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Brand Spending on the Rise

Last updated 6 years ago

These days, progressively more companies throughout the U.S. are realizing the importance of branding themselves, particularly with online branding.  In 2011, American companies invested an average of $1.91 million on branded content, according to Custom Content Council and ContentWise.  Out of the $1.91 million last year, $450,000 made up online branding

So why are businesses investing more of their marketing budgets on branded content and online branding?  The survey listed several reasons, although the top two reasons were for educating consumers (49%) and strengthening customer retention (35%). 

I love how Maria Pergolino, senior director of marketing at Marketo, puts it:

“Content also helps build trust and consistency for your brand.  When your sales team’s messages match your other content—and it’s all useful information—you become a reliable, trusted source of information” (eMarketer).

You can’t deny the significance of investing in your brand.  Look at all the well-branded companies out there, like Under Armour and Marlo Furniture.  These firms are still local to the MD/DC area, but they have built a name for themselves overtime.  Even if your marketing budget isn’t as big as Marlo Furniture, that doesn’t mean you should solely rely on word of mouth to build your brand.  Start basic by having a presence on social media and creating a company blog.  And remember this: consumers tend to remember brands (and their experiences with brands), not companies. 

What does your company’s branded content consist of?  How much of your branded content is digital?

About Alan Moore: Alan is an Internet Marketing Consultant with ReachLocal Baltimore.  His mission is to help you increase your revenues and decrease unproductive advertising expenses through proven, online marketing strategies.  He manages over $1.4 million in annual marketing budgets and has worked with local businesses, agencies and the US government.  Give him a call at (877)655-3438 to schedule a free consultation.

View more of the stats from eMarketer at


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