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Marketing Confidence Monitor

Understanding marketer’s attitudes, sentiment and outlook

Marketing Confidence Monitor

 

Background

The Marketing Confidence Monitor is a project of The Chartered Institute of Marketing, supported by Deloitte and Forbes. This quarterly benchmark of marketing sentiment is based on industry-weighted responses across four key issues: Financial and Growth Targets, Marketing Investment, Career Prospects and Economic Growth and Performance.

The Marketing Confidence Index score for October 2012 is in positive territory at +4.12, although this varies significantly by industry sector.

Key findings

The report surveyed more than 1,200 UK marketers, revealing that almost half feel more confident about career prospects over the next 12 months than in the past year and 60 per cent see a low risk to their job security over the same period. However, despite the 
good news there are other concerns for marketers:

  • Doing more with less: UK marketers expect their financial and growth targets to increase, but these ambitious targets are not being supported by increased levels of marketing investment;
  • Secure - for now: There are upbeat views on job security and development, but a lack of new job creation raises question for those graduating in years to come;
  • Sunny, but with clouds ahead: An uptick in market confidence in the year ahead may be put at risk by the downbeat view of UK economic growth over the same period;
  • ROI rules: Marketers report a widespread focus on return on investment.  Organisations need to be able to grasp the opportunities afforded them by analytics, new platforms and technologies to track and monitor their ROI more closely.

To speak to one of our team on how your organisation can overcome the challenges identified in this study, please contact Nick Turner.

Download

Download Marketing Confidence Monitor Snapshot Report (PDF, 769 KB)
Download Marketing Confidence Monitor Infographic (PDF, 497 KB)

The Chartered Institute of Marketing

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