Marketers plan to increase their software spending in 2025, with 79 percent of decision-makers expecting to raise investments by at least 5 percent, according to a survey. Marketing software ranks as the top spending priority for 41 percent of marketers, followed by IT security software at 37 percent and AI at 32 percent. Businesses are prioritizing these investments to enhance efficiency in marketing campaigns, including email marketing, social media planning, and search engine strategies. Technological advancements are also driving this trend, with 57 percent of marketing leaders identifying them as the most significant external factor shaping business goals in 2025.
However, selecting the right software remains a major challenge for marketers. The survey reveals that 39 percent of decision-makers see identifying suitable technologies as a top business hurdle, alongside the pressure to find new clients. Security concerns, system compatibility, and product selection are among the key issues marketers face when choosing software. Many marketers rely on vendor reputation, previous experience, and customer reviews during the decision-making process.
