ANA study: Marketers embrace integrated marketing communications, but challenges remain

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New York—Integrated marketing communications is now broadly embraced by marketers, according to a new survey of members of the Association of National Advertisers.

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%).

—Carol Krol

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