By Monica Popescu, Coca-Cola HBC Business Systems Solutions - SC/Quality Solutions Manager, Coca-Cola HBC and Zoltan Syposs, Ph.D., Coca-Cola HBC QSE Director, Honorary Associate Professor University of Szent Istvan / Food Science Department Hungary
All human beings are visual creatures; the more attractive the packages are the chance of being bought is higher.
FREMONT, CA: The utilization of digital space for the marketing of food is more than common. The entire FMCG sector is crowded by a wide variety of similar products giving the consumers endless options to choose from and even confuse some. The most efficient digital marketing strategy is to make the brand identity as unique as it gets. This will not only help consumers build an opinion about the brand but also gravely influence their purchase decision.
Consumers Choose With the Eyes:
Human beings are visual creatures—the more attractive the package, the higher is the chance of that crispy chips being noticed. Similarly,digital marketing for smart food companies can be tackled with a virtual shelf display. The digital shelf play is more penetrative than a physical display as it helps reach the specific target audience, making the overall strategy cost-effective. Along with being economical, the digital shelf fosters heightened awareness, which influences purchase decisions. Much like the physical shelves, digital marketing places the products contextually. With the assistance of useful tools, products can be showcased while consumers scroll through synonymous categories. For example, an advertisement of a beauty product can be placed in wellness blogs for the consumers who are browsing through.
The most massive advantage the digital market can present is self-evaluation and the effectiveness of the campaigns. Digital means can track the number of consumers who have seen the drive with a conclusive statement with high precision. The analytic tools can help the brands understand and collect information about the clicks, impressions, conversions, and more. Stats extracted into the report will also provide information as to which exact ad urged the consumer to make the purchase. Integrating advanced analytics will give more profound insights into consumer patterns, and trends can be amassed. The increased ease of tracking digital marketing offers, smart food brands can refine strategies and make the process more profitable.
Renaissance by the Internet:
Influencer marketing splurging due to the internet is proving to be a critical digital marketing trend in the intelligent food sector. Brands can tap into their vast number of followers and increase consumer awareness of your products with influencers advertising. Influencer marketing is beneficial for FMCG brands as faith in the credibility of the brand is fixated, when an influencer whom the consumer respects recommends it.