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

BlackBerry harkens back to “CrackBerry” heyday

Waterloo, Ont.-based company introduces new smartphone model with familiar features

Hudson’s Bay hires new CEO

Former Toys R Us chairman and CEO takes the reins, Richard Baker remains chairman

Country Style chooses Tag Franchise for rebrand

New branding expected to roll out next year

MasterCard’s ‘priceless’ holiday giveaway

The brand had a big surprise for Calgary charities

Mind the generation gap in your marketing (Column)

Why marketers shouldn’t overlook Gen X

KBS wins Magnum ice cream

Plus, social AOR for Unilever Refreshments

Food trucks: driving a marketing revolution

How retailers and CPGs are steering their food truck strategies towards healthy eating

On the Move: New hires at Zulu, Harbinger, Public, COMB

A weekly recap of who’s headed where in Canadian marketing and communications

2014 Marketer of the Year shortlist: Toronto Raptors

From an internal marketing mantra to a rallying cry for Canada