Worldwide, marketer have a good feeling about marketing budgets, trading conditions and staffing. For the first time in Warc’s Global Marketing Index, which measures marketer sentiment worldwide, Europe is more positive than Asia-Pacific.
Fifty is the basis point in the range of the Index’ sentiment parameters. The number indicates zero growth or decline in global marketers’ opinions, while a reading over 60 indicates rapid growth, per the firm. The Index finds that April is the fourth consecutive month of marketing budget growth -- with the Americas, at 54.8, enjoying the best outlook. Asia-Pacific saw its third month of growth, at 53.3. Europe's Index position was 50.5.
Although Europe was at the bottom for budget outlook this month, it has had the strongest growth rate since January of last year, when it was at a miserable 40 on the Index. That number plus Asia-Pacific's, at about 48, helped dragged the global number to about 47. During that month the Americas region stood at about 53; the region has had the highest budget numbers worldwide since then.
The index for global trading conditions, the second component of headline GMI, mirrored budgets with marketers in the Americas being the most confident at 61.8, followed by Europe at 58.2 and Asia-Pacific at 56.4. On this measure, as in budgets, Europe has for the first time recorded a more positive reading than Asia-Pacific.
The index of staffing levels remains positive at 57.3 globally. Regional index values stood at 59.6 for the Americas, 56.5 for Europe and 55.5 for Asia-Pacific.
When marketer sentiment for the three regions combined, for all three conditions -- budget, trading and staffing --the global number for April is 56.5, a 0.4 decline from March. The Americas registered 58.7 for the combined parameters, with Asia-Pacific and Europe both on 55.1.
The numbers are garnered via a poll of Warc's global panel comprising 1,225 brand executives, media owners, creative and media agencies, and other marketing firms.