Integrated Marketing Communications Paradigm in Digital Environment: The Five Pillars of Integration

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).

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Beba Rakić* UDC 004.738.5:658.8 ; 004.7:339
Mira Rakić** Scientific review paper
INTEGRATED MARKETING COMMUNICATIONS
PARADIGM IN DIGITAL ENVIRONMENT:
THE FIVE PILLARS OF INTEGRATION
This paper is focused on the paradigm of integrated marketing communi-
cations (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 marke-
ting; 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 commu-
nications/interactions (Internet communications, mobile communications,
communications via digital radio and TV) and WOM communications/interac-
tions (offline and online). Third, integration in terms of time of communicati-
ons and possibilities for interaction, it means that IMC are a mix of traditional-
static 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 commu-
nications based on consumer generated content and marketing content (created
by organisations).
Key words: integrated marketing communications, paradigm, traditional
communication, digital communication, WOM communications
* Prof. Beba Rakić, PhD, Faculty of Business Studies, Megatrend University, Be
e-mail: [e-mail]
** Prof. Mira Rakić, PhD, Faculty of Business Studies, Megatrend University, Belgrade

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1. Introduction
Redirection from the organization monologue towards consumers t
dialogue and interactions with consumers in real time is enabled by th
ment of Web-a 2.0. As Brennan1 states, Web 2.0 is used to describe the sim
concept of the Internet’s evolution from a static environment focused
way provision or receipt of information (Web 1.0), to an interactive co
where users can communicate, share, post, blog and create content in
“The information technology and information sector within the modern
economy have become a hard core of successful functioning and deve
of strategies of all entities in economic and social life”.2 Cory emphasizes the
changes in communications towards social media marketing communi3
The author advises – online reputation is critical. Therefore, one shoul
at people; instead, one should talk with them and to do so in a manne
it clear organisation would like them to join the conversation. Jackson4 explains
that new media technologies – the Internet, mobile broadband, e-com
internet-enabled entertainment, social networking, and others – are fu
tally changing the way people interact with each other and the world.5
states that social media represent a paradigm shift in the way that we
communicate and interact with one another.
Hanna, Rohm and Crittenden6 bring up an important difference between
traditional and social media. Traditional media is all about reach. But,
can be achieved in large numbers, it often does not translate into a tru
keting exchange. Consumers become innocent, and often unwilling, b
ers in the actions of marketers. Digital technology allows the transform
bystanders into active participants. Besides, consumers now also expe
active participants in the media process. This requires new approache
strategy, involving media that do not simply replace traditional media
expand media choices so as to capture reach, intimacy, and engagem
1 Brennan Valerie (2010): “Navigating Social Media in the Business World”, The Li
Journal, vol. 30, issue 1, 8-12.
2 Kotlica Slobodan (2013): “The potential impact of information technology on the
turing of the Serbian economy”, Megatrend Review, Vol. 10, no 1, 205.
3 Cory Jesse (2010): “Social Media Comes of Age”, QR – Qualified Remodeler, vol 3
79-87.
4 Jackson Stuart (2010): “New media: debunking the myths”, Journal of Business S
vol. 31, issue 1, 56-58.
5 ManolicaAdriana (2011):Mixing SocialInto SocialMedia: On-line NetworkingIs
Transforming The Way Of Business All Over The Globe, CES Working Papers, III, (
6 Hanna Richard, Rohm Andrew and Crittenden Victoria (2011): “We’re all connec
power of the social media Ecosystem”, Business Horizons, vol. 54, issue 3, 265-2

