The document discusses the growing influence of digital media in India and its implications for FMCG companies. It notes that India's internet user base is expected to surpass 650 million by 2020. Time spent on digital media is now equal to time spent watching TV. Video, vernacular, and views content are growing significantly. Consumers are increasingly searching for solutions and recommendations in their local languages. Digitally influenced FMCG spending in India is projected to reach $45 billion by 2020, significantly more than e-commerce. However, FMCG companies have been slow to shift advertising budgets to digital. They need to develop new strategies and capabilities to leverage digital across the consumer journey.
BCG and Meta today announced the launch of a new report around the increasing influence of digital in driving media and entertainment consumption in India.
Discover the key digital marketing trends for China in 2020.
Some key insights:
- Digital Marketing spending will grow by 14%
- Social Marketing will stay the main focus for advertisers
- 53% of the advertisers will focus on self produced videos/ micro-films
In digital marketing we analyse market opportunities, select target markets, design marketing strategies, plan marketing programs, and organise, implement and control the marketing efforts. It is not a brand new approach to strategy but just a new way form the lenses of internet, mobile social media.
DIgital Marketing Trends 2018
Digital will witness yet another year of super-growth wherein new
digital products and solutions will be launched which will vie for larger eye-ball
share. Advertisers will look for performance over delivery and conversions over
clicks. Recent reports from IAB suggest mobile contributes 54% of the digital
advertising pie in the US. Being a mobile-first country unlike the
western worl,there is no doubt that India will move past that
percentage even faster than US.
In this report, we shall also throw light on three new platforms which we believe
will change the dynamics of the industry for giants like Google, Amazon and
Facebook forever.
At the current pace of growth, digital cannot be ignored by both small and large
enterprises. It is no more a platform which can be taken for granted.
Organizations will have to go back to the drawing board, develop strategies and
business models suiting the digital eco-system. The businesses will need to
significantly shift their culture and approach to grow and replicate their offline
success to digital platform.
Digital Advertising in India and disruptive trendsRedSeer
The advertising industry has found new, unique and effective ways to communicate to the target audience through digital mediums. This mode of communication geared up following the COVID pandemic. Further, a surge in the usage of smartphones and internet services has opened many doors for digital advertising. As per our data, digital ad spending in India is expected to become 2.5X in the next five years to USD 21 Bn.
At the centre of this digital shift is the user-generated content and influencer ecosystems that can drive highly targeted advertising. This strong ecosystem of ~2.5 to 3 million creators is expected to drive marketing spending of $2.8Bn- $3.5Bn by 2028.
Watch the full webinar recording here: http://goo.gl/eDCSQd
Tomorrow’s digital marketing requires the next generation of automation and technology.
Join Melissa Webster, VP of Content and Digital Marketing Technologies at IDC, to learn about:
• Findings of new research to help you take charge of digital initiatives
• Tips to avoid locking yourself into technologies designed for a simpler times
• Insights on new web content management functionality required to support the shift towards connected, customer-centric digital experiences
Adobe Digital Insights reveals its latest report, based on over 183 billion visits to U.S. Online video data based on 12 billion
plays of TVE & 9 billion ad impressions, E-mail analysis based on 150 billion e-mails sent via Adobe Campaign in 2017. With insights ranging from personalization, to relevant ad channels, and how one size does not fit all for video completions.
Getting your clients to use Microsoft Advertising will scale your agency, and WordStream + Microsoft have partnered to show you exactly how to make it happen.
Viewers will walk away knowing how to:
- Sell Bing confidently to clients.
- Increase your agency's revenue.
- Apply strategies from real life success stories.
- Effectively round out your clients' marketing mix.
BCG and Meta today announced the launch of a new report around the increasing influence of digital in driving media and entertainment consumption in India.
Discover the key digital marketing trends for China in 2020.
Some key insights:
- Digital Marketing spending will grow by 14%
- Social Marketing will stay the main focus for advertisers
- 53% of the advertisers will focus on self produced videos/ micro-films
In digital marketing we analyse market opportunities, select target markets, design marketing strategies, plan marketing programs, and organise, implement and control the marketing efforts. It is not a brand new approach to strategy but just a new way form the lenses of internet, mobile social media.
