NAC 2023: Agu addresses need to harness IMC as panacea to nation building

By Felicia Nwosu

Against the backdrop of the various developmental deficits experienced across sectors in the nation’s economy, renowned Marketing Expert, Dr. Emmanuel Agu, an industry leader and accomplished Marketing Director, has identified the need for Nigeria to harness the great potentials inherent in the Nigerian Integrated Marketing Communications space as a panacea to all-round nation building.

Addressing diverse professionals at the just concluded National Marketing Conference in Abuja, Agu enumerated the immense roles played by IMC as a transformative tool that can catalyse the country’s dwindling economy with an entire new facelift.

The passionate marketer and highly awarded professional, acknowledged the nexus between integrated marketing communications and nation building while noting that nation building is anchored on several cardinal points and these are elements of unity and cohesion, political stability, economic development, social cohesion and many more.

According to the marketing expert , IMC can be employed to accelerate developmental growth in areas such as tourism, healthcare, education and creating awareness to governmental campaigns on developmental policies.

“IMC helps local businesses and industries by creating awareness about their products and services, increasing consumer demand, and ultimately driving economic growth.It attracts foreign investment by showcasing the nation’s economic potential and creating a positive image in international markets.IMC can also support the tourism industry by marketing the country as a desirable destination, thus generating revenue and employment opportunities.”

The marketing icon x- rayed some of the challenges and considerations in implementing IMC for nation building to include diverse stakeholders, political considerations, cultural and linguistic diversity, which make it challenging to develop a single, unified message that resonates with all segments of the population, limited resources and several others.

“IMC campaigns can promote messages of unity, tolerance, and social inclusion, which are essential for a harmonious and cohesive society. It can facilitate communication and understanding among diverse communities by highlighting shared values and aspirations. It can also address social issues such as healthcare, education, and poverty alleviation, contributing to an improved quality of life for citizens and a more equitable society.

In a futuristic manner, Agu projects that the future of IMC will be propelled by personalisation of content and strong technological forces such as growing emphasis on sustainability and corporate social responsibility, and that influencer marketing has already taken prominence as a way to reach and engage audiences, especially younger demographics,while governments are also collaborating with influencers to communicate key messages and promote civic participation.

Taking note of the immense contributions that can be tapped through several technologies disruptions that are increasingly being used in IMC campaigns to create immersive experiences, he enjoined all including the Governments to leverage these new discoveries for virtual tours, educational content, and simulations to educate citizens and promote cultural heritage.