Budgeting for 2025: Best Capital Expenses in Digital Marketing
Season: 2 | Episode: 14
Published: April 21, 2025
By: Byer Co
This episode from Byer Co outlines the best capital expenses in digital marketing for 2025. It emphasizes strategic investments in advanced analytics, automation technologies, content marketing, SEO, and AI-powered tools to maximize ROI. The post also details how to allocate a digital marketing budget effectively, prioritizing data-driven decisions and adaptability. Finally, it offers tips for maximizing marketing investment, even with limited resources, focusing on strategies like keyword targeting and retargeting campaigns. The site also includes a section on its own services and uses cookies for analytics and targeted advertising.
Link: Budgeting for 2025: Best Capital Expenses in Digital Marketing
Keywords: Capex,digital marketing,marketing budget,jeff byer
Episode Transcript
00:00:00 - 00:00:04
Welcome back to the all new digital rage. I'm Jeff the producer here at Byer Company.
00:00:04 - 00:00:10
In this episode I discuss a 2025 trend in news and in my meetings about companies focusing
00:00:10 - 00:00:16
on CAPEX in 2025. I define digital marketing tasks that qualify as CAPEX to stretch your
00:00:16 - 00:00:18
marketing budget. So let's go.
00:00:18 - 00:00:23
All right, so let's jump into it today. So we're going to be talking about making our marketing
00:00:23 - 00:00:30
dollars work smarter. Yeah, not harder in 2025. Right. Specifically talking capital expenses
00:00:30 - 00:00:34
and digital marketing. Exactly. You want to know where to put your money to get the biggest
00:00:34 - 00:00:39
bang for your buck, right? For sure. So to help us out with this deep dive, we have this
00:00:39 - 00:00:44
article called budgeting for 2025. Best capital expenses in digital marketing. Yes.
00:00:44 - 00:00:51
By Jeff Byer published just last week on February 14th. That's right. Valentine's day.
00:00:51 - 00:00:57
A great gift to the marketing community. Absolutely. And this is an interesting one. You know,
00:00:57 - 00:01:02
Jeff runs Byer Co, the company that actually offers these whole marketing suites. He's not
00:01:02 - 00:01:06
walking the walk. You're not just talking the talk. Exactly. Yeah, he's walking the walk.
00:01:06 - 00:01:10
And one thing I really liked about this article is he doesn't just focus on like trying to
00:01:10 - 00:01:15
sell you on his product. Right. He really dies into the bigger picture of digital marketing
00:01:15 - 00:01:20
in 2025. How it's changing? How it's changing so rapidly. So rapidly and businesses need to
00:01:20 - 00:01:25
adapt. Yeah. Or risk getting left behind. He keeps saying data is king. Yes. Data is king.
00:01:25 - 00:01:30
But is that just a buzz word? Yeah. Where's their real meat to that? Thankfully, he does back
00:01:30 - 00:01:35
it up. It gives this great example of a company that used analytics to completely revamped
00:01:35 - 00:01:40
their email campaigns. You know, they went from a generic blast to everybody to super targeted
00:01:40 - 00:01:45
messages based on what customers were actually browsing on their site. Right. Their click-through
00:01:45 - 00:01:50
rate went up like 200%. Wow. Okay. So that's not just some vague concept then.
00:01:50 - 00:01:55
It's really like so having the right data is like knowing the secret paths through a jungle
00:01:55 - 00:01:59
instead of hacking through blindly. Yeah. I love that analogy. That's a great way to put
00:01:59 - 00:02:04
it. It's about understanding your customer's journey and meeting them where they are. That's
00:02:04 - 00:02:09
how you get a most off of your marketing spend. Okay. And speaking of working smarter, the
00:02:09 - 00:02:15
article also dives into automation. Yes. And I'm thinking about all those hours I spend
00:02:15 - 00:02:21
on like repetitive tasks. Yeah. It's a huge time saver. Right. By your particularly highlights
00:02:21 - 00:02:27
CRM systems. Okay. Not just as a way to store contacts, but to segment them based on behavior.
00:02:27 - 00:02:32
Okay. So imagine this. Yeah. Your CRM automatically sends a welcome back email with a special
00:02:32 - 00:02:37
offer if someone hasn't visited your site in a while. Now that's using automation strategically.
