Fast moving consumer goods giants bet big on digital advertisement
Writer Admin
India's fast moving consumer goods companies are increasingly betting on digital advertising to reach customers, many of whom now thrive on consumption of online content.

With the pandemic bringing about this behavioural shift, Indians today are fast taking to online services like quick commerce. Besides, if companies want to target the Gen Z and Gen Alpha cohorts, online is the only way to reach these digital natives. It is time legacy companies re-jigged their marketing strategy to tap into this change.

The FMCG industry has been quick to adopt - in 2023, about 47% of the FMCG sector's total ad spends flowed to digital media, analysts at Dentsu said. "The digital landscape offers unparalleled opportunities for personalised targeting, real-time interaction and measurable outcomes. With consumers increasingly turning to online content consumption, investing in digital advertising is imperative to maintain relevance and accessibility to our target demographic," said Somasree Bose Awasthi, chief marketing officer at Marico. The company uses a mix of digital platforms, social media and influencer marketing to amplify its reach.

Adani Wilmar's digital strategy varies depending on the kind of platform it chooses. On Meta, for instance, the company focuses on a content-driven engagement strategy. Digital medium allows companies to curate targeted communications for specific audiences and minimise spillover. "We primarily use Meta ads, Google ads, programmatic partners and content partners... it is safe to say that we are quite bullish in terms of digital spends as part of our overall media mix," said Jignesh Shah, head (media and digital marketing) at Adani Wilmar.

Parle Products today allots over 25% of its advertising budget to digital compared to 10% before the pandemic.

 

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