Understanding the link between an IMC technology capability and organisational integration and performance

Purpose Despite many years of academic research into organisational integration and effectiveness, organisations still struggle to successfully implement strategy and achieve competitive advantage. However, the rapid evolution of marketing technologies such as big data, marketing analytics, artificial intelligence and personalised consumer interactions offer potential for an integrated marketing communication technological capability that aligns and integrates an organisation. Programmatic advertising is one such integrated marketing communication (IMC) technology capability, applying and learning from customer information and behaviours to align and integrate organisational activity. The literature on programmatic is embryonic and a conceptual framework that links its potential to organisational effectiveness is timely. This paper aims to develop a framework showing the potential for programmatic advertising as an IMC technology capability to enhance organisational integration and performance. Design/methodology/approach An exploratory methodology gained insight from 15 depth interviews with senior marketing executives from both organisations and external advertising agencies. Findings Four elements of a programmatic integrated organisation were identified and aligned with seven marketing activity levers to deliver firm performance measures. Research limitations/implications This research contributes to theory, affirming IMC as a capability and positioning programmatic as a means of organisational integration. Practical implications The model also offers guidance for practitioners looking to integrate programmatic into their organisation. Originality/value To the best of the authors’ knowledge, this is the first paper to look at programmatic from an IMC perspective and as a means of organisational integration. It is also the first to apply Moorman and Day’s (2016) model to explore organisational integration and programmatic, developing a new model, specifically contextualised for programmatic advertising.