00:02:37 - 00:02:41
Exactly. Not just sending the same message to everyone on your list. Right. Okay. So
00:02:41 - 00:02:45
we've got data guiding our actions automation, taking care of the busy work. What's next?
00:02:45 - 00:02:49
Well, content, of course. Content is still king. I was kind of surprised by how much
00:02:49 - 00:02:55
he emphasizes this. Yeah. Me too. You'd think in this age of all these flashy ads. Yeah.
00:02:55 - 00:02:59
All the bells and whistles. Exactly. That content would be less important. Right. But it's
00:02:59 - 00:03:03
the long game. It is. Think about it when you're searching for something online. Yeah. Are
00:03:03 - 00:03:08
you more likely to click on a random ad or an article that actually answers your question
00:03:08 - 00:03:15
and seems trustworthy? Totally. But content takes time and effort. Yeah. So how do you suggest
00:03:15 - 00:03:21
people balance creating awesome content with all these other moving parts like data analysis
00:03:21 - 00:03:25
and automation? Yeah. That's a great question. And that's where having a well-defined
00:03:25 - 00:03:29
MarTech stack comes in. Okay. So your MarTech stack is basically the set of tools that you
00:03:29 - 00:03:35
use. Mm-hmm. And buyer suggests thinking about it like a puzzle. Right. Each piece needs
00:03:35 - 00:03:40
to fit together smoothly. Okay. So your analytics platform should talk to your email marketing
00:03:40 - 00:03:45
tool which feeds into your content scheduling system. Okay. And so on. So you're saying it's
00:03:45 - 00:03:49
not about having the most expensive tools but the ones that work well together. That's
00:03:49 - 00:03:53
exactly it. You could have the fanciest CRM in the world. But if it's not integrated with
00:03:53 - 00:03:57
your other systems. Right. You're not getting its full value. Okay. That makes a lot of
00:03:57 - 00:04:02
said. It's about building a system, not just a collection of random tools. Yeah. Okay.
00:04:02 - 00:04:07
So we've got data automation content and a killer MarTech stack. Right. What else does buyer
00:04:07 - 00:04:11
have in store for us? We doesn't want you to get too comfortable. Okay. He stresses the
00:04:11 - 00:04:17
importance of allocating a portion of your budget for experimentation. Okay. We're trying
00:04:17 - 00:04:21
out new platforms and technologies. Okay. And he's not just talking about the obvious ones
00:04:21 - 00:04:24
like TikTok. We'll spill the tea. What kind of platforms does he talk about? Well, he throws
00:04:24 - 00:04:29
out some interesting ones. I think niche online communities. Maybe even virtual reality
00:04:29 - 00:04:35
experiences down the line. Wow. But his point is that consumer preferences are always evolving.
00:04:35 - 00:04:40
Right. What worked five years ago might be completely irrelevant today. That's a lot to
00:04:40 - 00:04:44
wrap my head around. But it makes sense. Yeah. You can't just set it and forget it. Digital
00:04:44 - 00:04:48
marketing is a constantly moving target. Exactly. And speaking of things that are constantly
00:04:48 - 00:04:54
evolving. By our dedicates a significant portion of the article to AI. Okay. He argues that
00:04:54 - 00:04:59
it's no longer judge the buzzword. Right. But a tool with real potential to enhance the
00:04:59 - 00:05:03
customer experience. AI. It feels like it's everywhere these days. But how does it actually
00:05:03 - 00:05:08
translate to better marketing? Well, buyer gives some really concrete examples. Okay.
00:05:08 - 00:05:13
Think about personalized recommendations on e-commerce sites that AI at work. Okay.
00:05:13 - 00:05:18
Or chatbots that can answer customer questions instantly 24/7. It's about using technology
00:05:18 - 00:05:22
to make the customer journey smoother and more enjoyable. So it's not just about being
00:05:22 - 00:05:27
trendy. It's about using AI to actually solve real problems for your customers. Absolutely.
00:05:27 - 00:05:31
And buyer points out that it's not about replacing humans altogether. Okay. It's about
00:05:31 - 00:05:36
freeing up your team to focus on the things that require creativity and strategic thinking.
