In the United States, marketing services spending devoted to telemarketing amounted to 61.4 billion U.S. dollars in 2020. Each year, the largest share of marketing services spending is attributed to sales promotion. In total, spending in 2020 reached 244.7 billion U.S. dollars.
Outsourcing of marketing activities
Organizations wanting to promote their products or services are faced with a choice – build a marketing team as part of their company structure or hire external contractors who will handle the marketing activities for them. There is also a third option – to do both. Based on recent data this is the most popular choice, as the majority of B2B companies go for the mix of in-house and outsourced marketing teams.
Marketing outsourcing during the coronavirus (COVID-19) pandemic
In the early stages of the pandemic many companies had to make quick financial decisions in order to minimize the potential losses caused by declining business. Contrary to expectations, budget cuts of outsourcing spending were not as high as could have been anticipated. While some CMOs, for example, saw a definite decrease in outsourcing of marketing activities, the majority of marketers said there was no visible change in this regard, indicating that outsourcing was not the top priority saving for industry representatives at that time.
Marketing services spending in the United States from 2017 to 2021, by category
(in billion U.S. dollars)
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Advertising Age. (December 21, 2020). Marketing services spending in the United States from 2017 to 2021, by category (in billion U.S. dollars) [Graph]. In Statista. Retrieved October 15, 2024, from https://www.statista.com/statistics/987009/marketing-spending-us-category/
Advertising Age. "Marketing services spending in the United States from 2017 to 2021, by category (in billion U.S. dollars)." Chart. December 21, 2020. Statista. Accessed October 15, 2024. https://www.statista.com/statistics/987009/marketing-spending-us-category/
Advertising Age. (2020). Marketing services spending in the United States from 2017 to 2021, by category (in billion U.S. dollars). Statista. Statista Inc.. Accessed: October 15, 2024. https://www.statista.com/statistics/987009/marketing-spending-us-category/
Advertising Age. "Marketing Services Spending in The United States from 2017 to 2021, by Category (in Billion U.S. Dollars)." Statista, Statista Inc., 21 Dec 2020, https://www.statista.com/statistics/987009/marketing-spending-us-category/
Advertising Age, Marketing services spending in the United States from 2017 to 2021, by category (in billion U.S. dollars) Statista, https://www.statista.com/statistics/987009/marketing-spending-us-category/ (last visited October 15, 2024)
Marketing services spending in the United States from 2017 to 2021, by category (in billion U.S. dollars) [Graph], Advertising Age, December 21, 2020. [Online]. Available: https://www.statista.com/statistics/987009/marketing-spending-us-category/