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Integrated marketing communications paradigm in digital environm189
Corcoran7 classifies all media into three groups:
 owned media (controlled by the marketer; e.g. company website,
site, blog, Twitter account);
 paid media (bought by the marketer; e.g., display ads, paid searc
sorships);
 and earned media (not controlled or bought by the marketer; e.g.
The rest of the paper is organized as follows: Section 2 focuses on an
ted approach to traditional and new digital media. Section 3 presents an i
approach to traditional and digital marketing communications. Section 4 e
nes an integrated approach to actors in the process of communications. S
presents integrated marketing communications paradigm, which is based
pillars. Section 6 briefly summarises the paper and its contributions.
2. An integrated approach to traditional and new digital me
Authors underline the changes in IMC as a result of social media imp
but they also say that social media present only a part of IMC strategy a
integrated marketing strategy. Murray8 states that social media requires integra
tion with traditional marketing.
“Social media’s marketing potential is lost if it is not woven into the o
marketing strategy.” The tools and strategies for communicating with cu
ers have changed significantly with the emergence of the social media.9 Hanna,
Rohm and Crittenden suggest the creation of ecosystem of related
involving both digital and traditional media, strategic integration of socia
into a firm’s marketing communications strategy, and social media mark
as a mandatory element of their marketing strategy.10 They conclude that it is no
longer enough to merely incorporate social media as standalone elemen
marketing plan. Companies need to consider both social and traditional
part of an ecosystem whereby all elements work together toward a comm
tive. Marketing managers are seeking ways to incorporate social media i
7 Corcoran Sean (2009): Defining owned, earned, and paid media, [Online], Av
http://blogs.forrester.com/interactive_marketing/2009/12/defining-earned-owned-a
paid-media.html [7 Aug 2013].
8 Murray David (2010): “Boosting Social Media Traffic: Who Goes There?”, Fra
World, vol. 42, issue 10, 17.
9 Hanna Richard, Rohm Andrew and Crittenden Victoria (2011), 270.
10 Hanna Richard, Rohm Andrew and Crittenden Victoria (2011): “We’re all connected
power of the social media Ecosystem”, Business Horizons, vol. 54, issue 3, 269.

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190
IMC strategies.11 Mangold and Faulds12 propose that social media be considere
a hybrid component of the promotional mix and therefore be incorpora
integral part of the organisation’s IMC strategy. They compare and con
traditional communications paradigm that relied on the established pro
mix, elements which were developed and refined over the past 100 ye
new communications paradigm which incorporates social media. First,
ditional sense social media enable companies to talk to their customer
role of social media is consistent with the use of traditional IMC tools. S
in a non-traditional sense social media enable customers to talk direct
another – it is an extension of traditional word-of-mouth communicatio
social media also enable customers to talk to companies, which is imp
marketing research. “The content, timing, and frequency of the social
based conversations occurring between consumers are outside manag
control. This stands in contrast to the traditional integrated marketing
nications paradigm whereby a high degree of control is present.” So, a
the new communications paradigm, presented by Mangold and Faulds13
, com-
munications are performed integrally - by combining traditional promo
(advertising, personal selling, public relations and publicity, direct mar
sales promotion) and social media (blogs – company sponsored and us
sored, social networking sites, video sharing sites, etc.).
With the development of digital media, consumers change their be
so that they redirect from traditional (classic) to digital media. Howeve
sumers use different media, i.e. the mix of media, so that organisation
to create messages for different media, i.e. a different acceptance of m
consumers. Figure 1 shows an integrated approach to the media - bot
tional and new digital.
11 Li Charlene and Bernoff Josh (2008): Groundswell: Winning in a world tran
social technologies, Boston: Harvard Business Press.
12 Mangold Glynn and Faulds David (2009): “Social media: The new hybrid elemen
promotion mix”, Business Horizons, vol. 52, issue 4, 357.
13 Ibid, 357.

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Integrated marketing communications paradigm in digital environm191
Figure 1: Integrated approach to the media - both traditional and new d
Consumers use traditional media such as newspapers (print), magaz
radio, television, direct media - telephone, mail, catalogues, external ad
etc. In addition to these typical traditional media, other instruments of m
ting mix are equally important. These instruments are not directly focus
the promotion but they can be considered media as well and they repre
duct / organisation. Nowadays when consumers are constantly “bombar
advertising messages and when they do not pay attention to them, it is
to have media which would attract the attention of consumers. Such me
be effective packaging. To be specific, consumers can avoid watching T
clips, they can choose not to listen to radio messages, look at all billboa
thus to avoid influences of typical media. However, when they find them
in a store, an effective packaging can attract and keep the attention mo
any other media. Price also “tells” a lot about the product, so it is an ind
medium. Distribution channels, retailers (knowledge, kindness, politene
the process of service delivery, cordial atmosphere additionally represe
duct/organisation. As a result of the aforementioned influences of media

