New York—Accountability is the top issue for senior marketers this year, according to a study by the Association of National Advertisers.
The study, “2013 Marketers' Top Concerns,” was based on an online survey of 155 senior marketing executives conducted in December.
The nex issue for marketers was integrated marketing communications; No. 3 was aligning the marketing organization with innovation.
Rounding out the top 10 issues for marketers this year were building strong brands; media proliferation; globalization of marketing efforts; developing advertising creative that achieves business success; attracting and retaining top talent; consumer control over what and how they view advertising; and growth of multicultural segments.