ACA study shows more modest expectations for revenue growth

Marketers have tempered their expectations for sales and revenue growth, according to a new survey. In the latest Marketer’s Pulse survey by the Association of Canadian Advertisers (ACA), the majority of marketers polled expect business growth will be stable over the next six months, in contrast to a more optimistic view held by marketers in […]

Marketers have tempered their expectations for sales and revenue growth, according to a new survey.

In the latest Marketer’s Pulse survey by the Association of Canadian Advertisers (ACA), the majority of marketers polled expect business growth will be stable over the next six months, in contrast to a more optimistic view held by marketers in a May survey.

In the September survey of 53 senior Canadian marketers, 60% of respondents said they anticipate their company’s sales/revenues will stay the same over the next six months, while 33% said it will improve.

In May, 38% of respondents expected business to stay the same over the next six months, while 57% expected it to increase. The balance of respondents (about 6% in both surveys) anticipated declines.

“There has been a marked shift from a more positive to a more neutral business outlook,” said Susan Charles, vice-president, membership services at the ACA.

This moderated stance is reflected in marketers’ outlook for consumer confidence, said Charles. “The perception of consumer confidence over the coming six months recorded a modest lift from May to September, with more than three-quarters of respondents now reporting their expectations for their consumers’ confidence levels to stay the same.”

Respondents were also asked about their companies’ use of social media. The vast majority of marketers (92%) indicated their companies use at least one social media platform, with 73% using Facebook, 76% using YouTube and 68% using Twitter.

Brands Articles

Sport Chek floods Toronto with 1,891 free basketballs

The stunt served as the kick-off to the retailer's new basketball-themed campaign

BMO’s “Ball-Star” hits the court for All-Star Weekend

Bank's marketing also includes a 10-foot tall ATM

OMD tops Gunn Report for 10th straight year

Report lists Canadian office's 'Smart City Project' among the network's best work

Edo Japan re-signs with Brookline Public Relations

Calgary-based PR shop appointed AOR for sixth consecutive year

Adidas kicks off All-Star Weekend with a pop-up shop

The global sportswear brand has opened a Toronto sneaker boutique

Veritas opens in Vancouver

The move will help the PR shop better serve its new B.C.-based client, Best Buy

New York Fries puckers up on Snapchat for Valentine’s

The brand is asking consumers to "French" their fries on Snapchat

How grocers are aiming to connect with ethnic consumers

Loblaw, Sobeys have opened ethnic format stores. But are they authentic enough?

DavidsTea introduces product line to benefit Kenya (Video)

Co-founder David Segal talks about the brand's approach to CSR