When we discuss about the FMCG sector, we can see that nowadays consumers are provided with numerous choices in every shelf of every category. Those days have also faded away when there was only one-way communication and are very positively replaced by two-way communication in the social world. This in turn affected the decision making process of the consumers in a great way. The consumer behavior is different now compared to what it was years ago.
Consumers' today research, review & seek recommendations; analyze the post purchase experience etc. before initiating any purchase. Their will to reach out to the brands directly and with ease has become easy with social media wherein the engagement and interactions lead to purchase decisions.
When leveraging an FMCG firm using social media, one should base it on few parameters like: core consumers, their engagement, tracking the interactions about the brand, measuring the success of the brand in social media and most importantly the challenges faced by FMCG brand managers in the social space.
In order to identify the core consumers, FMCG brands should not think of segmenting their social media audience. Instead, they should try engaging with the existing customers irrespective of whether they are core or not and utilize the social media tools to achieve brand's goals.
When you are planning out a social media strategy for your FMCG brand, the initial step is listening to what your consumer has to say. Therefore the social journey of your FMCG brand should always begin with social listening. This will build up a lot of possibilities that the brand can utilize to further strengthen the bond with its customers. |
Analyzing the interactions will help you gain a deeper insight into your consumer's minds and their sentiments towards your brand. For a solid measurement of your Return on Investment always keep a consistent eye on your competitor's activities and structure your activities accordingly.
Social Media facilitated FMCG brands to become more self expressive and stand out amongst the rest as a more challenging one.
When it's about FMCG brands, they are amongst some of the most innovative and prompt in their Social & Digital media use. What potentially matters are the efforts taken by these brands to stay ahead in the market.
Before moving on, here are a few ways that FMCG brands should take up to market in social media:
• Plan and implement your marketing activities to know what the consumers feel about your brand. Let them not only know about the brand, but understand it, relate to it.
• Engage with your consumers. Try to reach out to their needs and directly connect with them.
• Your marketing activities should be a part of your consumer's lives. It should reach out to them to wherever they go as they are the ones who will initiate the final purchase.
• Social media is more of a two-way communication. Do remember to ask questions to your consumers and get ideas.
• Last but not the least; do not confuse social media with media. Both have a different approach and strategy.
| Nimesh Shah |
Head of Business Development
Windchimes Communications
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