With the arrival of social media, expanding data networks and spread in the operation of smartphones and the smash of eCommerce stores, the traditional marketing system for FMCGs are under attack. Long gone are the days where a FMCG would have only one announcement they used for a product far and wide, with digital marketing, each promotional drive can be customised to meet the consumers ’ needs.
Let us now bandy the top 7 trends in digital marketing strategies of FMCGs in India.
1. Client- Centric Content Marketing
Traditionally, FMCGs retailed their products by only talking about its attributes. TVs, journals and radios all had the same communication about what the product was and does. similar marketing wasn’t veritably effective because it wasn’t seductive and didn’t appeal to people collectively. With the appearance of FMCG digital marketing strategy the strategies of FMCGs in India have changed drastically.
Through digital marketing, the guests get the content which revolves around them. They can engage and talk about the brand, show other people what they use and help the brand reach recognition for their sweats. FMCGs have capitalised on this trend heavily. With stoner- centric content marketing, a client receives further personalised branding and more applicable announcement is shown to them.
2. Creating presence with social media
According to a check, an average grown-up spends about 2 hours and 40 twinkles on their social media operations daily in 2020. This is a massive quantum of time where guests of a brand are largely engaged and can be fluently reached. For an organisation, it’s now a must to have their presence in all the platforms applicable to them.
Every social media platform is different and effective for different kinds of followership. While Facebook appeals well to age groups, Instagram is largely effective for marketing to the youth. LinkedIn is effective for adding mindfulness about the work of an organisation, especially with professionals from the age of 25 – 45. YouTube is a great platform to put on the visual and long- form content, where Pinterest is great for running instructional juggernauts and pictorial content.
An organisation needs to identify the stylish social media platforms for their purpose and maximize their sweats on them.
3. Stoner- generated content
Traditional styles only allowed for one way communication, that is, the company promoting its products to the druggies. Now with social media, the capability to communicate between companies and druggies has changed effects. Smart organisations let their druggies do their elevations for them through applying UGC or stoner Generated Content strategy.
In UGC, a stoner is asked to promote the product or service through putting a story or post, tagging them and participating hashtags. similar content acts as a great piece of digital word of mouth and is considered to be one of the most authentic and trusted sources of digital marketing. It engages the stoner to talk about the brand at the same time adding the brand’s perceived authenticity by the people who see their musketeers ’ posts and stories.
4. Adding appeal through Influencer Marketing
People like to believe other people they look up to, and that precisely what influencer marketing is grounded on. An influencer is someone with some form of chops they’re notorious for. They command a public presence and are trusted for their word. Through influencer marketing, a company asks them to produce content using the brand’s product or service, and drive discussion amongst their suckers regarding that. An influencer can add a lot of legality to a brand and its product, this is especially true for FMCG brands.
5. Automated Dispatch Marketing
As people get used to more and more dispatch marketing, they get wearied and innocent by them. The newest invention in marketing is automated dispatch marketing. While earlier mass mailers for transferring general dispatches and offers were used, now we use action and preference generated dispatch peregrinations to give specialised experience for all. This dispatch marketing format is also known as Drip Marketing.
For illustration When a client first signs up, one dispatch will be transferred regarding that. Now if the client after subscribing up goes and puts an item in their online wain, but doesn’t check out, another dispatch will be transferred to remind you to complete your purchase and so on.
Automated emails are a great way to impact a client. By making specialised action touched off emails, you can communicate to your client more meetly and be better suitable to guide them to make a purchase. similar emails also help you in retargeting consumers who have formerly bought from you.
6. Hosting in- house eCommerce Store
This might sound absurd, but numerous FMCGs don’t have their eCommerce stores on their website. They calculate on digital marketing to increase their offline deals but don’t use the easy way of directly dealing to the client online. Now is a great time for the FMCGs to start direct selling through their websites as adding figures of consumers are beginning to protect online. FMCGs should also have their doors on websites like Amazon and Facebook to capture their guests digitally, far and wide.
7. Online Character operation
When guests protect online, one of the crucial decision making factors before making a purchase is online reviews. All the eCommerce stores have a review section where anyone who has bought the product can put a review. These reviews help in adding the authenticity of the product at the same time develop trust with the client that the product quality and operation is satisfying.
Guests who write reviews are also some of the most engaged druggies of a brand, hence it’s veritably important to talk to them. This process of engaging the druggies is called ORM. An FMCG can capitalise on every positive review and smooth overall negative reviews with a proper ORM strategy.
Now that we’ve looked at the rearmost trends in Digital marketing strategies for FMCGs in India, let us now bandy three separate case studies to understand where and how these trends can be used in an FMCGs ’ digital marketing strategy. We’ll look at the exploration and also results proposed for each brand and learn how to apply a business strategy using deep perceptivity.