The changing media environment requires a well thought-out marketing plan
Talking about the results from their new survey conducted in May/June 2006, Bob Liodice, President and CEO of the Association of National Advertisers said, ”With the ever-changing, fragmenting media environment, it is more important than ever for marketers to develop and execute a comprehensive integrated marketing communications strategy.”
Highlights of the survey include:
- 63 percent of marketers rank organizational issues as the greatest challenge to successfully integrating their marketing efforts. More specifically, they identified the existence of "functional silos" inside their companies as a key challenge.
- 72 percent feel the development of the “Big” creative idea that can be leveraged across all marketing channels is the most important contribution an agency can make toward an integrated marketing campaign.
- Almost 50 percent of marketers want their agencies to be media neutral when developing an integrated marketing program.
- Sales data and ROI analysis are viewed as the most important measures of the effectiveness of an IMC campaign.
As the media environment changes, and the use of the Internet keeps growing, including online components in your marketing strategy is a must. And it can assist with ROI analysis – it’s all trackable.
