A Study on Digital Marketing Influence on Consumer Preference Towards FMCG Products

Abstract

The rise of digital marketing has changed consumer behaviour towards Fast Moving Consumer Goods (FMCG) brands. Offline promotion is being augmented or replaced by online marketing mediums including social media, search engine, influencers, email marketing and e-commerce. This conceptual paper explores the impact of digital marketing on consumer preference for FMCG products in terms of creating awareness, providing information, engaging, building trust, personalising and convenience. Consumers now shop for the best deals, reviews, demonstrations and to purchase products online. In the FMCG industry where products are consumed regularly and competition is high, digital marketing helps build brand awareness. The research builds on existing literature by identifying key factors affecting preference, including online advertising, social proof, offers, brand communication and digital experience. The study offers a conceptual model that connects digital marketing aspects to preference and intention. The study suggests that successful digital marketing practices have a positive impact on brand recall, satisfaction, loyalty and repurchases. But factors like information overload, privacy issues and counterfeit reviews may reduce the trust. The research provides guidance for researchers and marketers to comprehend changing consumer dynamics in the digital world.