Digital Asset Strategy Demystified for CPG Companies million in October 2013 with year-on-year growth. 40% compared to last year. Mobile Internet users have more than doubled compared to 2012 and now stand at 130 million. The report also estimates that by June 2014, India will have 243 million internet users, at which point it is expected to overtake the United States as the world's second largest internet base. It is for these reasons that FMCG companies have started to realize the power of digital marketing. According to a recent Economic Times report, HUL almost tripled its advertising spend in the digital space in FY 2013. This share accounted for around 7% of the total INR 26.35 billion (around USD 482 million) . In 2014, this share is expected to represent around 10 percent of the total. Various other major CPG companies in India, including Dabur and Nestlé, have significantly increased their digital spending in recent years. To succeed in the digital arena, CPG brands must use digital to establish frequent one-on-one communication with their consumers. Therefore, brands need to take an asset-driven approach rather than just a campaign-driven approach to digital marketing. For example, Mentos India created a portal MentosIndia.com and launched a competition 'Batti Jalao'. This competition established communication with around 270,000 customers in just 3 months and after the competition ended, the portal failed to attract any visitors. In another example, Nestlé created a portal called Starthealthystayhealthy.in. This portal hosted content with a central theme around pregnancy and baby care. The portal attracts more than 100,000 visits each year. In previous review ...... middle of paper ...... technology, brands can offer their customers a more interactive and enriching in-store experience. This will allow customers to benefit from personalized offers and discount vouchers on site. A feature called iBeacon in iOS phones makes this interaction easier. Android-based phones still don't have a comparison feature. In India, this approach has not yet been adopted by any FMCG brand.10. Gamification: CPG companies use playful thinking and game mechanics in non-gaming contexts to engage with customers. For example, Nike launched the Nike+ iPod app in collaboration with an equipment manufacturer, which tracks a person's running distance and pace. Nike has seen a 13% increase in its market share in the footwear segment in just 2 years. A successful asset strategy should be continually modified and optimized based on results from analytics tools..

Essay / Digital Asset Strategy Demystified for CPG Companies million in October 2013 with year-on-year growth. 40% compared to last year. Mobile Internet users have more than doubled compared to 2012 and now stand at 130 million. The report also estimates that by June 2014, India will have 243 million internet users, at which point it is expected to overtake the United States as the world's second largest internet base. It is for these reasons that FMCG companies have started to realize the power of digital marketing. According to a recent Economic Times report, HUL almost tripled its advertising spend in the digital space in FY 2013. This share accounted for around 7% of the total INR 26.35 billion (around USD 482 million) . In 2014, this share is expected to represent around 10 percent of the total. Various other major CPG companies in India, including Dabur and Nestlé, have significantly increased their digital spending in recent years. To succeed in the digital arena, CPG brands must use digital to establish frequent one-on-one communication with their consumers. Therefore, brands need to take an asset-driven approach rather than just a campaign-driven approach to digital marketing. For example, Mentos India created a portal MentosIndia.com and launched a competition 'Batti Jalao'. This competition established communication with around 270,000 customers in just 3 months and after the competition ended, the portal failed to attract any visitors. In another example, Nestlé created a portal called Starthealthystayhealthy.in. This portal hosted content with a central theme around pregnancy and baby care. The portal attracts more than 100,000 visits each year. In previous review ...... middle of paper ...... technology, brands can offer their customers a more interactive and enriching in-store experience. This will allow customers to benefit from personalized offers and discount vouchers on site. A feature called iBeacon in iOS phones makes this interaction easier. Android-based phones still don't have a comparison feature. In India, this approach has not yet been adopted by any FMCG brand.10. Gamification: CPG companies use playful thinking and game mechanics in non-gaming contexts to engage with customers. For example, Nike launched the Nike+ iPod app in collaboration with an equipment manufacturer, which tracks a person's running distance and pace. Nike has seen a 13% increase in its market share in the footwear segment in just 2 years. A successful asset strategy should be continually modified and optimized based on results from analytics tools..

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