51% of marketers say marketing communications has become more centralized in recent years, with more than 1/3 bringing marketing work in-house. 4/5 say budgets have been cut and 3/4 see social media as the top trend. Most marketers now focus on driving sales over brand development and generating demand. Nearly half say greater emphasis is placed on evaluating campaigns, especially calculating ROI. Data analysis, making sense of different data sources, and trends analysis are the biggest skill shortages for marketers.