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Reasons for losing out FMCG brands through online:
As powerful a marketing medium as the Internet is, its potential for targeting and engaging traditional supermarket shoppers is at best variable for FMCG brands seeking to gain new customers and sell products. This is because everyday FMCG brands in the foods, beverages, pet food, household and personal care categories are typically low involvement purchases requiring little more than momentary thought before consumers add them to their trolleys
FMCG brands face a far tougher challenge getting consumers to engage with them online. Despite this, nearly every FMCG brand now has its own website which they seek to actively promote, yet consumers don’t typically have the interest, time or desire to visit it! This begs the question - do some FMCG brands have false expectations and do they really understand how their customers behave online?
More effort, less …show more content…
In the FMCG sector, winning new customers is a challenge, especially in the current climate. Finding and engaging them doesn’t need to be hard work, idly frittering money on expensive online and traditional media, but rather responding to what shoppers truly need and where they are already spending time online.
Recommendations for successful E-Marketing in FMCG:
There is a way to make sure you succeed in FMCG, and that is to understand segments better than competitors, then target attractive segments, and position products to best answer the needs of those segments.
• When planning e-marketing projects and activities, align specific e-marketing technology with the stages of a customer buying process.
• Web 2.0 ideas centered on community applications for customer input are now top trends. For improvements in customer experience, focus on community marketing technologies in the evaluation stage where it is currently lacking.
• Customers will hop from stage to stage, spending much time on one, while quickly passing through another. Because of this, design flexible e-marketing processes to accommodate the customer process, not
As powerful a marketing medium as the Internet is, its potential for targeting and engaging traditional supermarket shoppers is at best variable for FMCG brands seeking to gain new customers and sell products. This is because everyday FMCG brands in the foods, beverages, pet food, household and personal care categories are typically low involvement purchases requiring little more than momentary thought before consumers add them to their trolleys
FMCG brands face a far tougher challenge getting consumers to engage with them online. Despite this, nearly every FMCG brand now has its own website which they seek to actively promote, yet consumers don’t typically have the interest, time or desire to visit it! This begs the question - do some FMCG brands have false expectations and do they really understand how their customers behave online?
More effort, less …show more content…
In the FMCG sector, winning new customers is a challenge, especially in the current climate. Finding and engaging them doesn’t need to be hard work, idly frittering money on expensive online and traditional media, but rather responding to what shoppers truly need and where they are already spending time online.
Recommendations for successful E-Marketing in FMCG:
There is a way to make sure you succeed in FMCG, and that is to understand segments better than competitors, then target attractive segments, and position products to best answer the needs of those segments.
• When planning e-marketing projects and activities, align specific e-marketing technology with the stages of a customer buying process.
• Web 2.0 ideas centered on community applications for customer input are now top trends. For improvements in customer experience, focus on community marketing technologies in the evaluation stage where it is currently lacking.
• Customers will hop from stage to stage, spending much time on one, while quickly passing through another. Because of this, design flexible e-marketing processes to accommodate the customer process, not