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Strategic and organisational challenges in the integrated marketing communication paradigm shift: A holistic vision

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  • Vernuccio, Maria
  • Ceccotti, Federica

Abstract

Digitisation and the consumer evolution have been leading to a paradigmatic shift in integrated marketing communication (IMC). Despite all of the research that has investigated the underlying topics of IMC evolution, little attention has been devoted to performing a comprehensive reading of the challenges that remain according to advertisers and communication players. In this paper, through an exploratory inductive and qualitative study (86 in-depth interviews), we develop a holistic conceptual model of these managerial challenges in a way that cuts across the different categories of players (advertisers, traditional and digital agencies, media centres and publishers/broadcasters). Our results reveal the various types of strategic and organisational challenges as well as the main specificities in practitioners' perceptions based on their player category. Finally, this article proposes recommendations for how players can address these challenges.

Suggested Citation

  • Vernuccio, Maria & Ceccotti, Federica, 2015. "Strategic and organisational challenges in the integrated marketing communication paradigm shift: A holistic vision," European Management Journal, Elsevier, vol. 33(6), pages 438-449.
    • Handle: RePEc:eee:eurman:v:33:y:2015:i:6:p:438-449
    DOI: 10.1016/j.emj.2015.09.001
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    5. Di Gregorio, Angelo & Maggioni, Isabella & Mauri, Chiara & Mazzucchelli, Alice, 2019. "Employability skills for future marketing professionals," European Management Journal, Elsevier, vol. 37(3), pages 251-258.
    6. Šerić, Maja & Ozretić-Došen, Đurđana & Škare, Vatroslav, 2020. "How can perceived consistency in marketing communications influence customer–brand relationship outcomes?," European Management Journal, Elsevier, vol. 38(2), pages 335-343.
    7. Shakeel ul Rehman & Rafia Gulzar & Wajeeha Aslam, 2022. "Developing the Integrated Marketing Communication (IMC) through Social Media (SM): The Modern Marketing Communication Approach," SAGE Open, , vol. 12(2), pages 21582440221, May.
    8. Banerjee, Syagnik & Xu, Shichun & Johnson, Scott D., 2021. "How does location based marketing affect mobile retail revenues? The complex interplay of delivery tactic, interface mobility and user privacy," Journal of Business Research, Elsevier, vol. 130(C), pages 398-404.
    9. Riccardo Rialti & Lamberto Zollo & Alessandro Caliandro & Cristiano Ciappei, 2016. "Social media strategies to protect brand image and corporate reputation in the digital era: a digital investigation of the Eni vs. Report case," MERCATI & COMPETITIVIT?, FrancoAngeli Editore, vol. 2016(4), pages 65-84.
    10. Bleoju, Gianita & Capatina, Alexandru & Rancati, Elisa & Lesca, Nicolas, 2016. "Exploring organizational propensity toward inbound–outbound marketing techniques adoption: The case of pure players and click and mortar companies," Journal of Business Research, Elsevier, vol. 69(11), pages 5524-5528.

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