Understanding the link between an IMC technology capability and organisational integration and performance
ISSN: 0309-0566
Article publication date: 2 May 2023
Issue publication date: 27 June 2023
Abstract
Purpose
Despite many years of academic research into organisational integration and effectiveness, organisations still struggle to successfully implement strategy and achieve competitive advantage. However, the rapid evolution of marketing technologies such as big data, marketing analytics, artificial intelligence and personalised consumer interactions offer potential for an integrated marketing communication technological capability that aligns and integrates an organisation. Programmatic advertising is one such integrated marketing communication (IMC) technology capability, applying and learning from customer information and behaviours to align and integrate organisational activity. The literature on programmatic is embryonic and a conceptual framework that links its potential to organisational effectiveness is timely. This paper aims to develop a framework showing the potential for programmatic advertising as an IMC technology capability to enhance organisational integration and performance.
Design/methodology/approach
An exploratory methodology gained insight from 15 depth interviews with senior marketing executives from both organisations and external advertising agencies.
Findings
Four elements of a programmatic integrated organisation were identified and aligned with seven marketing activity levers to deliver firm performance measures.
Research limitations/implications
This research contributes to theory, affirming IMC as a capability and positioning programmatic as a means of organisational integration.
Practical implications
The model also offers guidance for practitioners looking to integrate programmatic into their organisation.
Originality/value
To the best of the authors’ knowledge, this is the first paper to look at programmatic from an IMC perspective and as a means of organisational integration. It is also the first to apply Moorman and Day’s (2016) model to explore organisational integration and programmatic, developing a new model, specifically contextualised for programmatic advertising.
Keywords
Acknowledgements
Corrigendum: It has come to the attention of the publisher that the article: Allen, R., Kerr, G., Valos, M. and Luxton, S. (2023), “Understanding the link between an IMC technology capability and organisational integration and performance”, European Journal of Marketing, Vol. ahead-of-print No. ahead-of-print. https://doi.org/10.1108/EJM-05-2022-0373 was submitted with an incorrect sequence of authors. The co-authors have stated that the original published order of authors seriously misrepresents justice and equity in terms of work and effort by the four team members to prepare and submit the paper. This error was due to miscommunication between the co-authors.
The correct author order for this article is: Kerr, G., Valos, M., Luxton, S. and Allen, R. and has now been corrected in the online version. The authors sincerely apologise for any inconvenience caused.
Citation
Kerr, G., Valos, M., Luxton, S. and Allen, R. (2023), "Understanding the link between an IMC technology capability and organisational integration and performance", European Journal of Marketing, Vol. 57 No. 8, pp. 2048-2075. https://doi.org/10.1108/EJM-05-2022-0373
Publisher
:Emerald Publishing Limited
Copyright © 2023, Emerald Publishing Limited