NEWS3 December 2009

CIM survey finds marketers ‘quietly confident’

Financials UK

UK— Marketers are “quietly confident” about the UK economy and their companies’ prospects over the next year, according to the Chartered Institute of Marketing’s latest trends survey.

Ipsos Mori interviewed 1,198 marketers for the survey, and found that 51% of respondents said they thought business would improve over the next 12 months, compared to 16% who thought conditions would deteriorate.

There was good news for CRM, which topped the list of marketing activities by ROI, with 21% of respondents saying it delivered the best return, followed by 12% for online advertising, and email and public relations with 11% each. Advertising (excluding online) topped the list of activities seen to offer the least ROI.

Thirty-six per cent of respondents said that the economic downturn had created new business opportunities for their company – up from 28% from six months ago.

David Thorp, director of research and professional development at CIM, said: “2010 will certainly be an interesting year for marketers, with the continuing uncertainty about an economic recovery, the UK general election and an ever-growing presence of digital and social media… For now, marketers are wisely concentrating their spend in the most effective activities, and still see the need to invest in training.”