DMV-ifo Marketing Barometer March 2021
Almost all indicators point to a more optimistic situation in the marketing industry in March.
In the month of March, the marketing industry assesses its current situation as well as the short-term outlook significantly better than last month. All three main indicators - the business climate, the business situation and business expectations - improved significantly and show a somewhat more optimistic self-assessment one year after the start of the Corona crisis.
With a value of 85.8 points, the business climate index of the DMV-ifo Marketing Barometer shows an increase of 4.9 points compared to February and is thus at its highest value for a year. In comparison, the ifo Business Climate Index for the German economy as a whole also improved somewhat less strongly, but also significantly by 3.9 points to 96.6 points, which means that this indicator is slightly above the pre-crisis level in February 2020 for the first time. The current business situation in the marketing industry improved again by 4.0 points after a significant drop in the previous month and is now at an index value of 79.4 points. In March, German marketers expect increasingly better business again - the business expectations index rises by 5.9 points compared to February to a pre-crisis level of 92.8 points.
All other indicators changed positively compared to the previous month, with the exception of price expectations. These are at 4.1 (-3.0) points on balance. At -31.6 (+1.5) points, the current order backlog in March is estimated to be slightly better than in February, but remains clearly in negative territory. At -3.0 (+9.3) points, the German marketing industry expects the number of employees to remain almost constant on balance. The most marked improvement was seen in turnover expectations, which rose on balance to 14.7 (+16.0).
The complete analysis including charts can be found here. (only available in German)
Link to past evaluations.