Outlook: Marketing Budgets Rise, With Focus On ROI And Measurable Growth.

Marketing budgets are set to grow in 2026, but marketers say they will be under greater pressure to justify how the money is spent.

Sixty percent of U.S. small businesses plan to increase marketing spending next year, and 78% of marketers report a positive outlook, according to a survey by Clutch cited by Emarketer. The increase comes as marketers shift dollars toward channels that promise faster returns and clearer measurement.

Nearly half of marketers, 46%, said more than half of their 2026 budgets will be allocated to digital channels, reflecting tighter expectations around return on investment. At the same time, about one-third of marketers plan to cut spending on traditional media such as television, print, radio and out-of-home advertising in 2026, citing high costs, limited flexibility and weaker attribution.

The shift underscores growing pressure on marketing teams to demonstrate results as buyer behavior changes. According to HubSpot, consumers are harder to reach, quicker to judge and less loyal to specific channels, making it more difficult for marketers to rely on broad, brand-focused media buys.

Clutch found that marketers plan to increase investment in content marketing and search engine optimization, digital advertising, branding and creative work, as well as sponsorships and partnerships tied to performance. Digital-heavy budgets reflect the fragmentation of audiences across search, social media, video platforms and online marketplaces, where intent-based channels offer clearer feedback loops.

Artificial intelligence is increasingly part of the marketing toolkit, though spending remains cautious. Sixty-one percent of marketers said they use AI for media planning, data analysis and personalization. However, 83% expect AI-driven tools to account for less than 20% of their overall budgets.

The restrained investment suggests most teams are using AI tactically rather than making it a core structural component of their marketing operations as they assess a rapidly evolving technology landscape.

As 2026 approaches, marketers are emphasizing discipline alongside growth. Channels with stronger attribution, such as paid search tied to conversion events, retail media with closed-loop sales data and email marketing integrated with customer relationship management systems, are expected to attract increased spending.

Industry analysts say success in the coming year may depend less on larger budgets and more on marketers’ ability to prove which investments drive growth and to quickly reduce spending on those that do not.