Digital marketing has revolutionized how companies interact with their customers and promote their brands, especially in the fast-moving consumer goods (FMCG) sector. As multinational FMCG companies expand their footprints across diverse markets, the role of digital marketing in shaping brand awareness has become increasingly significant. In this hyper-competitive landscape, brand awareness serves as a fundamental component of consumer decision-making and loyalty, making it imperative for companies to effectively leverage digital channels to capture and retain consumer attention. The FMCG sector is characterized by rapid consumption cycles, high consumer turnover, and intense brand competition. Products in this category range from everyday essentials like food and beverages to personal care items and household goods. Given the commoditized nature of many FMCG products, where functional differences are minimal, brand awareness often becomes the primary differentiator that influences consumer choices. As a result, building and maintaining strong brand awareness is essential for FMCG companies aiming to secure a loyal customer base and drive sales growth. The digital revolution has introduced a myriad of channels and platforms through which brands can engage with their audiences. Social media, search engines, content marketing, email campaigns, and online advertising have transformed traditional marketing paradigms, offering more targeted, measurable, and interactive ways to reach consumers. The advent of social media platforms such as Facebook, Instagram, Twitter, and TikTok has enabled brands to create vibrant, interactive communities where they can engage directly with consumers, foster brand loyalty, and enhance brand visibility. For instance, multinational FMCG giants like Coca-Cola and Unilever have successfully harnessed social media to create compelling brand narratives that resonate with global audiences, driving higher levels of brand awareness and consumer engagement (Allen et al., 2018). Search Engine Optimization (SEO) is another critical component of digital marketing that significantly impacts brand awareness. By optimizing website content for search engines, FMCG brands can improve their visibility in search engine results pages (SERPs), thereby increasing the likelihood that potential customers will discover their products. Research indicates that high-ranking search results are associated with greater consumer trust and credibility, further enhancing brand awareness (Srivastava & Kalro, 2019). Moreover, content marketing, which involves creating and distributing valuable, relevant, and consistent content to attract and retain a clearly defined audience, plays a pivotal role in establishing brand authority and recognition. Studies show that content marketing not only drives traffic to brand websites but also fosters deeper consumer engagement and brand recall (Lou et al., 2019). Email marketing remains a powerful tool for building brand awareness, particularly when integrated with personalized and targeted messaging. Despite the proliferation of social media and other digital channels, email marketing continues to deliver a high return on investment (ROI) and provides a direct line of communication with consumers. Effective email campaigns that offer valuable content and promotions can reinforce brand identity and keep the brand top-of-mind for consumers (Thomas et al., 2022). Additionally, Pay-Per-Click (PPC) advertising allows brands to reach targeted audiences through sponsored search engine results and display ads, further amplifying brand visibility. While the impact of PPC on brand awareness is often considered moderate compared to other digital marketing tactics, it provides a scalable way to boost exposure and attract potential customers (Lovett et al., 2019). The shift towards digital marketing has also been accelerated by changes in consumer behavior. With the rise of internet penetration and the ubiquity of smartphones, consumers increasingly rely on digital platforms for information, social interaction, and shopping. This digital shift has been particularly pronounced during the COVID-19 pandemic, which saw a surge in online activities as consumers adapted to social distancing measures and lockdowns. As a result, digital channels have become critical touchpoints for FMCG brands looking to engage with consumers and build brand awareness in an increasingly virtual world (Ewerhard et al., 2019). Moreover, the proliferation of data analytics and artificial intelligence (AI) has enabled brands to gain deeper insights into consumer behavior and preferences. Advanced analytics tools allow companies to track and measure the effectiveness of their digital marketing campaigns in real-time, providing actionable insights that can be used to optimize marketing strategies and improve brand awareness. For example, predictive analytics can help FMCG brands anticipate consumer needs and tailor their marketing messages accordingly, thereby enhancing the relevance and impact of their digital marketing efforts (Mariani & Wamba, 2020). In addition to these digital marketing strategies, the role of influencer marketing has gained prominence in recent years. Collaborating with social media influencers who have large and engaged followings allows FMCG brands to reach new audiences and enhance their brand credibility. Influencers can act as brand ambassadors, promoting products through authentic and relatable content that resonates with their followers. This form of marketing is particularly effective in building brand awareness among younger consumers who are more likely to trust recommendations from influencers over traditional