The impact of Digital Marketing on FMCG’s brands sales – Part II

In my first blog post about the impact of the Digital Marketing on FMCG’s brands’ sales, I stated that FMCG marketers should start having their own ownership on their consumer-level purchase data (geographically, demographically and by channel), and that marketers should create a relationship with consumers in order to engage with them all from the start, even before reaching the purchase act.

In this blogpost, we will prove that Digital Marketing is feasible and essential for FMCG’s companies including B2C model.

Digital media is changing the landscape for marketers everywhere, especially in the FMCG sector. Today, consumers are heavily using their smartphones, tablets and laptops in their daily lives more than traditional media like televisions, newspapers and billboards.

There are also a growing number of consumers who prefer online shopping when it comes to FMCG products rather than visiting a physical store (i.e.: Carrefour Drive, Leclerc Drive, U Drive, etc.…).

Moreover, we’re getting more and more used to seeing some brands like Pampers and Ariel displayed on websites like Showroom Privé, Vente Privée, etc. via heavy discounted prices (displaying all the product’s sizes and packaging). There is nothing hazardous especially when an activity comes from an international company like P&G, who is insisting on digitalizing the sales of its products and brands.

Incorporating a strong digital marketing strategy in the overall marketing mix, offers many clear advantages to brands. Digital marketing for FMCG companies involves tweaking the marketing mix for FMCG products to bring them into the current era:

It’s an innovative way of displaying the products virtually instead of physically allowing consumers to have a look at the variety of SKUs without a direct comparison to other competitors.

The advantage of digital display is that products are well presented, with a good planogram, homogenic categories and attractive promotions; these factors will facilitate the purchase act because normally consumers are visually sensitive, the more the display is attractive, the more the color recognition is clear, the more the packaging design and communication is well presented, the easier the purchase decision is in a tough and competitive sector, where a wide range of similar products is available, and where the brand loyalty is gradually decreasing.

Moreover, Digital branding allows the companies to reach a specific targeted audience, enabling the top of mind awareness, positioning the products via Adwards Smart Displays, where companies can benefit from a jointly ventured blog theme to display their ads and reach the targeted audience making their overall marketing activity more cost effective.

As a result, such activities allow FMCG companies to gain consumer insights and increase their ROI.

Instead of spending a huge budget on ATL campaigns, like TV ads, without getting a measurable result, Digital Marketing helps to measure every aspect of the campaign via analytical tools such as impressions, clicks, conversions, and if we want to dig deeper, we can tell which ad has engaged the customer to make the purchase decision if trailers were done, thus enabling the marketers to create more attractive future campaigns that are more into consumer engaging and more cost-effective.

So far, you could recognize that I am focusing in all my sentences on the cost-efficiency, and it’s quite normal in an era where all countries and companies are facing financial disruptiveness, thus rationalizing activities and making smarter and more targeting campaigns to generate the highest profitability, and that all what counts nowadays! Don’t you agree with me?

What are the FMCG Digital Strategy Techniques?

Digital Media offers a variety of platforms for marketers to promote their brands and to communicate with their consumers, from brand building and awareness creating to driving conversions and reaching a certain level of brand loyalty.

1- Letting the consumers participate in creating products based on their needs:

Instead of wasting time conducting a lot of CPTs (consumers panel tests) or wasting money on performing a lot of focus groups; FMCG marketers can involve the customers from A to Z, from the phase of searching for a product to creating a product based on the customer’s needs.

The concept is almost similar to “www.lamarque du cosommateur.com”, where the company can communicate with customers, interact with them, meet their needs to make a product that meets customers’ satisfaction and enhance the brand equity and customers loyalty.

 

2- Build a large community via content marketing:

Instead of focusing on the one-way promotions of the products, FMCG marketers can focus on creating a user-centric content that brings actual value to consumers’ lives; creating informative contents via texts, catchy videos, hilarious gifs, attractive pictures to gripping podcast and forums, that would get a solid community in return which is crucial to developing a loyal consumer base.

3- Create SEO friendly users:

It’s another side of content marketing that is important for FMCG’s brands; integrating a strong SEO plan as well as incorporating strategies for content amplification (respond to questions on forms, tweet various snippets of the content, get features in industry roundups, contacting people who shared or linked a similar content, link to relevant sites, use Sniply to leverage the reach of content from more reputed sources, post on relevant LinkedIn groups , Turn content into a ppt/pdf and upload to SlideShare, leverage the reach of Influencers …etc.); it enables the marketers to drive the consumers to the company’s website enabling them to get more awareness about the brands and offers.

4- Loyalty programs for online and offline purchase engaging customers into brand loyalty:

As mentioned in the first blogpost, the first advantage of making successful brand loyalty programs is that it’s allowing for FMCG’s marketers not to relay on retailers and salesmen in order to collect relevant data and create complex loyalty programs but to collect data directly by themselves. 

Moreover, designing an omnichannel strategy for loyal customers makes it easier to reach and retain them, especially when combining offline and online tools by digitalizing the existing products, thus increasing the brand loyalty. 

Note that the loyalty programs can be done through the brand or company’s website or through mobile apps.

5- Strengthen digital presence through social media:

Sharing post updates and specially stories that are quietly eating the social world, is fundamentally changing how we share and consume contents on Social Media, sharing stories gives brands new opportunities; stories demand a mix of more time-intensive video, pictures and graphics.

Not to forget that Facebook is still undeniably one of the biggest avenues for digital marketing, through its advanced analytical tools via pixel, FMCG’s marketers can rely on these tools to target their audience and look-alike audience via campaigns/ads and get deeper insights into consumer behavior.

Not to mention other Social Media platforms like Twitter, Youtube and Instagram, where interacting with their users is primordial for the marketers.

6- Widen consumer base through Influencer Marketing:

Social Media Influencers are the Next-Generation Brand Ambassadors, and the more the marketers go into a niche theme, the more they make the brand influencer worthy by promoting a relevant and specific content to a targeted audience engaged and inspired by the path of the influencer.

 

As a conclusion, Digital transformation has been the word on the lips of many marketers over the past few years. Simply put, it’s a restructure of how companies use technology to create a consistent customer experience, wherever and whenever they interact with them.

To keep up with the always-on consumer, FMCG’s marketers MUST embrace the new market reality and provide an unmatched customer experience.