DIGTAL MARKETING FOR FMCG COMPANIES
Why Digital Marketing?
A good digital marketing strategy is one that empowers your brand, but a great digital marketing strategy is one that empowers your consumer. Read on for fool-proof digital marketing tips to mark your territory in the online space.
Going Digital Marketing
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Targeted
Customer Driven
Compared to offline marketing, digital marketing can be much more focused on the exact target audience of your business.
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ROI Driven
Since results from digital marketing is easily measurable, the data and analytics from your past campaigns help you to better plan your future campaigns.
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Increased Reach
Advertising over the internet is far more attractive than the regular way. You can update product, include product reviews, and also maintain a mailing list and keep in touch with the existing customers.
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Reach Global
Digital marketing has completely eradicated this challenge by making small businesses reach a global audience with just a click. This has made many small businesses become global companies with very less effort.
There are millions of internet users all over the world who could be your potential customers.
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Decreased Costs
Since results from digital marketing is easily measurable, the data and analytics from your past campaigns help you to better plan your future campaigns.
Digital Marketing for FMCG Companies
The rise in online purchase influence is leading to sales offline due to the internet and mobile’s spread. How can FMCG companies compete? The answer is in digital marketing Today, digital marketing for any business is no longer an option – it is a necessity to increase retail and product awareness and elevate the image of your brand. Recent report by Google-BCG reveals interesting statistics regarding digital marketing for FMCG industry. It is expected that by 2021, digital marketing will influence FMCG consumption by USD 45 billion in India. Particularly, more than 40% of the overall FMCG consumption in India will be based on digital platforms. Due to the initiative of Digital India, the number of internet users in India will surpass 650 million. Interestingly, the majority of them will be from non-metros. These numbers hint that a large space has been created on digital platform for companies to market their products.
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What will be done in Digital Marketing? Search Engine Optimisation Search Engine Marketing Social Media Marketing Influencer Marketing Email/SMS Marketing B2B Marketing Online ads for branding & Lead Content Marketing Online Reputation Management E-commerce Management Video Marketing Blogs Affiliate Marketing
Search Engine Optimisation
Website / internal web pages / Product promotion on search engine for natural traffic & lead Content Marketing (Blog, Presentation, Infographic, relevant Forum participation etc) / link building from quality websites for brand building / referral traffic Great content creation with right categories and interlinking between pages Focus more on UI/UX and mobile usability Focus on the user’s intent Focus on SEO friendly pages Focus on getting more genuine reviews Focus to get more online PR for the brand
Social Media Marketing We are in 2020 and by now no one can deny the huge effect of social media on our life It is the fastest way in which people communicate, so you have to give due care when researching the perfect platform for your brand You can’t choose the right platform when you only depend on its popularity among the rest of the platforms It would be a huge mistake, You have to know what every platform has to offer for your business, you have to know the nature of every platform You have to define your goals, as someone who works in the FMCG field your goal on social media would be attracting customers to buy your product. Also, add to your goals that you have to build a good relationship with your audience So since that we are talking about the FMCG market, Facebook, Twitter, and Instagram would be the best platforms for your products, because of their nature The secret is not having your fans like you or follow you, But to engage with you
Email Marketing When the company has an e-commerce website which sells their products, Drip emails, a set of emails that can be 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
email marketing
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 Re-Targeting consumers who already purchased your products
Content Marketing One way to engage your customers and ensure that they stay on your brand’s website for a longer duration of time is to provide them with interesting blogs, product posts, and festive content to browse through
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Content needs to be relevant, exciting and shareable to encourage engagement. Social media has taken off over recent years and is an excellent, free platform in which schemes can really build their brand awareness Informational and testimonial blogs are two examples of content that could go down well with Retail audience Product posts featuring new arrivals or pictures of products of retail stores or brands are a few examples of content that the brand could create Display User generated content on the company’s website.
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Influencer Marketing
Influencer marketing refers to collaborating with social media influencers to promote your brand and products Picking an influencer that resonates with your brand and come up with influencer marketing campaigns across the platforms that are relevant to your audience As influencers have a large following on social media, they are an excellent method of reaching your target audience and maximising your brand’s reach Asking social media influencers to write reviews about your products
Video Marketing
Videos are a great way to tell a million stories in each frame Influencers come up with trendy and engaging videos that extend your brand’s reach to their loyal follower database. This, in turn, can open up new opportunities for your brand and boost sales Begin by creating a YouTube channel and attract subscribers through optimised videos that show up on the user’s feed based on the keywords entered Keeping your target audience in mind, you can create thought-provoking snippets through video campaigns that are guaranteed to draw in more subscribers and build your brand image online and Promote the products
Affiliate Marketing
Affiliate marketing can be seen as the process of spreading product creation and product marketing across different parties, where each party receives a share of the revenue according to their contribution The affiliate will try to market to the consumer on whatever channel they see fit, whether that’s a social network, digital billboards or through a search engine using content marketing on a blog
Blogs
A blog is a great supplementary marketing strategy for a Company’s website Blog posts give you an opportunity to drive more traffic to your website. A regularly updated blog sends a good signal to Google and other search engines Search engines like to see your website is being updated - although that’s not going to be a problem for you, since you’ll be updating your website with photos and videos of the events and special occasions where the use of products are showcased
Social Media Presence
Social media is also a good channel of digital marketing for Products of the Company Being active on social media allows you to increase your retail store/ brand exposure. Take advantage of social media platforms like Facebook, Twitter and Instagram to promote, educate, and engage your followers Consistently engage with your audience to encourage brand loyalty If you have an account, you’ll need to do more than just post things You’ll want to reply to other users when they engage with your posts, even if it’s a simple “thank you.” Also, try to share content from others—no one likes it when all you do is talk about yourself
FMCG Marketing Plan
1 Research You have to study your customers’ characteristics so you can know how to attract them to your brand.Research is not only about customers. - Your Audience - Your Competitors - Social Media Platforms - The Market’s Trends
2 Setting up the plan After researching your audience, platforms, your suitable format, and the current market trends. You will have to set up a good marketing plan. Some of them are, - An Awareness Campaign - Influencer Marketing
3 FMCG Sales Strategy Your selling strategy must include two important things ( increasing the width of your distribution, and increasing the depth of your distribution).The width of distribution which refers to reaching out for more places to sell your product, which can be increased in direct and indirect ways.And the depth of distribution means improving your products range in the outlets. And to make that happen, The company should look after, - Promotion - Distribution
Benefits of promoting a FMCG Company Own your own brand space online
Digital Marketing Can Benefit FMCG Brands
Retail store awareness
It helps distinguish your brand
Better understand, engage and identify potential buyers of products from retail stores
It Allows You to Gain Consumer Insights and Increase ROI
Improved brand awareness It provides an innovative way to display your brand
Campaign strategy for FMCG Companies
Campaign Duration : Budget : Campaign :
Target Audience People interested in searching of brands in the products of the company. A target audience is a group of people within your target market that have a significant potential to respond positively to a brand message. Who we sell to is defined by age, gender, locality. But here, FMCG company products are fast-moving, low shelf life products which cover almost everyone in the family irrespective of age, gender, locality. So, the digitally inclined people or the people connected to the internet in a family are all our audience. But, the main market lies in middle-class families.
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