What is marcom? How have the functions within marketing communications become more integrated?

What is marcom? How have the functions within marketing communications become more integrated? What does the Forbes writer, Judy Begehr, say about how content will impact the IMC? Why is this important? Ogden, J. R., & Ogden, D. T. (2014). Utilizing a strategic marketing approach to managing marketing communications. San Diego, CA: Bridgepoint Education, Inc.