DIgital Marketing Trends 2018
Digital will witness yet another year of super-growth wherein new
digital products and solutions will be launched which will vie for larger eye-ball
share. Advertisers will look for performance over delivery and conversions over
clicks. Recent reports from IAB suggest mobile contributes 54% of the digital
advertising pie in the US. Being a mobile-first country unlike the
western worl,there is no doubt that India will move past that
percentage even faster than US.
In this report, we shall also throw light on three new platforms which we believe
will change the dynamics of the industry for giants like Google, Amazon and
Facebook forever.
At the current pace of growth, digital cannot be ignored by both small and large
enterprises. It is no more a platform which can be taken for granted.
Organizations will have to go back to the drawing board, develop strategies and
business models suiting the digital eco-system. The businesses will need to
significantly shift their culture and approach to grow and replicate their offline
success to digital platform.
Digital Advertising in India and disruptive trendsRedSeer
The advertising industry has found new, unique and effective ways to communicate to the target audience through digital mediums. This mode of communication geared up following the COVID pandemic. Further, a surge in the usage of smartphones and internet services has opened many doors for digital advertising. As per our data, digital ad spending in India is expected to become 2.5X in the next five years to USD 21 Bn.
At the centre of this digital shift is the user-generated content and influencer ecosystems that can drive highly targeted advertising. This strong ecosystem of ~2.5 to 3 million creators is expected to drive marketing spending of $2.8Bn- $3.5Bn by 2028.
Watch the full webinar recording here: http://goo.gl/eDCSQd
Tomorrow’s digital marketing requires the next generation of automation and technology.
Join Melissa Webster, VP of Content and Digital Marketing Technologies at IDC, to learn about:
• Findings of new research to help you take charge of digital initiatives
• Tips to avoid locking yourself into technologies designed for a simpler times
• Insights on new web content management functionality required to support the shift towards connected, customer-centric digital experiences
Adobe Digital Insights reveals its latest report, based on over 183 billion visits to U.S. Online video data based on 12 billion
plays of TVE & 9 billion ad impressions, E-mail analysis based on 150 billion e-mails sent via Adobe Campaign in 2017. With insights ranging from personalization, to relevant ad channels, and how one size does not fit all for video completions.
Getting your clients to use Microsoft Advertising will scale your agency, and WordStream + Microsoft have partnered to show you exactly how to make it happen.
Viewers will walk away knowing how to:
- Sell Bing confidently to clients.
- Increase your agency's revenue.
- Apply strategies from real life success stories.
- Effectively round out your clients' marketing mix.
Innovations that Convert Cord Cutters Into Smart SubscribersCleverTap
- Media and OTT innovations and industry trends to watch out for in 2019
- Effectively engaging OTT app users to maximize key monthly metrics
- Success Story: How SonyLIV scaled personalization to increase conversions
- CRM innovations expected in 2019
Digital Advertising Trends 2021 – Mid-Year ReportJomer Gregorio
As more consumers shift towards virtual means of engagement and communication with brands, businesses, and other people, marketers were signaled to adopt a digital-first approach to advertising. Get more insights through this presentation.
Full blog here - https://digitalmarketingphilippines.com/digital-advertising-trends-2021-mid-year-report-infographic/
2017 Consumer Products Industry Outlook by DELOITTEthierry jolaine
2017 Consumer Products Industry Outlook
Our latest consumer products industry overview provides a closer look at the trends that are disrupting the industry and changing the way they go to market.
