EMERGENCE OF INTEGRATED MARKETING COMMUNICATIONS AS AN IMPACTFUL TOOL IN SHIFTING CONSUMER BEHAVIOR

Abstract

The world of business has always been dynamic and fast-paced to the whims of the changing environment and one such aspect of marketing under its huge umbrella – Integrated Marketing Communications is witnessing the boom through the evolution and dynamic changes that the industry is facing with the rise in platforms, mediums, content consumption, new techniques, artificial intelligence, gamification etc. It has evolved with time and has helped businesses to carve new strategies and helped them grow. It has changed the perspectives and broadened the horizons of a consumer’s mind by successfully reaching the masses and influencing their decisions. In this paper, we would be tracing whether the emergence of Integrated Marketing Communications as a tool has impacted a buyer’s mind and whether it has been proved successful in shifting the consumer behavior.