Empresas miram investimentos em marketing digital para 2025

According to exclusive data from the "Bússola de Marketing" study, conducted by Croma Consultoria, 74% of agency budgets will be allocated to digital media. Among the 26% allocated to other media, broadcast TV stands out with 13%, followed by OOH with 7%. Social media (29%) and search engines (22%) lead as the main digital investment channels for 2025, reflecting the growing importance of performance and segmentation.

Of the 74% budget allocated to digital marketing, 29% will be allocated to social media. For advertisers with annual revenues of up to R$$300 million, this figure rises to 35%. Search engines will receive 22% of the allocated budget. For service companies, this percentage rises to 28%.  

Regarding resource allocation, there is a balance between different strategies: promotions (23%), influencers (22%), sponsorships (21%), and retail media (16%). While retailers will intensify promotional activities (31%), industry will increase investments in influencers (29%) and sponsorships, and retail media will gain more space among service companies (20%).

“Os insights revelados mostram um mercado cada vez mais orientado por tecnologia e performance. A Inteligência Artificial será um dos grandes impulsionadores da inovação, com 75% dos anunciantes apostando nela para automação e personalização. O Retail Media se consolida como uma força estratégica, transformando a relação entre marcas e consumidores dentro dos ecossistemas de e-commerce. Ao mesmo tempo, o OOH mantém sua relevância como um meio híbrido, combinando presença física e inteligência digital para impactar audiências de forma mais precisa”, explica Edmar Bulla, fundador do Grupo Croma e idealizador do estudo.

2025 is the year of Artificial Intelligence and precision marketing strategy 

Also according to the survey, despite the drop in optimism from 53% in 2024 to 40% in 2025, companies maintain their intention to increase investments in marketing (52%), indicating a year of strategic adjustments and analysis of results. 

Artificial Intelligence will gain even more space in marketing and communication strategies, increasing from 64% in 2024 to 75% in 2025, expanding automation, personalization and efficiency in campaigns. 

151 interviews were conducted between December 12, 2024, and January 21, 2025, nationwide, with companies from various segments representing the services, industry, and retail sectors, considering a confidence level of 95%. 

Quantitative research is applied to decision-makers or influencers who have autonomy over the marketing and communication investments of advertising companies.