Marketers’ confidence in the performance of their business is five times as high as 12 months ago, fuelled by improvements in the wider economy, despite lingering doubts over their ability to influence colleagues, according to the Chartered Institute of Marketing (CIM).
The professional body made the claims in its latest Confidence Monitor quarterly data, revealing that marketers’ overall confidence increased by almost 12 points since April – representing an increase by a factor of five since this time last year.
The CIM, which represents over 40,000 marketers, also claimed the study reveals a more upbeat mood among the surveyed marketers over their career prospects compared to 12 months ago.
The CIM study comes amid better news about the UK economy. Business lobbying group the Confederation of British Industry (CBI) has revised up its forecast for the UK economy, predicting growth between 1-2 per cent in 2013, and 2.2 per cent in 2014. Elsewhere, GfK NOP’s respected consumer sentiment index reached its highest level since 2009 in August.