Client-side marketers are taking a bigger role in shaping business strategy and influencing product innovation and new business models, reports the Association of National Advertisers (ANA) in a new study conducted in association with McKinsey & Co. and GfK. These changes are occurring amidst an environment in which marketers are challenged by the pace of new technology and the complexity and fragmentation of marketing, per the report.
The “2015 ANA Marketing Disruption II Survey Research Report” asked marketers to rate various disruptive forces in terms of their impact on respondents’ marketing organization in the next 1-3 years. Topping the list, as it did in last year’s report, was the pace of new technology, cited as being significantly or somewhat disruptive by 84% of respondents. Close behind, 83% pointed to the complexity and fragmentation of marketing, and 82% to consumer expectations for personalized and relevant experiences. Read the rest at MarketingCharts.