Marketing outlook healthy despite Europe budget dip

20 Jun,2013

By A Correspondent

 

Marketers are continuing to report confidence in the state of the industry, according to the latest results from Warc’s Global Marketing Index (GMI).

 

Globally, marketing budgets were increased in June (54.3) but there were regional variations on this index. Marketers in the Americas continue to be most optimistic on 56.3, followed by Asia Pacific on 55.5 – the region’s highest reading since this index began – but Europe slipped further to 48.3, representing a second month of decline.

 

 

The GMI is a unique indicator of the state of the global marketing industry. Every month it tracks conditions among marketers within their organisation and region. A GMI reading of 50 indicates no change, and above 60 indicates rapid growth.

 

The headline GMI measure – which takes into account marketers’ expectations for trading conditions, staffing levels and marketing budgets – registered a global value of 55.9 in June, consistent with May’s reading.

 

Region by region, the headline GMI registered 58.6 for the Americas, 58.2 for Asia Pacific and 53.0 for Europe.

 

 

The index of global trading conditions, the second component of headline GMI, continued to demonstrate confidence among the marketing community this month, registering a value of 58.1. Regional index values stand at 60.2 for the Americas, 59.9 for Asia Pacific and 56.1 for Europe.

 

The index of staffing levels remains positive, at 57.1 globally. Regional index values stand at 59.2 for both the Americas and Asia Pacific and 54.7 for Europe.

 

Suzy Young, Data and Journals Director at Warc, said, “Globally, marketing budgets continued to rise in June but this stems from solid growth in the Americas and Asia Pacific. European marketers are less confident and have reduced budgets for a second month.”

 

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