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Digital BTL: Strategy and Analysis

Student: Artemicheva Evgeniya

Supervisor: Denis A. Fomenkov

Faculty: Faculty of Management (Nizhny Novgorod)

Educational Programme: Marketing (Master)

Year of Graduation: 2019

Consumers more often see the screens of their phones or laptops than traditional media such as television, newspapers, radio, and billboards. Also, the number of consumers who prefer to shop online rather than visit physical stores is growing. According to a Nielsen study, for 2017 the annual growth of e-com buyers is + 15%. In today's era, digital marketing strategy is needed for FMCG brands. Digital marketing for FMCG companies does not call for abandoning proven traditional methods; instead, they are modified and updated to exist in the digital age. How do companies implement a promotional campaign, talk about a new product in the digital marketing era? In my work, I looked at how the product promotion approach changed, what impact digital marketing had on traditional BTL marketing tools, and how companies use digital BTL in practice. The purpose of my work is to study digital BTL and its application in practical activities in the field of FMCG.

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