Marketing budgets heading to emerging markets

Almost 60% of global marketers are shifting their budgets to focus on new markets, according to the World Federation of Advertisers (WFA).

A survey of marketers representing nearly $40bn in global ad spend found that 71% thought that some of the best work is now developed in markets outside of the US.

An overwhelming 95% think that future growth will come from outside the US, but 43% say they think they can still learn a lot from what happens in the states.

The UK, continental Europe and Australia were mentioned by survey respondents as beacons of excellence for integrated marketing, with Korea, Japan and China standing out in mobile campaigns.

Only 11% of marketers think that US marketers pay enough attention to the rest of the world.

The survey did also find evidence of a ‘global ideas exchange’ in large companies, with ideas that prove a success in one market being trialled in others.

“While the US remains a beacon of best practice, notably in social media, marketers are now seeking ideas from right around the globe,” says WFA managing director Stephan Loerke. “Our survey results highlight the emergence of a new multi-polar world for marketers where best practice can occur in almost any market and where the smartest ideas should be imported and exported around the world.”

Survey respondents cited Red Bull, Samsung, Apple, HP, Mini, Carlsberg, Unilever, the Jay-Z book launch and Durex’s social marketing campaign as the most impressive marketing campaigns of 2011.

The survey results were released at the WFA’s Global Marketing Conference which is taking place in New York this week.