Integrated marketing may be viewed as the Holy Grail for all ad efforts today, but the majority of brand managers are not happy with the outcome.
That’s the news from a survey from the Association of National Advertisers that found that while 67% of marketers develop integrated marketing programs across most all of their brands, only 33% said that are “very happy” with the efforts.
The survey also found that only 30% of respondents felt that general advertising added the most value to a company’s marketing communications programs, a huge dip from 2003 when 51% ranked it as most important. Some of the hottest perceived ad vehicles, such as video game advertising and mobile marketing, were viewed as the “least significant” components in the mix.
In other findings:
- 63% of marketers ranked organizational issues as the greatest challenge to successfully integrating marketing efforts. They identified “functional silos” as a key challenge.
- 72% of marketers said that the development of the “big” creative idea that can cross all channels was the most important contribution an agency could make toward an integrated marketing campaign.
- Almost 50% of marketers want their agencies to be media neutral when developing an integrated marketing program.
- Sales and ROI analysis were seen as the most important measures of the effectiveness of an integrated marketing campaign.
ANA, in partnership with Blueprint Communications, defined integrated marketing communications as a strategic business process used to create measurable brand communications programs across multiple channels with one consistent message.
The survey, fielded in May/June 2006, queried 85 “major” advertisers, ANA said. The first survey was conducted in 2003.
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