The wide spectrum of different sized dealers/integrators is very evident here, with the two leading brackets being no more than $3,000 and in excess of $75,000. Compared to the prior study five years ago, the average spend dropped $1,018 to $28,142; however, the median rose $1,700 to $8,750.
These figures indicate a significant rise in funds being allocated to marketing, with an increase of 17 percentage points in the ranges greater than 10% as compared to 2014. The average almost doubled from just over 6% to 11%. The median came in at 7.5%.
Responding companies are anticipating spending a higher percentage of their budgets on marketing than they did five years ago (37% vs. 34%). However, those indicating a decrease more than doubled to 9%.