‘Marketer confidence remains high,’ states Warc in latest Global Marketing Index
The confidence of marketers and positivity about the business environment has remained high for another month, according to the latest Warc Global Marketing Index (GMI).
The GMI takes into account marketers’ expectations for trading conditions, marketing budgets and staffing levels. It recorded an index value of 56.6 this month, where a reading of 50 indicates neutral sentiment and above 60 indicates rapid growth.
The global reading represents flat growth from June’s index, but a 2.3 point rise from the same time last year.
Regionally, in the Americas there was an index reading of 57.7 in July indicating improving conditions overall despite a 1.6 point fall from June’s reading,
Meanwhile, in Europe there was headline index reading of 57.2, indicating a 1.5 point rise against June.
The GMI for Asia Pacific remained largely flat month-on-month, on 55.1 (up 0.2 points from June).
Suzy Young, data and journals director at Warc, explained that the global headline GMI remained consistent with June data on 56.6.
“Within this, the indexes for all featured regions have stabilised significantly since the end of 2013, with marketers generally upbeat about their business environment.”