Integrated marketing communications are increasingly being widely adopted by marketers, a new survey shows.

According to an Association of National Advertisers (ANA) survey, 74 per cent of marketers now employ integrated marketing communications campaigns for most of their brands.

The survey also found that 87 per cent of marketers rely on the expertise of external agencies when devising integrated marketing campaigns and there are still key challenges to achieving optimal performance for integrated communications.

Just a quarter of marketers said that their firm’s integrated marketing communication efforts are “very good” or “excellent”, with 42 per cent of marketers citing a lack of strategic consistency across communications disciplines as a principle barrier.

Bob Liodice, president of the ANA, said: “Integrated marketing is more essential than ever, as power has shifted from the marketer to the consumer.

“However, marketers are still struggling with entrenched, parochial structures that inhibit these efforts from achieving their enormous promise.”

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Related Topics: General Marketing