Kevin Boyette
November 30, 2023
Introduction:
Over the past couple of decades, Integrated Marketing Communication has grown in popularity around the globe. In recent years, IMC has become somewhat of a necessity for a business to successfully advertise and make their brand known. There are many different benefits that come from the use on IMC, such as boosts in sales, engagement, and consumer relations headline the bunch.
An article recently published by Legodi Cedric Phokwane and K. Makhitha, on May 23rd, 2023, successfully breaks down and explains the processes that produced a successful IMC campaign for small and medium enterprises (SME’s) in Polokwane, South Africa. SME’s, according to Phokwane and Makhitha, “are regarded as worldwide cornerstones for economic development” (Phokwane et al.). For a business type as significant as an SME, I believe that it is important to see what steps were taken to promote businesses with as much gravity as these.
Boosting Profit and Engagement
Upon review of the study, there were several IMC tactics that were most frequently used for the businesses that participated in the gathering of information. The most frequently used instruments in an IMC campaign are consistent advertisements, public relations, personal selling, and the most highlighted, sales promotions. Each instrument listed plays a significant role in any IMC campaign. It is hard to pick just one that stands out from the rest, but it feels that the most publicly appreciated of them all is sales promotions.
Who doesn’t love a good sales promotion? Buyers get the opportunity to save money on products they want through means of price reductions and savings. The use of sale promotions consistently increases buyer turnout. One might say that sales are the most productive way to make a brand likeable and known, but the other instruments are just as important.
Relations With the Public
One may not realize the significance of the instruments other than a good and flashy sale, but forming strong relations with the public and existing customer base is essential to success for a business. Phokwane and Makhitha make it clear that forming strong connections with a customer base is imperative to boosting both engagement and profitability of a business of any kind. Personal selling seems to be the biggest factor when creating a connection with a customer.
It is basic human nature to desire relationships. Forming a strong connection with someone establishes trust and reliability. When it comes to a brand or business, forming a strong relationship will boost the perception of a business to be a positive one. The study shows and is quoted that “businesses that understand marketing and marketing challenges and employ marketing personnel have a higher annual turnover than those that don’t” (Phokwane et al.). Successful IMC campaigns not only boost customer engagement, but they also benefit the process of operations and make a business run smoother.
When a business runs smoothly and has increases in profits and engagement, the company can hire those who will continue the successful methods. When a company can continue the things that please customers, they begin to vocalize their happiness. Once a person begins to talk about how great a business is, the customer base begins to grow at an exponential rate.
The next step to increasing relations with the public is being aware of your brand. Brand knowledge from a company standpoint is just as important as the public’s knowledge of the brand. The study speaks about how important it is to understand the brand on a customer level. In short, the study states that when the customer knows more about the brand, the more they will be drawn to the business.
There are so many methods that help build a successful IMC campaign. The more that companies devote to the process, the better results they will yield in return. It reminds me of the old saying “you reap what you sew.” This raises the question of how many different methods are there that can benefit an IMC campaign?
Methods
Of the methods mentioned in this study, the ones mentioned seem to be the most significant for the growth and public perception of the SMEs in southern Africa. The reader should know that there are many other methods that a company could use to boost engagement and profitability. The use of social media to boost engagement is one that all business should invest in going forward.
The industry is heading toward a digital age with a focus on online promotion and E-commerce sales. E-commerce is growing at an exponential rate. Many people are doing this shopping online and engaging with products from advertisements on the internet and social media platforms. It is encouraged by Phokwane and Makhitha to head in the direction of using social media to create a successful IMC campaign (Phokwane et al.).
There are many other methods that flood the IMC world. In the case of the SME’s, this method seems to be the most successful. Nevertheless, the many different methods are successful in different ways. The advertising and marketing world is inevitably heading toward E-commerce and digital marketing.
Conclusion
Integrated marketing communication is a growing necessity in the marketing world. For a growing business, investing in the proper marketing techniques is a critical decision. Knowing your brand, knowing your audience, and knowing your businesses goals is very important. Investing in digital marketing methods pay dividends in significant quantities. The goal is to boost brand engagement and drive home ideas that promote customer happiness.
In the end, allocating to customer needs and sticking with the latest trends is crucial to a successful advertising plan. Having an IMC department or specialist is important and should not be overlooked by any business. Allowing your business to adapt to the environment and allocate for the consumer is what drive a business to success.
References
Phokwane, L. C., & Makhitha, K. M. (2023). THE EFFECTS OF MARKETING COMMUNICATION STRATEGIES ON THE PERFORMANCE OF SMALL AND MEDIUM ENTERPRISES (SMES) IN POLOKWANE. Journal of Global Business and Technology, 19(1), 131-150. https://www.proquest.com/scholarly-journals/effects-marketing-communication-strategies-on/docview/2837135474/se-2
Phokwane et al.,
IMC Hawks Blog 