Communication-in-use: customer-integrated marketing communication

Abstract

Purpose

This conceptual paper aims at developing a customer-centric marketing communications approach that takes the starting point in the customer ecosystem.

Design/methodology/approach

After a critical analysis of existing marketing communications and integrated marketing communication (IMC) approaches, a customer-driven view of marketing communications is developed using recent developments in relationship communication, customer-dominant logic and the notion of customer value formation as value-in-use.

Findings

A customer-integrated marketing communication (CIMC) approach centred on a communication-in-use concept is conceptually developed and introduced. The analysis results in a CIMC model, where a customer in his or her individual ecosystem, based on integration of a set of messages from different sources, makes sense of the many messages he or she is exposed to.

Research limitations/implications

The paper presents a customer-driven perspective on marketing communication and IMC. The analysis is conceptual and should trigger future empirical grounding. It indicates the need for a change in mindset in research.

Practical implications

CIMC requires a turnaround in the mindset that steers how companies and their marketers communicate with customers. The CIMC model provides guidelines for planning marketing communication.

Originality/value

The customer-driven communication-in-use concept and the CIMC model challenge traditional inside-out approaches to planning and implementing marketing communication.

Citation

Finne, Å. and Grönroos, C. (2017), "Communication-in-use: customer-integrated marketing communication", European Journal of Marketing, Vol. 51 No. 3, pp. 445-463. https://doi.org/10.1108/EJM-08-2015-0553