ANA Survey Results Identify Five Marketing Blind Spots

January 1, 2015

Disruptive forces are changing the business landscape in the forms of complexity, content demands, and customer expectations, challenging marketing organizations to undergo significant transformations rather than incremental change. And while marketing leaders have a good idea of where they need to go, they don't have a clear vision of how to get there, according to a new survey by the ANA (Association of National Advertisers): "Marketing's Moment: Leading the Disruption."

The survey results reveal:

50% of respondents do not have a clearly defined customer decision journey nor do they understand where they need to focus their marketing programs.
66% understand marketing disruptions and are building responses into their strategy. However, only 13 percent are taking action and creating measureable impact.
90% believe that active testing and learning is the number one strategy for responding effectively
to disruptions. However, only 55% employ agile marketing processes (e.g., analyzing and iterating marketing plans and tactics as frequently as needed).

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