Indonesia Digital and Content Marketing Report in 2017digitalinasia
Key findings from Indonesia as follows:
Social media is the most effective marketing channel for marketers, but B2B will prioritize Content Marketing in 2017
Marketers spend 31.5% of their budget on digital, 76% say this is an increase
Average and Median digital marketing budget of IDR 1.9 billion / year and IDR 875 million / year, respectively
Digital marketers’ key problems are around budget restraints & skills/resources gaps
55% of marketers still lack clarity about how their digital marketing drives business objectives
Customer experience & content marketing are the most exciting growth opportunities
Content marketing is generally used for engagement & awareness - but B2B measures primarily lead generation
Written articles and videos are the most effective content marketing types
B2B brands prefer more to invest in dedicated in-house content team, whilst B2C relies more in agencies
2020: Celebrating the Era of the Connected ConsumerInMobi
India has witnessed a digital transformation unlike any other in the last decade, with the nation now becoming the second-largest internet market across the globe. We examine the convergence of the three C’s: Context, Commerce, and Content and discuss how together, it is helping build a mobile economy that works for everyone.
See PDF for our Q4 2014 Digital Media and Internet market update - an overview on M&A transactions, relevant public equities, and key investments in the space through the Horizon Partners lens.
We take a long-term approach to building relationships. If you'd like to discuss your business or the industry with our team, please reach us at contact@horizonpartners.com"
Time for consumer goods companies to rethink digital marketingCognizant
Consumer goods companies must reinvent their digital marketing capabilities to actively engage consumers and move them along the path to purchase by consistently delivering highly personalized, authentic and valuable brand experiences across marketing channels.
The Connected Beauty Consumer Report by Google, WPP, & KantarSocial Samosa
Google, Kantar, and WPP today released a report of a joint study on the beauty and personal care industry in India, with findings that showed a paradigm shift in how consumers shop, with increased digital influence, dynamic content, robust creator ecosystem, and growing online sales.
Digital Powers Consumer Durables: A $23 billion Opportunity by 2023Social Samosa
Capturing the growth of digital influence and key consumer insights in the consumer durables sector in India, Boston Consulting Group (BCG) and Google India released a report, ‘Digital Powers Consumer Durables: A $23 billion Opportunity by 2023’. Projecting a healthy growth rate for Consumer durables (Televisions, Refrigerators, Washing Machines, Air Conditioners, Microwaves, Water Purifiers & Small Kitchen Appliances), the report states that overall Industry will see a growth of 13% to reach $36Bn by 2023.
Using Social Media to Measure Economic Development SuccessAtlas Integrated
Find out how economic development organizations can measure/quantify the value of their promotional activities. Through case studies and illustrations of successful EDOs, find out how top performing communities are competing in today's crowded economic development marketplace and where your community ranks among its peers.
Implicitly or explicitly all competing businesses employ a strategy to select a mix
of marketing resources. Formulating such competitive strategies fundamentally
involves recognizing relationships between elements of the marketing mix (e.g.,
price and product quality), as well as assessing competitive and market conditions
(i.e., industry structure in the language of economics).
Innovations that Convert Cord Cutters Into Smart SubscribersCleverTap
- Media and OTT innovations and industry trends to watch out for in 2019
- Effectively engaging OTT app users to maximize key monthly metrics
- Success Story: How SonyLIV scaled personalization to increase conversions
- CRM innovations expected in 2019
Digital Advertising Trends 2021 – Mid-Year ReportJomer Gregorio
As more consumers shift towards virtual means of engagement and communication with brands, businesses, and other people, marketers were signaled to adopt a digital-first approach to advertising. Get more insights through this presentation.
Full blog here - https://digitalmarketingphilippines.com/digital-advertising-trends-2021-mid-year-report-infographic/
2017 Consumer Products Industry Outlook by DELOITTEthierry jolaine
2017 Consumer Products Industry Outlook
Our latest consumer products industry overview provides a closer look at the trends that are disrupting the industry and changing the way they go to market.
Indonesia Digital and Content Marketing Report in 2017digitalinasia
Key findings from Indonesia as follows:
Social media is the most effective marketing channel for marketers, but B2B will prioritize Content Marketing in 2017
Marketers spend 31.5% of their budget on digital, 76% say this is an increase
Average and Median digital marketing budget of IDR 1.9 billion / year and IDR 875 million / year, respectively
Digital marketers’ key problems are around budget restraints & skills/resources gaps
55% of marketers still lack clarity about how their digital marketing drives business objectives
Customer experience & content marketing are the most exciting growth opportunities
Content marketing is generally used for engagement & awareness - but B2B measures primarily lead generation
Written articles and videos are the most effective content marketing types
B2B brands prefer more to invest in dedicated in-house content team, whilst B2C relies more in agencies
2020: Celebrating the Era of the Connected ConsumerInMobi
India has witnessed a digital transformation unlike any other in the last decade, with the nation now becoming the second-largest internet market across the globe. We examine the convergence of the three C’s: Context, Commerce, and Content and discuss how together, it is helping build a mobile economy that works for everyone.
