The Cautious Optimism of Mid-Sized Businesses in Marketing Spend

In the ocean of business, mid-sized companies, or ‘Marlins’ as we like to call them, are proving to be adept navigators when it comes to marketing spend, charting courses of measured growth amidst the undulating waves of the market. These companies, with annual revenues ranging from R10 million to R100 million, are akin to their aquatic counterpart. They’re swift, agile, and poised for success.  

We’re going to explore how these Marlins are strategically increasing their marketing spend to propel themselves into broader horizons, below. Let’s dive in! 

The Rise of the Marlin 

Mid-sized businesses are the unsung heroes of the corporate landscape, often overlooked in favour of their larger or smaller counterparts. However, the landscape is changing, and the Marlins are emerging as a force to be reckoned with.  

These companies, with their agility and adaptability, are finding innovative ways to compete with the big fish while maintaining a level of flexibility that smaller businesses often struggle to achieve. 

The Delicate Dance of Measured Growth & Marketing Spend

In a realm where larger corporations resemble massive whales and smaller enterprises embody the social intelligence of dolphins, Marlins find themselves in a unique position. They are neither burdened by the complexities of giants nor constrained by the limitations of smaller creatures.  

The increase in marketing spend among mid-sized businesses is a testament to their cautious optimism—a delicate dance of measured growth that ensures they stay agile and responsive to the changing tides of the business world. 

Navigating the Digital Currents 

As digital landscapes continue to dominate our times, mid-sized businesses are making the most of the power of online marketing channels. From social media campaigns to search engine optimisation (SEO), Marlins are strategically allocating marketing spend to reach their target audiences.  

This shift is not only cost-effective but also aligns with changing consumer behaviours, ensuring that marketing efforts yield meaningful results. 

Investing in Innovation 

While maintaining a watchful eye on the bottom line, mid-sized businesses are not afraid to invest in innovative marketing strategies. Whether it’s adopting cutting-edge technologies, exploring new advertising platforms, or enhancing their online presence, the Marlins are making strategic moves to stay ahead of the curve.  

This forward-thinking approach allows them to compete with larger rivals without compromising financial stability. 

The State of Digital Report