Survey: Accountability Top Concern for Senior Marketers13 Mar, 2013 By: Doug McPherson
NEW YORK – What’s keeping senior marketers up at night in 2013? “Accountability,” says a new survey by the Association of National Advertisers (ANA).
Concerns Nos. 2 and 3: Integrated marketing communication and aligning the marketing organization with innovation.
Other concerns in the top 10 according to the panel of senior marketers: Building strong brands; media proliferation; 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; and growth of multicultural segments.
The top four issues of concern to marketers have remained constant since 2006, although their ranking has shifted over the years.
The survey polled 155 marketing executives in December 2012 and January 2013. Respondents have an average of 18 years of experience in the marketing-advertising industry.