TOWARDS A NEW PARADIGM OF INTEGRATED MARKETING COMMUNICATION?

Marketing communication has been undergoing dynamic transformations in recent years. The main factors influencing those changes are: globalization, technological progress and the digitisation of life. Moreover, customers’ needs and expectations related to the communication are evolving as well. Because of those changes, there is a need to adjust the concept of integrated marketing communication to the new reality. Therefore, the purpose of this paper is twofold. First, to analyse the consequences of above-mentioned transformations for the concept of integrated marketing communication. Second, to discuss the need of elaborating a new marketing communication paradigm and to indicate the directions and areas that ought to be adjusted. These deliberations will be based both on critical literature analysis and results of research carried out by the author