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The Marketer is the official magazine of The Chartered Institute of Marketing.

The Institute offers marketing training and qualifications, including a continuing professional development (CPD) programme leading to Chartered Marketer status. Read more about training and qualifications.

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Marketers optimistic about 2010

February 2010

 

Optimism among marketers has grown significantly since 2008, according to the autumn 2009 Marketing Trends Survey (MTS) consucted by The Chartered Institute of Marketing. Marketers are confident that they will see economic growth in 2010 and are positive about their own organisation’s prospects.

 

The autumn 2008 survey revealed that 70 per cent of marketers thought that the state of the economy would worsen over the next 12 months. By spring 2009, this figure had fallen to 34 per cent and, in the autumn 2009 survey, only 12 per cent of marketers said they expected economic conditions to worsen.

 

When questioned about the business prospects of their own organisations in 2010, 51 per cent of respondents answered that they predict an improvement, consolidating the reversal in attitude uncovered by the spring 2009 survey.

 

In addition, marketers appear to be viewing the effects of the economic downturn in a more positive light, with 35 per cent of those surveyed stating that the recession has created a number of new opportunities for their company. This is an increase from 28 per cent in spring 2009. Furthermore, 53 per cent of marketers revealed that their company has changed its products and services in response to the weakened economy.

 

The survey, conducted by Ipsos Mori on behalf of the Institute, aims to provide the latest industry insight and an indication of how the wider economy affects businesses. The autumn 2009 research covered 1,198 marketing professionals, aiming to reach a wide cross-section of organisations by sector, turnover and geographic location.

 

David Thorp, director of research and professional development at the Institute, comments: “2010 will be an interesting year for marketers, with continuing uncertainty about economic recovery, the UK general election and an ever-growing presence of digital and social media.”