DMV-ifo Marketing Barometer March 2022

Significant decline in business expectations in the marketing industry

In the current February survey of the DMV-ifo Marketing Barometer, almost all the indicators measured are on the rise. After a negative development at the end of the previous year, the mood of the marketing industry improved noticeably in February. This seems to have stopped a negative trend for the time being.

The war in Ukraine has also made the German marketing industry much more pessimistic in March. In the current survey of the DMV-ifo marketing barometer, the assessment of the current business situation is still increasing, but the business climate and especially the business expectations are deteriorating significantly compared to the previous month.

The business climate index of the German marketing industry amounts to 89.1 points in March, which corresponds to a deterioration of 2.1 points compared to February. This means that the business climate assessment of the marketing industry is falling much less than that of the German economy as a whole - the ifo Business Climate Index deteriorates significantly by 7.7 points compared with the previous month to an index value of 90.8 points. The business expectations of the marketing industry in March also declined significantly by 7.5 points to an index value of 87.2 points. Only the current business situation is assessed somewhat more positively and, with an index value of 91.0 points, is around 3.1 points above the previous month's value in March.

The remaining indicators also deteriorate, with the exception of the order backlog. With a balance value of -8.4 (+2.2), the German marketing industry expresses a slightly improved but still declining order backlog in March. The assessment of the number of employees falls significantly to a balance value of 9.4 (-9.3) points. The marketers' sales expectations decline just as sharply to a balance of 21.3 (-9.4) points. After four months of constant increases, price expectations dropped slightly again for the first time to a balance of 35.7 (-2.2) points.

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

Link to past evaluations.