By Will Waugh
A survey that the ANA released found the top concerns on the minds of senior marketing executives are "integrated marketing communications" and "marketing accountability". The ANA asked over 100 senior marketers to select from a comprehensive list of subjects to rank their top three issues that directly impact their marketing decisions and plans.
Integrated marketing communications (Wikipedia) jumped from the fourth spot in 2006 to the top of the list this year. Marketing accountability, which had topped the list for the previous three annual surveys, slipped to second place.
The ANA will use these findings to help shape the content of its Annual Conference: The Masters of Marketing scheduled to take place October 11 – 14, 2007 in Phoenix, AZ.
The entire selection of questions is below. The top 4 are switched around but remains consistent with what senior marketers and CMOs are telling us. Integrated marketing being number 1 does not surprise me, nor should it anyone else in this space as the marketing landscape continues to transform. The real question for those of us marketers out there is, should we be concerned that "attracting and retaining top talent" is the least of their worries?
Issue |
2007 |
2006 |
Integrated marketing communications |
1 |
4 |
Accountability |
2 |
1 |
Aligning marketing organization with innovation |
3 |
2 |
Building strong brands |
4 |
3 |
Media proliferation |
5 |
5 |
Consumer control over what and how they view advertising |
6 |
8 |
Globalization of marketing efforts |
7 |
10 |
Growth of multicultural consumer segments |
8 |
6 |
Advertising creative that achieves business results |
9 |
9 |
Attracting and retaining top talent |
10 |
7 |
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