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192
tional - offline consumers, through oral recommendation (“word of mo
person), communicate their (dis)pleasure to others, and thus they bec
most important i.e. the most influential “movable media”.
The process of digitalisation influences the acceptance of new digit
like the Internet, mobile phones and other mobile devices (e.g. iPad),
newspapers and magazines (through the Internet and mobile phones)
radio, digital TV and digital consumers. Online consumers can quickly
messages to multiple people - friends, acquaintances, but also to stran
The Internet, digital radio, digital TV, mobile phones and other mob
devices are used as:
 Media - channels of communication (as a part of multi-channel -
grated marketing communications) - for communications, intera
and relationships with customers and other actors in the micro-
ronment,
 sales channels,
 distribution channels - for digital products,
 the method of marketing research - consumers and all other ac
forces in the region.
3. An integrated approach to traditional and digital
marketing communications
As Aprimo14 states, every element in marketing mix of an organisati
whether traditional or online - should share a consistent look and feel
with company’s goals.
Consumers behave differently; they use different media, so organis
IMC. Digital communications are only a part of multi-channel, i.e. integ
communications. The real question is what mix of marketing commun
should be used. Based on integrated marketing communications, orga
informs, persuades, reminds us “listens” to consumers about products
and/or organisation.
The methods of integrated marketing communications are:
 Advertising - paid form of non-personal presentation of product
vices of on organisation.
 Sales promotion - includes a variety of short-term incentives tha
rage trial and / or purchase of products or services.
 Public relations and publicity are aimed to create and maintain
image of an organization.
14 Aprimo (2011): Insights to Help Advance Digital Marketing, [Online], Availa
research.itpro.co.uk/content12192 [11 Aug 2013].

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Integrated marketing communications paradigm in digital environm193
 Traditional ways of direct communication like using mail, telepho
fax in order to establish direct communications and interactions.
 Personal selling is an interaction face-to-face between dealer and
more potential buyers in order to organise presentations, answer
ons, and obtain orders and product sales.
 Digital marketing communications – using the Internet, datab
mobile devices, digital radio and TV, and other (for the time being
digital technologies for faster and more effective communications
ractions and the management of relationship with customers and
actors in the internal environment.
The above mentioned classic forms of communication, thanks to digi
technology, get their appropriate digital forms. For example, the adverti
classic (traditional) printed newspapers and magazines on one hand, an
tising in digital newspapers and magazines (online and mobile) are diffe
Classic TV is replaced by Internet TV and digital TV.
Telephone communications are being diverted from landline pho
mobile phones. Mobile phones allow communications with mobile consu
– i.e. consumers on the move - anytime, anywhere - of course, if the con
are interested in communications. Smart phones offer numerous possib
both consumers and organisations.
Organisations can send classic direct mail to a home address and / o
quickly send messages more quickly, electronically – via email.
In addition to traditional and digital methods of marketing communic
ons, organisations present their products / services through non-commu
instruments of the marketing mix. All this together makes integrated ma
communications.
 Non-communicative instruments of marketing mix - product (above
brand and packaging), price, channels of distribution, people, p
physical evidence. All these instruments also “speak” a lot about th
duct and the organization. In other words, all instruments of market
mix directly or indirectly represent products/services/organizations a
can contribute to the value of products and to the experience of con
 Word of Mouth Marketing (WOMM) aims to establish Word of Mou
(WOM) among users (word of mouth – communications “from mo
mouth”, i.e. word of mouse - communications “from mouse to mo
Communications among consumers are related to recommendati
comments, suggestions, reviews etc. All previously mentioned for
IMC have great influence on WOM. This, and not the significance
WOM, is the reason why WOM is listed last. If we talk about their
ficance, WOM should be listed first. Numerous research results co
that communications with family members, friends, acquaintance

