In a bid to connect with consumers directly, FMCG majors are increasingly opting for digital advertising and consumer engagement modules ? deviating from the traditional mode of marketing. Even as Marico is working on a digital communication module to promote its select brands, Dabur has just begun to invest in digital media to promote its juice brands Real and Active.
FMCG majors Hindustan Unilever Ltd (HUL) and PepsiCo India are also betting big on digital media to connect with their target audience. ?Recognising the growth potential of digital medium in India, FMCG majors are now investing in digital medium to woo young consumers. It?s also a cost-effective medium,? said an industry analyst based in Mumbai.
On the company?s digital strategy, Sunil Duggal, chief executive officer of Dabur said, ?We have just begun net advertising to promote our juice brands. We are looking at digital as an important media vehicle for the future. So, we are increasing our digital media spend this fiscal.?
Sameer Satpathy, executive vice-president, Marico emphasised the importance of digital because of its focus on consumer. ?Consumers are changing, so we need to change our communication strategy. The potential we see lies in the mobile. Because with things like voice SMS, you can cut through and reach the target.?
According to Satpathy, from the marketer?s perspective, digital media is very beneficial to reach out to a wider target audience.? With this media, you know every single consumer and can target him or her, and there?s the return on investment perspective as well,? he added.
Encouraged by the success of its digital initiative for Sun Silk, HUL has recently launched digital communications for its flagship brands Bru and Axe. ?The online medium provides an opportunity to communicate with consumers in a direct, interactive and engaging manner. Axe, for example, has constantly used the internet medium to effectively engage with its consumers,? said a spokesperson from HUL.
Cashing in on the popularity of Facebook, HUL has recently created a fan club for its Axe consumers. ?Here, we could engage daily on an ongoing basis with Axe consumers, the power of social networking is immense as most consumers today hold peer recommendation as the foremost reason to choose a new brand,? he explained.
Gowthaman Ragothaman, leader, South Asia, Mindshare, pointed out that there’s an increased focus to activate the digital medium amongst FMCG players in India. ?For instance, Axe and PepsiCo are using the digital media to woo the youth segment. From a media planner?s perspective, it?s possible to have a digital strategy today, and hence the medium is more about marketing integration than just advertising,? he explained.