Utilization of digital marketing in the FMCG sector

Abstract

New channels of communicating, selling and buying are implemented so rapidly, that it is hard to keep up with the speed. For individuals, it may be considered a problem but for companies, it is something to worry about. It is critical for the organization to adopt flexible marketing strategies and be up to date with the latest technological and digital trends emerging in the field. This may not be enough to keep the company on the top in its niche, but it will surely be beneficial to remain competitive and relevant within the cutthroat competition in general. And here came a significant change in marketing strategies – the implementation of digital marketing. Digital media is rapidly emerging as a new channel to reach the masses. In recent years there have been a lot of changes in the ways information is exchanged among the consumers and marketers in the FMCG sector. The term FMCG stands for Fast Moving Consumer Goods (FMCG), which is also known as consumer-packaged goods. These goods include consumable items which the customer purchases at a regular interval (not including groceries/pulses). FMCG relies heavily on social media channels which are a part of the digital ecosystem when it comes to engaging customers. Direct access is offered to FMCG organizations by social media to access the users of their product, as well as to keep up with the needs and wants of the customer. Social media is most suitable for real-time engagement with the customers for FMCG since the consumer is equipped with digital technology at their fingertips.