00:05:36 - 00:05:42
Mm-hmm. While AI handles the repetitive tasks. So it's like having a superpowered assistant
00:05:42 - 00:05:47
that can analyze mountains of data, personalized messages, and even predict future trends.
00:05:47 - 00:05:52
Pretty much. Wow. But here's the thing. Even with the best AI tools, you still need to
00:05:52 - 00:05:57
be strategic. Okay. Buyers stress the importance of having a clear understanding of your goals
00:05:57 - 00:06:01
and how AI can help you achieve them. So you're saying it's not about just throwing
00:06:01 - 00:06:07
AI at every problem. Right. It's about using it strategically to amplify your existing
00:06:07 - 00:06:13
efforts. Exactly. It's about finding the right balance between human ingenuity and technological
00:06:13 - 00:06:18
power. Okay. And this brings us to another crucial point. Buyer makes the importance of
00:06:18 - 00:06:25
regularly auditing and optimizing your MarTech stack. Okay. He calls it sharpening your tools.
00:06:25 - 00:06:30
I like that. But what does that actually look like in practice? It's about taking a step
00:06:30 - 00:06:36
back and evaluating your current tools and processes. Are they still serving your needs?
00:06:36 - 00:06:41
Are they integrated effectively? Right. Are there new tools that could help you achieve
00:06:41 - 00:06:44
your goals more efficiently? So it's like spring cleaning for your marketing
00:06:44 - 00:06:47
tool kit. Yeah. You're getting rid of the clutter and making sure everything is in its
00:06:47 - 00:06:52
right place. Exactly. And buyer stresses that this is an ongoing process. Okay. The digital
00:06:52 - 00:06:57
marketing landscape is constantly evolving. So your MarTech stack needs to evolve with it.
00:06:57 - 00:07:01
Right. But what about those of us who don't have massive budgets to play with? Yeah. That's
00:07:01 - 00:07:06
a good point. Right. Not everyone can just go out and buy every shiny new marketing gadget.
00:07:06 - 00:07:10
Right. Does buyer have any advice for those working with limited resources? He does. He's
00:07:10 - 00:07:16
got a whole section dedicated to maximizing ROI with a smaller budget. Okay. And this is
00:07:16 - 00:07:21
work. It's really interesting. So we're talking lean and mean marketing. Right. But still
00:07:21 - 00:07:25
getting amazing results. Still crushing it. Tell me more. Okay. So buyer breaks it down into
00:07:25 - 00:07:31
a few key strategies. Okay. First, he emphasizes focusing on strategic keywords. Okay. So instead
00:07:31 - 00:07:36
of trying to rank for every possible term. Right. You zero in on the ones that your ideal
00:07:36 - 00:07:40
customer is actually searching for. It's like fishing with the right bait instead of just
00:07:40 - 00:07:45
casting a wide net and hoping for the best. Exactly. You gotta be targeted. Okay.
00:07:45 - 00:07:49
Buyer also talks about the power of retargeting campaigns. Okay. Retargeting. You know how
00:07:49 - 00:07:53
sometimes you look at something online. Yeah. And then it magically follows you around the
00:07:53 - 00:07:57
internet. Exactly. That's retargeting. It can be a creepy. It can be a little creepy.
00:07:57 - 00:08:02
But it works. Right. And buyer says it's a great way to reengage people who have already
00:08:02 - 00:08:06
shown interest in your product or service. Okay. You know, it's like giving them a gentle
00:08:06 - 00:08:11
nudge. Okay. So we've got strategic keywords. Retargeting. What else? Well, buyer's a big
00:08:11 - 00:08:16
fan of what he called a test and learn approach. Okay. Which is about experimenting with different
00:08:16 - 00:08:21
strategies and tactics, but in a controlled way. Okay. So you're not just throwing money
00:08:21 - 00:08:25
at the wall and seeing what sticks. Right. So it's like running many experiments to see
00:08:25 - 00:08:29
what works best for your specific audience. Exactly. It doesn't have to be complicated.
00:08:29 - 00:08:34
Okay. It could be as simple as a bee testing different headlines on your website. Right.
00:08:34 - 00:08:38
Or trying out different ad copy on social media. Okay. Just little tweaks. Little tweaks
00:08:38 - 00:08:43
to see what resonates. Okay. And he also stresses the importance of optimizing landing pages
00:08:43 - 00:08:47
and calls to action. Absolutely. Because you're driving all this traffic to your site.
