Accountability Is Top Marketer Concern

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A survey of top marketers says "accountability" is again their top concern.

The Association of National Advertisers says it's the third time this has happened since the industry group began taking the survey seven years ago (2010 and 2006). "Integrated marketing communication" comes next on the list of top concerns, followed by "aligning the marketing organization with innovation" and "building strong brands."

The group says these four issues have been at the top of its survey list since the group began its survey, in 2006. "Integrated marketing communications" was the most important issue to marketers in 2007 and 2008.

Next on the list is marketers concerned about "media proliferation" and "globalization of marketing efforts."

Further down the list: "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."

For itself, the ANA will continue to push for accountability through some of its continued efforts, including measurement through the 3MS initiative (Making Measurement Make Sense), brand-specific commercial ratings, Ad-ID, and the ascension of the Media Rating Council as the centralized, standard-setting measurement body.

The survey was taken by 155 marketing executives online in December 2012 and January 2013.

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1 comment on "Accountability Is Top Marketer Concern".

1. Dana Todd from Performics
   

   commented on: March 5, 2013 at 9:49 a.m.
   That word "accountability" is a loaded one. I'd like to see some qualitative insight about what it means to advertisers. I suspect there's a significant amount of distrust as a component of the sentiment, as well as frustration that we have so much data now but fewer and fewer "answers". As the old models of media measurement and impact get questioned, the uncertainty of having no new standardized models brings a sense of confusion and fear that gets transferred onto the media partners (and agencies) supplying the mess. It took us fifty-plus years to get to where we are now in our ad models; it won't be an overnight process to rebuild a trustworthy new system that takes into account far more than just reach and frequency. Capturing actions and participation metrics, closing the loop on data about people and their behaviors, and modeling social network amplification is a work in progress -- impacted by not just one or two technologies but by an entire world of disconnected and imperfect business systems.

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