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Distribution of marketing spending in Sweden 2018, by channel

Distribution of marketing spending in Sweden in 2018, by channel

by Julia Stoll, last edited Aug 9, 2019
Distribution of marketing spending in Sweden 2018, by channel According to a survey from 2018, Swedish companies spent 42 percent of the total marketing investments on traditional media. Digital media accounted for 34 percent and social media for 18 percent of the entire marketing spending in the Nordic country. Among companies with revenues over one billion Swedish kronor, the shares of expenditure on traditional and digital media were the same. By contrast, companies with revenues below 500 million Swedish kronor spent more on traditional media than on digital channels.
The growth of the marketing budget among Swedish companies

Many Swedish marketing managers and professionals taking part in the same survey answered that they will likely increase their marketing budget for 2019. Only 12 percent of them stated to want to decrease it. Especially companies with revenues under 500 million Swedish kronor are planning to increase their marketing budget and only 7.4 percent of them indicated to decrease it in the coming year.

Digital media is becoming increasingly popular

Similar to other industries, using digital media for marketing purposes is becoming more and more popular among Swedish companies. A 2018 survey found that 78 percent of e-commerce enterprises in the country used the social media platform Facebook as a marketing channel. Ads in social media websites were generally used by 72 percent of online retailers.
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Distribution of marketing spending in Sweden in 2018, by channel

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