Press Release: Marketers Face Internal and External Challenges Integrating Traditional and Digital Media
April 24, 2009
Previous industry research indicated that marketers and agencies struggled to integrate marketing, particularly across the broad array of new and emerging media. To build on those findings, a new study was conducted to specifically address the integration of traditional and digital media. This research involved 294 marketers conducted by the ANA (Association of National Advertisers) and the 4A's (American Association of Advertising Agencies), in partnership with Bellwether Leadership Research & Development. It indicates that marketers and agencies are facing challenges both within their own organizations, and with their partners, during the integration process. The majority of client-side marketers (59 percent) are satisfied with their company's progress with the integration of digital media (Internet, mobile, widgets, social media) and traditional media (TV, radio, print). However, the greatest challenge for marketers is the lack of metrics to properly allocate the mix of traditional and digital media. On the agency side, the key finding and frustration is that clients do not understand how customers use digital media.