Confidence in a recovery in the technology sector has spread to those in the marketing department with most marketers expecting things to steadily improve over the next 12 months.
The latest survey of marketers by the Chartered Institute of Marketing (CIM) shows that 62% of those quizzed believe things are getting better with 70% of those working in the IT sector expecting their market to pick up faster than other areas.
The figures are a vast improvement on the last time the CIM put out a Marketing Trends Survey and asked its members how they were feeling about the state of the market.
David Thorp, director of research and professional development at the CIM said, that although the next year would be tough but there was optimism.
Securing budget for marketing activities in IT and telco companies continues to be challenging with 55% reporting that its “very” or “fairly” difficult to secure marketing budget.
“It’s good to see that marketers in these sectors have an improved positive outlook and that they are responding to customer needs by modifying their products and services,” he said.
“For now, marketers are wisely concentrating their hard-won budgets in the most effective activities, and still see the need to invest in training. As we move further into the New Year, I’m convinced this more professional approach will stand them in good stead when the economy fully recovers,” he added.