What Brands Want Hasn’t Changed Much

March 6, 2013

Top-Marketer-Concerns---ANA-2012What Brands Want Hasn’t Changed Much – a great article from Brian Morrissey today. He covered recent research from ANA – the 2012 survey of marketers‘ Top  Concerns.

I’ve known folks at Digiday for a year or so but had the distinct pleasure of meeting Brian for the first time last week at IAB. Yeah, it’s nice to put names and faces together so that meeting probably grabbed my attention when I saw the email come in, but his coverage of this research really hit a note with me.

For all of the column inches of text covering “shiny bobbles” like the latest social media tip or mobile ad feature, what marketers really want is:

  1. Accountability 64%
  2. Integrated marketing 50%
  3. Innovation
  4. Building strong brands

Top marketers are focused on delivering strong data-driven customer experiences and shareholder value… What a breath of fresh air!

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