00:08:47 - 00:08:50
You want to make sure people actually convert. Yeah. You don't want to have a leaky bucket.
00:08:50 - 00:08:54
Right. You know, all that effort bringing people in and then they just bounce. Exactly.
00:08:54 - 00:08:59
So buyer gives some really practical tips on how to design landing pages that are clear,
00:08:59 - 00:09:04
concise and compelling. Okay. It's all about making it as easy as possible for people to
00:09:04 - 00:09:08
take the next step. So he covers a lot in this article. He does. He really does. If we had
00:09:08 - 00:09:13
to boil it down to one key takeaway, what would you say is buyer's main message? I think
00:09:13 - 00:09:17
it's about being adaptable and data driven. Okay. You know, the digital marketing landscape
00:09:17 - 00:09:21
is constantly shifting. So you need to be willing to adjust your approach as needed.
00:09:21 - 00:09:26
Okay. It's about being agile and responsive. So it's not about finding the one right answer
00:09:26 - 00:09:31
because the answer is always changing. Exactly. Buyers advice is more about building a framework
00:09:31 - 00:09:36
for making smart decisions based on data experimentation and a deep understanding of
00:09:36 - 00:09:40
your audience. Okay. So it's not just like a one size fits all kind of approach. No,
00:09:40 - 00:09:46
not at all. Right. Okay. And he encourages you to see your marketing budget as an investment,
00:09:46 - 00:09:50
not just an expense. Yeah. That's a really important point. Right. Because when you think
00:09:50 - 00:09:56
about it as an investment, it makes it feel less like gambling for sure and more like investing
00:09:56 - 00:10:00
in your future success. And exactly. And buyer reminds us that even small businesses can
00:10:00 - 00:10:07
achieve significant results with limited resources. Okay. It's about being strategic and focusing
00:10:07 - 00:10:10
on the areas that will have the biggest impact. So it's not about keeping up with the
00:10:10 - 00:10:14
Joneses and trying to do everything everyone else is doing. No. It's about finding what works
00:10:14 - 00:10:19
best for you and your business. 100%. You'll find your nation own it. Okay. And he's
00:10:19 - 00:10:24
very clear that this is an ongoing journey, not a destination. Right. You know, the tools
00:10:24 - 00:10:29
and technologies will continue to evolve. But the fundamental principles of data driven
00:10:29 - 00:10:34
decision making and customer centricity will always be relevant. So this deep dive has given
00:10:34 - 00:10:40
us a lot to chew on. Yeah. How can our listener take all of this and actually turn it into
00:10:40 - 00:10:44
action? What's the first step they can take? Well, buyer suggests starting with an audit
00:10:44 - 00:10:48
of your current marketing efforts. Okay. So what's working? What's not what tools are you
00:10:48 - 00:10:52
using? Are they immigrated effectively? Are you using data to inform your decisions?
00:10:52 - 00:10:56
So it's like taking stock of your current situation before you start making any big changes.
00:10:56 - 00:11:00
Exactly. Once you have a clear picture of where you are, you can start to identify areas
00:11:00 - 00:11:05
for improvement and create a plan for moving forward. But buyers not just talking about
00:11:05 - 00:11:10
reacting to the current landscape, right? No. He also encourages like being ahead of the
00:11:10 - 00:11:16
curve. Oh, absolutely. He emphasizes the importance of anticipating future trends and
00:11:16 - 00:11:21
being prepared to adapt. And this is where it gets really interesting. So how do we predict
00:11:21 - 00:11:25
the future of digital marketing? No. Do we need a crystal ball for this? I wish it were
00:11:25 - 00:11:30
that easy. Right. But buyers suggest some more practical approach. Okay. He says staying
00:11:30 - 00:11:35
informed is key. Okay. That makes sense, but informed about what specifically. He recommends
00:11:35 - 00:11:40
keeping an eye on emerging technologies, shifting consumer behaviors, and even changes in the
00:11:40 - 00:11:45
regulatory landscape. So it's not just about the latest marketing gadgets. No. It's about
00:11:45 - 00:11:49
understanding the bigger picture. It's about seeing the forest for the trees. Right.
