Marketing Thought Leadership

The Continuously Changing Role of Marketing

The study explores the extent to which the role of marketing has undergone changes, the impact of those changes, and how instrumental marketing reorganization was in driving those changes.

Summary:
The study explores the extent to which the role of marketing has undergone changes, the impact of those changes, and how instrumental marketing reorganization was in driving those changes.

Is your Marketing Procurement organization delivering value beyond the contract?

Summary:
This survey provides a gauge as to where ANA members currently stand in the Marketing Procurement arena based on experience, specialization, main function/duties, and relative level of advancement. And, seeks to understand the role of Marketing Procurement within their overall organization, assess the "stages" of Marketing Procurement perceived within member organizations, identify best practices associated with "advanced" Marketing Procurement, and surface common/relevant issues of interest that the ANA needs to address in the future. (December 2007)

Summary:
Multicultural and general market advertisers have realized the potential of digital media platforms. While multicultural advertisers express interest in utilizing digital media platforms, limited budgets hinder adoption. The two biggest concerns for all advertisers in adopting digital media is the inability to measure ROI and the lack of experience with new platforms. (November 2007)

The Marketing Organization - Recent Trends and Future Directions

Summary:
Almost half of the marketing executives surveyed report that structural changes in the marketing department that have taken place over the past few years have improved marketing's ability to execute its key roles. However, these executives still see a strong need for additional structural changes that will further enhance marketing's ability to optimally execute its responsibilities. (November 2007)

MME 2010 - Marketing and Media Ecosystems 2010

Cross industry study demands that marketing move to a digitally focused business system.

Summary:
As the media environment becomes increasingly complex and rooted in the digital space, the existing marketing agenda and capabilities need to be re-tooled and marketing organizations, agencies and media companies are having to change at an unprecedented pace. This cross industry study details how marketers and their agencies must change as the convergence of media and technology, combined with the fragmentation and personalization of media, changes the connection between marketers and end users. (October 2007)

The Path to Marketing Accountability - Phase IV of the ANA/MMA Study

This study finds a need for greater alignment between marketing and finance and increasing dissatisfaction in goal setting, metrics and measurement processes.

Summary:
The findings from this year's study reveal the continued and growing significance of marketing accountability. Achieving marketing accountability remains a difficult organizational challenge due to measurement and organizational impediments. Presently, the metrics most commonly used to measure marketing effectiveness are changes in brand awareness, changes in market share, changes in consumer attitudes toward the brand, and purchase intent. As most of these aren't linked to revenue (unlike ROO or change in the financial value of brand equity, for example), buy-in from senior management and finance may not be as forthcoming. (September 2007)

New media platforms have become a critical and sizable component of the marketing mix for b-to-b marketers.

Summary:
New media platforms are being gradually adopted by marketers regardless if they are B-to-B or B-to-C. Those companies who've experienced revenue growth in the past two years allocated a higher percentage of their marketing budgets to new media platforms. They also plan to increase their spending on new media. So, if budgets allow and resources are available, companies are more likely to commit to the increasingly popular social networks, blogs, viral video and more. As new media provides a community feel and reaches people on a more personal level, it may offer more opportunities for marketers. Many predict that it will one day surpass traditional media to become the most effective means of generating demand and building brands. (June 2007)

Brand Deterioration - How to Identify, Measure and Respond

ANA study finds brand equity a top line objective for marketers.

Summary:
Opportunity exists for brand marketers to better align the metrics they perceive as effectively measuring brand strength with those metrics their company actually uses to capture critical data. The warning signs can be varied, but those marketers who monitor their brands closely and recognize early indicators of deterioration, will put themselves in a position to turn things around. Marketers have at their disposal many tools to assess and evaluate their brand, its target and the marketplace. These strategies will not only help them combat brand deterioration, but they offer innovative ways to strengthen their brand, as other iconic brands have done before them. (April 2007)