See PDF for our Q4 2014 Digital Media and Internet market update - an overview on M&A transactions, relevant public equities, and key investments in the space through the Horizon Partners lens.
We take a long-term approach to building relationships. If you'd like to discuss your business or the industry with our team, please reach us at contact@horizonpartners.com"
Time for consumer goods companies to rethink digital marketingCognizant
Consumer goods companies must reinvent their digital marketing capabilities to actively engage consumers and move them along the path to purchase by consistently delivering highly personalized, authentic and valuable brand experiences across marketing channels.
The Connected Beauty Consumer Report by Google, WPP, & KantarSocial Samosa
Google, Kantar, and WPP today released a report of a joint study on the beauty and personal care industry in India, with findings that showed a paradigm shift in how consumers shop, with increased digital influence, dynamic content, robust creator ecosystem, and growing online sales.
Digital Powers Consumer Durables: A $23 billion Opportunity by 2023Social Samosa
Capturing the growth of digital influence and key consumer insights in the consumer durables sector in India, Boston Consulting Group (BCG) and Google India released a report, ‘Digital Powers Consumer Durables: A $23 billion Opportunity by 2023’. Projecting a healthy growth rate for Consumer durables (Televisions, Refrigerators, Washing Machines, Air Conditioners, Microwaves, Water Purifiers & Small Kitchen Appliances), the report states that overall Industry will see a growth of 13% to reach $36Bn by 2023.
Using Social Media to Measure Economic Development SuccessAtlas Integrated
Find out how economic development organizations can measure/quantify the value of their promotional activities. Through case studies and illustrations of successful EDOs, find out how top performing communities are competing in today's crowded economic development marketplace and where your community ranks among its peers.
Implicitly or explicitly all competing businesses employ a strategy to select a mix
of marketing resources. Formulating such competitive strategies fundamentally
involves recognizing relationships between elements of the marketing mix (e.g.,
price and product quality), as well as assessing competitive and market conditions
(i.e., industry structure in the language of economics).
3.0 Project 2_ Developing My Brand Identity Kit.pptxtanyjahb
A personal brand exploration presentation summarizes an individual's unique qualities and goals, covering strengths, values, passions, and target audience. It helps individuals understand what makes them stand out, their desired image, and how they aim to achieve it.
What is the TDS Return Filing Due Date for FY 2024-25.pdfseoforlegalpillers
It is crucial for the taxpayers to understand about the TDS Return Filing Due Date, so that they can fulfill your TDS obligations efficiently. Taxpayers can avoid penalties by sticking to the deadlines and by accurate filing of TDS. Timely filing of TDS will make sure about the availability of tax credits. You can also seek the professional guidance of experts like Legal Pillers for timely filing of the TDS Return.
"𝑩𝑬𝑮𝑼𝑵 𝑾𝑰𝑻𝑯 𝑻𝑱 𝑰𝑺 𝑯𝑨𝑳𝑭 𝑫𝑶𝑵𝑬"
𝐓𝐉 𝐂𝐨𝐦𝐬 (𝐓𝐉 𝐂𝐨𝐦𝐦𝐮𝐧𝐢𝐜𝐚𝐭𝐢𝐨𝐧𝐬) is a professional event agency that includes experts in the event-organizing market in Vietnam, Korea, and ASEAN countries. We provide unlimited types of events from Music concerts, Fan meetings, and Culture festivals to Corporate events, Internal company events, Golf tournaments, MICE events, and Exhibitions.
𝐓𝐉 𝐂𝐨𝐦𝐬 provides unlimited package services including such as Event organizing, Event planning, Event production, Manpower, PR marketing, Design 2D/3D, VIP protocols, Interpreter agency, etc.
