The most important issue that senior marketers face in 2013 is accountability, according to a new survey by the ANA (Association of National Advertisers). Integrated marketing communication and aligning the marketing organization with innovation ranked second and third.
Bob Liodice, ANA, president and CEO said earlier this year that accountability is at the heart of the industry’s agenda and ANA’s. ANA brings continued emphasis and attention to industry accountability and measurement through 3MS (Making Measurement Make Sense), brand specific commercial ratings, Ad-ID and the ascension of the Media Ratings Council as the centralized, standard setting measurement body. Additionally, ANA will be adding important training and development courses to its School of Marketing portfolio later this year.
The following is ANA’s ranking of marketers’ top ten issues:
-Integrated marketing communication
-Aligning the marketing organization with innovation
-Building strong brands
-Globalization of marketing efforts
-How to get great advertising creative that achieves business success
-Attracting and retaining top talent
-Consumer control over what and how they view advertising
-Growth of multicultural segments
The top four issues of concern to marketers have remained constant since 2006, although their precise ranking has shifted over the years.
The survey was taken by 155 marketing executives online in December 2012 and January 2013. Survey respondents have an average of 18 years of experience in the marketing / advertising industry. The last time ANA conducted this survey was 2010.