Marketing budgets continue to improve across major regions, although growth appears to be slowing, per Warc’s latest Global Marketing Index (GMI). This month, the budget component of the index recorded a value of 51.5, down from last month’s 52.7 and May’s peak of 54.3, but still marking the 7th consecutive month above the threshold value of 50. (A score above 50 indicates a generally improving environment, while a score below 50 indicates a generally declining environment.)
Looking at the budget component breakdown by region, the data reveals that marketers in the Americas are still the most bullish, with a reading of 55.8 (down from 56.3 in June). Those in the Asia-Pacific region showed a marked decline this month, falling to 50 from last month’s peak of 55.5. Europe’s budget sentiment stood at 49.7, halting a downward trend that had brought the reading down to 48.3 in June.
- The global index for staffing levels stood at 55, still in positive territory, but representing a 6-month low, and down from 57.1 in June. The Americas (55.1) fell behind the Asia-Pacific (57.3) in this component, with the Americas’ reading the lowest ever. Europe’s staffing conditions remained positive at 53.
- The index for trading conditions are still highest in the Americas, at 58.5, but that again was its lowest score in 8 months. Globally, the index stood at 56.4, down from 58.1 in June.
- The headline global marketing index (GMI), comprised of the budget, staffing, and trading conditions components, stood at 54.3, down from 55.9.
About the Data: Warc’s global panel (1,225 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.
Data collection period: 1-12 July 2013. 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”). Using half of the “Unchanged” percentage effectively measures the bias toward a positive (above 50 points) or negative (below 50 points) index. As an example of calculating a diffusion index, if the response is 40% “Increasing,” 40% “Unchanged,” and 20% “Reducing,” the Diffusion Index would be 60 points (40% + [0.50 x 40%]). A value of 50 indicates “no change” from the previous month.