A new survey carried out by the Chartered Institute of Marketing (CIM) has found UK marketers to be ‘quietly confident’ about the UK economy and their companies’ prospects over the next year.
The survey of 1,200 marketers discovered that 51% of respondents think business will improve over the next 12 months; just 16% expect conditions to deteriorate.
In terms of the marketing activities felt to offer the greatest return on investment, CRM topped the pile with 21% of marketers feeling it delivers the best return. 12% opted for online advertising, 11% chose email marketing, and a further 11% felt public relations offered the greatest ROI. Advertising (excluding online) was considered to offer the least return on marketing investment.
36% of the respondents said that the economic downturn had created new business opportunities for their company – a figure which rises from 28% in the previous study six months ago.
All in all, sales performances and marketing spend appear to be on the up, with redundancies going down, all of which is positive news. However, a word of caution – there’s still a good way to go before the figures return to the levels of before the economic crisis began.