FMCG Digital Marketing: A Case Study of Nestle. Research Paper (Research Paper Sample)

FMCG DIGITAL MARKETING: A CASE STUDY OF NESTLE
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14 February 2018
FMCG Digital Marketing: A Case Study of Nestle
Executive Summary
Fast Moving Consumer Goods (FMCG) industry is increasingly using digital marketing strategies to engage its customers. Internet methods of marketing are quick and can reach many potential customers in a short time. The use of these channels allows customers to engage brands in real-time. Companies can respond directly to their customer and create a personal and long-lasting relationship online. However, uncoordinated online engagement can be harmful to the company. There is a need to develop holistic FMCG digital strategy that both influences the consumers and engage them. As one of the biggest multinational corporations, and one of the most effective companies in digital marketing, Nestle provides a good case study for examining how social media can be used to engage consumers and increase sales online. The company uses digital media such as Facebook, Twitter, and Tumblr to post its promotion messages and engage its customers. The use of creative and cohesive content across all its communication channels has made Nestle be one of the best brands in the world. It is recommended that the brand can reinforce its image through the use of mobile marketing. A large population in the world has access to mobile phones. The use of instant messaging apps and other channels available on mobile phones can enhance personalized communication with customers.
Section 1: Introduction
Digital media has transformed marketing everywhere, especially in the Fast Moving Consumer Goods (FMCG) industry. Traditional marketing approaches that relied heavily on the right mix of 4Ps (Product, Place, Price, and Promotion) to target and influence consumer's decisions are becoming less effective with the digital revolution. Today, buyers are making decisions in a different way, and thus, there is a need to change strategies meant to influence this process.