Strategic integrated communication: An alternative perspective of integrated marketing communication?

Abstract

In spite of the increased emphasis being placed on Integrated Marketing Communication (IMC), limited attempts have been made to critically analyse existing viewpoints, the evolution of the concept and its application. The research problem of this article is based on this limited mind-set which arguably created a problem in understanding IMC as a process and the integration of actions which appears to be superficial in most cases. The main objective of this article is hence to contribute to these viewpoints in addressing this problem through an analysis of existing literature to stimulate the necessary debate on this phenomenon and the progression of IMC thinking which is increasingly being challenged from the perspective of the emerging paradigm of strategic communication. This is done through a combined categorical, theoretical and integrated communicative perspective, highlighting the need for an alternative perspective of IMC thinking from a strategic and corporate brand perspective which could assist to engender dramatically changing expectations and demands across organisations for a clear understanding of IMC practice and theory. Subsequently an alternative re-orientated strategic perspective based on all current approaches is proposed into what is termed Strategic Integrated Communication (SIC). The focus of this perspective is on the strategic intent of the organisation to enhance strategic, integrated communication and knowledge management of information through creative media strategies and environmental scanning based on trust, loyalty, integrity and credibility to ensure valuable long term stakeholder relationships.