Marketers are working smarter, not just harder
The latest Horizon data suggests a shift towards more intentional marketing. Budgets are increasing, campaign volume is decreasing, and teams are more focused on getting the foundations right. In-house delivery continues to grow, but marketers are also looking outward for strategic and technical support.
This chapter explores how construction marketers are investing, how they plan to deliver, and what they need to succeed in the year ahead.
Budgets are up. Confidence is growing.
85% of respondents expect their marketing budget to increase or remain the same this year. The average increase is 10 percent, which is ahead of inflation and shows a sector that sees marketing as an investment rather than a cost.
This approach reflects long-term thinking. The Harvard Business Review study ‘Roaring Out of Recession’ found that brands maintaining or increasing marketing spend during uncertain periods tend to outperform their competitors. Construction marketers appear to be taking that message on board.
“The average expected budget increase for 2025 is 10 percent.”
Do you anticipate your 2025 marketing budget will be higher or lower than in 2024?
Fewer campaigns, more impact
How many campaigns do you expect to run in 2025?
Last year, many marketers aimed to run ten or more campaigns. This year, most expect to run between two and three. That is a welcome shift. It suggests a move away from spreading resources too thin and a greater focus on quality and effectiveness.
In construction marketing, where buying cycles are long and messaging needs to land across multiple audiences, this kind of focus can make a real difference.
“43 percent of marketers plan to run just two to three campaigns in 2025.”
In-house delivery is rising, but balance matters
Half of all respondents now deliver campaigns entirely using in-house teams. This reflects a wider trend towards tighter control, lower costs and faster turnaround. However, some of the best results still come from hybrid teams that combine internal knowledge with external expertise.
43 percent of marketers say they use a mix of in-house and agency support. This blended approach often gives the best of both worlds.
“50 percent of marketers now deliver campaigns using in-house teams only.”
Is your campaign activation delivered in-house, via an agency, or a mix of both?
Fewer campaigns, more impact
Which areas within your marketing function require more support?
When asked what kind of support would make the biggest difference in 2025, marketers focused on three areas:
- Strategy and campaign planning
- CRM and marketing automation
- Digital marketing expertise
This shows that while teams are taking more in-house, there is still a clear demand for support that builds structure, scale and measurable outcomes.
“Planning and automation top the list of support needs for 2025.”
Want to see how marketers are aligning brand and performance?
Download the full Horizon 2025 report for insights into measurement trends, value-building strategies and the metrics that matter most.
Chapter 3
Are you measuring what matters?
See how marketers are balancing brand building with performance, and why better measurement is still a challenge.
Chapter 4
What’s next for construction marketing?
From AI to supply chain disruption, this chapter explores the biggest opportunities and threats shaping 2025.
Chapter 1
Meet the marketers shaping 2025
Discover who took part in Horizon, how they feel about the year ahead, and what that optimism means for the sector.