Digital media adoption hurdles
Several obstacles are prevent further adoption of digital media. The largest hurdle to overcome, according to the ANA study, is the need for metrics to properly allocate the mix between traditional and digital media. The second-biggest obstacle is lack of understanding of digital media, followed by company inertia and organizational silos that prevent effective companywide mandates.
Overall, there is a reluctance to move marketing dollars from tried-and-true practices into newer digital vehicles—coupled with a lack of understanding of digital media on the part of senior management.