Integrated marketing communications paradigm in digital environment: The five pillars of integration

Abstract

This paper is focused on the paradigm of integrated marketing communications (IMC) in digital environment. The integration is analysed through five aspects. First, integration in terms of media; it means that IMC are performed through the mix of traditional media (print - newspapers, magazines; radio; television; direct-response media - telephone, direct mail, catalogue marketing; billboards; other 'specific media': product - especially brand, packaging; price; place; people; process; physical evidence; traditional/offline consumers - WOM communications) and digital media ( the Internet; mobile phones and other mobile devices; digital newspapers and magazines through the Internet and mobile devices; digital radio; digital TV; digital consumers - digital WOM communications). Second, integration in terms of communication methods, it means that IMC are a mix of traditional promotion (advertising, personal selling, public relations & publicity, direct marketing, sales promotion), digital communications/interactions (Internet communications, mobile communications, communications via digital radio and TV) and WOM communications/interactions (offline and online). Third, integration in terms of time of communications and possibilities for interaction, it means that IMC are a mix of traditionalstatic communications ('monologue' towards the target audience) and dynamic communications ('dialogue') in real time. Fourth, integration in terms of actors, it means that IMC are a mix of communications initiated both by consumers (WOM communications - offline and online/e/digital) and organizations. Fifth, integration in terms of content creation, it means that IMC are a mix of communications based on consumer generated content and marketing content (created by organisations).