Internet has become an integral part of our lives. People nowadays spend more time online than they did before. Brands need to recognise this behaviour and act accordingly. FMCG sector in particular has benefited a lot from digital marketing. They use this platform to successfully market their products in effective ways. They also keep innovating their strategies to make the most of it. Below are some of the most unique digital media marketing strategies they have adopted, which can be seen as digital marketing examples or case studies:
Life at our organization:
This strategy is used to get customers’ trust and loyalty by showing them the life of the people behind the organization making it what it is. This essentially shows the process of making goods and the people who make it. L’Oreal uses #lifeatloreal to showcase the culture of their organization.
Content marketing:
Brands often use content to market their products. They provide valuable and relatable content to their consumers which benefits them the most. Dove has a section of beauty tips and Maggi provides recipes which sometimes include Maggi noodles and sometimes not.
Influencer marketing:
One of the most innovative ways to market your product digitally is influencer marketing. There are internet celebrities who review and recommend products for a living. They have a huge number of following and they can persuade a lot of people to buy a certain product. Pepsi used influencers for its Emoji product line using #SayItWithPepsi hashtag to get more engagements. Bio&Me marketed their granola via TheLittlePlantation on Instagram. FIJI water created #bodyworewhat campaign with Instagram influencer We Wore What.
Regional campaigns:
Campaigns in regional language or incorporating regional places always gets a good traction online. People love to see their favourite brand talking about them in their own language. Nescafe ran a campaign on Mumbai rains in the monsoon. Bingo snacks relies heavily on regional campaigns. They use Hindi language campaigns for most of their online marketing.
Instagram stories:
It is one of the most unconventional and fresh ideas for an online campaign. People use Instagram stories to showcase what their day is about. The stories last for 24 hours only so there is an excitement to view it before it expires. Brands use this phenomenon to their benefit. They announce new arrivals, give product information and much more via stories. Dove successfully uses Instagram stories to keep their consumers engaged.
CSR:
Brands nowadays understand the value of Corporate Social Responsibility and they do not shy away from doing it. They help the needful people in their own field. Showcasing their CSR is one of the best ways to develop customer loyalty and faith. Nescafe is helping farmers by training them in irrigation, planting and land management by their online management program.
Conclusion:
As you can see, the strategies or campaigns used by FMCG brands in digital media are quite different than traditional media. Brands can get really creative in the presentation and it feels more of a personal approach to individual consumers. It is time to adapt to the digital way of life and reach the customer directly via their mobile phone.
Create a buzz in the digital space by implementing unique strategies. It is time to stay connected with your audience and adopt new digital or social marketing trends. Sometimes, an expert can help.
