Older marketers are (very) optimistic about the US economic outlook

Most seasoned marketers are very optimistic about the US economic outlook and plan to increase their marketing spend over the next 12 months. This is based on recent research by The CMO Survey, Duke’s Fuqua School of Business, Deloitte, and the American Marketing Association.

The report is based on data from a survey conducted among 356 experienced marketers (95% are VP levels or above) at for-profit companies in the United States in February 2021. The CMO survey has been conducted twice a year since 2008.

When asked how optimistic they are about the US economy on a scale from 0 (least optimistic) to 100 (most optimistic), respondents gave an average score of 66.3, which is close to an all-time high .

Optimism spans different sectors including B2B Product (67.3 Average Optimism Score), B2B Services (65.3), B2C Product (65.6), and B2C Services (66.8).

Around 55% of leading marketers are more optimistic about the US economy than in the previous quarter.

Senior marketers expect their total marketing spend to increase an average of 10% over the next 12 months.

How optimistic senior marketers are about the economy compared to last quarter

About research: The report is based on data from a survey conducted among 356 experienced marketers (95% are VP levels or above) at for-profit companies in the United States in February 2021. The CMO survey has been conducted twice a year since 2008.

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