Global Marketing Index, March 2012: Marketing budgets increase as global confidence improves

Suzy Young

  • Marketers in the Americas and Asia Pacific drive global growth
  • European marketers continue to cut budgets
  • Global trading conditions improve for a fourth consecutive month

Global marketing budgets moved into positive territory (51.5) for the first time on record in March, according to Warc’s Global Marketing Index (GMI). The index has been showing signs of steady improvement since reaching a low point of 43.9 back in November last year.

Above 50 = generally improving; below 50 = generally declining

Marketers in both the Americas (56.1) and Asia Pacific (51.6) expected budgets to increase in March, but their counterparts in Europe are still cutting back (47.9). However, the European data show a consistently improving picture since December’s low point of 40.8.