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194
customers have greater impact on consumers’ behaviour than I
organisations.
Communications among users can be offline (e.g. from mouth to m
online (e.g. through forums, blogs, social networks and other social me
following terms are used: User Generated Media and User Generated C
Availability, prices and acceptance of new digital media by greater num
consumers – market, will in the end lead to the fact that they will also bec
4. Integrated approach to actors in the process of commun
Consumers via digital media take control over the communications
brands, so that they can initiate communications, they can be active p
and passive observers and not only the recipients of information. Nowa
munications can be initiated by both organizations and consumers (Fig
Communications become two-way communications. Traditional organis
monologue “to” consumers and stakeholders through traditional media
supplemented by digital media that allow two-way communications an
between consumers and organisation, but also among consumers them
Figure 2: Actors in the process of IMC

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Integrated marketing communications paradigm in digital environm195
5. Integrated marketing communications paradigm:
The five pillars of integration
Integrated marketing communications paradigm is based on five asp
integration (Figure 3).
Figure 3: The five pillars of the integrated marketing communications p
5.1. Integrated media
Before the advent of digital media, in order to promote themselves o
tions used traditional media such as newspapers (print), magazines, rad
vision, direct media - telephone, mail, catalogues, external advertising m
other “specific media”: product (especially the brand, packaging), price,
tion channels, people; process; physical evidence, traditional (offline) co
- WOM. When digital media have been invented, consumers started incr
gly to use them, so the companies had to start to communicate through
media like the Internet, mobile phones and other mobile devices (e.g. iP
digital newspapers and magazines (via the Internet and mobile devices)
radio, digital TV, digital consumers - digital WOM. Consumers use both t
onal and digital media, so that integration in terms of media means that
sations also use all media in the process of IMC.

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5.2. Integrated ways of communications
Before the advent of digital media, organisations were conducting
tion based on traditional promotion mix - advertising, personal selling,
relations & publicity, direct marketing, sales promotion. With the adve
tal media, organisations have begun to use also digital communication
raction. Integration, in terms of methods of communications, means th
nisations use both traditional promotion and digital communications, b
have to pay attention to WOM communications as well, and to stimula
through word-of-Mouth Marketing - WOMM.
5.3. Integrated approach to the opportunities of communicatio
Before the advent of digital media, organisations were able to prom
through traditional static forms (of promotion) based on “monologue t
mass target audience. Digital media have provided opportunity for mo
mic communications - interactions in real time - real “dialogues with”
rested users (of digital media).
Wind and Rangaswamy15 propose that the next stage of evolution of m
customization is customerization - a buyer-centric company strategy t
bines mass customization with customized marketing. Digital technolo
consumers will affect more and more the customerization of marketin
business activities u as a whole. In the old model-mass and segmente
ing, communications were reduced to advertising and PR. In the new m
marketing communications are integrated, interactive, and custom
consumers education and entertainment, or as some authors16 call it “interac-
tive edutainment”, are also very important. ”The customerization of th
format, the educational component and the entertainment/ captivatin
of the communication, its mode of delivery, and timing and place is be
important to a segment of customers and will become an increasingly
part of the portfolio of communication activities of the firm”.17
5.4. Integrated actors
Before the advent of digital media, the key initiators and actors in
nications, especially in the promotion, were organisations. Digital med
provided opportunity for consumers to be active participants and initia
15 Wind Jerry and Rangaswamy Arvind (2001): “Customerization: The Next Revolut
Mass Customization”, Journal of Interactive Marketing, vol. 15, issue 1, 13–32.
16 Ibid.
17 Ibid, 24.

