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Digital Adoption Of FMCG Industry In Advertising And Marketing

Digital advertising and marketing trends in FMCG actually allow the marketers to establish a relationship with the consumers, which was not possible before, besides enticing the consumers to reach the final stage of buying.

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Digital marketing is revolutionizing the marketing scenario of every industry including the FMCG sector. The social distancing and stay at home measures have propelled the consumers to make buying-decisions differently and that encouraged the industry to provide various platforms via marketplaces, apps and direct to consumer brands. As the internet data penetration has increased with people spending more time on laptop and mobile phones, FMCG brands also shifted their focus on these emerging platforms from its traditional mediums like television, newspaper and billboards. Even the latest report by Google and Bain and Co. has predicted that USD 11 billion, or two-thirds, of the total sales in beauty and hygiene products will be influenced through online marketing. In today’s digital era, a strong full-funnel digital marketing strategy is indispensable for FMCG brands.

Incorporating 4Ps for digital marketing

Adopting 4Ps (Product, Price, Place and Promotion) in the newly-evolved digital marketing sphere doesn’t mean again trying out the tried and tested methodology which marketers swear by. Rather, it involves pivoting the marketing mix for FMCG products to bring them into the current era. Digital advertising and marketing trends in FMCG actually allow the marketers to establish a relationship with the consumers, which was not possible before, besides enticing the consumers to reach the final stage of buying. It required the marketers to conceptualize a full-fledged and engaging FMCG digital strategy.

Advantages of Digital adoption of FMCG industry

Making use of a strong digital marketing strategy in the overall marketing mix provides many clear benefits to a brand:

1. It makes a separate entity for your brand

If we see the FMCG sector, there are a large variety of similar products from various brands that provide a wide range of options for consumers to choose from. But if we have a strategic digital marketing and advertising tool at place, it enables the brand to create an exclusive identity. This helps the consumer to form an opinion about the brand and also ultimately influences consumers’ purchase decision.

2. It Allows You to Gain Consumer Insights and Increase ROI

In digital marketing and advertising, the best part is you can track every facet of your marketing efforts. This feature was lacking in traditional marketing. Since FMCG companies spend a huge amount of money sums on hoardings, TV commercials, print ads, radio ads and more, the outcomes of these campaigns are difficult to measure. We can only produce a tentative figure and that’s how it lacks to arrive at a definite conclusion.

But, digital marketing and advertising, enables to monitor and measure every facet of the campaign. We can have the information about the number of impressions, clicks, conversions and more with the help of analytic tools. The brand can also find out which advertisement of theirs actually encouraged the consumer to purchase their product. The advanced analytics can also enable to get in depth knowledge about the consumers purchasing habits. Using this information, brands can make specific campaigns and create content that will engage your target audience more. As digital adoption provides the ease of tracking digital marketing offers, FMCG brands can refine their strategies and make it more cost-effective.

3. It provides an innovative way to display your brand

Brands should not forget the fact that consumers are visuals creatures, the more attractive your packaging and messaging, the higher the chances of the brand getting noticed by them. So, the product display plays a crucial role in influencing the consumers purchasing decisions. Similarly, digital marketing for a company can be approached as a digital shelf for display. If utilized in the right manner it’s one of the most effective for virtual display and cost-effective too. Similar to the physical shelves, digital marketing also allows you to position your products contextually. Through tools like AdWords Smart Display, brands can display their products while consumers browse through similar categories. For example, if you are a skincare brand, you can display your ads next to beauty blogs your consumers are browsing through.

Disclaimer: The views expressed in the article above are those of the authors' and do not necessarily represent or reflect the views of this publishing house. Unless otherwise noted, the author is writing in his/her personal capacity. They are not intended and should not be thought to represent official ideas, attitudes, or policies of any agency or institution.

Amrinder Singh

The author is Director, Bonn Group of Industries

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