advertising (Jin et al., 2019). Despite the myriad benefits of digital marketing, challenges remain in effectively measuring and attributing the impact of these strategies on brand awareness. The fragmented nature of digital channels and the complexity of consumer journeys make it difficult to accurately assess the contribution of each marketing tactic to overall brand awareness. Moreover, the rapidly evolving digital landscape requires FMCG companies to continuously adapt their strategies and stay abreast of emerging trends and technologies. Ensuring a cohesive and integrated approach to digital marketing that aligns with broader brand objectives is crucial for maximizing the impact on brand awareness (Hewett & Lemon, 2019). Furthermore, the rise of digital marketing has also raised concerns about data privacy and consumer trust. As brands collect and utilize consumer data to personalize their marketing efforts, they must navigate the complexities of data protection regulations and address consumer concerns about privacy and security. Building transparent and ethical data practices is essential for maintaining consumer trust and ensuring the long-term effectiveness of digital marketing strategies (Behera et al., 2022). In this research, we seek to quantify the influence of various digital marketing strategies on brand awareness in the multinational FMCG sector. By analyzing data from a sample of 300 multinational FMCG companies, we aim to identify which digital marketing tactics have the most significant impact on brand awareness and provide insights into how these strategies can be optimized. The findings of this study will contribute to a deeper understanding of the relationship between digital marketing and brand awareness, offering valuable guidance for FMCG brands looking to enhance their digital presence and brand visibility in a competitive global market. To conduct this research, we employ a quantitative approach, utilizing statistical tools such as regression analysis to assess the impact of different digital marketing variables on brand awareness levels. The data for this study is collected through surveys and publicly available marketing performance metrics from multinational FMCG companies. The analysis focuses on key digital marketing tactics, including social media marketing, SEO, content marketing, email marketing, and PPC advertising, to determine their respective contributions to brand awareness. Additionally, we consider the moderating effects of factors such as market size, geographical diversity, and digital maturity on the relationship between digital marketing and brand awareness. The results of this research are expected to provide actionable insights for FMCG companies seeking to optimize their digital marketing strategies and enhance brand awareness in an increasingly digitalized market environment. By identifying the most effective digital marketing tactics and understanding their impact on brand awareness, FMCG brands can make informed decisions about where to allocate their marketing resources and how to engage with their target audiences more effectively. This research also highlights the importance of integrating digital marketing efforts with broader brand objectives and adopting a data-driven approach to measure and optimize marketing performance.

Brand awareness, the extent to which consumers recognize and recall a brand, is a critical component of brand equity and an essential driver of consumer behavior and loyalty. In the multinational fast-moving consumer goods (FMCG) sector, characterized by high competition and rapid product turnover, achieving high brand awareness is crucial for differentiating products and securing market share. The digital marketing landscape has evolved significantly over the past decade, offering FMCG companies new avenues to enhance brand visibility and engagement. This literature review explores the impact of various digital marketing strategies on brand awareness, drawing on recent research and industry trends to provide a comprehensive understanding of the current digital marketing practices and their effectiveness. Digital marketing encompasses a broad range of activities, including social media marketing, search engine optimization (SEO), content marketing, email marketing, and pay-per-click (PPC) advertising. Each of these strategies contributes to brand awareness in distinct ways. Social media marketing has emerged as a powerful tool for building brand communities and fostering consumer engagement. Platforms like Facebook, Instagram, Twitter, and TikTok enable brands to create and share content that resonates with their audiences, thereby enhancing brand visibility and recall (Mittal et al., 2023). Research indicates that brands with a strong social media presence tend to experience higher levels of brand awareness and consumer loyalty, as these platforms facilitate direct and interactive communication with consumers (Jibril et al., 2019). SEO is another critical element of digital marketing that significantly impacts brand awareness. By optimizing their websites for search engines, FMCG brands can improve their visibility in search engine results pages (SERPs), making it easier for potential customers to find them. Higher search rankings are associated with increased credibility and trust, which in turn enhances brand awareness (Schultheiss & Lewandowski, 2023). Studies show that brands appearing on the first page of search results receive the majority of clicks, highlighting the importance of effective SEO practices (Bhandari & Bansal, 2018). Content marketing, which involves creating and distributing valuable and relevant content to attract and retain a target