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Integrated marketing communications paradigm in digital environm197
communications. Integration in terms of actors means that both consum
organisations take part in communications.
Since Toffler18 has first invented the term the “prosumer,” numerous auth
talk about the importance of prosumers and prosumption, prosumer age,
the digital prosumer and prosumer capitalism19
/20
/21
/22
/23
/24
/25
. Prosumer is the one
who is both producer and consumer; and prosumption involves a combina
production and consumption. “Prosumption has always existed, but variou
changes (e.g., the rise of the Internet and of social networking on it) have
expanded both the practice of prosumption and scholarly attention to it”.26
5.5. Integrated content
Before the advent of digital media, content was usually created by o
tions (excluding offline WOM communication). However, with the adven
digital media content can be created by consumers as well, who are the
digital media. Integration in terms of content creation means that the or
tion apart from content marketing has to pay attention to user-generate
tent. User-generated content represents “another way of saying prosum
6. The process of communications based on integrated mark
communications paradigm
Figure 4 shows the process of communications based on integrated m
keting communications paradigm. Organisation together with agents (ad
ing agency, marketing research, public relations firm etc.) conducts pro
18 Toffler Alvin (1980): The third wave, New York: William Morrow.
19 Collins Steve (2010): “Digital Fair: Prosumption and the Fair Use Defence”,
Consumer Culture, vol. 10, issue 1, 37-55.
20 Comor Edward (2011): “Contextualizing and Critiquing the Fantastic Prosumer: Pow
Alienation and Hegemony”, Critical Sociology, vol. 37, issue 3, 309-327.
21 Cook Willam (1997): “World Wide Wake-Up Call”, Journal of Advertising Rese
March-April, 5.
22 Davis Jenny (2012):“ProsumingIdentity:The Productionand Consumptionof
Transableism on Transabled.org”, American Behavioral Scientist, vol. 56, issue 4, 5
23 Rey P. (2012): “Alienation, Exploitation, and Social Media”, American Behavioral S
vol. 56, issue 4, 399-420.
24 Ritzer George and Jurgenson Nathan (2010): “Production, Consumption, Prosu
The Nature of Capitalism in the Age of the Digital “Prosumer”, Journal of C
Culture, vol. 10, issue 1, 13-36.
25 Ritzer George, Dean Paul and Jurgenson Nathan (2012): “The Coming of Ag
Prosumer”, American Behavioral Scientist, vol. 56, issue 4, 379–398.
26 Ibid, 379.

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198
through promotion mix and digital marketing communications with co
ers. Consumers can take part in each other’s communications, both fa
(offline), and through social media. Consumers can take part in comm
tions with representatives of the organisation.27
Figure 4: The process of communications based on integrated marke
communications paradigm
Source: Done and adapted from: Mangold and Faulds, 2009: 360.
6. Summary
Digital environment affects changes in IMC. In the age of prosumpt
prosumers, organisations are faced with the challenge of the choice o
sumers behave differently, follow different media, in different context
Consumers have different approaches to marketing communications -
just passive observers of organisations’ promotions and interactions, w
ers are active participants in their mutual interactions via social media
interactions with organisations in real time. Traditionally oriented cons
are more directed towards traditional communications. Digitally orient
sumers are equipped with smart devices and are ready for digital com
tions and interactions in real time. The consumers in the digital era, w
27 Ibid, 386-387.

