Integrated Marketing Communications (IMC) is a broad concept that involves the totality of ways or strategies a company uses to convince its publics (target audience) to buy its products, services or both – especially through advertising, marketing and public relations.
Marketing communications, at best, draws a business organization towards the direction of sales by using various tools such as billboards, the internet, SMS, direct mailing, brochure, special event, photography, TV and radio commercials, press releases, corporate social responsibilities, pricing strategy, product information, etc.
Gone are the days when someone opens a shop, erects a signpost and expect customers to troop in. Obviously, business has gone beyond this primitive idea.
In modern business organizations, IMC has taken the centre stage. The marketing departments of many medium and large-sized companies now than ever include advertising and public relations in their policies, actions and inactions.
IMC plays a vital role in today’s competitive marketplace where people are constantly filled with all sorts of commercials; hence, the marketing communication must be unique, timely, informative, usable, creative and memorable.
The marketing communications effort of any organization becomes effective when their advertising campaign attract sales; when their web site provides an intended effect; when their bulk SMS campaign keeps the phone ringing; and when their sales representatives make huge sales with little effort.
The small business owner should, therefore, focus on his business demeanor: how the organization communicates, interacts, persuades, informs, relates, publicizes, promotes, and how it chooses and uses its words in sales pitches.
It is, however, not needless to say that budding entrepreneurs should take short courses in marketing, business communication, advertising, and public relations. And a regular study of write-ups in these subject areas is advisable.
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