Bank marketing investment is continuing to rise in 2026, with institutions placing greater emphasis on growth, digital channels and expanded marketing capabilities.
In a new ABA Banking Journal article, CPG Marketing Consultant and Project Manager Sammy Fiorino examines findings from the 2026 ABA marketing budget survey, which included 121 respondents representing institutions with assets ranging from less than $150 million to more than $10 billion. Median marketing budgets increased across seven of eight asset tiers, with the largest increases reported among institutions with more than $3 billion in assets.
Growth remains the dominant priority for marketing dollars. On average, banks allocated 30% of their budgets to deposit growth, 23% to new customer acquisition and 20% to loan growth—meaning nearly three-quarters of reported marketing spending is focused on these three objectives.
Digital channels also continue to lead in both perceived return and future investment. Digital advertising received the highest average return rating, followed by search engine marketing and optimization, email and social media. Looking ahead, 85% of respondents said they expect to increase digital advertising spending, reinforcing the continued shift toward measurable, performance-oriented channels.
Staffing trends are evolving as well. While marketing team size grows relatively modestly among institutions below $1 billion in assets, staffing increases more significantly as banks reach greater scale and their marketing needs become more complex.
The findings provide useful benchmarks for financial institutions evaluating how their marketing budgets, staffing levels and channel investments compare with peers—and where resources may be shifting next.
Read the full article: ABA Banking Journal. Learn more about CPG’s Marketing and Sales practice area.
Contact Sammy Fiorino for more information.
