The ANA just released a new study on IMC (Integrated Marketing Communications) today at their Masters of Integrated Marketing Conference in New York City.
Couldn't have set me up better if they had tried (I'll be delivering a closing address tomorrow at said conference)
Here are the high (or low)lights:
- 67% of marketers develop integrated marketing programs across most or all of their brands, but only 33% say they are very happy with their efforts.
- General advertising (30%) adds the most value to a company's marketing communications programs. However, this is a dramatic decrease compared to the 2003 survey where 51% of marketers ranked it as most important.
- Surprisingly, trends thought to be hot, such as videogame advertising and mobile marketing, were viewed as least significant to the marketing mix.
Additional nuggets included:
- 63% of marketers rank organizational issues (such as functional silos) as the greatest challenge to successfully integrating their marketing efforts.
- Most marketers (72%) feel that the "big" idea is the most signficant contribution an agency can make towards a successful IMC program
- Almost 50% of marketers associate media neutrality as a necessary prerequisite when developing an integrated marketing program.
- From a measurement standpoint, IMC effectiveness is being judged by sales data and ROI analysis
Recent Comments