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Marketer confidence in APAC dips to lowest level in a year

The confidence of marketers in Asia Pacific has reached its lowest point since September 2013, according to a rolling survey from Warc.

Source: Warc

Source: Warc

Marketer confidence, known as the global marketing index (GMI), is measured by their expectations for trading conditions, marketing budgets and staffing levels.

Marketer confidence in Asia registers a GMI reading of 51.8 in August, where 50 denotes neutral sentiment, but dropped by 3.3 points in July – a steeper decline than in either the Americas or Europe.

The GMI measure also factors in marketing budgets, and revealed that in Asia budgets are expected to decline for the first time since September last year. In Europe and the Americas, marketing budgets are expected to increase.

As for how media will be affected by marketing budget shifts, every channels except for digital and mobile are expected to fall or stay flat. Mobile is revealed to be the fastest-growing medium.

Source: Warc

Source: Warc

James McDonald, a research analyst at Warc, said: “Despite a fall in headline indexes this month, industry consensus is that things remain on the up, with trading conditions in particular proving favourable for marketers in all regions.”

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