Where CMOs Are Expected to Spend Their Money in 2022

Published on December 21, 2021

As we near the entrance of a 2022, your thoughts might turn to your marketing budget. Now that the economy is getting in better shape, you may wonder how you should spend marketing.

Trade Shows and Events

Companies are hoping to return to trade shows and other live events by early 2022. If designing a 2022 budget, it should include some events, there definitely is going to be a lot of getting people together again. People are tired of being at home and they really believe there will be a pull-back toward doing live events and communication that way. In marketing, the most important thing you can do is find out what makes your audience tick. If you have a bunch of extroverts sometimes it’s better to have those kinds of mediums.

Mobile Marketing

Mobile marketing is growing in strategic importance and value, not just because a majority of people use their phones for almost a quarter of their waking day, but also because it has such a broad spectrum of use cases for marketers, many of them directly linked to revenue generation. What marketers like about mobile marketing is it gives people the ability to switch effortlessly between diverse channels and platforms on a single device.


There are many ways you can improve your website and maximize user experience. This includes providing your audience with relevant information, related photos or videos to support text, easy-to-navigate web pages and a mobile-friendly website configuration. Better user experience results in more clicks, more leads, better brand recall, and higher conversion rates.

Social Media

As many people spend several hours a day on social platforms, there are numerous opportunities for businesses to use ads and connect with their consumers. Facebook has become the largest seller of digital advertising behind Google. In 2019, Facebook generated $67.37 billion in net ad revenues. Compare this with Twitter, which made $2.97 billion.

Personalized Ads

Personalization was found to be a key strategic marketing capability as well. CMOs spend about 14.2% of their budget on personalization efforts. Consideration campaigns and awareness ads have become central to the customer journey. These methods help introduce potential customers to your brand and compel them to visit your site.

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Andrew Lambert

Meet Andrew Lambert

My goal with Lambert Consulting is to continue to bring community, business, and education together. You must have all three in order to be successful. My experiences have allowed me to be more in tune with my clients’ needs and how to fulfill them. Hard work, honesty, and respect is what I give to each of my clients.