New Research Shows UK Businesses Are Increasing Marketing Investment to Drive Long-Term Growth

By Samantha Bruce

The latest IPA Bellwether Report shows businesses are more confident about marketing, and they’re focusing more on brand building, video, and events to help drive long-term growth.

The report reveals that businesses are raising their marketing budgets, reaching the highest levels in 2 years.

For marketing managers and SMEs, the research offers more than just positive numbers. It shows where businesses are investing, why those choices matter, and how leading brands are changing their marketing to build long-term value.

Brand building is firmly back in focus
A key theme from the findings is a renewed focus on building brands for the long term.

Businesses still track marketing performance closely, but many are shifting from short-term tactics to channels that build awareness, reputation, and customer loyalty over time. Industry leaders in the report say marketers now see the value of playing the ‘long game,’ with steady brand investment seen as key to future success.

Why video marketing continues to attract investment
Of all media types, video stood out the most.

The report found that video advertising was the only main media category to see more investment in the second quarter, reaching its highest level in 7 quarters. At the same time, marketers were more selective with other online ads, with businesses valuing quality content that builds engagement.

Through short social videos, customer stories, behind-the-scenes clips, or educational content, businesses now see that video helps them show personality, expertise, and authenticity in ways static ads often can't.

The result is marketing that not only gets attention but also builds trust.

For small and large businesses alike, this is an opportunity, not a challenge. New tools make it easier than ever to create professional-quality video and SMEs can compete with bigger brands without huge budgets.

Events are helping brands build stronger relationships
Another key finding is that events are becoming even more important in marketing.

For the second quarter in a row, events saw the biggest increase in marketing budgets, beating all other categories in the report. Events are now seen as part of a bigger marketing strategy, mixing digital engagement with real-life interactions.

Industry exhibitions, customer workshops, networking events, and other experiences give businesses a chance to build relationships that are hard to create with digital ads alone.

Events also create valuable content that can be reused on websites, in emails, and on social media, making a single event valuable long after it ends.

What today's marketing strategies have in common
While the report shows growth in many areas of marketing, the main theme is smart, strategic investment.

Businesses are more careful about how they spend, focusing on activities that build customer relationships, strengthen their brand, and support steady growth.

This approach is especially relevant for SMEs, where every marketing pound needs to work harder.

What marketing managers can learn
These latest findings offer some practical lessons for businesses that want to grow.

First, consistency is important. Businesses that keep investing in their brands are more likely to stay visible, memorable, and trusted over time.

Second, marketers are using richer ways to communicate. The growth of video shows that audiences respond more to real stories than just promotional messages.

Third, building customer relationships is still key to growth. Ongoing investment in events shows that businesses value meaningful interactions that build loyalty and long-term support. Perhaps the biggest takeaway, however, is that successful marketing is becoming less about reacting to changing conditions and more about maintaining strategic focus.

Businesses no longer see marketing as just a sales tool. It is now seen as a key driver of brand value, customer trust, and future growth.

Marketing investment is becoming a growth strategy
Businesses are still investing. Budgets are holding up. Brand marketing is getting more attention, video is growing, and events are showing their value as companies look for better customer engagement.

All these trends show that the marketing industry is becoming more confident about its role in long-term business success.

Sustainable growth is not necessarily built on having the largest marketing budget, but on investing consistently in the channels that build trust, strengthen customer relationships and create memorable brands.


Further Reading / Sources
IPA Bellwether Report Reveals UK Companies Revise Marketing Budgets Up in Q2 2026 opens in new window IPA
Marketing budgets grow despite mixed picture for UK brands opens in new window Marketing Week
Ad budgets rise again as brands play the long game opens in new window DecisionMarketing

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