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Integrated marketing communications paradigm in digital environm199
digital mind-set, are not only up to date with the digital communications
they are prosumers of marketing content.
On one hand, technologies, media and communications are changing
they are getting more and more digitised. On the other hand, companie
least follow the changes, i.e. they have to digitise their business entirely
isations respond to that by using the mix of traditional and digital media
munications and business. Integrated marketing communications pa
suggested in this paper starts from traditional marketing communication
it takes into account changes in the environment. Integrated marketing
nications paradigm is based on the five pillars of integration - integrated
methods of communications, communications’ opportunities, actors and
tent. First, integration in terms of media means that IMC are performe
the mix of traditional and digital media. Second, integration in terms
munication methods means that IMC are a mix of traditional promotio
interactions among the consumers, as well as among the consumers an
isations. Third, integration in terms of time of communications an
ties for interactions means that IMC are a mix of traditional-static com
tions (“monologue” towards the target audience) and dynamic commun
(“dialogue”) in real time. Fourth, integration in terms of actors means t
are a mix of communications initiated both by consumers (WOM) and or
isations. Prosumers are co-creators of the content in the process of IMC.
integration in terms of content creation means that IMC are a mix
nications based on consumer generated content and marketing content
by organisations). Consumers take part in the process of prosumption.
Shift towards digitisation of communications and, widely observed of
business, is a part of a general process of digitisation which is rapidly be
ing a requirement for survival in a competitive environment. Prosumers
prosumption in marketing communications are only a part of the genera
towards and prosumption.
Digitisation of consumers, media and environment affects the custom
tion of communications, marketing and business as a whole. “Customeri
not a strategy that replaces traditional mass marketing, but rather it offe
tional competitive options in developing an overall marketing strategy”.28 Cus-
tomerization of marketing communications is a part of the integrated cu
erization strategy. The conditions for application for customerization stra
marketing communications are: digital orientation and processes; digital
tion and the willingness of employees to perform digital communications
time; digitisation of the content and the ways of marketing communicati
Consumers can variously be engaged in the process of marketing co
cations of organisations (they can be completely passive and/or passive
ers and/or active participants – co-creators/co-producers of content - pro
28 Wind Jerry and Rangaswamy Arvind (2001), 26.

Beba Rakiæ, Mira Rakiæ
Megatrend revija ~ Megatrend Review
200
ers) they can follow different media, in different periods of time, conte
on. On the other hand, it is important for organisations to have an inte
approach to marketing communications. Integrated - combined traditi
digital access to communications is the organisations’ response to cha
digital environment. IMC are a mixture of traditional and digital comm
tions; traditional, static promotion - mass advertising and dynamic - cu
interactions; content created by organisations and prosumers; and it i
ted through traditional and digital media. An integrated approach to m
communications enables an integrated representation in all touch poin
consumers and integrated experience for the consumer. IMC are only
the marketing and business strategy. Integrated (combined traditiona
approach to communications is only a part of the integrated (combine
tional-digital) approach to marketing strategy and business strategy a
In short, in the digital environment, consumers’ behaviour is a mix
tional and digital. Integrated marketing communications (and business
ral) are a mixture of traditional and digital.
Literature
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Available:http://research.itpro.co.uk/content12192[11 Aug 2013].
 Brennan Valerie (2010): “Navigating Social Media in the Bu
World”, The Licensing Journal, vol. 30, issue 1, 8-12.
 Collins Steve (2010): “Digital Fair: Prosumption and the Fa
Defence”, Journal of Consumer Culture, vol. 10, issue 1, 37-55.
 Comor Edward (2011): “Contextualizing and Critiquing the Fant
Prosumer: Power, Alienation and Hegemony”, Critical Sociology
issue 3, 309-327.
 Cook Willam (1997): “World Wide Wake-Up Call”, Journal of Adv
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 Corcoran Sean (2009): Defining Owned, Earned, and Paid
[Online], Available:http://blogs.forrester.com/interactive_marketing/2009/1
defining-earned-owned-and-paid-media.html [7 Aug 2013].
 Cory Jesse (2010): “Social Media Comes of Age”, QR – Qualified
deler, vol 36, issue 5, 79-87.
 Davis Jenny (2012): “Prosuming Identity: The Production an
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 Hanna Richard, Rohm Andrew and Crittenden Victoria (2011): “
all connected: The power of the social media Ecosystem”, Busin
zons, vol. 54, issue 3, 265-273.

Vol. 11, No 1, 2014: 187-204
Integrated marketing communications paradigm in digital environm201
 Jackson Stuart (2010): “New Media: Debunking the Myths”, Journa
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Hybrid Element of the Promotion Mix”, Business Horizons, vol. 52, issue
4, 357-365.
 Manolica Adriana (2011): Mixing Social Into Social Media: On
Networking Is Transforming The Way Of Business All Over The Glo
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Paper received: January 27th, 2013 Rad primljen: 27. januar 2014.
Upon the request of reviewers, revised: Prema zahtevu recenzenta, dorađen:
February 24th, 2014 24. februar 2014.
Approved for publication: February 24th, 2014 Odobren za štampu: 24. februar 2014.