Sports events - Golf competitions/billiards competitions/company sports events: dynamic and challenging
⭐ 𝐅𝐞𝐚𝐭𝐮𝐫𝐞𝐝 𝐩𝐫𝐨𝐣𝐞𝐜𝐭𝐬:
➢ 2024 BAEKHYUN [Lonsdaleite] IN HO CHI MINH
➢ SUPER JUNIOR-L.S.S. THE SHOW : Th3ee Guys in HO CHI MINH
➢FreenBecky 1st Fan Meeting in Vietnam
➢CHILDREN ART EXHIBITION 2024: BEYOND BARRIERS
➢ WOW K-Music Festival 2023
➢ Winner [CROSS] Tour in HCM
➢ Super Show 9 in HCM with Super Junior
➢ HCMC - Gyeongsangbuk-do Culture and Tourism Festival
➢ Korean Vietnam Partnership - Fair with LG
➢ Korean President visits Samsung Electronics R&D Center
➢ Vietnam Food Expo with Lotte Wellfood
"𝐄𝐯𝐞𝐫𝐲 𝐞𝐯𝐞𝐧𝐭 𝐢𝐬 𝐚 𝐬𝐭𝐨𝐫𝐲, 𝐚 𝐬𝐩𝐞𝐜𝐢𝐚𝐥 𝐣𝐨𝐮𝐫𝐧𝐞𝐲. 𝐖𝐞 𝐚𝐥𝐰𝐚𝐲𝐬 𝐛𝐞𝐥𝐢𝐞𝐯𝐞 𝐭𝐡𝐚𝐭 𝐬𝐡𝐨𝐫𝐭𝐥𝐲 𝐲𝐨𝐮 𝐰𝐢𝐥𝐥 𝐛𝐞 𝐚 𝐩𝐚𝐫𝐭 𝐨𝐟 𝐨𝐮𝐫 𝐬𝐭𝐨𝐫𝐢𝐞𝐬."
Unveiling the Secrets How Does Generative AI Work.pdfSam H
At its core, generative artificial intelligence relies on the concept of generative models, which serve as engines that churn out entirely new data resembling their training data. It is like a sculptor who has studied so many forms found in nature and then uses this knowledge to create sculptures from his imagination that have never been seen before anywhere else. If taken to cyberspace, gans work almost the same way.
LA HUG - Video Testimonials with Chynna Morgan - June 2024Lital Barkan
Have you ever heard that user-generated content or video testimonials can take your brand to the next level? We will explore how you can effectively use video testimonials to leverage and boost your sales, content strategy, and increase your CRM data.🤯
We will dig deeper into:
1. How to capture video testimonials that convert from your audience 🎥
2. How to leverage your testimonials to boost your sales 💲
3. How you can capture more CRM data to understand your audience better through video testimonials. 📊
Cracking the Workplace Discipline Code Main.pptxWorkforce Group
Cultivating and maintaining discipline within teams is a critical differentiator for successful organisations.
Forward-thinking leaders and business managers understand the impact that discipline has on organisational success. A disciplined workforce operates with clarity, focus, and a shared understanding of expectations, ultimately driving better results, optimising productivity, and facilitating seamless collaboration.
Although discipline is not a one-size-fits-all approach, it can help create a work environment that encourages personal growth and accountability rather than solely relying on punitive measures.
In this deck, you will learn the significance of workplace discipline for organisational success. You’ll also learn
• Four (4) workplace discipline methods you should consider
• The best and most practical approach to implementing workplace discipline.
• Three (3) key tips to maintain a disciplined workplace.
Tata Group Dials Taiwan for Its Chipmaking Ambition in Gujarat’s DholeraAvirahi City Dholera
The Tata Group, a titan of Indian industry, is making waves with its advanced talks with Taiwanese chipmakers Powerchip Semiconductor Manufacturing Corporation (PSMC) and UMC Group. The goal? Establishing a cutting-edge semiconductor fabrication unit (fab) in Dholera, Gujarat. This isn’t just any project; it’s a potential game changer for India’s chipmaking aspirations and a boon for investors seeking promising residential projects in dholera sir.
