Integrated Marketing Communications (IMC) is a strategic approach to the planned management of an organisation’s communications. Even though the IMC as a marketing approach is a relatively new strategy for companies; it has developed at the speed of light. This happened mainly due to benefits it presents including higher reach, customer loyalty and communications with all stakeholders or basically everyone who is in any way connected to your company.
As every company, or brand, has not only functional but also emotional values it is vital to communicate in the same voice through all the levels of the business and try to send the same idea through all channels, and to all the people involved. Only if the voice is consistent will the mission of an organisation be completely understood running clearly and successfully. It is time for small and medium businesses to learn applying this voice to all its publicity.