The survey was based on interviews with more than 100 senior marketers.
“It is not a surprise to see this, particularly as marketing mix allocations have become paramount in the overall accountability and brand building equations,” said Bob Liodice, president-CEO of ANA.
Accountability dropped down to the No. 2 concern this year after ranking as the top issue for marketers last year, the survey found.
Aligning marketing organizations with innovation was ranked as the third-highest concern for marketers (falling from No. 2 last year), and building strong brands was fourth on the list (from No. 3 last year).
Media proliferation was ranked No. 5, the same as last year.
ANA will use these findings to help shape the content of its Masters of Marketing annual conference, which will take place Oct. 11-14 in Phoenix.