Digital is the way to go, and logging online are none other than FMCG brands catering to masses. Interaction between the brand and the consumers seems to be the objective of all the brands. According to the Web Chutney Digital Media Outlook Report 2009, the current online spends of the FMCG category, which stands at around Rs 16 crore, is expected to increase to almost Rs 72 crore in 2009-10, a whopping 353 per cent jump.
Coca-Cola India in August 2009 launched its campaign for Sprite first on the Internet. Pepsi, ITC Group, Nestlé’s Maggie and Colgate Palmolive are some other FMCG brands that have begun using online advertising in a big way.
The FMCG market in India is estimated to be worth about Rs 1 lakh crore and is dominated by large players such as Unilever, P&G, ITC and Dabur. With the growing number of Internet users, people have started using the Internet as a reach building medium, and thus more advertisers are waking up to the fact that the Internet is fast becoming an integral part of their media plan.
Brands have evolved over the years, and so have the mediums to reach the ultimate consumers. Thus, being online may not ensure sales but will definitely make your presence felt and help you connect with your target group.
A lot of brands have also taken up Social Media Networking to interact and build a rapport with their consumers.
From traditional to digital, it’s still a long way to go….