Integrating digital marketing strategies for enhanced FMCG SME supply chain resilience
1 British American Tobacco, UK.
2 Independent Researcher, Chicago, USA.
3 Independent Researcher, Lagos Nigeria.
4 Independent Researcher, Port Harcourt, Nigeria.
5 Independent Researcher, Abuja, Nigeria.
Review
Global Journal of Advanced Research and Reviews, 2023, 01(02), 060–070.
Article DOI: 10.58175/gjarr.2023.1.2.0062
Publication history:
Received on 17 August 2023; revised on 21 October 2023; accepted on 25 October 2023
Abstract:
In the highly competitive Fast-Moving Consumer Goods (FMCG) sector, small and medium-sized enterprises (SMEs) face unique challenges in maintaining supply chain resilience. These businesses are often more vulnerable to disruptions, such as global crises, supply shortages, and shifts in consumer behavior. Integrating digital marketing strategies into supply chain management presents a solution that not only enhances resilience but also fosters growth and adaptability. Digital marketing provides SMEs with critical tools for improving visibility, engaging customers, and strengthening supply chains. E-commerce platforms, for instance, allow SMEs to diversify their sales channels, reducing reliance on traditional distribution networks. By embracing online marketplaces and direct-to-consumer models, these businesses can mitigate the risks associated with physical supply chain disruptions. This diversification also enhances their ability to reach new customer segments and expand into emerging markets. Social media marketing plays a crucial role in maintaining customer engagement during disruptions. Platforms such as Instagram and Facebook enable real-time communication with customers, providing updates on product availability, delivery timelines, and promotional offers. This strengthens customer loyalty and trust, which are essential for maintaining sales during times of uncertainty. Additionally, personalized content and targeted advertisements can help manage demand fluctuations, ensuring a balance between inventory and sales. Email marketing and customer relationship management (CRM) systems further enhance supply chain resilience by facilitating effective communication with both customers and suppliers. CRM tools allow SMEs to track customer preferences, forecast demand, and adjust marketing efforts based on real-time data. This level of agility enables SMEs to respond quickly to supply chain challenges, aligning their operations with market needs. By integrating digital marketing strategies into their operations, FMCG SMEs can achieve a more resilient, responsive, and customer-centric supply chain. The use of digital tools not only mitigates risks but also unlocks opportunities for growth in an increasingly digital world.
Keywords:
Digital Marketing; FMCG Supply; SME; Review
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Copyright © 2023 Author(s) retain the copyright of this article. This article is published under the terms of the Creative Commons Attribution Liscense 4.0