• by Karl Greenberg , May 30, 2008

A survey of members of the Association of National Advertisers fielded by CoActive Marketing Group shows that 74% of marketers employ integrated marketing campaigns for most, if not all, of their brands. But only one quarter of marketers give their firm's integrated-marketing efforts a "very good" or "excellent" rating.

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.