A recent survey as part of the Marketing Confidence Index (MCI) assessed 120 key managers across major industries. The findings indicate a clear trend: companies are eager to invest in marketing, yet the costs associated with these services are set to rise significantly.
The Marketing Confidence Index is an initiative by the Polish Organization of Advertisers and K+Group, aiming to establish a long-term gauge of marketing health in Poland.
Companies Aim to Increase Budgets Amid Rising Costs
Results from the survey of marketing, corporate communication, public affairs, and social media experts reveal a tempered optimism despite growing cost pressures. Notably, 81% of firms view their current business situation positively, and the same percentage believes marketing will positively impact company growth over the coming year.
Moreover, 45% of organizations plan to boost their marketing budgets, whereas only 12% anticipate cuts. The main challenge remains escalating costs, with 72% of respondents expecting higher advertising service costs and 64% foreseeing an increase in overall marketing expenses.
According to Ewa Eron, COO of K+Research, “The survey results demonstrate that the market stands at a point of cautious optimism. On one hand, organizations increasingly recognize marketing’s role in business development and express readiness for further investments. On the other, they face mounting cost pressures. Balancing growth ambitions with the need for effective budget management will be one of the key challenges for the industry in the coming years.”
Optimism Among Executives
Nearly three-quarters of respondents anticipate an improvement in their companies’ business situations over the next 2-3 years. The most optimistic forecasts come from C-level executives and directors, who frequently report strong improvements, while managerial staff tend to indicate more moderate growth.
The most positive outlooks, as per the survey findings, are seen in the financial and retail sectors, whereas service industries exhibit a more cautious stance. Nonetheless, a belief in the growth of marketing budgets over the long term is prevalent across all sectors, as indicated in the report.