Beba Rakiæ, Mira Rakiæ
Megatrend revija ~ Megatrend Review
202
Prof. dr Beba Rakić
Fakultet za poslovne studije, Megatrend univerzitet, Beograd
Prof. dr Mira Rakić
Fakultet za poslovne studije, Megatrend univerzitet, Beograd
PARADIGMA INTEGRISANIH MARKETINŠKIH
KOMUNIKACIJA U DIGITALNOM OKRUŽENJU:
PET STUBOVA INTEGRISANOSTI
S a ž e t a k
U fokusu rada je paradigma integrisanih marketinških komunikacija (IMK) u digit
okruženju. Digitalni mediji i ponašanje potrošača utiču na promene integrisanih mar
komunikacija. Neophodan je integrisani pristup tradicionalnim i digitalnim medijima
nikacijama. Integrisanost se posmatra sa pet aspekata. Prvo, integrisanost s aspekta
znači da se IMK ostvaruju na osnovu miksa tradicionalnih i digitalnih medija. Drugo,
sanost s aspekta načina komunikacija, znači da IMK predstavljaju miks tradicionalne
i interakcija, kako između samih potrošača, tako i između potrošača i organizacija. T
grisanost s aspekta vremena komunikacija i mogućnosti za interakcije znači da su IM
tradicionalnih statičkih komunikacija („monologa“ prema ciljnom auditorijumu) i din
komunikacija („dijaloga“) u realnom vremenu. Četvrto, integrisanost s aspekta akter
da IMK predstavljaju miks komunikacija koje iniciraju i potrošači (WOM) i organizacije
digitalnom veku, digitalno usmereni potrošači, opremljeni smart uređajima, ne samo
digitalne komunikacije, već su i proizvođači i potrošači (prosumers) marketinškog sa
Peto, integrisanost s aspekta kreiranja sadržaja, znači da IMK predstavljaju miks kom
na osnovu sadržaja koji kreiraju potrošači i marketinga sadržaja (koji kreiraju organi
Potrošači učestvuju u procesu i proizvodnje i potrošnje (prosumption).
Digitalizacija medija, komunikacija i okruženje utiču na kastomerizaciju (custom
tion), komunikaciju, marketing i poslovanje organizacije u celini. Uslovi za primenu s
kastomerizacije marketinških komunikacija su: digitalna orijentacija i procesi; digita
zovanje i spremnost zaposlenih na digitalne komunikacije u realnom vremenu; digita
sadržaja i načina marketinških komunikacija.
Potrošači mogu različito da se angažuju u procesu marketinških komunikac
nizacija (da budu potpuno pasivni i/ili pasivni posmatrači i/ili aktivni učesnici, tj. kokr
sadržaja), prate različite medije, u različitim periodima, kontekstu itd. Na drugoj stra
je da organizacije imaju integrisani pristup marketinškim komunikacijama. Integrisan
binovani tradicionalno-digitalni pristup komunikacijama je odgovor organizacija na p
u digitalnom okruženju.
Ukratko, u digitalnom okruženju ponašanje potrošača je miks tradicionalnog i dig
nog. IMK su miks tradicionalnih i digitalnih komunikacija; tradicionalne, statičke prom

Vol. 11, No 1, 2014: 187-204
Integrated marketing communications paradigm in digital environm203
cije – masovnog oglašavanja i dinamičkih – prilagođenih interakcija; sadržaja koji kreira
organizacije i korisnici, i prenosi se putem tradicionalnih i digitalnih medija. Integrisani
tup marketinškim komunikacijama omogućava integrisano predstavljanje u svim „tačk
dodira“ (touch-points) sa potrošačima i integrisano iskustvo za potrošača.
Ključne reči: integrisane marketinške komunikacije, paradigma, tradicionalne kom
kacije, digitalne komunikacije, WOM komunikacije