Content Agency No Brainer has found that 47% of UK marketers fear budget reductions will severely impact their 2025 goals.
The finding comes as companies across the country fear that the national insurance hike, which sees employers’ contributions rise by 15%, could lead to companies cutting costs and reducing spend.
The agency, in its 2025 E-commerce report, showed that 50% of respondents felt that marketing is one of the first areas to be cut when budgets are tighter, while pressure to deliver results remains just as high.
However, despite fears, marketers remain optimistic and plan to increase spending, with 56% of content marketers planning to increase their budget for 2025.
The report also highlighted that 74% of marketers in the E-commerce sector are planning to increase their budgets, with 73% reporting an increased spend on AI and machine learning.
The research for this year shows 55% of marketers reported they were going to spend less on TV, radio and podcasts this year, despite 74% reporting they were going to increase broadcast budgets for 2024.
The report follows news that borrowing costs have risen to the highest level since the financial crisis, with 10-year gilt yields rising to 4.82% in January.
No Brainer managing director Gary Jenkins said: “Marketing leaders tasked with delivering growth have had to contend with five years of rising costs and inflationary pressures, and our report shows that many people think it’s unlikely to get any easier.
“Faced with these challenges, it’s testament to the strength and resilience of our sector to see its continued buoyancy, and leaders remaining bullish in the face of adversity, with the majority still looking to further their spend.
He added: “No matter what happens over the course of 2025, we know any reduction in budgets will place a key emphasis on making the pennies and pounds go further, and a key part of that will be utilising services and channels that deliver a solid ROI.”