audience, plays a pivotal role in building brand awareness. High-quality content helps establish brand authority and provides consumers with useful information, thereby fostering deeper engagement and brand recall. Research suggests that content marketing not only drives traffic to brand websites but also enhances consumer perceptions of the brand, contributing to higher levels of brand awareness (Lou et al., 2019). Additionally, personalized and targeted content strategies are found to be more effective in engaging consumers and enhancing brand awareness (Gavilanes et al., 2018). Email marketing remains a potent tool for maintaining brand awareness, particularly when integrated with personalized messaging and customer segmentation. Despite the rise of social media and other digital channels, email marketing continues to deliver a high return on investment (ROI) and provides a direct means of communication with consumers. Effective email campaigns that offer valuable content and promotions can reinforce brand identity and keep the brand top-of-mind for consumers (Thomas et al., 2022). Furthermore, research indicates that email marketing can enhance customer retention and brand loyalty, thereby contributing to sustained brand awareness (Jibril et al., 2019). PPC advertising, which involves placing ads on search engines and other digital platforms and paying only when the ad is clicked, offers a scalable way to boost brand visibility. While the impact of PPC on brand awareness is often considered moderate compared to other digital marketing tactics, it provides a targeted approach to reaching potential customers and driving traffic to brand websites. Studies show that PPC campaigns can effectively complement other digital marketing efforts, enhancing overall brand awareness and driving conversions (Makrides et al., 2020). The rapid adoption of digital marketing in the FMCG sector has been driven by changes in consumer behavior and technological advancements. With the proliferation of internet access and mobile devices, consumers increasingly rely on digital platforms for information, social interaction, and shopping. This shift has been further accelerated by the COVID-19 pandemic, which saw a surge in online activities as consumers adapted to social distancing measures and lockdowns (Guthrie et al., 2021). As a result, digital channels have become essential touchpoints for FMCG brands seeking to engage with consumers and build brand awareness in an increasingly digitalized market environment (Gielens & Steenkamp, 2019). Moreover, the advent of data analytics and artificial intelligence (AI) has transformed digital marketing practices, enabling brands to gain deeper insights into consumer behavior and preferences. Advanced analytics tools allow companies to track and measure the effectiveness of their digital marketing campaigns in real-time, providing actionable insights that can be used to optimize marketing strategies and improve brand awareness. For instance, predictive analytics can help FMCG brands anticipate consumer needs and tailor their marketing messages accordingly, thereby enhancing the relevance and impact of their digital marketing efforts (Dwivedi et al., 2021). Influencer marketing has also gained prominence as a strategy for building brand awareness, particularly among younger consumers who are more likely to trust recommendations from influencers over traditional advertising. Collaborating with social media influencers who have large and engaged followings allows FMCG brands to reach new audiences and enhance their brand credibility. Influencers can act as brand ambassadors, promoting products through authentic and relatable content that resonates with their followers (Jin et al., 2019). Research suggests that influencer marketing can significantly boost brand awareness and drive consumer engagement, making it a valuable component of digital marketing strategies (Chopra et al., 2021). Despite the benefits of digital marketing, challenges remain in effectively measuring and attributing the impact of these strategies on brand awareness. The fragmented nature of digital channels and the complexity of consumer journeys make it difficult to accurately assess the contribution of each marketing tactic to overall brand awareness. Moreover, the rapidly evolving digital landscape requires FMCG companies to continuously adapt their strategies and stay abreast of emerging trends and technologies (Volberda et al., 2021). Ensuring a cohesive and integrated approach to digital marketing that aligns with broader brand objectives is crucial for maximizing the impact on brand awareness (Rishi & Kuthuru, 2021). In addition to these strategies, the role of traditional marketing channels should not be overlooked. While digital marketing offers numerous advantages in terms of reach, targeting, and measurability, traditional channels such as television, radio, and print media still play a significant role in building brand awareness. Integrating digital and traditional marketing efforts can create a more comprehensive and effective brand awareness strategy, leveraging the strengths of each channel to reach a wider audience and reinforce brand messages (Makrides et al., 2020). The impact of digital marketing on brand awareness is also influenced by factors such as market size, geographical diversity, and digital maturity. For multinational FMCG companies operating in diverse markets, tailoring digital marketing strategies to local preferences and cultural nuances is essential for achieving high levels of brand awareness. Research indicates that localized digital marketing efforts, which consider regional consumer behaviors and preferences, tend to