Asia Pacific marketing budgets rise steadily

Marketing budgets are rising steadily in the Asia Pacific with growth recorded on the Warc Global Marketing Index (GMI) for the third consecutive month in April.

The GMI provides a monthly indicator of the state of the global marketing industry with data from a global panel of 1,225 marketing executives from America, the Asia Pacific and Europe.

On the scale 50 represents no change, while anything above 50 shows growth, and anything below 50 indicates decline. The further away the index is from 50 the faster the rate of growth or decline, so a reading of 60 indicates rapid growth and a reading of 60 shows quick decline.

Asia Pacific recorded an index of 53.3, indicating steady growth during the period from April 1-12. In the same period the global index rose from 52.4 to 52.9, with the strongest outlook for marketing budgets recorded in the Americas with an index of 54.8. Europe recorded a second month of net growth at 50.5.

There was a slight decline in the global headline GMI measure, which also takes into account marketers’ expectations for trading conditions and staffing levels, as it registered 56.5 points in April, down 0.4 points from March. The headline GMI for Asia Pacific and Europe registered 55.1, while it was 58.7 in the Americas.

For the first time trading conditions appear to be better in Europe (58.2) than in the Asia Pacific (56.4) and marketers in the Americas are most confident with an index of 61.8.

The index for staffing levels in Asia Pacific stood at 55.5 this month and remains positive globally at 57.3. An index of 56.5 recorded in Europe and 59.6 in the Americas.

Suzy Young, data and journals director at Warc said: “The GMI data for April show that business conditions are continuing to improve and that marketing budgets have registered an increase for the fourth consecutive month. These results are encouraging for global marketers.”


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