财经快讯

英国经济前路难测 企业第三季度冻结营销支出

日期:2017-10-18
周三(10月18日)IPA Bellwether公布的一项调查报告显示,英国企业在第三季度冻结了市场营销预算,因随着英国将要退出欧盟,该国经济的不确定性上升。

调查显示,英国将近70%受访企业列支的营销预算自第二季度以来没有变化。

调查并显示,约21%的受访企业较第二季度上修了营销预算,11%的公司有所下调。这项调查由英国广告从业者协会(IPA)委托IHS Markit进行。

但英国互联网市场营销依然是亮点,因企业继续通过数字的方式发掘客户。其中最主要为企业在搜索引擎优化方面加大支出。
英国经济前路难测 企业第三季度冻结营销支出(图1)
报告指出,英国企业营销预算增长迟滞也反映在第三季度的促销和直销类别中。

调查认为,英国2017年广告支出料仅微增0.6%,2018年更是停滞不前,这反映了与英国脱欧有关的不确定性。

随着英镑贬值造成通胀上升,压缩了家庭收入,使英国整体经济增长放缓,前景面临更多的不确定性。

日内IHS Markit主管暨Bellwether报告的作者Paul Smith表示,“Bellwether最新调查的主要特点就是不确定性,据称这将会拖累投资和家庭支出。”

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