Digital channels have taken center stage in marketing strategies, accounting for 61.1% of overall marketing spend, according to Gartner’s latest 2025 CMO Spend Survey. The findings were unveiled at the ongoing Gartner Marketing Symposium/Xpo in Denver.

Based on responses from 402 CMOs and senior marketers across North America, the UK, and Europe, the survey highlights a clear shift toward online investments. Paid digital media dominates this digital spend, representing 69% of the total. Among these, paid search continues to lead, slightly increasing its share to 13.9%, while digital display advertising has overtaken social media, growing 17% year-over-year to 12.5%. Social advertising holds strong at 12.2%.

While the use of owned and earned channels declined by 9% year-over-year, email marketing bucked the trend, registering a modest rise and holding 7.4% of the digital budget.

Ewan McIntyre, VP Analyst and Chief of Research at Gartner Marketing Practice, emphasized the industry’s ongoing transformation. “The growing digital investment underscores how marketers are adapting to shifting consumer habits, GenAI adoption, and uncertainties like Google’s delayed cookie phase-out and TikTok’s regulatory future,” he said.

Search advertising emerged as a top performer, seen as both high-spend and high-impact—especially in driving conversions and influencing pre-purchase decisions. Meanwhile, video and streaming platforms slipped in impact rankings due to saturation and targeting limitations.

Notably, retail media networks have surged, overtaking traditional video formats in impact. These networks are gaining favor for their precise targeting and ability to break through platform clutter. Linear TV still commands moderate to high spending but ranks lower in effectiveness, except in sectors where it’s used to drive broad awareness.

Email marketing maintained its reputation as a reliable channel, ranking fifth in overall impact and first for fostering customer loyalty.

“As marketing leaders adjust their strategies in a multichannel environment, performance-based planning is essential,” McIntyre added. “Budget pressures and platform volatility will continue to test CMO priorities.”

Gartner clients can explore the full findings in Insights From the 2025 CMO Spend Survey.

Want more marketing excellence stories? Visit MarTech News for insights, trends, and expert updates.

News Source: Businesswire.com