The investment in marketing in Spain In 2023 it stood at 31,891 million euros, which represents an increase of 4.9% compared to 2022, as stated in the AMES study prepared by the Spanish Marketing Association (AMKT) and InfoAdex and that analyzes the economic impact of marketing by function and sector in our country.
According to this edition of the report, investment in marketing strengthens its recovery path after the impact of the pandemic four years ago, although it is still below the levels recorded in 2019, when marketing investment rose to 33,627 million euros. The data represents a slight increase compared to the 30,415 million euros obtained in 2022.
However, from AMKT they point out that if inflation is discounted (3.1% in 2023), the real growth in marketing investment is very moderate, 1.8% specifically.
On the other hand, the representation of marketing investment in the Gross Domestic Product (GDP) has fallen slightly, going from 2.16% in 2022 to 2.13% in 2023.
Regarding the distribution of marketing investment, Advertising, Communication and Promotion accounted for 59.6% of the total, rising slightly from the 59.5% it represented in 2022. For its part, Marketing staff cost It was the second item, representing 12.9% of the total. They followed him Brand and Customer Relations (11.6%); the Investment in Price (9.9%), and the Investment in Research and Marketing Consulting (5.9%).
The total increase in investment recorded (4.9%) is mainly due to the increase in the area of Advertising, Communication and Promotion, which contributes 2.95% to growth. The rest of the investment is distributed as follows: Marketing personnel costs 0.73%. Market Research 0.44%; Brand and relationship with customers 0.36%; and Investment in prices 0.35%.
Breaking down some data, the report points out that the Cost of marketing personnel increased by 3.63% compared to 2022 and, in total, lThe industry employed 127,299 people. The growth, however, is lower than that recorded the previous year, when it stood at 4.1%. Investment in personnel grew by 5.7% to 4,124.5 million euros.
By disciplines, Digital Marketing obtained an investment of 3,640 million euros in 2023which represented a growth of 6% over the previous year. It has thus reached 11.4% of the total investment in marketing, increasing by one tenth compared to the previous year (11.3%). According to AMKT, digital represents 19.2% of the total invested in advertising, and 61.7% of the total advertising in conventional media.
In this line, 78% of Digital Marketing is internet advertising. The 3,640 million euros of investment are distributed 29.4% to display and video; 26.4% allocated to sponsored links; 22.8% to digital communication; and 21.7% to social networks.
Finally, the study estimates that Marketing investment will grow by 5% in 2024reaching around 33.5 billion euros. The figure would represent a complete recovery after the pandemic and reach the levels recorded in 2019.
