FMCG brands need to use Social Media to engage Housewives - Aditi Dwivedi

Social Media is an important ingredient for every successful dish of brands these days. They have been large spenders in traditional advertising mediums like television, outdoor and print. Fast moving consumer goods (FMCG) companies are now increasing their focus on the digital medium, with larger budgets for some of their brands. The overall budget allocation for the digital medium is still 1-2 per cent of their total advertising spends, but industry experts say this will go up substantially as FMCG companies realise the power of engaging consumers online. There are enough reasons why marketers have no option but to experiment with the new medium.

·         More than 150 million users online (more than 40% women!) largely accessed by people in the age group of 20-35 years living in the metros and Tier I cities

·         Companies like Hindustan Unilever, Proctor & Gamble, Cadbury & Tata Tea have increased their digital ad budgets for individual brands, specially targeted towards females leaving no space for other big names to ignore this medium.

·         The biggest plus point is that it is an interactive medium, so housewives can be roped in easily by using influencers.

·         Brands realise that most shopping decisions are taken by housewives of the family and ignoring them in social media could impair their recall value.

·         Some successful Examples: sunsilkgangofgirls.com / Barbie.com/Kellogg’s special K