Deciding how much to spend on marketing is one of the toughest calls for any business. Spend too little, and no one notices you. Spend too much in the wrong places, and you waste money.
There’s no universal answer. A small B2B firm can’t budget like a global e-commerce brand, and a startup chasing rapid growth won’t spend like an established company with steady sales. Even location matters – what works in the UAE may not make sense in the UK or the US.
So how do you decide? Should marketing always be a set percentage of revenue? How do different industries approach it? And how do you make sure every dirham works as hard as possible? The key isn’t spending more, it’s spending
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