Page 7 - Anuario-MKT-2021

ESTUDIOS MKT
Cuando reCortar es ContraproduCente

WARC DATA
Gráfico 3
Global MarketinG inDeX, aSia PaCiFiC, 2020

75 Growth
70
65
It is evident that although
APAC showed the highest 60
rates of decline earlier on in
55
2020, the collective measures
50
taken place to reduce rates of
COVID-19 have paid off and 45
now see the region at a strong 40
rate of growth with a headline
35
GMI value of 62.4 going into
30
2021.
25
This takes into account the 20
December index values of
15
74.2 for trading conditions,
10
68.0 for marketing budgets, Decline
Jan-20 Feb-20 Mar-20 Apr-20 May-20 Jun-20 Aug-20 Sep-20 Oct-20 Nov-20 Dec-20
and staffing levels at 45.0. Jul-20
Trading conditions Marketing budgets Staffing Headline Index
Fuente: WARC data, Global Marketing índex
SOURCE: WARC Data, Global Marketing Index © Copyright WARC 2021. All rightsreserved.
pleados por marketing, el resultado también humanos muy por debajo de comienzos de
es poco optimista para Europa. Partiendo del año. Estos datos coinciden con los que mos-
nivel más alto a principios de año, es la región “adoptada por los tramos en el siguiente tema de este especial
que más bajo lo termina, junto con Asia Pacífi- departamentos financieros, referidos a España mediante una encuesta es-
co. Pero la diferencia es que esta última región pecífica para MKT realizada por DOXA.
es la que tiene un mejor comportamiento en la tendencia al recorte profundo Y terminamos el acercamiento con la “foto”
los otros dos factores, presupuestos de mar- para pasar a sobreinvertir de la evolución de la inversión en medios en
keting y condiciones para el comercio, como después, es consecuencia España comparada con el resto de grandes
podemos ver si comparamos los Gráficos 3, 4 de una falta de entendimiento países de la UE más Reino Unido, y además
y 5. El segundo se refiere a América y muestra le añadimos la inversión publicitaria por ha-
una recuperación general de los tres factores, de cómo optimizar la bitante y en relación al PIB, como podemos
mientras el último, Europa, apenas muestra inversión en marketing”. ver en el Gráfico 6 proporcionado por Arce
una leve recuperación en presupuestos y con- Ebiquity. Media y Media Hot line (Informe i2P).
diciones de comercio y un nivel de recursos Para terminar el zoom, el Gráfico 7 explica ➤

WARC DATA WARC DATA WARC DATA WARC DATA
Gráficos 4 y 5
Global MarketinG inDeX, aMeriCa, 2020 Global MarketinG inDeX, eUroPe, 2020

Growth
65 65 Grow Growthth 60 60 Growth
The headline index value in The headline index value in 60 The headline GMI in Europe The headline GMI in Europe 55
60
55
the Americas ended the year the Americas ended the year only just returned to growth at only just returned to growth at
50
in growth, albeit with a slight in growth, albeit with a slight 55 the end of 2020, rising from the end of 2020, rising from 50
55
decrease from 60.4 in decrease from 60.4 in 49.7 in November to 50.9 in 49.7 in November to 50.9 in
50 50 45 45
November to 59.1 in November to 59.1 in December. This takes into December. This takes into
December. This takes into December. This takes into 45 account the index values of account the index values of 40
40
45
account the index value of account the index value of 54.5 for trading conditions, 54.5 for trading conditions,
40
35
63.0 for trading conditions, 63.0 for trading conditions, 40 53.1 for marketing budgets 53.1 for marketing budgets 35
58.7 for marketing budgets 58.7 for marketing budgets and still declining staffing and still declining staffing
35 35 30 30
and staffing levels at 55: the and staffing levels at 55: the levels at 45.2. levels at 45.2.
only region to remain in only region to remain in 30 25 25
30
growth in terms of growth in terms of With further challenges as a With further challenges as a
25 25 20
20
employment. employment. result of Brexit trading result of Brexit trading
relations as well as the relations as well as the
20 20 15 15
With countries in both North With countries in both North ongoing second wave of ongoing second wave of
10
and South America still and South America still 15 COVID-19 across countries, Decl Declineine COVID-19 across countries, 10 Decline
15
Decline
Dec-20
Dec-20
Aug-20
Oct-20
Sep-20
Sep-20
Nov-20
Nov-20
Oct-20
Jan-20
Feb-20
dealing with increased rates dealing with increased rates Jul-20 Jul-20 Europe as a region will see Europe as a region will see Apr-20 Jul-20 Oct-20
of COVID-19 in addition to of COVID-19 in addition to Jan-20 Feb-20 Mar-20 Jan-20 Apr-20 Feb-20 May-20 Mar-20 Apr-20 Jun-20 May-20 Jun-20 Aug-20 long term challenges in 2021 long term challenges in 2021 Mar-20 Apr-20 Jan-20 May-20 Feb-20 Mar-20 Jun-20 Jul-20 May-20 Jun-20 Aug-20 Sep-20 Aug-20 Oct-20 Sep-20 Nov-20 Nov-20 Dec-20 Dec-20
political volatility, a political volatility, a that will define its economic that will define its economic
stabilisation of the headline stabilisation of the headline standing for at least the next standing for at least the next
Headline Index
Marketing budgets Marketing budgets
Marketing budgetsMarketing budgets
Trading conditionsTrading conditions StaffingStaffing Headline IndexHeadline Index Trading conditions Trading conditions Staffing Staffing Headline Index
GMI is unlikely in the first GMI is unlikely in the first decade. decade.
quarter of 2021. quarter of 2021. Fuente: WARC data, Global Marketing índex Fuente: WARC data, Global Marketing índex
SOURCE: WARC Data, Global Marketing IndexSOURCE: WARC Data, Global Marketing Index © C © Copyright WARC 2021. All rightsreserved.opyright WARC 2021. All rightsreserved. SOURCE: WARC Data, Global Marketing Index © Copyright WARC 2021. All rightsreserved.
© Copyright WARC 2021. All rightsreserved.
SOURCE: WARC Data, Global Marketing Index
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