Global Marketing Budget Trends, October 2011-October 2013 [CHART]
After expanding throughout the Summer months, global marketers’ confidence in their budgets remains solid, per Warc’s latest Global Marketing Index (GMI). This month, the budget component of the index recorded a value of 51.8, relatively unchanged from last month and marking the 10th 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.) Interestingly, the budget index was this time buoyed by expectations in the Asia-Pacific rather than in the Americas.
Specifically, the data reveals that marketing budgets in the Asia-Pacific appears to be on the recovery after 3 consecutive months of declines, with a reading of 51.6. Europe’s budget sentiment stood at 52.3, down slightly from its record reading of 52.8 in September, but the highest level among the different regions, as marketers in the Americas posted a big drop in sentiment – of 4.3 points – to 50.9. Read the rest at MarketingCharts.