Global marketing investment is expected to grow 30% by 2025, according to new forecasts by Forrester – an increase of $4.7trn (£3.5trn).

Despite the impact of the pandemic, an estimated $3.6trn (£2.6trn) was spent by public companies on marketing in 2021. Spend was therefore up 13% on 2020 and 2% on 2019, indicating a rebound in marketing investment as pandemic restrictions have lifted.

According to the Forrester report, the ability to measure the return on investment (ROI) of digital marketing will be helping to justify this greater spend to chief financial officers. Performance marketing saw the most growth in 2021.

Meanwhile, changes to consumer behaviour post-pandemic will boost marketing’s importance moving forward, whether that be in retaining customers, recapturing old customers, or enticing new ones, the report says.

However, the UK is expected to see the second slowest growth rate in marketing spend between 2021 and 2025, at 2.7%. The UK spent an estimated $158bn on marketing in 2021 (£120bn), the seventh highest nation behind Japan ($214bn, or £163bn), France ($195bn, or £149bn) and Germany ($193bn, or £147bn).

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