Attested Media

I define Scatteredness syndrome as organizational communication that is all over the place like a toddler learning to walk. Digital Communication which is supposed to make communication efficient is the main cause of scatteredness. Scattered communication increases digital fatigue on the communications personnel and sadly, to the consumer. Should an organization always chase the wind in trying to have content on all social media platforms? Previously, when Facebook and Twitter were the only widely used social media platforms, Integrated marketing techniques which combine all marketing efforts and communication channels by an organization to provide the consumer with a seamless online experience were adequate.

First, Integrated marketing techniques gave control to the PR departments because there was total coordination of marketing communication in the organization. It left little or no room for brand misrepresentation because the process combined and transformed tangible resources such as brand identity into direct and indirect performance outcomes (Gordon-Isasi et al., 2022).

Secondly, integrated communication allowed the company to integrate campaigns and messages across platforms and devices. The firm was then able to analyse the customers’ demographic and behavioural characteristics. The data obtained from the analysis could be used to segment the company’s market and draw specific strategies targeting each segment based on consumer characteristics, increasing customer value. This strategy ensures a maximum return on investment. It also enables the evaluation possible based on the return on investment anchored on the consumer-related performance (Suay-Pérez et al., 2022).