FMCG. To accelerate out of the crisis phase and set themselves up for success, digital marketing leaders will need to understand marketplace dynamics and apply best practices. Traditionally, campaigns for every FMCG product would depend upon determining the right marketing mix of the 4 P’s (Product, Price, Place and Promotion) that would best influence the target audience’s purchase decisions. This guide lays out the most common challenges and accompanying strategies for today’s consumer goods companies. Influencer marketing is proving to be one of the most important digital marketing trends in FMCG. One of the biggest areas of growth in mobile usage will be in tier 2 cities and small towns in India. For a long time, the focus of marketing strategies for FMCG brands revolved around a one-way promotion of their products. Consumers often use their phones and laptops in tandem with other forms of media. As a result, online sales are booming in the industry and, according to McKinsey, “as much as 30%, or $50 billion, of the CPG industry’s sales growth in the next five years will come from online.”. This was an excellent social engagement technique to foster brand loyalty and encourage participation. The Facebook custom audience tool can help you widen your target audience and reach them through your campaigns. Tulsi Pipe Rd, Lower Parel, This shift is not only disrupting established industries and causing a fundamental change in the relationship between brands and consumers but also how marketing teams are … [1] Digital marketing's development since the 1990s and 2000s has changed the way … Research show that consumers who have purchased your products in the past are more likely to do so again in the future. The #JustHighSchoolThings campaign for Cavin’s stuck to the same theme, by associating the brand with school memories most people have in common. Through the innovative use of Cavin’s Milkshake in recipes as well as her posts on how much her child loved Cavin’s Milkshake, the product developed a positive brand perception from her huge follower base. Digital leadership that combines business and marketing savvy with technological expertise and has real authority as part of the company’s executive team is important, but midlevel talent is perhaps even more critical. For our video campaign for Wonderchef, we broke away from the stereotypical product-centric video formats and instead tried to explore video concepts that could spark a conversation among our audience. Effective digital marketing for FMCG even includes SEO-friendly content, so your brand shows up when consumers search for a related need. A company’s focus for marketing investment might have elements of each, but odds are that one of these models represents the right marketing organization for your company. Cavin’s Milkshake is a staple in most school canteens and the product brings back a flood of nostalgic school memories. As part of the influencer marketing campaign, RichaChoudhary wrote a blog post on Cavin’s Milkshake, along with 2 social media posts on Facebook, Instagram and Twitter, plus a short video for Cavin’s. Keyword-optimized content also helps consumers find you when they have a query, which goes a long way in establishing your brand’s credibility in that domain. While not overtly a part of Johnson & Johnson, all ads displayed on BabyCenter.com were for the brand. This has been facilitated in a huge part by the dual penetration of mobile phones and internet connectivity in India’s smaller towns. 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. The boom of direct-to-consumer & its digital marketing strategies. FMCG brands can choose to sell products through Amazon and Facebook or similar sites to increase sales. Developing this unique mix requires a deep understanding of your consumers. Marketing General. Cavin’s Milkshake maintains an active Facebook profile, with funny, creative posts that attract a large number of comments and shares. With strong positioning, fresh branding, and innovative content you can stand out from the rest. Because of this, any successful digital strategy for an FMCG brand should include a strong video strategy. Digital media is changing all of that permanently. In today’s digital era, a strong full-funnel digital marketing strategy is indispensable for FMCG brands. For FMCG brands, this offers a huge opportunity to leverage digital marketing to attract this new wave of consumers. Complete the form to the right to download it now. Analytics Advertising Tweet. Study shows that in 2020, 60% of businesses use interactive elements like stickers in their Instagram stories. 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. This can help you create campaigns and content that your target audience will actually find engaging. In traditional marketing for FMCG, the product display was considered one of the most important factors which influenced purchase decisions. This video put forth a strong social message in a humorous way and quickly went viral on social media. eCommerce FMCG brands can also use Facebook to get deeper insights into consumer behaviour. One of the main advantages of using videos for your product is the unlimited room for creativity it offers. With an increase in the number of FMCG products showing up online, Google Ads are also another important avenue for FMCG marketing. Anmol, a household name in the northern and eastern regions of India, wanted to upgrade their website. Piggly Wiggly will soon offer consumer goods manufacturers a new digital advertising program intended to simultaneously enhance the consumer experience. Through the innovative use of various social media platforms, Cavin’s Milkshake was able to build their brand identity and reach out to their consumers. V9 helps your CPG brand craft a message and strategy that speaks directly to your ideal buyers, using language and platforms they resonate with. 