Visit : https://www.avirahi.com/blog/tata-group-dials-taiwan-for-its-chipmaking-ambition-in-gujarats-dholera/
VAT Registration Outlined In UAE: Benefits and Requirementsuae taxgpt
Vat Registration is a legal obligation for businesses meeting the threshold requirement, helping companies avoid fines and ramifications. Contact now!
https://viralsocialtrends.com/vat-registration-outlined-in-uae/
Affordable Stationery Printing Services in Jaipur | Navpack n PrintNavpack & Print
Looking for professional printing services in Jaipur? Navpack n Print offers high-quality and affordable stationery printing for all your business needs. Stand out with custom stationery designs and fast turnaround times. Contact us today for a quote!
Kseniya Leshchenko: Shared development support service model as the way to ma...Lviv Startup Club
Kseniya Leshchenko: Shared development support service model as the way to make small projects with small budgets profitable for the company (UA)
Kyiv PMDay 2024 Summer
Website – www.pmday.org
Youtube – https://www.youtube.com/startuplviv
FB – https://www.facebook.com/pmdayconference
RMD24 | Debunking the non-endemic revenue myth Marvin Vacquier Droop | First ...BBPMedia1
Marvin neemt je in deze presentatie mee in de voordelen van non-endemic advertising op retail media netwerken. Hij brengt ook de uitdagingen in beeld die de markt op dit moment heeft op het gebied van retail media voor niet-leveranciers.
Retail media wordt gezien als het nieuwe advertising-medium en ook mediabureaus richten massaal retail media-afdelingen op. Merken die niet in de betreffende winkel liggen staan ook nog niet in de rij om op de retail media netwerken te adverteren. Marvin belicht de uitdagingen die er zijn om echt aansluiting te vinden op die markt van non-endemic advertising.
Decoding Digital Impact in FMCG - Google & BCG Study 2017 - Deck.pdf
1. 1
Executive Summary
Digital penetration: Video, Vernacular, Views
650M+ users will be online by 2020 | Time Spent on Digital same as TV
Digital Influence: Large, brace for exponential growth
$45 Bn digitally influenced FMCG consumption by 2020 | 7X of E-commerce
Winning Strategy on Digital
Digital Playbook for FMCG organizations
Digital Households: More valuable
Spend 2X of non-digital HHs | Riding the Natural wave
3. 3
India's internet user base expected to surpass
the population of G7 countries
~600–650
Million
650+
Million
~390
Million
Population of
G7 countries
Internet users
in India
2020
2020
2016
Sources: TRAI, March 2017, BCG CCI Digital Influence Study, 2016
4. 4
Time spent on digital is the same as time
spent on TV in 2016
Video
Vernacular
Views
Print
Digital
TV
Time spent by urban internet users with digital access on various media channels (Hours/day) in 2016
Source: BCG CCI Digital Influence Study, 2016
5. 5
Digital Video has grown significantly over the
past 2 years
60M
200M+
Digital Video Reach
2015
Digital Video Reach
2017
3X in 2
years
275M
2/3 of TV
Reach
Urban TV Reach
2017
Source: BARC Broadcast Survey of India 2016 (BARC Urban Universe 15+); BCG analysis
6. 6
Significant boom in Digital Video since last year
Video calls
28%
Video downloads
31%
Video online
42%
Gaming
11%
Music downloads
14%
Online music
24%
Key activity being tried out for the first time on mobile by adopters on a new entrant's network
Given as a % of users trying the mentioned activity for the first time
Source: BCG TiE Billion Digital Volcano Study, 2017
7. 7
Consumers are increasingly searching, viewing
and demanding content in their local language
Growth in ‘Local language’
searches over the past
18 months
Higher growth in Hindi content
consumption on websites than
English content
Growth in watch time for
‘Regional’ content
on YouTube
2X
5X
10X
88% of Indian language internet users are more likely to respond to a
digital advertisement in their local language vis-à-vis English
Sources: Google Internal Data, Indian Languages - Defining India’s Internet report 2017
8. 8
Consumers turn to digital to look for “Views” of
Advocates
On YouTube…
Cooking
Watch Time YoY Growth
Beauty & Fashion
Watch Time YoY Growth
6x 5x
…and on Search
100
90
45
Food &
Recipes
Beauty &
Personal
Care
Baby Care Home Care
5
Sources: Google Internal Data, YouTube Watch Time growth in H1’17 vs H1’16, Indexed Searches (Jul’16-Jun’17)
9. 9
Higher searches for “Problem Solutions” vs
“Products”
Hair
Treatment
Skin Treatment /
Dark circles
Whitening
5x
1.8x
7x
Hair growth / fall
Acne/
Pimple
Pain / Ache
5x
1.9x
32x
Hair style
Home remedy for
skin
Ulcer
6x
6x
2x
Hair oil
Moisturizer
Toothpaste
2x
1.6x
x
Shampoo
Cream
Toothbrush
x
x
2x
3x
0.6x
Top searched
brand
Hair Care
Skin Care
Oral Care
Top searched
brand
Top searched
brand
4x
Sources: Google Internal Data Jan’17-Jun’17; Relative Search Volume for different spaces
10.
