Understanding optimal digital marketing mix for successful launch of an FMCG product

Abstract

With the change and evolution of latest technologies, the way consumers behave is changing rapidly. Almost all brick and mortar stores are opening e-channels to join the latest technology wave. This growth is further boosted with the advent of smartphones and affordable internet access among the masses. This has led to all online companies either shifting to or also adding up a digital wing to capitalize this lucrative wave. In the future, this can be the differentiator between a successful company and one who fell behind the pace of time. If we go one step deeper, we see that digital marketing has multiple benefits ranging from increasing the conversion ratio to delivering higher revenue per unit amount spent. With it being one important source of brand building, digital is also something companies resort to build trust among the consumers and induce favorable action. The study aims at identifying the optimal digital marketing mix for launch of an FMCG product. With competition becoming stiffer every day, a proper marketing message combining above and below the line messaging is need of the hour. In today’s world, digital communication has become one prominent part of the overall launch strategy and creating the perfect product perception in the minds of the customer. Here, we have analyzed the multiple steps involved in designing a launch campaign and the components which needs to be shifted from conventional style to the latest style thereby recommending an exhaustive marketing strategy for a FMCG company to be followed presently.