Integrated Marketing Quality Improving!December 12, 2011
By Bill Duggan, Group EVP, ANA
For the fourth time in the past eight years ANA has surveyed our members on their integrated marketing practices and challenges. One big headline of that research - marketers rate the quality of their integrated marketing efforts higher now than in any of the prior surveys. 42% rate their integrated marketing efforts as excellent or very good (versus 25% in 2008; 33% in 2006; and 21% in 2003).
Why the improvement? On the one hand, there are even more media choices available now than ever before. That can potentially complicate integrated marketing-more options to evaluate, execute, integrate, measure; more agencies; etc. On the other hand, many of the newer media options available-including social media, mobile, and search-provide sharper targeting than more traditional media. In addition, metrics continue to keep improving.
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