11. 11
Consumers with digital access spend more 2X
more on FMCG than offline consumers
Personal Care
Food and Beverages
Home Care
1.4
Air Freshener Floor Cleaner Washing Powder Detergent Bar
4.4
2.4
1.1
1.9
Soups Chocolates Milk Food Drinks Edible Oil
5.4
2.9
1.1
1.8
Deodorants Diapers Shampoo Hair Oil
3.7
2.8
1.2
Relative spends on purchased product in Online Household to Offline Household; Online Household defined as a household with access to internet via Desktop, Laptop, Tablet or Smartphone
Source: IMRB Kantar Worldpanel 2016
12. 12
Consumers with digital access spend even more on
Natural brands
Shampoo
Average Natural Brands
1.8
2.2
+22%
Skin Cream
Average Natural Brands
1.4
2.3
+64%
Toothpaste
Average Natural Brands
1.2
1.5
+25%
Relative spends on purchased product in Online Household to Offline Household; Online Household defined as a household with access to internet via Desktop, Laptop, Tablet or Smartphone
Source: IMRB Kantar Worldpanel 2016
13.
14. 14
$45 Bn digitally influenced FMCG
consumption by 2020
2016 2020
7-10 Billion
(10-15%)
45 Billion
(40%)
7X of E-commerce in 2020
E-commerce Digitally
influenced spend
$ 6-7
Billion
$ 45
Billion*
Digital influence is defined as the use of internet for conducting pre-purchase, purchase & post-purchase activities
Sources: BCG CCI Digital Influence Study – 2016; BCG – RAI report: “Digital in Retail”, Feb 2017; *Constant currency
15. 15
Digital Influence by Category
<25%
Grocery
Snacks
Oral Care
Household
Care
Baby care &
Pediatric
Health food
Nutraceuticals
Skin Care
Male
Grooming
Hair care
(Shampoo &
conditioner)
Fragrances
25-50%
>50%
Medium
Low High to Very High
Beverages
Digital influence is defined as the use of internet for conducting pre-purchase, purchase & post-purchase activities
Sources: BCG CCI Digital Influence Study – 2016
16. 16
28M Elite + Affluent HHs contribute 60% of digitally
influenced consumption
16
Elite
Affluent
Aspirers
Next Billion +
Strugglers
10
(4%)
11
(4%)
20
(8%)
224
(84%)
31
(11%)
228
(80%)
15
(5%)
13
(5%)
Type of HH basis
annual income
No. of HHs
(Million) 2015
No. of HHs
(Million) 2020
Consumption
Contribution 2020
Digitally
influenced FMCG
consumption 2020
39%
22%
40%
18-20%
18-20%
60-65%
265 Mn 287 Mn
TOTAL
Sources: BCG CCI Digital Influence Study – 2016; BCG – RAI report: “Digital in Retail”, Feb 2017
17. 17
Higher digital influence observed in relatively
underpenetrated categories
Perfumes
Baby care
2x
Shampoo & Conditioner
2x
Face cream, moisturizer
Dietary supplements
Health / nutrition food
Underpenetrated categories Penetrated categories
Hair Oil
Grocery & staples
Packaged food & bev.
