NEWS1 September 2015

Marketing focus remains on digital and mobile

News UK

UK — The latest Global Marketing Index (GMI) has revealed that global marketing activity is expanding at a steady pace, with a continued focus on digital and mobile.

The GMI is a monthly indicator of the state of global marketing, compiled by World Economics.

The headline GMI of 55.1 for August showed little change from the previous month (a reading of 50 indicates no change and 60+ suggests rapid growth). Europe showed a score of 56.4 points, continuing to outpace Asia Pacific on 54.3, and the Americas on 54.5.

With regard to marketing budgets by medium, digital advertising registered a high index value of 73.8 globally, and mobile was not far behind, on 71.0. Traditional media saw further decline in August, with marketing budgets assigned to TV scoring a global index value of 45.3.

“The revolution in media allocation caused by the rapid expansion of new media marketing (digital and mobile) is still pushing traditional media budget share downwards as media budgets change shape,” said Ed Jones, World Economics chief executive.