Defining Digital Assets for a FMCG Company According to the latest IAMAI 2013 report on Internet usage in India, the number of Internet users in India it reached 205 million by October 2013 with a year-on-year growth of 40% compared to last year. Mobile Internet users have more than doubled since 2012 and now number 130 million. The report also estimates that by June 2014, India will have 243 million Internet users, and at that point, it is expected to overtake the United States as the world's second largest Internet base. It is for these reasons that FMCG companies have begun to understand the power of digital marketing. According to a recent report by the Economic Times, HUL nearly tripled its advertising spend in the digital space in fiscal 2013. The share amounted to about 7% of the total of 26.35 billion rupees (about $482 million) . In 2014 the share should be around 10% of the total. Several other major FMCG companies in India, including Dabur and Nestle, have significantly increased their digital spending in recent years. To succeed in the digital arena, CPG brands must use digital to establish frequent one-on-one communication with their consumers. Therefore brands need to take an asset-based approach rather than simply a campaign-driven approach towards digital marketing. For example, Mentos India created a portal MentosIndia.com and started a “Batti Jalao” competition. This contest established communication with around 270,000 customers in just 3 months and once the contest ended, the portal failed to attract any visitors. In another example, Nestlé has created a portal called Starthealthystayhealthy.in. This portal hosted content with central themes related to pregnancy and baby care. The portal attracts more than ~100,000 visits each year. In the previous review… middle of paper… technology, brands can offer their customers a more interactive and fulfilling in-store experience. This will allow customers to immediately receive personalized offers and discount coupons. A feature called iBeacons in iOS-based phones facilitates this interaction. Android-based phones don't have a comparison feature yet. In India, this has already been adopted by every FMCG brand.10. Gamification: CPG companies use game thinking and mechanics in non-game contexts to engage customers. For example, Nike released the Nike+ iPod application in collaboration with an equipment manufacturer, which tracked a person's running distance and pace. Nike has seen a 13% market share increase in the shoe segment in just 2 years. A successful capital strategy should be continuously modified and optimized based on the results obtained from analytical tools.