Marketing budgets up as confidence rises
|11 May 2012 12:37 BST||Back|
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Marketers are optimistic about their business’ prospects and are looking to increase their marketing spend in 2012 or keep it level, according to a new survey.
Nearly half (48%) of respondents in the Find Good survey felt that their profitability would improve in 2012.
HSBC, Iceland, Sony, B&Q and Sainsbury’s are among the brands that took part in the survey by agency intermediary FindGood.
The figures are more encouraging than the results of the IPA Bellwether Report for the first quarter of 2012.
While only 22% of companies reported a budget increase in the Bellwether Report, 37% of respondents in the FindGood survey thought budgets would increase in 2012.
Marketing budgets will increase across all disciplines, with advertising leading the way.
Digital expected to show the least growth, with 12% of respondents saying spend would decrease.
“It’s very reassuring to see that budgets are once more on the march, suggesting that marketers see investment in marketing activity as the best way of growing sales whilst the economy remains becalmed,” Kim Mears, managing director at FindGood said.