e-book Marketing Trends (english version): Communication, innovation, strategy & consumer behaviour

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Volumes are edited by leading scholars and practitioners across a wide range of subject areas in marketing science. Skip to main content Skip to table of contents. Advertisement Hide. Conference proceedings.


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Front Matter Pages i-xli. Front Matter Pages Pages Jeremy S. Wolter, Jeffery Smith, Todd Bacile. Todd J. Bacile, Alexa K. Fox, Jeremy S. Wolter, Felipe Massa. Wixel Barnwell, Kevin J. Shanahan, Chrisopher D. With the ease of tracking digital marketing offers, FMCG brands can refine their strategies and make it more cost-effective. Offline purchases might still form the bulk of FMCG sales but the future belongs to mobile phones. Mobile phones and high speed, affordable internet have penetrated almost every section of the Indian audience.

A significant portion of Indian consumers are shopping for FMCG products online through various apps and this number is only going to grow.

Consumer behaviour

Digital marketing trends in FMCG need to keep up with the increasing volume of customers who prefer to shop online. One of the biggest areas of growth in mobile usage will be in tier 2 cities and small towns in India. FMCG brands need to stay up-to-date on the constantly evolving digital marketing trends in these tier 2 and tier 3 cities. Unless brands solidify their FMCG digital strategy now, they are going to witness severe drawbacks in the future.

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Digital media offers a number of streams for FMCG brands to market themselves. These various platforms also help brands meet a number of marketing objectives, right from creating awareness and brand building to driving conversions and cultivating brand loyalty. For a long time, the focus of marketing strategies for FMCG brands revolved around a one-way promotion of their products. By creating informative content, you can drive conversation among your consumers and build strong communities.

Having a solid community is crucial to developing a loyal consumer base. Clever use of content marketing is essential because it helps establish your authority in the space. This kind of user-focused marketing is unique to digital marketing and helps brands promote their products more effectively than ever before.

Incorporating a strong SEO plan as well as including strategies for content amplification is crucial because it drives consumers to your website, enabling them to become more aware of your brand. Facebook is undeniably one of the biggest avenues for digital marketing. Through advanced tools for social media analytics , you can find your target audience, refine your marketing strategy and even drive conversions. The Facebook custom audience tool can help you widen your target audience and reach them through your campaigns. FMCG brands can also use Facebook to get deeper insights into consumer behaviour.

For example, Raaga Professionals innovatively used an audience poll on Facebook to simultaneously understand the needs of their consumers as well as advertise their products. Digital marketing for FMCG brands needs to be integrated over various channels to have the maximum impact. This includes ads which play before a Youtube video, promotions through Twitter, Instagram posts and much more. Effective digital marketing for FMCG even includes SEO-friendly content, so your brand shows up when consumers search for a related need.

Traditionally, FMCG advertisements were a one-way interaction, with brands informing consumers about their products over TV commercials, radio spots and print ads.

Innovation - Wikipedia

Advertising was done mostly when there was a new product or service to promote. Buying space in traditional media is expensive and only allows for a one-way communication. This is why brands were unable to consistently engage with their consumers. Digital media is changing all of that permanently. Digital marketing has a clear edge over traditional marketing when it comes to generating user engagement. Through shareable content, helpful information and meaningful interaction, brands can continue to stay relevant at all times. This helps consumers recall your brand at the time of making a purchase decision.

Whole Foods, for example, utilised chatbots in their digital marketing strategy to engage consumers and direct them towards completing a purchase.

Influencer marketing is proving to be one of the most important digital marketing trends in FMCG. Through the use of influencers, your brand can tap into their huge number of followers and increase consumer awareness of your products. Influencer marketing is also very useful for FMCG brands because consumers are more likely to believe in the credibility of your brand when an influencer whom they trust recommends it to them.

A one-size-fits-all marketing campaign is no longer effective for FMCG products. While email marketing in general keeps your consumers updated on latest products and promotions, drip emails in particular are a groundbreaking way to personalize your marketing tactics. Drip emails, also known as automated emails, are a set of emails that are sent to consumers based on a specific set of parameters.

For example, there will be one email that is sent to consumers when they first sign up, one that will be sent if consumers add products to their cart but leave without completing the purchase, one that will be sent after a purchase is made and so on. Drip email campaigns are one of the most effective lead nurturing strategies. These automated mails can target consumers at a number of different stages, ultimately guiding them towards making a purchase. This technique can prove a very effective step in digital marketing for FMCG companies by helping influence the consumer decision making process.

Automated emails which are sent when consumers abandon their shopping carts are particularly effective, because it pushes the consumer to complete the purchase. Drip emails also help you retarget consumers who have already purchased your products. Research show that consumers who have purchased your products in the past are more likely to do so again in the future.


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  6. While this may sound self-evident, not many FMCG products actually sell their products online. But with the launch of many websites that let you purchase FMCG products online, an increasing number of consumers are beginning to shop online. FMCG brands can choose to sell products through Amazon and Facebook or similar sites to increase sales. Selling products online also gives you the advantage of being able to reach consumers beyond a limited geographical location. For example, a local makeup brand can start selling their products nationally by making it available online.

    This ultimately increases the consumer base for FMCG products, a key factor in eventually increasing sales.

    Consumer and Retail Trends in 2018

    With a few simple steps, selling online through Amazon and other sites is a very easy way for FMCG brands to increase their online presence. For example, Raaga Professionals, a personal care brand, sells their products through Nykaa. In this way, their content marketing through blogs can direct consumers to a clear point of purchase. For most FMCG brands, tier 2 and tier 3 cities offer the next big avenue for growth. At the same time, most consumers in these areas are becoming more digitally connected.

    While the number of English-speaking users online has more or less peaked, regional language users are only going to grow from here. A study conducted by Google and KPMG estimates that the number of non-English speakers using the internet will grow by around 18 percent annually.

    Additionally, 99 percent of these users will access the internet primarily through their mobile phone. For FMCG brands, this offers a huge opportunity to leverage digital marketing to attract this new wave of consumers. The growth of regional content online will be one of the key factors that can influence FMCG sales in tier 2 and tier 3 cities. These milkshakes are sold in single-serving sized tetra paks, and are known for their delicious flavour variants and high adherence to quality standards.

    They also have a very large, vibrant community on Facebook who actively engage with the brand by writing positive reviews on their page and interacting with their posts.