Developing an integrated communication plan in the digital age

• Author(s): Teixeira, André ; Dominique-Ferreira, Sergio ; Martins, Nuno ; Sylla, Cristina Maria
• Date: 2023
• Persistent ID: https://hdl.handle.net/1822/86739
• Origin: RepositóriUM - Universidade do Minho
• Subject(s): Digital marketing; Integrated marketing communication; Digital communication; Business-to-business; Business-to-consumer; Child-oriented marketing communication
• Document Type: Book part
• Language: English
• Contributor(s): Universidade do Minho; Martins, N.; Brandão, D.; Paiva, F.

Description

Marketers are constantly exploring the best communication channels to deliver the best possible message to their targets. Therefore, technological advances are continuously shaping communications, especially in digital environments. Bidirectional and interactive dimensions characterize digital media communications. This study explores relevant literature on integrated marketing communications and communication in digital environments, including child-oriented marketing communications. As a result, theoretical framework on digital communication is provided for academics and practitioners.