Global mktng outlook continues to improve in April: Warc

18 Apr,2013

By A Correspondent

 

Global marketers continue to have a positve outlook according to the latest data from Warc’s Global Marketing Index.

 

  • Global marketing budgets rise for the fourth consecutive month
  • Headline GMI performs strongly in all regions
  • Trading conditions in Europe more positive than Asia Pacific for the first time

 

The index marketing budgets recorded growth for the fourth consecutive month in April, rising to 52.9 from 52.4 in March. The Americas registered the strongest outlook for marketing budgets, at 54.8 Asia Pacific experienced thsi consecutive month of growth to stand at 53.3, while Europe recorded a second month of net growth, with the index for the region holding steady at 50.5.

 

 

The GMI provides a unique monthly indicator of the state of the global marketing industry, by tracking current conditions among marketers. A GMI reading of 50 indicates no change, and a reading of over 60 indicates rapid growth.

 

The global headline GMI measure – which takes into account marketers’ expectations for trading conditions and staffing levels as well as marketing budgets – registered a value of 56.5 points in April, a slight decline of 0.4 points in March.

 

Region by region, the headline GMI for the Americas registered 58.7 , with Asia Pacific and Europe both on 55.1.

 

 

The index for global trading conditions, the second component of headline GMI, continued to indicate significant global growth in April, on 59.1. Marketers in the Americas remain most confident (61.8), followed by Europe (58.2) and Asia Pacific (56.4). This is teh first time Europe has recorded a more positive reading than Asia Pacific on this measure.

 

The index of staffing levels remains positiv at 57.3 globally. Regional index values stood at 59.6 for the Americas, 56.5 for Europe and 55.5 for Asia Pacific.

 

Suzy Young, Data and Journals Director at Warc, said, “The GMI data for April show that business condidiotns are continuing to improve and that marketing budgets have registered an increase for the fourth consecutive month. These results are encouraging for global marketers.”

 

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