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. #Trend No. Digital marketing for FMCG brands needs to be integrated over various channels to have the maximum impact. For example, a local makeup brand can start selling their products nationally by making it available online. Examples of digital marketing strategies include a social media campaign that includes partnerships with influencers, a content marketing strategy that uses online guides to drive leads, or a growth marketing strategy that uses social media and email build customer loyalty.. Why have a digital marketing strategy? Additionally, 99 percent of these users will access the internet primarily through their mobile phone. An important aspect of planning marketing strategy based on type of consumer good is to recognize that not all consumers classify the same product the same way. Learn more by viewing our, How to Deliver Awesome, Engaging Webinars in a Work From Home World, Predicting the Unpredictable - The 2021 Marketer’s Guide to Retention, Loyalty and Lifetime Value, Marketers’ Best Tool in 2021: Why Identity is Key to Picking Up Pieces When Cookies Crumble, How to leverage the power of local search in your 2021 marketing strategy, Consent Beyond Cookies: How You Can Authentically Build Audience Trust, Enterprise Digital Asset Management Platforms: A Marketer's Guide, Enterprise Customer Data Platforms: A Marketer’s Guide, Enterprise Workflow and Project Management Tools: Crucial for Marketers in 2020 and beyond, B2B Marketing Automation Platforms: A Marketer’s Guide, Enterprise Call Analytics Platforms: A Marketer’s Guide, The Marketing Accountability Void: An Overdue Reality Check for Data-Driven Marketers. I think there is a fear that a massive report is required, but we believe that lean planning works best. In between the many permanent fixtures of digital marketing in 2020 are upcoming trends maximizing clicks, sales, engagement, and attention from consumers. Please do read our other blogs as well and share your feedback :), Stay up to beat with the latest digital marketing trends and techniques, Social Beat Digital Marketing LLP Facebook is undeniably one of the biggest avenues for digital marketing. Devise European digital strategy for France, Germany and the UK Workshop for social media and communication tools Create a digital Tool Box for marketing teams. We asked marketers to be inspired by what was out there, but let their imagination run free and be creative. For many decades, the FMCG industry has enjoyed undeniable success. Covid 19 only accelerated this trend even further with purchases via market places, apps and direct to consumer brands has increased. Read about the full journey here: A Young and Vibrant Website for One of India's Most Loved Biscuit and Cake Brands. Instead, it involves tweaking the marketing mix for FMCG products to bring them into the current era. Expectedly, most were unable to answer and many gave downright hilariously wrong answers. A significant portion of Indian consumers are shopping for FMCG products online through various apps and this number is only going to grow. When you speak with the Consumer Goods Digital Marketing Agencies from our network, you can trust they're the best we can find. They help more than 3,000 companies market smarter and achieve maximum return from their digital marketing efforts. FMCG brands spend large sums on hoardings, TV commercials, print ads, radio ads and more. Consumer packaged goods (CPG) enterprises need to understand the new reality and engage with this digital consumer in a dialogue to market their products effectively. All Consumer Goods Digital Marketing Agencies on Credo have passed our initial three step and 28-point vetting process before joining, and are continuously vetted via client feedback. This Journey is the process every prospect goes through to become a new customer. • Digital Brandersare most often consumer products companies or other marketers that f… Global Marketing Strategies  Think globally, act locally is a popular strategy that is becoming more and more relevant in a globalized world where there are no boundaries when it comes to movement of goods and global marketing services. How to develop a digital marketing strategy for consumer goods. In this video, we asked a number of men in Mumbai basic questions about cooking. Your privacy means the world to us. Offline purchases might still form the bulk of FMCG sales but the future belongs to mobile phones. With campaigns and FMCG advertisements that are spread over multiple platforms, brands can develop consumer awareness and influence purchase decisions. In this case, even if a consumer has every intention of purchasing your product, they will choose a competitor’s product if yours is unavailable online. According to a report by Google and Bain and Co. $11 billion, or two-thirds, of the total sales in beauty and hygiene products will be influenced through online marketing. 