Integrated marketing communications: From media channels to digital connectivity

Frank Mulhern*

*Corresponding author for this work

Research output: Chapter in Book/Report/Conference proceedingChapter

2 Scopus citations

Abstract

Media is in the midst of a digital revolution that frees news, information and advertising from the technological limits of print and broadcast infrastructures. The digitization and networking of information transform marketing communications into avastly different set of practices for connecting consumers and brands. This paper overviews the transformation in media and describes the implications for integrated marketing communications (IMC) practice and scholarship. Digital media brings about infinite reproduction of content, consumer networking, user-generated content and an expansion of media from news and entertainment to almost any technology that has adigital interface with people. The role of media in marketing communications practices shifts from the execution of message strategies into an extension of consumer understanding. Media planning, the practice of allocating amedia budget across aset of vehicles, will be replaced by adynamic, automated process that serves ads based on information streams of consumer intentions and actions. Several of the core principles of IMC - consumer insight, data-driven decision making, cross-mediaintegrationand communications withmultiple stakeholders -represent an improved framework for managing communications in a digital world.

Original languageEnglish (US)
Title of host publicationThe Evolution of Integrated Marketing Communications
Subtitle of host publicationThe Customer-driven Marketplace
PublisherTaylor and Francis
Pages11-27
Number of pages17
ISBN (Electronic)9781317979616
ISBN (Print)9781315872728
StatePublished - Dec 16 2013

ASJC Scopus subject areas

  • Economics, Econometrics and Finance(all)
  • Business, Management and Accounting(all)

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