As they did in similar ANA surveys in 2003 and 2006, respondents cited functional silos and lack of strategic consistency across communications disciplines as barriers.
Bob Liodice, president/CEO of the ANA, said marketers are still struggling with "entrenched, parochial structures" that inhibit such campaigns.
Other barriers: 36% of respondents said insufficient marketing budget and lack of measurement process; 33% said lack of marketing skill to handle integrated campaigns; and 32% said they didn't have a unifying idea that could be used across all media.
Eighty-seven percent of respondents said they work with external agencies to build integrated campaigns. Twenty-four percent of firms surveyed by the ANA have an integrated-marketing job title and more than half of such titles have been in existence for two years or less. Two-thirds of these positions have budget or P&L responsibilities.
Only 20% of respondents said they use internal marketing to stakeholders all or most of the time, and two-fifths have specific performance measures incorporated into employee evaluations.