Is there any impact of digital marketing on marketing communication?: evidence from a FMCG company
by Mithun Nandy; Soma Sinha Roy
International Journal of Electronic Business (IJEB), Vol. 18, No. 3, 2023

Abstract: In this article, a research case is presented. This study explores the transition of Parle-G from a traditional mode of marketing communication to a digital mode. The case study reviews Parle-G's marketing communication journey over the past four decades, i.e., 1982 to 2021. The purpose of the case study was to demonstrate how Parle-G has adopted innovative marketing communication strategies to promote its FMCG brand (biscuit) in emerging economies like India. It has been found in the study that Parle-G has focused on digital marketing communication during the period 2016-2021 in order to comply with contemporary marketing communication requirements. A paradigm shift has also been observed in Parle-G's marketing communication model for establishing a digital connection between the consumer and the organisation by using digital marketing.

Online publication date: Wed, 12-Jul-2023

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