Convergence of marketing & corporate communications?
EDITORIAL Whether merging marketing and communications or making them accountable is the solution must be judged neutrally. A quiet but rapidly progressing change is said to be noticeable in companies worldwide: the convergence of marketing and corporate communications. This is the conclusion of a study published in July by Weber Shandwick, an international communications services provider that works with Lowe, McCann [...]
A quiet but rapidly progressing change is said to be noticeable in companies worldwide: the convergence of marketing and corporate communications. This is the conclusion of a study published in July by Weber Shandwick, an international communications services provider which, together with Lowe, McCann Erikson and other companies, is part of the Interpublic Group. The study identifies a trend driven by dramatic shifts in digital media and the strong relationship between brand and corporate reputation as the cause.The qualitative study, "Convergence Ahead The Integration of Communications and Marketing," describes a number of drivers that underpin the integration trend. One important aspect is the role that digital media, content creation and technologies are playing in the convergence. The newly integrated roles are said to be better aligned to meet the demands of an ever-changing, increasingly complex and data-driven media landscape.The study was conducted to understand the experiences of those executives who have merged the two traditional siloed functions of marketing and communications. It is based on ten in-depth interviews with senior communications and marketing executives responsible for merging and linking the communications and marketing roles within their organizations. The interviewees come from the United States, Europe and the Asia-Pacific region.Weber Shandwick's observations sound interesting. They are reminiscent of a discussion that has been going on for years in the context of integrated communications, for example. The problem of silo thinking is a perennial one. If a company encounters major difficulties in coping with new challenges, it has to put itself and its organization to the test. It is important for experts and managers to observe and analyze new developments and trends. Ruedi Ulmann, Editor-in-ChiefThis editorial appeared in "Marketing & Kommunikation" in the 08/2014 issue.In response to the points mentioned above, the editorial team received an exciting Reaction.
