Global marketing budgets have moved into positive territory (51.5) for the first time on record in March, according to Warc’s latest Global Marketing Index (GMI). The index has been showing signs of steady improvement since reaching a low point of Global marketing budgets.
The GMI, launched in November 2011, provides a unique monthly indicator of the state of the global marketing industry, by tracking current conditions among marketers. Warc's global panel (1,295 members) consists of experienced executives working for brand owners, media owners, creative and media agencies and other organisations serving the marketing industry. The panel has been carefully selected to reflect trends in the three main global regions: Americas, Asia Pacific and Europe.
The Global Marketing Index results are calculated by taking the percentage of respondents that report that the activity has risen (“Increasing") and adding it to one-half of the percentage that report the activity has not changed (“Unchanged"). A score of 50 indicates neutral sentiment.
The global headline GMI index (based on a combination of data for trading conditions, marketing budgets and staffing) currently stands on 57.4, up from February’s 56.2. Region by region, the Americas continues to see the most rapid growth: its headline GMI index is 59.7, although this represents a drop from last month’s 62.9.
Media-wise, digital (78.9) and mobile (71.2) marketing channels continue to attract marketing spend at the expense of other media. TV and out of home are still just below the no change level of 50.0, at 48.8 and 48.1 respectively, while press (36.1) and radio (42.3) continue to suffer more severe reductions in expenditure.
The global trading conditions GMI component index rose marginally from 59.7 in February to 60.8 in March. Both Europe and Asia Pacific have witnessed further improvement, rising to 59.2 and 61.8 respectively. The index for trading conditions in the Americas has fallen from February, and currently stands slightly below Asia Pacific on 59.9.
The GMI worldwide staffing component index shows that recruitment rates among marketers remain strong: Europe (57.9) and the Asia Pacific (60.5) recorded their strongest index scores to date in March. The Americas remains the most optimistic region, despite dropping back from 65.8 last month to a score of 63.1 this month.
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