Strong recovery of the expectations of Marketing Directors in the three main indicators: market, own sales, and advertising investment.
Confidence, mood and optimism, keys to the economic recovery.
The Spanish Marketing Association and the consulting firm GfK presented this morning the data from Wave XXX of the Index of Expectations of Marketing Directors (IEDM), an indicator that shows the trends that marketing professionals detect for the second semester of 2021, in different sectors of activity, compared to the results obtained in the first half of 2021.
Marketing managers are more optimistic for the second half of the year. Confidence, mood and optimism have been key to the economic recovery and have contributed to reinforcing the expectations of managers. The index shows a strong recovery in the expectations of Marketing Directors in the three main indicators; market behavior, advertising investment and own sales, which remain positive compared to the previous wave. While the expectation of the total market stands at 5.6 points compared to -0.1 in the previous wave, advertising investment rises to 1.7 points compared to -0.3 in the first semester and own sales are They stand at 5.9 points compared to 2.5 in the previous wave.
The IEDM shows the investment in advertising, already in positive values, with a more gradual recovery. The decline suffered in 2020 has been as sharp as the financial crisis of 2008, but with a much faster recovery, estimating that 2022 will be the year of generalized sectoral recovery.
Although it is true that, although the market expectations, those of own sales and those of advertising investment show very positive values for the second half of 2021, and that 55% of the Marketing directors consulted, consider that the semester that we closed It has been better than expected, still 2 out of 10, affirms that this semester has been worse than expected.
The index also reveals that, although 7 out of 10 Marketing Directors are now more optimistic about what they thought six months ago and it seems that the worst has passed, when it comes to investing in advertising there is some caution, so seeks the optimization of the investment with the efficiency in the return.
It should be noted how advertising investment in online media consolidates after significant growth in 2020. 47% of companies invest more than 40% in digital advertising. A relevant indicator of the level of digital transformation is sales through e-commerce. 40% of companies sell more than 5% of their products through e-commerce. In fact, the level of satisfaction with digital sales is growing and 5 out of 10 Marketing Directors consider their level of sales in this channel satisfactory.
Sectorally, it is convenient to differentiate that the closing of the semester has been better than expected and with a general feeling of optimism for the second semester in the sectors of Automotive, Banking, Mass Consumption, and Technology.
The end of the first semester has remained in line with the forecasts of the previous wave and there are some lights with shadows for the Insurance, Health, Transport and Tourism and Retail sectors. Marketing managers also show some concern in the energy sector.
About the Index of Expectations of Marketing Directors (IEDM)
The fieldwork was carried out from November 19 to December 11, 2020, through online interviews with the active members of the MKT-GfK panel of Marketing Directors, who belong to large companies in the automotive, banking, energy, mass consumption, health, insurance, technology, retail and Marketing services. Since 2007, the study constitutes a biannual analysis of investment expectations, sales and market behavior for the semester following the consultation.