Marketing agencies and departments are upbeat about their prospects but gloomy about the UK’s economic outlook, according to a survey by the Chartered Institute of Marketing.
The latest Marketing Trends Survey finds that more than a third of marketers believe that the UK will be in recession this year.
However, nearly 40 per cent of the 2058 surveyed are confident that business for their own organisations will improve over the next 12 months.
Only 17 per cent believe that conditions will worsen for their businesses.
In addition, 30 per cent of respondents expect to appoint more staff this year, while just 10 per cent anticipate downsizing their operations.
CIM attributes marketers’ upbeat attitude to their role in helping corporations to increase market share.
‘Marketers remain confident about their own prospects, despite the end of the “nice” decade,’ says CIM director of research and information David Thorp. ‘By focusing on changing customer needs more precisely, marketers can help their organisations to not only survive but thrive.’
The research found that spending on marketing continues to rise compared with last year. It increased from an average 6.6 per cent of an organisation’s turnover in September 2007 to 7.7 per cent to May.
The survey was conducted by Ipsos Mori.