UK marketers grow in confidence

12 March 2013

LONDON: Marketers in the UK are slightly more optimistic about the future than was the case in late 2012, according to a survey.

The Chartered Institute of Marketing polled 1,300 marketing professionals for its Marketing Confidence Index and found that the Index had crept up from +4.12 in its first such survey in October 2012 to +5.28 in January/February 2013.

But this headline figure disguised a range of responses from different industry sectors. Professional and business services was by far the most confident, reporting a score of +20.37, while energy, petroleum, chemicals, mining and utilities recorded –1.80.

And breaking out the four key issues marketers were asked to address – career prospects, marketing investment, financial and growth targets and economic growth and performance – also threw up some seemingly paradoxical views.

A +22.05 score indicated optimism about careers, while a +12.22 score for business performance and potential suggested that marketers were bullish about their business's prospects.

But negative scores were registered for budgets and investment (-5.37) and for the macro-economic outlook (-7.79).

Micro and small businesses were most upbeat about investment and staffing, with many reporting increased access to resources to help fuel growth.

Warc's longer-running Global Marketing Index (GMI), which takes into account marketers' expectations for trading conditions, marketing budgets and staffing levels, showed a third successive monthly improvement in February 2013, with in index of 56.2.

The strongest growth was evident in Asia-Pacific and the Americas, but Europe too continued to progress from the nadir of July 2012.

"The continued upward trajectory in headline GMI is encouraging," said Suzy Young, Data and Journals Director at Warc, noting that "the outlook for global marketing budgets has improved since the start of the year."

Readers interested in joining the GMI panel can read more here.

Data sourced from Chartered Institute of Marketing; additional content by Warc staff