DMV-ifo Marketing Barometer July 2021

Marketing industry more optimistic again in July

The upward trend in the German marketing industry since the beginning of the year continues. After slight losses in the previous month, all three main indicators of the DMV-ifo Marketing Barometer rose again in July. Marketeers thus assess their current situation as the best since April 2020.

The current business climate of the Marketing Barometer rises by 2.7 points to 95.2 points in July - a high since May 2019. By comparison, the ifo business climate for the German economy as a whole falls slightly by 0.9 points to 100.8 points. In addition, the business expectations of the German marketing industry rise by 2.0 points to 101.6 points. Both marketing indicators thus suggest a business overcoming of the Corona crisis in the industry. The current business situation of the marketeers rises most significantly among the three main indicators by 3.4 points to an index value of 89.2 points, but still remains below the pre-crisis level in February 2020.

Half of the four remaining indicators rise, in some cases significantly, while those that remain fall slightly. The order backlog of the German marketing industry is estimated at -1.0 (+14.3 points) on balance, with almost as many respondents assuming an increase as a decrease in the order backlog. The assessment of the future number of employees is clearly positive in July. This rose significantly to a balance of 25.1 (+10.3) points. Only the two balance values for turnover and price expectations declined slightly to a balance value of 41.6 (-1.9) points and 20.2 (-3.2) points, respectively.

The complete analysis including charts can be found here. (only available in German)

Link to past evaluations.