Warc Blog

Marketers' confidence surges

21 November 2013
LONDON: Marketers around the world showed growing confidence during November, as Warc's latest Global Marketing Index (GMI) rose 3 points with all regions performing strongly.

The headline GMI figure, which takes into account marketers' expectations for trading conditions and staffing levels as well as marketing budgets, rose from 54.8 in October to 57.8 in November's count, on a scale where values above 50 indicate a positive trend.

The greatest increase came in Europe, where a 3.9 point surge took the region's GMI to 59.0. This was not only the highest figure Europe has recorded since the Index began, it also surpassed the Americas which have historically led the way on this metric.

That region had been affected by the 16-day shutdown of the US government during October, but its headline GMI bounced back with a 3.1 point rise to 57.5, although this was not quite enough to offset last month's fall of 3.4 points.

Asia-Pacific registered an identical 3.1 point increase in November, which, on the back of an equally strong performance in October, took it to a headline index value of 57.8.

Looking at the various components that make up the GMI, the outlook for marketing budgets staged a significant recovery in November, with a 4.4 point increase to an index value of 56.2, the highest it has reached.

This was largely the result of a 6.3 point leap in the Americas, taking the region's budget index to 57.2. At the same time the data suggested that European marketers were set to spend more than at any other time in the past two years, with the region's 4.4 point rise taking it to an index figure of 56.7. Marketers in Asia Pacific continued on their positive road, up 3.8 points to 55.4.

There was also rapid improvement in the index for trading conditions, as a 3.3 point increase followed on October's 2.2 rise, taking it to 60.9. Optimism on this count was greatest in Europe, on 62.0, followed by Asia Pacific, on 61.7, and then the Americas, on 58.1.

The index of staffing levels was rather more stable, rising just 1.0 points to 56.4.

Commenting on the results, Suzy Young, Data and Journals Director at Warc, said: "The latest GMI data indicate growing confidence among marketers worldwide, with the indexes for both trading conditions and marketing budgets at their highest level since Warc began the survey in October 2011. These results should provide a real boost to the industry."

Data sourced from Warc

 
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