be more effective in building brand awareness and driving engagement (Shankar et al., 2022). Additionally, the digital maturity of a market, which refers to the level of internet penetration and digital infrastructure, can affect the effectiveness of digital marketing strategies. In markets with high digital maturity, consumers are more likely to engage with digital content and online advertising, enhancing the impact of digital marketing on brand awareness (Herhausen et al., 2020). The integration of sustainability initiatives into digital marketing strategies is another emerging trend that can influence brand awareness. As consumers become more environmentally conscious, brands that effectively communicate their sustainability efforts through digital channels can enhance their brand reputation and appeal to eco-conscious consumers (Emon & Khan, 2023). For instance, promoting sustainable practices and highlighting eco-friendly products in digital marketing campaigns can boost brand awareness and align with consumer values, contributing to stronger brand loyalty and advocacy (Panda et al., 2020). Entrepreneurship and innovation in digital marketing have also contributed to the evolving landscape of brand awareness. Startups and small businesses in the FMCG sector often leverage digital marketing to compete with larger, established brands, using innovative strategies to capture consumer attention and build brand awareness (Emon & Nipa, 2024). The rise of digital platforms has lowered the barriers to entry for new brands, enabling them to reach global audiences and build brand awareness through creative and cost-effective digital marketing tactics (Czinkota et al., 2021). Emotional intelligence and its application in digital marketing have also been shown to impact brand awareness. Brands that utilize emotionally intelligent marketing approaches, which involve understanding and addressing the emotional needs of consumers, can create more meaningful and resonant brand experiences (Emon et al., 2024). Research indicates that emotionally intelligent marketing strategies, such as personalized messaging and empathetic communication, can enhance consumer perceptions of the brand and increase brand awareness (Emon & Chowdhury, 2024). Additionally, integrating emotional intelligence into customer service and engagement efforts can improve brand interactions and foster stronger consumer relationships, further contributing to brand awareness (Delpechitre et al., 2018). The role of supplier relationship management in digital marketing is another area of interest. Effective management of supplier relationships can enhance the efficiency and effectiveness of digital marketing campaigns, leading to improved brand awareness (Emon et al., 2024). By collaborating with suppliers on marketing initiatives and leveraging their expertise, FMCG brands can optimize their digital marketing efforts and achieve higher levels of brand visibility (Mariani & Wamba, 2020). Barriers to growth in digital marketing, such as technological challenges, resource constraints, and organizational resistance, can also affect brand awareness. Overcoming these barriers requires a strategic approach to digital transformation and investment in the necessary technologies and skills to support digital marketing initiatives (Khan et al., 2020). Research suggests that addressing these barriers and fostering a culture of digital innovation can enhance the effectiveness of digital marketing strategies and drive greater brand awareness (Peter & Dalla Vecchia, 2021). Economic factors, such as market conditions and consumer spending patterns, also play a role in shaping the impact of digital marketing on brand awareness (Emon, 2023). During periods of economic uncertainty, consumers may alter their purchasing behaviors, affecting the effectiveness of digital marketing campaigns and the overall levels of brand awareness. Brands that adapt their digital marketing strategies to reflect changing economic conditions can maintain or even enhance their brand awareness in challenging market environments (Katsikeas et al., 2020). Renewable energy initiatives and their integration into digital marketing strategies can also influence brand awareness (Khan et al., 2019). Brands that promote their commitment to renewable energy and sustainability through digital channels can enhance their brand image and appeal to environmentally conscious consumers. Highlighting renewable energy initiatives in digital marketing campaigns can differentiate brands from competitors and contribute to higher levels of brand awareness and consumer engagement (Hughes et al., 2019). Digital marketing plays a crucial role in building brand awareness in the multinational FMCG sector. The effectiveness of various digital marketing strategies, including social media marketing, SEO, content marketing, email marketing, and PPC advertising, is influenced by factors such as consumer behavior, technological advancements, and market conditions. Integrating digital and traditional marketing efforts, tailoring strategies to local preferences, and incorporating sustainability initiatives can further enhance brand awareness. As the digital marketing landscape continues to evolve, FMCG brands must adapt their strategies to leverage emerging trends and technologies, overcome barriers to growth, and effectively measure the impact of their digital marketing efforts on brand awareness. This literature review provides a comprehensive understanding of the current digital marketing practices and their influence on brand awareness, offering valuable insights for FMCG companies seeking to enhance their brand visibility in a competitive global market.

