Gartner Survey Finds Digital Channels Account for 61.1% of Total Marketing Spend

DENVER--(BUSINESS WIRE)--Jun 2, 2025--

Digital channels now account for 61.1% of total marketing spend, according to a survey by Gartner, Inc. This digital dominance is reshaping strategies across industries, with seven out of 10 sectors dedicating more than 60% of their budget to online channels.

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The annual Gartner 2025 CMO Spend Survey of 402 CMOs and other marketing leaders in North America, the United Kingdom and Europe between February and March 2025 found that paid online channels lead the digital mix, accounting for 69% of total digital spend (see Figure 1).

Gartner experts presented the findings today during the Gartner Marketing Symposium/Xpo, which is taking place here through Wednesday.

Paid search is the leading digital channel, increasing its share year-over-year from 13.6% to 13.9% of total digital spend. Digital display advertising has overtaken social advertising for the second spot, growing by 17% year-over-year (YoY) to 12.5%. Social advertising maintains its budget share at 12.2%, reflecting its continued importance in the digital mix.

Despite the growth in digital channels, budget allocations to owned and earned channels have decreased 9% YoY, with email being the exception. Email marketing remains resilient, experiencing a marginal increase and accounting for 7.4% of total digital spend for 2025.

“The increasing allocation towards digital channels reflects a strategic pivot as CMOs recognize the need to adapt to rapidly changing consumer behaviors and technological advancements,” said Ewan McIntyre, VP Analyst and Chief of Research in Gartner Marketing Practice. “With Google's postponement of cookie deprecation, the rise of GenAI, and uncertainties surrounding TikTok's future, marketers are navigating a dynamic digital landscape to keep their strategies effective and impactful.”

Navigating the Impact and Spend of Advertising Channels

CMOs recognize the importance of evaluating channel impact alongside spend (see Figure 2):

“As CMOs maneuver the evolving channel landscape, strategic implications of multichannel plans become paramount. Budget challenges and channel volatility will continue to shape priorities, emphasizing the need for performance-driven strategies,” said McIntyre.

Gartner clients can read more in Insights From the 2025 CMO Spend Survey.

About Gartner for Marketers
Gartner for Marketers provides the objective, expert advice, and proven tools that CMOs and other marketing leaders need to seize the right opportunities with clarity and confidence, and to stay ahead of the trends that matter. With in-depth research and analysis, Gartner for Marketers helps you focus on the opportunities with the greatest potential to deliver results. More information on Gartner for Marketers is available online at www.gartner.com/marketing. Follow news and updates from the Gartner Marketing practice on X and LinkedIn using #GartnerMKTG. Members of the media can find additional information and insights in the Gartner Marketing Newsroom.

About the Gartner Marketing Symposium/Xpo
The Gartner Marketing Symposium/Xpo is taking place June 2-4 in Denver, providing marketing leaders with actionable advice about the trends, tools and emerging technologies they need to deliver business results and exceed expectations. Gartner analysts address the biggest opportunities, challenges and priorities marketers face today, including marketing strategy development, marketing analytics and CX strategy. Follow news and updates coming out of the conference on the Gartner Newsroom and on X and LinkedIn using #GartnerMKTG.

About Gartner
Gartner, Inc. (NYSE: IT) delivers actionable, objective insight that drives smarter decisions and stronger performance on an organization’s mission-critical priorities. To learn more, visit gartner.com.

Figure 2. Source: Gartner (May 2025)

Figure 1. Source: Gartner (May 2025)

WASHINGTON (AP) — President Donald Trump on Monday imposed 50% tariffs on most Canadian goods, declaring that Canada has unfairly discriminated against American autos, alcohol and dairy products.

The move could unleash a new wave of economic chaos, with risks of higher inflation and further fraying of relations between two nations that had been closely woven together before Trump's return to the White House. The administration official previewing the action said that Canada was one of the only nations other than China that retaliated against Trump's previous tariffs and must be held accountable.

The official insisted on anonymity on a call with reporters to preview the president's actions and said that Trump signed three proclamations to launch the tariffs under Section 338 of the 1930 Trade Act. Several Democratic lawmakers last year proposed repealing the section because they said Trump could use it to destabilize the economy.

The 50% tariffs would exclude energy products, potash, fish and critical minerals, but they would include goods that had previously been protected from import taxes by the United States-Mexico-Canada Agreement, or USMCA. That 2020 trade pact recently expired and triggered a new set of negotiations that could run until 2036.

The official said that Trump had also requested that his aides look into additional tariffs on Canada because its wildfires hurt air quality in the U.S.

At the World Cup final on Sunday, Trump watched the game with Canadian Prime Minister Mark Carney, who has openly challenged the U.S. president and has sought to expand Canada's trade relations with other nations. The Trump administration official said their time together at the game was not a working visit to discuss trade and tariffs.

Trump claims in the proclamations that Canada discriminates against American autos, alcohol and cheese relative to other nations, but his argument rests in large part on retaliatory actions taken by Canada after the U.S. president imposed tariffs on Canada under the pretext that it should do more to stop fentanyl smuggling.

Trump noted in his autos proclamation that Canada maintained, starting in April 2025, a 25% tariff on the imports of U.S. motor vehicles that did not qualify for preferential treatment under the USMCA.

His proclamation on alcohol notes that Canadian provinces and territories halted the purchase and retailing of American alcoholic beverages last year, which was also a response to Trump's tariffs and taunts of making Canada the 51st state.

But Trump has long objected to Canada's treatment of U.S. cheese, saying in his proclamation that Canada discriminates against the U.S. compared to Europe on dairy products.

Canada Prime Minister Mark Carney speaks during a media availability in Jeddah, Saudi Arabia, Thursday, July 9, 2026. (Adrian Wyld/The Canadian Press via AP)

FILE - President Donald Trump speaks during an event to announce new tariffs in the Rose Garden at the White House on April 2, 2025, in Washington. (AP Photo/Mark Schiefelbein, File)