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Digital, mobile shift emphasised

News, 29 June 2015

GLOBAL: Digital and mobile continue to be the focus of marketing budgets according to the latest Global Marketing Index (GMI) which shows no end to the downward trajectory of traditional media.

The headline GMI registered an average 55.3 points in May – where a reading of 50 indicates no change and 60+ suggests rapid growth. This was a slight decline on the previous two months but still a clear sign that marketers across the world experienced increased business activity.

There were modest variances across the regions, with Asia-Pacific's index of 54.7 representing a 1.3 point decline on the previous month. Europe slipped back 0.2 points to 55.7 while the Americas edged up 0.6 points to 55.8. These figures are based on a three month moving average to mitigate abnormal seasonal variations.

Compiled by World Economics, the GMI provides a unique monthly indicator of the state of the global marketing industry because it tracks current conditions for marketers as well as their expectations for trading conditions, marketing budgets and staffing levels.

The key most significant finding of the June survey was that the allocation of marketing budgets assigned to TV continued falling, for the seventh month in a row, with an index value of 46.8, below the 50.0 'no change' level.

TV's falling share has been particularly severe in the Americas with an index value registered of only 40.1. The last month of TV growth in this region was recorded 12 months ago. TV expenditure also declined in the Asia-Pacific region with an index recorded of 45.0.

This decline was mirrored by falls in the marketing budgets allocated to OOH (48.5), radio (41.2) and press (33.8).

In contrast, internet media saw their share of marketing budgets growing rapidly in June, with an index value of 77.1 for digital and 73.9 for mobile. Very strong growth was experienced across all regions in these media.

"The Headline Global Marketing Index reading for June indicates that marketing activity is still growing across the world and in all regions," said Ed Jones, World Economics chief executive.

"Marketing budgets are still expanding and spending on mobile and digital media continue to take a rapidly growing share, while other media are declining."

Data sourced from World Economics; additional content by Warc staff