Alexander Parkinson, The Conference Board
The growing complexity of business in a global era of digitization and speed and the constantly shifting and accelerating demands of stakeholder relationships are forcing a rethink when it comes to the corporate communications and marketing functions.
Integrated corporate communications and marketing can create a customer-centric culture. In many ways, integrated corporate communications and marketing is about asking customers their preferences: when and how to communicate with them. By having the two functions work together, companies can glean better insights from long-term engagement on social media, feed that information back into other parts of the company, such as product and service innovation, and respond with meaningful content that sparks interest and continues the engagement.