Washing powder
Home cleaner
5x
5x
5x
3x
1.2x
1.5x
1.5x
1x
1x
Personal care
Food & Beverages
Consumer health
Home care
Source: BCG CCI Digital Influence Study – 2016
19. 19
Digital spends ≠ Time spent by consumers on digital
Digital
Others
10%
90%
2016
While costs of online video advertising
reduced by 66% in last 2 years
x 1/3x
Share of advertising spend on different formats (%); Others includes Print, TV, Radio, Cinema and Outdoor.
Sources: Pitch Madison Advertising Report – 2017; Google Internal YouTube Auction Data, 2017; BCG analysis
20. 20
Advertisers lagging due to multiple reasons (1/2)
z
z
13
13%
Lack of awareness of
importance of digital
Intertia of current
way of working/
traditional media
Limited capability in
the organization for
digital
Lack of clarity on what
to do in digital / returns
from digital
63%
13%
38%
What stops you from spending more on digital?
Source: BCG–Google CXO Survey, Aug-Sep 2017
21. 21
Advertisers lagging due to multiple reasons (2/2)
Metrics in place but limited
linkage to business results
Clear understanding
on returns on digital
spend with defined
metrics
Limited
understanding of
returns from
digital campaigns
75%
25% 0%
Which of the following best represents your current state on digital impact measurement?
Source: BCG–Google CXO Survey, Aug-Sep 2017
22. 22
Companies aware of importance but leadership not
spending adequate time on driving digital
0
38
63
Top 3
75%
<10% of the
management
committee's time
>10% of the
management
committee's time
25%
Do you see using digital as one of the top priorities for
your business?
Is the progress on digital strategy clearly monitored and
discussed in the management committee?
Source: BCG–Google CXO Survey, Aug-Sep 2017
Top 5 Top 10
23. 23
Magnitude and shape of digital influence varies significantly
based on “intent” of consumption & category penetration…
Penetrated categories
Eg: Soap, Home cleaner,
Edible oil etc.
Intent: ‘Conventional’ Usage Intent: 'Solutions' space
Under-penetrated categories
Eg: Hand-wash, Deodorant,
Conditioner etc.
'Problem solutions' space
Eg: Weight loss, Natural breakfast,
Hair style etc.
Increasing order of digital
influence
24. 24
…thus, brands can follow a simple approach to understand
how best to approach digital
Use digital as one more medium
to engage the customer
Think ‘digital first’ to target the
right customers & create / adapt
content specially for digital
Drive association with trust, build
familiarity, & use insights for
innovation
Penetrated categories
Underpenetrated categories
Remain relevant &
capture attention
Think digital first, invest
in online for cat. creation
Establish content destination
backed by authority of trust
Intent: ‘Conventional’ Usage Intent: 'Solutions' space
Increasing order of digital
influence
'Problem solutions' space
25. 25
Share of digital in ad spend for FMCG can
potentially grow to ~30% by 2020
Digital
Share of advertising spend on different formats (%)
25-30%
Others 70%
2020
Can be significantly higher
for select, premium spaces
50-75%
26. 26
Key implication for the FMCG Companies
The New Reality Call for Action
Institute the right measures of performance for
digital spends and build capability in the org
Leverage digital across touch points in
consumer journey
Actively create and shape the digital strategy
around the 3’V’s
Invest in 'data driven' marketing to win
with these HHs
Index the extent of digital basis relevant category;
differentiated approach for different spaces
Digitally influenced spend in FMCG likely to
rise to $ 45 Bn by 2020
Significant growth of 3Vs –
Video, vernacular, views
Spends in digital under-indexed: organizations
unclear on how to leverage digital effectively
10% of households to account for 60% of digitally
influenced FMCG consumption by 2020
Extent & nature of digital influence depends upon
the intent of consumption & category penetration