ANA: Marketers need to concentrate integration efforts

With so many advertising opportunities - print, radio, television, online, mobile, online video, search and the list goes on - many marketers are becoming well-versed in cross-channel campaigns. Integrating their marketing messages so that only one message is hear is crucial for advertisers but according to the Association of National Advertisers (ANA), more integration efforts need to be made.

by Kristina Knight

According to a recent ANA report more than 35% of senior marketers say their companies are interacting at a more integrated level than two years ago. The report suggests, though, that much more needs to be done.

In B-to-B marketing more than half of marketers reported a centralized marketing message but in B-to-C marketing less than 40% said the same thing.

Bob Liodice, President and CEO of the ANA, said, "Companies are clearly moving to rein in dispersed marketing organizations and tightly integrate all the marketing disciplines. [But] creating the optimal marketing organization is still a work in progress."

By increasing the integration of messages, marketers can expect to increase brand development (89%) and revenue (79%), according to the report. Some other positive aspects of better marketing integration include an improved strategic direction (75%) and an increase in market share (71%).