The research methodology for this study focused on understanding the influence of digital marketing on brand awareness within the multinational FMCG sector. A quantitative approach was employed, utilizing descriptive statistics, correlation analysis, and regression analysis to evaluate the relationship between various digital marketing strategies and brand awareness. Data was gathered from a sample of 277 multinational FMCG companies, chosen to represent a diverse range of markets, product categories, and digital maturity levels. Data collection involved compiling both primary and secondary sources. Primary data was obtained through surveys distributed to marketing professionals and brand managers within the sampled companies. These surveys included questions designed to capture information on the usage and perceived effectiveness of different digital marketing tactics, such as social media marketing, search engine optimization (SEO), content marketing, email marketing, and pay-per-click (PPC) advertising. The survey also gathered data on brand awareness metrics, such as brand recall, recognition, and consumer engagement levels. Secondary data sources included publicly available marketing performance metrics and company reports, which provided additional context and validation for the primary data collected. The software used for data analysis was SPSS 22, which facilitated the application of various statistical techniques to the collected data. Descriptive statistics were employed to summarize the general trends and characteristics of the sample, including the frequency and intensity of digital marketing practices across different companies. This step provided an overview of how extensively digital marketing strategies were being utilized and their perceived impact on brand awareness. Correlation analysis was conducted to explore the relationships between different digital marketing variables and brand awareness metrics. By examining the strength and direction of these correlations, the study aimed to identify which digital marketing tactics were most strongly associated with high levels of brand awareness. The correlation analysis provided insights into the interdependencies between different marketing activities and their collective influence on brand visibility and recognition. Regression analysis was then performed to quantify the impact of individual digital marketing strategies on brand awareness. This analysis aimed to determine the extent to which each tactic contributed to variations in brand awareness levels, controlling for other variables in the model. The regression model included digital marketing variables such as social media engagement, SEO performance, content marketing effectiveness, email campaign success, and PPC advertising reach as independent variables, with brand awareness metrics as the dependent variables. The results of the regression analysis revealed the relative importance of each digital marketing strategy in driving brand awareness and highlighted areas where companies could optimize their efforts to achieve better outcomes. Throughout the data analysis process, attention was given to ensuring the validity and reliability of the results. Various diagnostic tests were applied to assess the assumptions underlying the statistical models, such as the linearity, independence, and homoscedasticity of residuals. Additionally, multicollinearity tests were conducted to check for any potential overlap or redundancy between the independent variables, which could affect the stability and interpretability of the regression coefficients. The findings from the data analysis provided a comprehensive view of how digital marketing strategies influenced brand awareness in the multinational FMCG sector. Social media marketing emerged as a significant predictor of brand awareness, with higher engagement levels correlating with increased brand recall and recognition. SEO was also found to be a critical driver of brand visibility, with effective optimization practices leading to higher search rankings and greater consumer awareness. Content marketing and email marketing were shown to contribute positively to brand awareness, although their impact varied depending on the quality and relevance of the content and the personalization of email campaigns. PPC advertising had a moderate but notable effect on brand awareness, particularly when used in conjunction with other digital marketing tactics. The research methodology employed in this study provided robust insights into the dynamics of digital marketing and its influence on brand awareness within the multinational FMCG sector. By leveraging descriptive statistics, correlation analysis, and regression analysis, the study offered a detailed understanding of the effectiveness of various digital marketing strategies and provided actionable recommendations for enhancing brand visibility in a competitive global market.

The discussion of this study’s findings on the influence of digital marketing on brand awareness in the multinational FMCG sector reveals several critical insights, reflecting the complex interplay between digital marketing strategies and overall effectiveness. The significant positive impact of digital marketing strategies on overall digital marketing effectiveness underscores their crucial role in contemporary marketing practices. These strategies, encompassing activities such as social media engagement, content marketing, and SEO, are fundamental in creating and maintaining a strong digital presence. The positive coefficient for digital marketing strategies in the regression analysis affirms that these efforts directly enhance the perceived effectiveness of digital marketing. This alignment with existing literature suggests that companies investing in robust digital marketing strategies are better positioned to achieve higher levels of brand awareness and, subsequently, greater digital marketing success. However, the study also uncovers a nuanced relationship between brand awareness outcomes and overall digital marketing effectiveness. The negative coefficient for brand awareness outcomes, despite being statistically significant, suggests a counterintuitive dynamic where higher brand awareness does not directly equate to increased overall digital marketing effectiveness. This finding indicates that while brand awareness is essential, its impact on overall effectiveness might be mediated by other factors or involve diminishing returns. For instance, as brand awareness reaches a certain threshold, its additional contributions to perceived effectiveness may decrease, or it may not align seamlessly with other performance metrics such as ROI or conversion rates. This