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. But with the launch of many websites that let you purchase FMCG products online, an increasing number of consumers are beginning to shop online. Cavin’s Milkshake is one of the top-selling dairy-based drinks sold by the parent company CavinKare. Learn more at www.mapp.com. 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. Looking for a Marketing Manager to enhance digital performance & strategy. digital marketing services for Health care Industry, Thank you! In my experience, a common challenge is where to start drawing up your digital marketing plan. Do you know which digital marketing strategy you should adopt to boost the growth of your business? This ultimately increases the consumer base for FMCG products, a key factor in eventually increasing sales. The campaign showcased the most common characters most of us were familiar with in school such as ‘The Geek’ and ‘Cutest Couple’ through Cavin’s Milkshakes. Your plan doesn't need to be a huge report, a strategy can best be summarized in two or three sides of A4 in a table linking digital marketing strategies to SMART objectives within our RACE planning framework. Stickers are a good way to boost engagement and to generate a conversation with the … Through the use of creative and engaging posts over social platforms like Instagram and Facebook, Cavin’s was able to successfully utilize social media for their brand building efforts. We share your personal information only when you give us explicit permission to do so, and confirm we have your permission each time. Instagram was also an important channel for Cavin’s to rope in their followers and build a strong community. This new reality has thrown up a range of opportunities that CPG companies can leverage to grow their business – but the challenge lies in figuring out how to utilize these opportunities to generate value. Cavin’s Milkshake was able to successfully utilize influencer marketing to reach moms who would ultimately purchase the product for their children. Digital marketing services for consumer electronics and consumer products companies: You need digital marketing for consumer electronics to compete successfully in today’s crowded marketplace. With the ease of tracking digital marketing offers, FMCG brands can refine their strategies and make it more cost-effective. Advanced analytics can even let you gain deep consumer insights. Mumbai, Maharashtra 400013, A Young and Vibrant Website for One of India's Most Loved Biscuit and Cake Brands, create campaigns and content that your target audience will actually find engaging, evolving digital marketing trends in these tier 2 and tier 3 cities, advanced tools for social media analytics, chatbots in their digital marketing strategy, sell products through Amazon and Facebook, With a few simple steps, selling online through Amazon. Through shareable content, helpful information and meaningful interaction, brands can continue to stay relevant at all times. 1: Instagram Stickers . The last thing people want is … In this way, their content marketing through blogs can direct consumers to a clear point of purchase. Today, however, digital marketing trends in FMCG are shifting the focus to creating user-centric content that brings actual value to consumers’ lives. Let us have a look at what we expect to see in 2021 with consumer engagement marketing strategies. With the help of analytic tools, brands can recover information about number of impressions, clicks, conversions and more. Underlying Mapp Cloud is Mapp's native customer data platform (CDP) that enables campaigns to draw from real-time, unified customer data, so marketers can be one step ahead of their customer. These posts performed extremely well on the blog as well as on social media. One of the key influencers roped in for Cavin’swas RichaChoudhary who runs the blog All That’s Mom. Now it has become evident that companies cannot insulate itself from Global marketing competition by remaining in the domestic market or a few select markets. If you are looking for the best digital marketing agency in Mumbai and best digital marketing agency in Bangalore and Chennai, reach out to us and grow your business. However, your consumers aren’t using only Facebook and as a brand, neither should you. It is even more effective than a physical display because it helps you reach your specific target audience, making your overall marketing strategy more cost-effective. Your Digital Marketing Strategy Template (AKA The Customer Value Journey) This is where digital marketing begins and ends... With a Customer Value Journey that strategically builds a relationship with new prospects and converts them into loyal, repeat customers. Unless brands solidify their FMCG digital strategy now, they are going to witness severe drawbacks in the future. For example, if you are a skincare brand, you can display your ads next to beauty blogs your consumers are browsing through. We asked them, “How would you … By 2010, the industry had created 23 of the world’s top 100 brands and had grown total return to shareholders (TRS) almost 15 percent a year for 45 years—performance second only to the materials industry. Some digital marketing strategies hit the bullseye, while others don’t even come close. One of the biggest advantages digital marketing has over traditional marketing is that it helps you track every facet of your marketing efforts. This includes ads which play before a Youtube video, promotions through Twitter, Instagram posts and much more. Marketers generally divide consumer goods into 4 groups — convenience goods, shopping goods, specialty