articles, blogs, videos and other types of content.
• Digital marketing: Social media, search engine optimisation (SEO) and e-mail campaigns.
• Market research: Customer surveys, competitor analysis and other research to inform marketing strategies.
• Promotions and discounts: Offers to drive short-term sales or increase customer engagement.

Monitoring and managing your marketing spend effectively ensures your spend will give you the most value for your money. It helps you allocate funds to high-impact marketing channels that align with your business goals – and that can make a real difference for your return on investment (ROI).