Comparing the Effectiveness of Digital and Traditional Advertising in International FMCG Markets

Comparing the Effectiveness of Digital and Traditional Advertising in International FMCG Markets

Dr M Saravanan,

Associate Professor & Head, Department of International Business, PSG College of Arts & Science, Coimbatore – 641 014

Joyce Shirley,

II M.Com (IB), Department of International Business, PSG College of Arts & Science, Coimbatore – 641 014

ABSTRACT
The rise of digital advertising has transformed the marketing landscape, particularly in international markets where consumer behavior varies widely. This study examines the effectiveness of digital versus traditional advertising in the Fast-Moving Consumer Goods (FMCG) sector across global markets. Using a comparative analysis, it evaluates the impact of digital strategies such as social media marketing, influencer collaborations, and programmatic advertising against traditional methods like television, radio, and print media. The study explores how consumer engagement, brand awareness, and sales performance differ across diverse cultural and economic environments. Additionally, it investigates the challenges FMCG brands face in balancing these approaches, considering cost-effectiveness, audience targeting, and adaptability. The findings offer insights into optimal advertising strategies for FMCG companies operating in international markets, recommending a hybrid approach for maximum reach and impact.

Keywords: Digital Advertising, Traditional Advertising, FMCG (Fast-Moving Consumer Goods), International Markets, Consumer Behavior, Consumer Engagement, Brand Awareness, Sales Performance, Audience Targeting, Adaptability, Hybrid Advertising Strategy