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

Tim Hortons names new president

Sami Siddiqui is promoted from head of finance to president at the coffee shop chain

Sears unveils revamped logo

Developed in-house, it is part of the company's ongoing 'strategic reinvention'

Smart brands are turning retail spaces into playgrounds

Thinking about brands as places may prove to the sturdiest strategy: Bruce Philp

Metro keeps it all white for Diner en Blanc in Ontario

Grocer uses social, influencer tactics and video to amplify sponsorship

Starcom hires Mike Rumble to oversee new integrated team

New unit expected to oversee the agency's recently defended TD Bank Group account

TD goes on another ‘thank you’ mission

New video captures heartfelt moments customers are surprised with gifts

Buy groceries online? Never in Canada! (Column)

Is the grocery industry ready for digital disruption? Maureen Atkinson explains

Square One gets sultry for fall campaign

Flirtatious video features newlywed celebs Sean Avery and Hilary Rhoda

Which Olympic ads won with women?

Harbinger study examines what it takes for ads to be memorable