"Tracking," defined as benchmarking the value of a marketing organization's performance over time, was identified as the greatest weakness by the majority of executives participating in a survey taken by the Advertising Trust & Transparency Forum during the recent ProcureCon Marketing 2019 conference in Seattle, WA.
The survey, described as a "snap" poll of 29 marketing executives attending the event, was conducted by Trust Across America Trust Around The World (TAA-TAW) for the Advertising Transparency & Trust Forum. Respondents also identified "accountability" and "transparency" as big weaknesses, followed by "notice," which is defined as seeking out and listening to diverse perspectives.
"Integrity," defined as a marketing organization "doing what it says," was only identified as a weakness by a handful of respondents.
Forum Co-Chair Andrew Susman said the survey's goal was to help get a handle on how marketing executives view the strengths and weakness of various factors influencing trust inside their organizations.
Launched last year, the forum initially focused on creating a beta for an "advertising contract exchange," which has indexed the terms and conditions circulated by the Association of National Advertisers, the American Association of Advertising Agencies and the Institute of Advertising Ethics.
Susman says the forum is taking a broader focus in its second year, including "raising the dialogue and connecting all constituencies" with "technologies of trust," including the procurement departments of major marketing organizations.