complexity suggests that brand awareness alone is not a sufficient measure of digital marketing success and must be evaluated in conjunction with other performance indicators. The relatively low R Square value of the regression model indicates that while digital marketing strategies and brand awareness outcomes significantly contribute to explaining overall digital marketing effectiveness, a substantial portion of the variance remains unexplained. This finding highlights the multifaceted nature of digital marketing, where various external factors, such as market conditions, competitive dynamics, and internal organizational capabilities, also play pivotal roles in determining effectiveness. The unexplained variance points to the necessity of adopting a broader perspective when assessing digital marketing performance, integrating a wider range of variables to capture the full spectrum of influences. The descriptive statistics reinforce the importance of digital marketing activities in enhancing brand awareness, with consistently high mean scores across various measures of digital marketing effectiveness. This consensus among respondents reflects a widespread recognition of the value of digital marketing strategies in the FMCG sector, suggesting that companies perceive these efforts as integral to their marketing success. The relatively low standard deviations indicate agreement among respondents, suggesting a consistent perception of the effectiveness of digital marketing activities in enhancing brand awareness. The high reliability of the questionnaire, as evidenced by the Cronbach’s Alpha value, further validates the robustness of the findings. This reliability ensures that the measures used in the study are dependable and accurately reflect the constructs being assessed, lending credibility to the results and their interpretations. The discussion highlights the critical role of digital marketing strategies in achieving both brand awareness and overall marketing effectiveness, while also acknowledging the complex relationship between these variables. The findings suggest that while brand awareness is an essential component of digital marketing success, it should not be the sole focus. Companies should adopt a holistic approach to evaluating digital marketing performance, integrating various metrics and considering the broader context to capture the full impact of their digital marketing efforts. This comprehensive perspective will enable companies to optimize their digital marketing strategies, better align their efforts with business objectives, and ultimately achieve greater success in the competitive FMCG sector. The nuanced findings also emphasize the importance of continual adaptation and innovation in digital marketing practices. As digital marketing evolves, companies must remain agile, leveraging new technologies and strategies to maintain and enhance their brand presence. This ongoing adaptation is crucial for sustaining effectiveness and achieving long-term success in a dynamic digital landscape. In conclusion, the discussion reflects the complex and multifaceted nature of digital marketing effectiveness, underscoring the need for a comprehensive and integrated approach to evaluating and optimizing digital marketing strategies in the multinational FMCG sector.

This study underscores the significant impact of digital marketing strategies on brand awareness and overall digital marketing effectiveness within the multinational FMCG sector. The analysis reveals that well-executed digital marketing strategies, including social media engagement, content marketing, and search engine optimization, are pivotal in enhancing both brand visibility and the perceived effectiveness of digital marketing efforts. These strategies play a critical role in establishing a strong online presence, fostering consumer engagement, and ultimately contributing to higher levels of brand recognition and recall. The findings affirm that companies that invest in comprehensive and strategic digital marketing activities are better positioned to leverage their digital presence to achieve meaningful marketing outcomes. However, the relationship between brand awareness outcomes and overall digital marketing effectiveness is more complex than initially anticipated. The negative association observed between brand awareness outcomes and overall effectiveness suggests that higher levels of brand awareness do not straightforwardly translate into enhanced perceptions of digital marketing success. This indicates that while brand awareness remains a vital component of marketing efforts, it must be evaluated in conjunction with other performance metrics to fully understand its impact on overall effectiveness. The complexity of this relationship points to the possibility of diminishing returns or the need for additional factors to bridge the gap between awareness and comprehensive digital marketing success. The relatively modest explanatory power of the regression model, with a significant portion of the variance in digital marketing effectiveness remaining unexplained, highlights the intricate and multifaceted nature of digital marketing. This finding suggests that factors beyond digital marketing strategies and brand awareness, such as market dynamics, competitive pressures, and internal capabilities, play significant roles in shaping overall effectiveness. It underscores the necessity for companies to adopt a holistic approach in evaluating digital marketing performance, integrating a diverse array of metrics and considering the broader context within which their marketing activities operate. The high reliability of the measures used in this study adds credibility to the findings, ensuring that the insights derived are robust and reflective of the actual dynamics within the FMCG sector. The consistent perceptions of the effectiveness of digital marketing activities among respondents further validate the critical role these strategies play in enhancing brand awareness and marketing success. Overall, the study highlights the importance of a strategic, multifaceted approach to digital marketing in the FMCG sector. Companies must not only invest in effective digital marketing strategies but also continuously evaluate and adapt their approaches to align with evolving market conditions and consumer behaviors. The complexity observed in the relationship between brand awareness and overall effectiveness suggests that businesses should consider a comprehensive set of performance indicators to capture the full impact of their digital marketing efforts. By doing so, they can optimize their strategies to achieve sustainable success in the competitive landscape of the FMCG sector.