Executive Summary
The Spiegel Research Center conducted a nationwide survey of 161 experienced marketing professionals to uncover the most pressing challenges and trends in Integrated Marketing Communications (IMC). The findings reveal a marketing landscape in transition, where rising quality expectations collide with increasing operational complexity.
The Generalist Reality
Modern marketers function as tactical generalists rather than specialists. Survey participants averaged responsibility for seven different marketing tactics, with most managing “everything” rather than specializing in specific channels. Only one tactical specialist was identified in the entire survey, highlighting how contemporary marketing roles demand broad competency across multiple functions and platforms.
Strategic Implications
The research reveals an industry at a critical juncture. While IMC execution quality has reached new heights, the coordination challenges that define integrated marketing have become more complex and consequential. Success increasingly depends on bridging the gap between technological capability and human expertise, particularly in mid-market organizations where growth pressures are most intense. For marketing leaders, three priorities emerge: developing AI and data analysis capabilities within teams, strengthening coordination processes that scale with organizational complexity, and recognizing that resource allocation alone cannot solve structural integration challenges. The future belongs to organizations that can match their rising execution standards with equally sophisticated coordination and talent development strategies.
How Integration Is Reshaping the Future of Marketing
By Spiegel Research Center, Medill School of Integrated Marketing Communications,
Northwestern University
Introduction
Integrated Marketing Communications (IMC) remains a vital strategy in every marketer’s toolkit, yet significant challenges and concerns continue to emerge. To address these, the Spiegel Research Center conducted this study, inspired by the Association of National Advertisers’ (ANA) surveys, to uncover the most pressing issues marketers anticipate in the current times. The findings gained will inform the development of tailored resources, actionable insights, and programming designed to support marketers and help brands succeed in an increasingly complex landscape.
Method
A nationwide survey of experienced marketing professionals was conducted to gather insights into current trends and practices in Integrated Marketing Communications. More than 200 professionals participated online. After cleaning the data by removing duplicates, checking response durations, and excluding incomplete entries, 161 valid responses were included in the analysis.
Read the full report: THE STATE OF INTEGRATED
MARKETING 2025.