Does an integrated corporate communications and marketing function help a company deliver organizational value?
Integrated Marketing and Communications  

Companies are increasingly using storytelling and content development to engage with their customers in long-term relationships. Instead of capturing the attention of customers with an entertaining commercial or advertisement, businesses have started to appreciate the importance of an ongoing conversation on the benefits customers can derive from products or services. This trend sees corporate communications – driven by authenticity, social purpose and localization – underpin marketing in a digitized social world. This integration of corporate communications and marketing enables serious change within an enterprise, promotes a company by creating movements that advocate for an idea or innovation, and protects brands by helping to prevent problems, not just solving them.

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Alexander Parkinson

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