Purpose - The paper seeks to indicate where resources should be directed to utilize online marketing communication (OMC) further, including the identification of the diversity of OMC adoption, prioritization and future potential. Design/methodology/approach - A conceptual model of prioritization and potential of OMC, specified as a structural equation model is developed. Research data are collected from both Danish advertising agencies and major companies, and based on these data the model is estimated by using partial least squares (PLS). Findings - The adoption of OMC by companies, as opposed to advertising agencies, is rather diverse. Companies should take responsibility for the holistic utilization of OMC, as well as the development of holistic prioritization methods. Special attention should be given to online relationship communication, as this discipline is the primary driver of confidence in future potential, and online interactive communication, which has the largest potential for improvement. Research limitations/implications - The research is based on a single geographic market (Denmark), and its transferability to other markets can be questioned. The geographical constraint also means that the sample is limited. Originality/value - The paper presents original findings for online marketing communication planning and prioritization, and thereby adds to a green field that lacks both theory and practical recommendations.
