What Brands Want Hasn’t Changed Much
For all the talk of how much digital technology has revolutionized the media landscape, brands are facing many of the same challenges.
The Association of National Advertisers’ new survey of marketers asked them their top concerns. The top four: 1. accountability; 2. integrated marketing; innovation; and building strong brands. Rewind to 2006, the same group of concerns were identified, although the order is slightly different. In fact, accountability was in the top slot back then.
The survey was completed by 155 marketers who have an average of 18 years experience. They’re not new to this.
When given a dozen topics, ranging from regulation to consumer control of advertising to multiculturism, brands were asked to name top issues of concern. Sixty-four percent named accountability. Integrated marketing was the only other option to get more than 50 percent.
Interestingly, despite the dire warnings of heavy-handed government intervention in privacy matters, marketers aren’t very concerned. Only 13 percent said privacy regulation is a top concern, and just 8 percent named marketing regulation over certain tactics. Creative isn’t exactly top of mind either: 23 percent said getting great creative is a top concern.
When give an option to provide issues to focus on, the most popular response was marketing accountability; the No. 2 was ROI metrics. Again, some much-talked about issues weren’t top of mind. Only 2 percent, for example, named “big data.”
The findings highlight the long-term challenge the digital era poses for brands, which are not known for changing overnight. That might frustrate many startups, eager to claim these brands “don’t get it,” but it also shows that top marketers remain focused on the nuts-and-bolts of their craft, which reside outside the echo chamber of the latest and greatest peddled by Silicon Valley.
The focus on accountability is an area that isn’t the sexiest but is critical in an era of corporate belt-tightening. That’s why “efficiency” isn’t far from the lips of most marketers. They’re frustrated that they can’t do more with less — and faster.
Image via Shutterstock
‘No one is rushing to commit Q4 budgets’: With its future in the U.S. increasingly uncertain, media buyers are holding back spending on TikTok
The executive order signed late last week has now spurred advertisers who were considering testing the nascent platform to steer clear for the time being, especially since TikTok now has until September 20th to sell its U.S. operations or face the consequences of President Trump’s order.
Member Exclusive‘Like being conned’: Agency employees say that fake job listings are making the already difficult job market even harder
If you ask agency talent about the job search you’ll hear them bemoan alleged fake job postings as an industry scourge.
WTF is redirect tracking?
Redirect tracking offers an alternative to the third-party cookie, which is why web browsers are clamping down on it.
SponsoredSeeking revenue stability, publishers are assessing buy-side credit risks
As the industry navigates the continued impacts of COVID-19, here’s the questions publishers should ask their programmatic partners or ad management providers to protect themselves from clawbacks and lost revenue.
‘Let’s put it out in the world’: Why Code and Theory is creating its own thought leadership publication, Decode
The publication gives the agency a home for opinion and thought leadership pieces from its staffers, many of whom have been writing pieces for industry publications in recent years.
Member Exclusive‘You can’t just cut a little bit’: Why this moment could force agencies to accelerate necessary changes to their business models
To survive, agencies have to change how they do business instead of making cuts here or there to manage for the next quarter.