B2B Companies in Spain to Increase Investment in Digital Marketing by 2024

By 2024, half of B2B companies in Spain plan to increase their investment in digital marketing, according to a recent report by Correos Express. Of this group, 16.12% plan to significantly increase their budget, while 33.06% anticipate moderate growth. Some 36.36% of companies will keep their investment unchanged from the previous year.

E-commerce has gained strong adoption among these companies, with 90% participating in online purchases. Some 70.25% of companies acknowledge that e-commerce has significantly improved the visibility of their products and services. However, despite the benefits, seasonal campaigns such as Christmas and Black Friday present challenges, including delivery delays and a high rate of returns.

Companies place great importance on factors such as price competitiveness and speed of delivery when choosing their parcel services. Among the most common logistical problems are late deliveries and high shipping costs.

The analysis also points out that companies are increasingly aware of the need to optimize their digital marketing strategies to remain competitive in a constantly evolving market. Investment in digital tools and technologies, as well as staff training in digital skills, are key areas that will receive attention in 2024.

In summary, the trend towards increased investment in digital marketing reflects a clear understanding by Spanish B2B companies of the importance of adapting to market changes and taking advantage of the opportunities offered by the digital environment.