goods, and unsought products. Digital marketing trends in FMCG products are aimed towards establishing your brand as a constant presence in your consumers’ lives. Mapp is headquartered in San Diego with global offices in eight countries. Agencies We work with consumer goods and services businesses of all sizes to create a digital marketing strategy that emphasizes local relevance to drive both online and in-store traffic & sales. Through the use of influencers, your brand can tap into their huge number of followers and increase consumer awareness of your products. This allowed Johnson & Johnson to build a strong community of moms they could tap into to sell their products. In today’s post, I’m going to share 9 of the best digital marketing strategies for startups. The massive growth of platforms like YouTube and TikTok are testament to this renewed interest in video content. These milkshakes are sold in single-serving sized tetra paks, and are known for their delicious flavour variants and high adherence to quality standards. At the same time, most consumers in these areas are becoming more digitally connected. Through the use of striking visuals, their posts on Instagram were able to generate high levels of engagement from their followers. This enables top-of-mind awareness, which can influence purchase decisions. In much the same way, digital marketing for FMCG companies can be approached as a virtual shelf display. Consumers are visual creatures, so the more attractive your packaging, the higher the chance of it being noticed by them. Playing it safe with online content will invoke safe interaction. February 26, 2019; Megan Sullivan-Jenks; Strategy; The boom of direct-to-consumer brands over the past few years marks a shift in the way products are sold. Wiltshire . 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. These automated mails can target consumers at a number of different stages, ultimately guiding them towards making a purchase. The grocer will become one of the first retailers to adopt Mercatus’ Digital Advertising solution, which aims to elevate the shopper Amazon DSP & Search: Better Together Cavin’s Milkshake utilized Instagram extensively for brand-building. Consumer Products. Consumer goods: Define Digital strategy for personal care brands: Training, workshop and strategic consulting. Digital marketing has a clear edge over traditional marketing when it comes to generating user engagement. This requires marketers to formulate a holistic FMCG digital strategy to not just influence their consumers, but also to personally engage with them. Nowhere is this phenomenon more pronounced than in consumer goods (CG), where digital marketing is reinventing brand relationships by enabling a rich dialog between manufacturers and consumers. What is most noteworthy about these posts is that they have performed well organically, proving that excellent content is the most important aspect of digital marketing for FMCG companies. The digital revolution has brought to … A great opportunity to join a leading international business in consumer goods. I know, I know…you’re probably rolling your eyes. What are some examples of digital marketing strategies? As a reaction to new behaviours and tech in the marketplace, trending strategies are proving to be … Digitally-native consumer goods startups like Casper, Away, and Glossier, are on the rise and continue to steal market share in the consumer goods landscape. This is why digital marketing for FMCG companies also need to develop strategies that effectively blend both these channels. Consumers now are exposed to their phone and laptop screens more than they are to traditional media like television, newspapers and billboards. Drip email campaigns are one of the most effective lead nurturing strategies. One of the biggest advantages of having an effective digital marketing strategy in place is that it helps brands create a unique brand identity. Digital marketing, on the other hand, helps you track and measure every aspect of your campaign. And, to do so, you need to build solid buyer personas. Videos have emerged as one of the most consumed forms of content. Digital leaders frequently pluck talent from disparate sectors because they understand that digital … While this may sound self-evident, not many FMCG products actually sell their products online. Local Selling products online also gives you the advantage of being able to reach consumers beyond a limited geographical location. 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 example, Raaga Professionals innovatively used an audience poll on Facebook to simultaneously understand the needs of their consumers as well as advertise their products. The foundation of any solid digital marketing strategy is to know who you’re addressing. These posts were very popular throughout social media, garnering a high reach and number of audience reactions. Keep up to date! B2C (business-to-consumer) marketing is an array of best practices, strategies, methods, and tactics for promoting products and services to consumers. D Wing, 4th floor, Trade World, Your Marketing Partner For Consumer Goods, Food & Retail. Digital marketing trends in FMCG products are aimed towards establishing your brand as a constant presence in your consumers’ lives. While speculative figures can be produced, there is no way to arrive at a definite conclusion. There is little doubt that digital technologies are creating challenges for consumer goods companies, also known as