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2026 Investment Shift Insights from Marketers

In a bold initiative, Macbee Planet, a company dedicated to performance-based marketing, conducted a survey that involved 1,086 marketing professionals. This survey aimed to visualize budget allocations for various sectors from 2025 to 2026. The focus was particularly on the differences between B2B and B2C companies. The findings offer a comprehensive overview of how these companies plan to increase, maintain, or reduce their budgets across different marketing domains.

Key Findings from the Survey

Budget Trends for 2026

The survey revealed that around 60% of B2C companies anticipate an increase in their marketing budgets for 2026, while B2B companies expect an increase of about 50%. B2C companies are particularly optimistic about expanding their budgets across various marketing strategies, including digital advertising and AI tools used for operational efficiency.

Areas of Increased Investment

B2C companies showed a broader range of expected budget increases compared to their B2B counterparts. Categories such as digital advertising through social media and influencer strategies topped the list, as 36.3% of B2C marketers expressed intent to allocate more resources here. Meanwhile, B2B companies are prioritizing their own websites and applications, along with AI tools, as key areas for budget increases.

Budget Allocation Challenges

Despite these positive trends, both types of companies face challenges in securing budget allocations. For B2B firms, digital advertising remains the most difficult area to maintain funding, while B2C companies find securing funds for AI tools and data infrastructure relatively tougher.

Frequency of Budget Reviews

In terms of frequency, B2C companies are more proactive, with about 20% conducting monthly budget reviews compared to less than 10% of B2B firms. However, both types of companies are grappling with the common challenge of measuring the contribution of their marketing strategies to overall success.

Overview of 2026 Marketing Budget Expectations

New Investment Initiatives

When asked about new initiatives, B2C companies exhibited a stronger inclination to invest, with 4.4% indicating that more than 50% of their budget will go towards new technologies and strategies. In contrast, only 0.6% of B2B companies expressed similar intentions, demonstrating a significant disparity in willingness to embrace new investments.

Priorities in Budget Increases

B2C companies prioritize general digital advertising, with 42.9% focusing on search and display ads, while B2B companies center on enhancing their own web presence. Both sets of companies acknowledge the importance of not just acquiring customers but also enhancing operational efficiency through new technologies.

Areas Identified for Reduction

The survey also highlighted areas where companies identified the need to cut budgets. B2C firms often indicated events and seminars as places to reduce spending, while B2B companies showed a trend towards cutting down on less effective marketing channels.

Determining Investment Priorities

For identifying investment priorities, B2C companies predominantly focus on metrics such as new customer acquisition and enhancing brand value. On the other hand, B2B firms emphasize obtaining quality data that deepen customer understanding, indicating a more analytical approach.

Common Themes for Future Investment

Looking ahead, both B2B and B2C companies identified the integration of AI and customer data as key focus areas for the next few years. While the importance of these issues is recognized across the board, the commitment and approach towards implementation vary significantly.

Conclusion

The insights from the 2026 Investment Shift Map Survey provide a valuable perspective on how marketing professionals are navigating their budgets amidst evolving market dynamics. B2C companies display a trend towards expansive investment, while B2B companies are more cautious, opting for optimization and efficiency in their allocation strategies. As the marketing industry continues to evolve, the differences in perspectives between B2B and B2C remain key drivers of success in future marketing strategies.

Survey Overview

• - Survey Name: Marketing Personnel Investment Shift Map Survey
• - Method: Internet survey through research platform provided by IDEATECH
• - Survey Period: December 5 to December 12, 2025
• - Valid Responses: 1,086 marketing professionals (B2B: 541, B2C: 545)

This article serves to elucidate the findings from Macbee Planet's extensive survey, showcasing ongoing trends in marketing investment across different sectors.