The online survey of nearly 200 marketers was conducted in April by CoActive Marketing Group. The results, published Tuesday, showed that the majority (74%) of marketers now employ integrated marketing communications campaigns for most or all of their brands. Yet challenges remain, with only one-quarter of marketers giving their company’s integrated marketing efforts a “very good” or “excellent” rating.
The biggest barriers to effective integrated marketing, according to the survey respondents, are the existence of functional silos (59%) and the lack of strategic consistency across communications disciplines (42%). These problems were also cited in earlier versions of the study conducted by the ANA in 2003 and 2006.
Among the other barriers cited by respondents were: insufficient marketing budget (36%), lack of a standard measurement process (36%), lack of needed skill sets among marketing staff (33%) and the need to develop the “big creative idea” that can be leveraged across different media disciplines (32%).