The Drum Awards for Marketing - Extended Deadline

-d -h -min -sec

Warc

‘Improving business conditions’ for marketers according to latest Global Marketing Index

Author

By Steven Raeburn, N/A

December 19, 2013 | 3 min read

The latest Global Marketing Index (GMI) undertaken by Warc has concluded that the business outlook for marketers around the world remains ‘positive’, with improving business conditions forecast during 2014.

Improving business conditions forecast

The outlook is strongest in the Americas and Europe, with a slight dip in the forecasting for the Asia Pacific region, which nevertheless continues to indicate positive conditions.

The GMI tracks the marketing industry, featuring Warc's 1,225-strong membership panel including brand owners, media owners, creative and media agencies, to collect data each month and calculate the average activity of marketing around the world through a points system. A positive bias will be recorded above 50 points, while a negative will be below that number, which if it reached exactly would measure 'no change'. The further the number recorded is from that constant, the greater the rate of change indicated.

According to the report, the headline figure from the GMI was growth of 0.8 points to 58.6, the second consecutive month of growth involving staff numbers, trading conditions and marketing budgets. This was at its highest since October 2011 (see graph 1.)

"The latest GMI data are broadly consistent with last month and indicate improving business conditions for global marketers,” said Suzy Young, data and journals director at Warc.

“It will be interesting to see if the headline GMI remains stable in the first few months of 2014 as we enter the post-holiday season and the US debt ceiling returns to the fore."

Warc said the global index of marketing budgets recorded its highest ever value during December, increading by 1.1 points to 57.3, with European marketers seen to be increasing their spend more than at any other time over the last two years - rising to 58.7 points ( see graph 2). Meanwhile planned marketing budgets were also rising in both the Amercias and Asia Pacific.

Business image via Shutterstock

Warc

More from Warc

View all

Trending

Industry insights

View all
Add your own content +