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Evaluating your marketing budget against industry benchmarks

Different industries have different benchmarks when they define how much to invest in marketing. Understanding your business marketing budget against industry standards can provide a competitive advantage in resource allocation and goal setting.

In the ever-evolving landscape of business, there is a known little secret to help leaders in the evaluation of marketing budgets. That’s the industry benchmark information, serving as a compass to guide companies toward strategic success.

Understanding own’s marketing expenditures and comparing them to established industry standards offers valuable insights about  resource allocation and goal-setting. Let’s explore the meaning of industry benchmarking and its practical application.

Industry benchmarks are like the measuring sticks for how well things are going. This allows businesses to assess the effectiveness of their marketing budgets in comparison to similar players in the field. For instance, a retail company might benchmark its advertising spend against industry averages to assess whether its investment aligns with the sector’s accepted norms.

Consider the technology sector, where companies often allocate a significant portion of their marketing budgets to digital advertising. By benchmarking against industry standards, a tech firm can evaluate if its digital marketing investment aligns with the average spend in the sector, ensuring competitiveness and relevance.

The application of industry benchmarks also extends to goal-setting. Take the automotive industry, where achieving a certain market share is a common objective. When benchmarking against competitors, an automaker can set realistic goals based on what is attainable within the industry landscape, fostering strategic planning and sustainable growth.

Moreover, industry benchmarks provide a data-driven basis for resource allocation. In the hospitality sector, for example, businesses may analyze benchmarking data to determine the optimal budget allocation between online and offline marketing channels. This ensures that resources are strategically distributed to maximize customer reach and engagement, aligning with industry best practices.

An excellent example of industry benchmarking is evident in the financial services sector. Financial institutions often benchmark customer acquisition costs, ensuring that their marketing budget aligns with industry averages. This practice helps them set competitive pricing strategies and allocate resources efficiently to maintain a strong market position.


The strategic evaluation of marketing budgets against industry benchmarks indicates a measure of performance but, more importantly, shows a pathway to success. The examples from various industries showcase how benchmarking aids in assessing competitiveness, setting realistic goals, and optimizing resource allocation. Businesses that incorporate industry benchmarks into their strategic decision-making process position themselves for sustained growth and relevance in their respective markets.