Current Practices and Future Development of Strategic Marketing Communication in Europe

Current practices and future development of strategic marketing communication in Europe is based on the most important strategic issues for communication management. Based on the results of research ofthe largest transnational study on strategic communication with 2,710 participating communication professionals from 43 European countries European Communication Monitor and leading global content marketing education and training organization Content Marketing Institute, can be concluded that professionals in marketing communication within Europe give a huge importance to linking business strategy and communication. Paper also points at results of changing relevance of key communication channels and instruments during the last 10 years (2007-2016), as well as the predictions of the most important strategic issues for communication management until 2019. According to professionals, the most important role in marketing communication, nowadays it is face to face communication, online communication and using of social media. Results proved that LinkedIn is the platform that the majority of European B2B marketers consider to be the most effective. On the other side, professionals in Slovak Republic prefer using Facebook as the main Social media platform in reaching target audience.