Trending Upward: How advertisers are implementing integrated marketing

Willette Francis

Thanks to the proliferation of media, integrated marketing communications (IMC) has taken on greater importance — and marketers are responding to the opportunity. According to an online survey conducted by the ANA, 51 percent of marketers are now developing and executing integrated marketing plans for their brands, products, and services, compared to 33 percent in 2008 and 19 percent in 2006.

It's equally encouraging that marketers are more optimistic about the quality of their companies' integrated marketing efforts, with 42 percent of respondents rating their programs as excellent or very good, compared to 25 percent in 2008 and 21 percent in 2003. Respondents also reported more IMC-specific job titles.

Ward Eames, founder and pretsident of the National Theatre for Children, isn't surprised by the latest survey results. "Five years ago we had no expert practitioners — all the good ones were only 17 years old," he points out. "Now they have entered the workforce, and senior marketers are relying on them to lead the way."