The influence and practice of digital marketing strategy in the FMCG industry

Abstract

During the COVID-19 pandemic, there has been a great development from traditional to digital marketing. Due to the closure of stores and the cancellation of public activities caused by the epidemic, all FMCG brands have increased digital marketing to reach consumers, and digital marketing has become the mainstream of marketing. This thesis used qualitative analysis based on the literature review analysis and case studies to deeply understand the impact of digital marketing on market competitiveness in the FMCG industry. Taking Florasis company and Perfect Diary company as examples, this paper deeply analyzes the conversion from traditional marketing to digital marketing, specifically analyzes digital marketing strategies, and studies the marketing effects of digital marketing strategies.