consumer packaged goods (CPG) or fast-moving consumer goods (FMCG) brands. Taking a risk from … Having a solid community is crucial to developing a loyal consumer base. This helps consumers form a strong opinion of the brand, which will ultimately influence their purchase decision. Traditionally, FMCG advertisements were a one-way interaction, with brands informing consumers about their products over TV commercials, radio spots and print ads. Mapp also offers an email marketing platform, Mapp Empower, designed for digital agencies. Buying space in traditional media is expensive and only allows for a one-way communication. In 2019, the U.S. consumer goods market was estimated at $635 billion, which is the largest in the world, which means with effective marketing you could capture a decent share of the marketplace. Instagram stickers are very popular for both brands and consumers. Digital marketing used for selling and buying digital goods like service, products and information u s ing different digital channels like social media, search engines and websites. In this way, digital marketing for FMCG companies can help keep brands relevant by immediately cashing in on the latest trending topics. Executive Summary Social media tools and other digital techniques are transforming approaches to marketing across industries. Email Marketing. Whole Foods, for example, utilised chatbots in their digital marketing strategy to engage consumers and direct them towards completing a purchase. 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. The FMCG sector is marked by a large variety of similar products, which offer consumers a wide range to choose from. Often, your product's own website is one of the best ways to showcase your brand because you have complete control of a user's experience on it. These are semi-fictional representations of your “perfect customer” and can be created by collecting customer feedback through interviews, surveys, and research. Our UX, content and design teams adopted an out-of-the-box approach that had a generation-wide appeal, complete with interactive elements, engaging language and quirky designs. Permanent . Through shareable content, helpful information and meaningful interaction, brands can continue to stay relevant at all times. With the hashtag #Cavin’sSuperstar, each month, Cavin’s Milkshake showcased one of their followers and asked them a few fun questions about their love affair with Cavin’s. Kamala Mills Compound, This technique can prove a very effective step in digital marketing for FMCG companies by helping influence the consumer decision making process. We specialize in creating … INTRODUCTION: As per the words of Wikipedia, „Digital marketing (also known as data-driven marketing) is an umbrella term for the marketing of products or services using digital technologies, mainly on the Internet, but also including mobile phones, display advertising, and any other digital medium. Digitally-native consumer goods startups like Casper, Away, and Glossier, are on the rise and continue to steal market share in … Digital media is changing the landscape for marketers everywhere, especially in the FMCG sector. For this reason, B2C marketing is an important factor in the success of … Digital marketing trends in FMCG need to keep up with the increasing volume of customers who prefer to shop online. A one-size-fits-all marketing campaign is no longer effective for FMCG products. From there, we can help you execute on a customized plan of action that artfully funnels buyers from first contact to first (and future) sales. Digital marketing can help strengthen your brand’s community through a number of innovative content marketing strategies that work. This kind of user-focused marketing is unique to digital marketing and helps brands promote their products more effectively than ever before. Like physical shelves, digital marketing also allows you to position your products contextually. TAKE RISKS. For example, Raaga Professionals, a personal care brand, sells their products through Nykaa. Incorporating a strong digital marketing strategy in the overall marketing mix offers many clear advantages to brands. The perfect marketing mix for FMCG advertisements involves a customized combination of digital and traditional media. This is why brands were unable to consistently engage with their consumers. By creating informative content, you can drive conversation among your consumers and build strong communities. This differs from B2B (also called business-to-business) marketing whereby companies market their goods and services directly to other companies and businesses. Mobile phones and high speed, affordable internet have penetrated almost every section of the Indian audience. Establishing a digital … However, the results of these campaigns are very difficult to measure effectively. Digital Marketing Manager. Email Marketing Advertising was done mostly when there was a new product or service to promote. You will put your own stamp on the business with this Digital Marketing Manager position, managing the … 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. Drip emails, also known as automated emails, are a set of emails that are sent to consumers based on a specific set of parameters. Best practices for consumer evaluation: Rating and Reviews. Subscribe to our newsletter: © 2020 Third Door Media, Inc. All Rights Reserved. Clever use of content marketing is essential because it helps establish your authority in the space.