Our latest ABA Executive Benchmark explored marketing spend and budget allocations, as well as overall return on investment of different marketing strategies and campaigns.
Highlights from the survey include:
84% of respondents allocate less than 15% of their total operating budget towards marketing.
89% of respondents allocate less than 15% of their total staff wages towards marketing staff specifically.
Outside of marketing staff wages, most respondents invest primarily in digital marketing and paid media.
Email marketing campaigns and social media marketing yield highest return on investments. These strategies helped increase ticket and event sales as well as new customer acquisition.
Influencer and event-based marketing were the less successful in terms of ROI generated. Insufficient budgets and irrelevance to audiences made these efforts less successful.
Organizations measure ROI mainly through ticket sales or event revenues.
68% of respondents have maintained their marketing team sizes in the last 12 months, with only 9% having dressed their marketing staff.
