THE ROLE OF DIGITAL TECHNOLOGY IN THE FMCG

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Abstract


At present, in the FMCG sector it has been increasingly used digital-technology. They contribute to the empowerment of the companies in the battle for the attention of the target audience and help communicate the advertising message in the most comfortable environment for consumers. Simultaneous use of both traditional and innovative methods of promotion is capable of not only lead to good, but amazing results. However, like any other marketing tool, digital technology has its own advantages and disadvantages, which are identified in the course of their direct use. In addition, sufficiently developed theoretical basis of the issue, particularly regarding the FMCG sector.

About the authors

A I Voytkevich

Peoples’ Friendship University of Russia

Miklukho-Maklaya str., 6, Moscow, Russia, 117198

D P El-Smayli

Peoples’ Friendship University of Russia

Miklukho-Maklaya str., 6, Moscow, Russia, 117198

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Copyright (c) 2016 Войткевич А.И., Эль-Смайли Д.П.

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