According to the IMC, every marketer knows that content is king, especially in the social media, short-form video era.

Brands are having to keep up with tech-savvy and hyper-informed consumers. Consumers who are always on, engaged and looking for authentic, appealing and personal relationships with brands. 

This is the time for User Generated Content (UGC) to take centre stage, says the conference. This type of 'real' content allows consumers to be active participants in the brand's community, rather than mere spectators. This, in turn, builds brand trust and loyalty. 

The IMC says that modern 'word-of-mouth' marketing has grown phenomenally. 

According to a 2023 Entribe survey, 80% of consumers are more likely to trust a brand that shares UGC compared to the 12% who are likely to purchase a product promoted by influencers. Short-form videos in particular are leading the field — with both marketers and consumers giving this dynamically real, cost-effective and engaging format the thumbs up.

The IMC says that no one understands this better than Thwaites. Thwaites is the founder of EDC Squared, an innovative organisation that is geared at unlocking the power of everyday content. 

With his vast experience gained at the forefront of TikTok and X, Thwaites recognises the pressing need for brands to revolutionise their approach to audience engagement, especially in the short-form video ambit, according to the conference. 

"It's a two-way process — on the one hand, we focus on giving everyday content creators the opportunity to connect with brands and get rewarded for great content. And on the other, we help brands build and nurture these relationships so they can harness the impact, authenticity and scale of this content," says Thwaites.

According to the IMC, Thwaites is one of five international marketing leaders presenting at the marketing conference. 

The annual Nedbank IMC Conference is Africa's foremost integrated marketing conference. The IMC says that it believes that 'Marketing is Business©' and that marketing deserves its place at the boardroom table. This conference has CMOs, senior marketers and agency leaders attending. 

According to the conference, the 2024 theme — 'Challenge Yourself. Keep Learning. Keep Leading' — is relevant to anyone in the business of communication.

The IMC Conference consists of one day of 15-minute presentations, with some exceptions. The conference says that it is known for its hard-hitting global agenda with no sales pitches.

The Nedbank IMC concludes that the conference is made possible through: 

  • association with MASA
  • collaboration with the ACA 
  • partnership with the DMASA, and 
  • endorsement by the IAB. 

The 2024 Nedbank IMC Conference will be held at the Focus Rooms, Modderfontein Johannesburg on Thursday, 19 September. Individuals are encouraged to book online tickets for the 2024 Nedbank IMC Conference. Virtual tickets are priced at R1 499 (excluding VAT). 

For more information, visit: www.imcconference.com. You can also follow the Nedbank IMC on Facebook, LinkedIn, X, or on Instagram.

*Image courtesy of contributor