Brand marketers said a top concern this year is integrated marketing communications, up from the No. 4 spot last year, according to a new survey.
The survey, conducted by the Association of National Advertisers (ANA), asked 100 senior marketing executives to rank in order of importance the issues they confront.
Marketing accountability dropped to the No. 2 spot after placing as the top issue last year, the survey found, followed by aligning marketing organization with innovation. Building strong brands also fell one place to the No. 4 spot, the survey said.
Other issues in order of importance include media proliferation, consumer control over advertising, globalization of marketing efforts, growth of multicultural consumer segments and advertising creative.
“The results recognize that marketers are increasingly challenged by the proliferation and complexity of the marketing and media landscape,” said Bob Liodice, the ANA’s president and CEO, in a statement. “It is not a surprise to see this, particularly as marketing mix allocations have become paramount in the overall accountability and brand building equations
Marketers listed the need to attract and retain top talent as its least pressure concern this year, the survey found.
The ANA plans to use the findings to help shape its Masters of Marketing conference, scheduled Oct. 11-14 in Phoenix, it said.
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