Budgeting Your Marketing for 2022

By Madison Taylor
October 19, 2021
Person using a calculator while working at a desk

It’s time to start planning your 2022 marketing budget. In fact, many companies are already analyzing and planning their marketing strategies for the new year and beyond. We are already in the last quarter of 2021, which is the perfect time to lay out your marketing strategy and budget. Businesses need to decide which marketing channels to optimize, how much to spend on their marketing campaigns, and where to introduce new technology well ahead of the new year.

There are a number of factors that need to be considered before deciding your marketing budget for 2022. Below are a few pointers to consider when creating your marketing budget for the coming year.

Make a Working Marketing Strategy With Your Department Heads

Meet with your other department heads (sales/service) and work backwards from overall goals. Your goals should guide your marketing tactics and strategies. Your department heads in sales and services are your best chance to get your tactics in line with your goals. For instance, if your goal is to build brand reputation, your meeting could focus on:

  • Increasing social media engagement
  • Creating and sharing relevant and engaging content
  • Stimulate customers to share or review your content

Spare Some Funds for New Trends and Technology

Consider separating line items for new marketing trends (a portion of your budget to experimental, ABM attempts, etc.) and video production/marketing. There are hordes of companies that have found their way to success through experimental marketing tactics and ABM strategies. Your 2022 marketing planning should spare a portion of your budget for new marketing trends and video production as they have immense potential to improve your brand’s reputation.

Go for Flexible Marketing Channels

Also, think about where you’re advertising and choose platforms with more flexible spending in case things improve or go south. It is not always a rosy end with marketing tactics and strategies. No matter how good a plan is, it is still vulnerable to unpredictable future events. Do not put all your eggs in the same basket: choose an adaptive marketing strategy that allows more flexible marketing tactics and different chances of exposure.

Traditional Marketing Channels Are Still Worth a Try

Don’t forget about traditional marketing and public relations. Most firms have seemingly abandoned traditional marketing for online marketing. While online marketing allows a brand exposure to a large audience, conventional marketing strategies like family and friends referrals are still among the best ways to attract organic traffic.

Incorporate All the Basic Marketing Essentials

While it might be easy for some firms to maintain or increase their marketing budget for 2022, some businesses might not enjoy the luxury. However, it is still essential to keep in mind the basic essentials that help you reach audiences and build customer relationships: Some of these include:

  • An effective SEO strategy
  • Content marketing
  • A solid social marketing strategy
  • Marketing strategies and associated automation technologies


As you get ready for 2022, it would be wise to prioritize your marketing strategies and budget to raise your investment return. It might, sometimes, be harder to see any immediate returns from your flexible marketing strategy, but in retrospect, your customers are getting tuned to your new tactics.