The problem of excessive information in Integrated Marketing Communication initiatives

Abstract

An interesting fact about the present day is that the average consumer is exposed to between 4,000 and 10,000 advertising messages daily. In this sea of stimuli, capturing and retaining attention has become a true challenge for Integrated Marketing Communication (IMC) professionals. This article explores the impact of information overload on IMC strategies and proposes a strategic flexibility and adaptation model based on organizational resilience. Through the theoretical framework of Hamel and Välikangas (2003), the four challenges of resilience—cognitive, strategic, political, and ideological—are analyzed and adapted to the marketing communication landscape. Drawing from real and current cases, the article demonstrates how the ability to anticipate changes, innovate, and continuously renew is crucial for effective communication in an era of information overload and attention economy.