Integrated marketing communications requires a new way of thinking

Marketing communications goes under a number of names but it is most easily recognized as the promotions element of the 4Ps of the marketing mix. Integrated marketing communications is not a new concept but the need to integrate a variety of often disparate promotional activities has taken on a new imperative over recent years. The fact that integration of marketing communications does take place is unquestionable but the degree of integration is often minimal. The need to strive for greater integration is considered inevitable by many, although the means by which such integration may be achieved is uncertain. This paper identifies and briefly describes four reasons for the problems encountered in achieving integration; in particular, concern is expressed over the current restrictive use of marketing communications language and taxonomy. It is suggested that a useful starting point to overcoming these problems is to review how we think about integration and a new way of conceptualizing the various aspects of integrated marketing communications is proposed. A 'mindscape of marketing communications' is offered to describe the marketing communications mix in a way which can better embrace its many and varied activities and encourage more integrative thinking about the use of its various elements. Significantly, the additional roles of customer contact management and database management are considered paramount in an era of integration. The authors present their approach as a 'working model' for further discussion through which, it is hoped, it may be refined and improved.