ANA survey finds integrated marketing programs need improvement

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New York—Integrated marketing programs are being developed by a majority of marketers, but they need improvement, according to a new study by the Association of National Advertisers.

The study, based on a survey of more than 85 major marketers, found that 67% of marketers currently develop integrated marketing programs across most or all of their brands.

However, only 33% of respondents said they are “very happy” with their efforts.

The survey also found that 63% of marketers rank organizational issues as the greatest challenge to successfully integrating their marketing efforts.

Also, 72% of respondents said the development of a “big” creative idea that can be leveraged across all marketing channels is the most important contribution that an agency can make toward an integrated marketing campaign.

—Kate Maddox

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