Integrated marketing communication in the digital environment. Advertiser attitudes towards online communication techniques

David Alameda García, Sonia Carcelén García, Teresa Pintado Blanco, Joaquín Sánchez


The growth and development of the Information and Communication Technologies (ICT) has brought with it numerous communication techniques related to the online environment. It has also changed the way in which consumers consider business communication, demanding increased interaction and personalization of the messages. In the face of this concept, it is increasingly necessary for companies to strategically coordinate and integrate the tools that are used in both on and offline channels. This study attempts to determine whether or not the online communication tools are integrated according to conventional techniques, and also whether they consider the consumer when it comes to defining communication strategies. To do this, an online survey was created for a national sample of 301 Spanish companies, representing distinct sizes and activity sectors. The primary results reveal, on the one hand, a very positive attitude was found between all of the of the surveyed companies, regardless of size or activity sector, towards integrated marketing communication, mostly between the digital communication techniques in terms of coordinating the messages that are sent out via a combination of on and offline channels. And, on the other hand, the actual communication integration level in companies is more tactical than strategic.


communication; Internet; communication strategies; communication planning; consumer

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