Customer Engagement — Fad or the Real McCoy? The Attempt of IMC Paradigm Shift via Online Media

This chapter explores the issues integrated marketing communication (IMC) is facing nowadays, chiefly due to the rapid development and diffusion of new digital media outlets and social media in particular. It addresses questions concerning the role of IMC in developing relationships with customers, which is becoming the integral part of marketing exchange in the era of customer- and experience-centred perspectives. The chapter develops a dual model of value creation which could become the basis for the IMC paradigm shift. Following the proposed model, it discusses the potential challenges for IMC when taking into account the digital online environment and its characteristics in the postmodern world.

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