Surprise: organizational issues are the greatest challenge for marketers in their integration efforts. We hear this all the time -- advertisers are not set up to properly take advantage of the media landscape and agencies still have a dated approach. But enough about that, here are some of the key nuggets of information from our latest survey:
- Sixty-three percent of marketers rank organizational issues as the greatest challenge to successfully integrating their marketing efforts. More specifically, they identified the existence of "functional silos" inside their companies as a key challenge.
- Most marketers (72 percent) feel the development of the “Big” creative idea that can be leveraged across all marketing channels is the most important contribution an agency can make toward an integrated marketing campaign.
- Almost 50 percent of marketers want their agencies to be media neutral when developing an integrated marketing program.
- Sales data and ROI analysis are viewed as the most important measures of the effectiveness of an IMC campaign.
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