Post by account_disabled on Dec 30, 2023 4:33:46 GMT
It seems that the marketing industry is beginning to see the light at the end of the tunnel . Despite a fateful 2020 in which investment suffered a significant drop, in the final months of the year the numbers began to recover. This is revealed by WARC in its annual review of the Global Marketing Index (GMI) , a unique monthly indicator that reflects the state of the global marketing industry after analyzing the budgets, business conditions and teams of more than 1,000 marketing specialists. Below, we review the three main conclusions that WARC experts have reached after this study of the industry in 2020: 1. Recovery is evident in most indices During 2020, the GMI has experienced the largest fluctuation in its history, they say from WARC.
The year began with a slight decline, but during the first six months investment experienced a dramatic drop, reaching a historic low in May (19.7) as a result of the pandemic. But since then and as optimism regarding the end of the pandemic Phone Number List increases, the index has grown again. According to WARC data, the year ended with three consecutive months of higher growth rate reaching 55.4. 2. Marketing Budget Index Hit All-Time Highs and Lows in 2020 Marketing budgets reached a historic low (13.4) in May, in December they reached 57.8. Starting in August, digital and mobile were the clear drivers of growth , favored by the rise of e-commerce. At the end of the year, digital budgets reached an index of 67.4, while those related to mobile reached 67. Television continues to resist and ended the year at 56. Radio, OOH and press indices continue to fall, although they have begun a slow recovery.
According to WARC Data forecasts, the global advertising market will take at least two years to fully recover. 3. APAC registers the highest growth rates By region, APAC stands out for its rapid growth in the final months of the year, while the Americas showed more constant growth during the second half of the year. Europe only grew again at the end of the year and is preparing in 2021 to face new challenges, such as the new wave of COVID-19. “The prospect of emerging from the pandemic and growing business adaptation to the 'new normal' have led to new growth for 2021 in all regions,” says Zoe McCready, Research Executive at WARC. “WARC’s monthly GMI data provides a unique initial view into the health of the marketing industry and points to the continued strength of digital and mobile channels in 2021, driven by the continued rise of e-commerce as lockdowns continue in many countries," he adds.
The year began with a slight decline, but during the first six months investment experienced a dramatic drop, reaching a historic low in May (19.7) as a result of the pandemic. But since then and as optimism regarding the end of the pandemic Phone Number List increases, the index has grown again. According to WARC data, the year ended with three consecutive months of higher growth rate reaching 55.4. 2. Marketing Budget Index Hit All-Time Highs and Lows in 2020 Marketing budgets reached a historic low (13.4) in May, in December they reached 57.8. Starting in August, digital and mobile were the clear drivers of growth , favored by the rise of e-commerce. At the end of the year, digital budgets reached an index of 67.4, while those related to mobile reached 67. Television continues to resist and ended the year at 56. Radio, OOH and press indices continue to fall, although they have begun a slow recovery.
According to WARC Data forecasts, the global advertising market will take at least two years to fully recover. 3. APAC registers the highest growth rates By region, APAC stands out for its rapid growth in the final months of the year, while the Americas showed more constant growth during the second half of the year. Europe only grew again at the end of the year and is preparing in 2021 to face new challenges, such as the new wave of COVID-19. “The prospect of emerging from the pandemic and growing business adaptation to the 'new normal' have led to new growth for 2021 in all regions,” says Zoe McCready, Research Executive at WARC. “WARC’s monthly GMI data provides a unique initial view into the health of the marketing industry and points to the continued strength of digital and mobile channels in 2021, driven by the continued rise of e-commerce as lockdowns continue in many countries," he adds.