00:11:49 - 00:11:53
Buyer says attending industry conferences, reading articles and reports, and even just
00:11:53 - 00:11:57
paying attention to what people are talking about online can give you valuable insights
00:11:57 - 00:12:02
into where things are headed. So it's like being a trend spotter. Yeah. But for the world
00:12:02 - 00:12:06
of digital marketing, exactly. Buyer argues that the best marketers aren't just reacting
00:12:06 - 00:12:10
to trends. They're anticipating them. I could see how that would give you a competitive
00:12:10 - 00:12:14
edge. Yeah. If you can see what's coming down the pipeline, you can start preparing now.
00:12:14 - 00:12:18
Right. You can get ahead of the game. Okay. For example, what kind of trends should we
00:12:18 - 00:12:22
be paying attention to? Well, buyer points out that privacy concerns are becoming increasingly
00:12:22 - 00:12:27
important to consumers. Yeah. With all the data breaches and targeted advertising, people
00:12:27 - 00:12:30
are definitely more aware of how their data is being used. For sure. And buyer predicts
00:12:30 - 00:12:35
that this trend will only continue to grow. Okay. So marketers who are already thinking
00:12:35 - 00:12:39
about how to build trust and transparency into their strategies will be ahead of the game.
00:12:39 - 00:12:43
So instead of seeing privacy as a roadblock, you can see it as an opportunity to differentiate
00:12:43 - 00:12:48
yourself. That's a great way to look at it. Right. It's about finding ways to use data
00:12:48 - 00:12:53
responsibly and ethically. Mm-hmm. While still delivering personalized experiences
00:12:53 - 00:12:58
that customers value. This has been a really insightful deep dive. I feel like I have a much
00:12:58 - 00:13:04
better grasp on the key trends shaping digital marketing in 2025. Yeah. Me too.
00:13:04 - 00:13:10
Buyer really provides a comprehensive roadmap for navigating this complex and ever-changing
00:13:10 - 00:13:14
landscape. He does. But before we wrap up, I want to touch on something that's been on
00:13:14 - 00:13:20
my mind throughout this conversation. Okay. We've talked a lot about data automation and AI.
00:13:20 - 00:13:24
Yes, those are definitely key themes. But what about the human element? Yeah. With all
00:13:24 - 00:13:30
this emphasis on technology, are we at risk of losing that personal touch? That's a great
00:13:30 - 00:13:34
question. And one that buyer acknowledges as well. Okay. He stresses that technology should
00:13:34 - 00:13:40
be used to enhance the customer experience. Mm-hmm. Not replace human interaction altogether.
00:13:40 - 00:13:43
So it's about finding the right balance. It's all about balance. Right.
00:13:43 - 00:13:48
Buyer encourages marketers to use data to understand their customers' needs and preferences.
00:13:48 - 00:13:52
Yeah. But to also remember that they're dealing with real people with real emotions.
00:13:52 - 00:13:57
So even with the best AI-powered chatbot, sometimes a human touch is still needed.
00:13:57 - 00:14:01
Sometimes you just need to talk to a real person. Exactly. Right. So for our listener who's
00:14:01 - 00:14:07
ready to take on the challenges of digital marketing in 2025, what's the one piece of advice
00:14:07 - 00:14:10
we want them to walk away with? Well, Buyer sums it up perfectly in the article. He says,
00:14:10 - 00:14:16
"Stay curious, stay agile, and never underestimate the power of human connection." I love that it's
00:14:16 - 00:14:21
a reminder that digital marketing is ultimately about connecting with people. Yeah. And that
00:14:21 - 00:14:25
human element will always be at the heart of it. At the end of the day, it's all about people.
00:14:25 - 00:14:30
Well, that wraps up our deep dive into digital marketing in 2025. We hope this episode has
00:14:30 - 00:14:34
given you some valuable insights and inspiration. It's been a pleasure. And remember, the future
00:14:34 - 00:14:39
of digital marketing is yours to shape. Go out there and make it happen. Thanks for joining
00:14:39 - 00:14:42
us. And until next time, keep diving deep.
00:14:42 - 00:14:46
Reach out to us at jbuyer.com for comments and questions. Follow us at buyer company on social
00:14:46 - 00:14:50
media. And if you'd be so kind, please rate and review us in your podcast app.
00:14:50 - 00:14:52
[Music]