"may be of negligible importance in promotion of FMCG goods due to lack of humaninteraction and due to low purchasing involvement. This is why it is extremely important forfirms to adopt ways on the basis of proper consumer understanding. The marketingtechniques in the future tend to be more personalised on account of increased participation offirms and consumers through social networking websites. The consumer behaviour willhowever remain a challenging task for the e-marketers. Eric Clemons (2009; March 22)concedes that the problem does not underlie with the medium but with the message. Themessage should be given through creation of a stronger brand as consumers in FMCG sectorsare more convinced by brands than the products. A consumer with better association withNike brand would be difficult to divert to some other brand due to the brand effect. Brandinghas a role to play in Internet marketing in case of FMCG goods. The consumer welfare has tobe of prime importance to persuade them.The online search of information has received much attention due to consumers changingdemands. (Guo, 2001) The e-advertiser should also focus upon developing the website whichcan be easily and conveniently accessed by consumers. For example, use of Meta Tags wouldhelp consumers find the most relevant information to their usage. The paper has criticallyevaluated various facts and aspects which reveals the setbacks of FMCG in utilization of theadvanced technology for effective interaction and further discusses the methods which mayresult in a better and improved application of advanced technology to positively approachsuccess through effective e-marketing strategy in FMCG sector.REFERENCES Banham, M., “Coke backs IAB bid to get FMCG brands to up search spend”, New MediaAge, 2009, December 17, UK Beach, R., Fouweather, I., and Webster, M., “E-business strategy development: an FMCGsector case study”, Supply Chain Management: An International Journal, 2006, 353-360, Vol.11 No. 4, Bradford, UKBerg, B., Klein, H.S., Meierer, M., and Swoboda, B., “Relevance of Corporate Branding inFMCG Sector”, University Journal, Saarland, n.d, GermanyBlick, M., “Online Apparel Market”, www.fashionnewspaper.com, 2010, January 29Bulmer, S., “FMCG; Driving on the electronic highway or on a side road? A Study of theimportance to fast moving consumer goods of electronic commerce relative to traditionalpromotional mix activity”, Commerce Department, 255-261, Auckland, New ZealandChernatony, L.D., Harris, F., and McDonald, M.H.B., “Corporate Marketing and ServiceBrands: Moving beyond the FMCG model”, European Journal of Marketing, Vol. 35 No. 3/4,2001, pp. 335-349, Bradford, UKCircle Id Reporter, “Mobile Internet Users Statistics”, www.circleid.com, 2009, June 11Clarke, R.J., Grant, R., and Kyriazis, E., “A review of Factors Affecting Online ConsumerSearch Behaviour from an Information Value Perspective”, Journal of MarketingManagement, 2007, Vol. 23, No. 5-6, pp. 519-533, AustraliaCleff, E.B., “Privacy Issues in Mobile Advertising”, International Review of Law Computersand Technology, 2007, November, Vol. 21 No. 3, pp. 225-234Clemons, E., “Why Advertising is Failing on The Internet”, www.techcrunch.com, 2009, March 22Constantinides E., “Influencing the online consumer?s behaviour: the Web experience”,Internet Research, 2004, Vol. 14 No. 2, pp. 111-123, Enschede, NetherlandsDavid and Kiley, “Advertising Of, By, and For the People”, Business Week, 2005, August 25Deshpande, A., “Social Media Usage is on the rise”, www.socialtrakr.com, 2010, August 05Douglas and Macmillan, “Marketing Machines: Ads Abound on Consumer Electronics”,Business Week Online, 2010, January 01Dovey, F., “FMCG Brands and Following Online Consumers”, New Media Age Journals,2009, October 9, pp. 15, UK Elizabeth, Everhart, T., Hourcade, J., and Parette, P., “A history of augmentative andalternative communication for individuals with severe and profound disabilities”, FreeJournal Research”, 2004, December 22Eid, R., and Trueman, M., “The Internet: new International Marketing Issues”, ManagementResearch News, 2002, Vol. 25 Number 12, 54-64, Bradford, UK Engchanil, N., Guo, C., and Kulviwat, S., “Determinants of online information search: ACritical Review and Assessment”, Internet Research, 2004, Vol. 14, No. 3, pp. 245-250, USAGabrielson, H., Gabrielson, M., and Gabrielson, P., “International Advertising Campaigns inFMCG Companies Originating from SMPOEC Country”, International Business Review,2008, pp. 714-720, FinlandGareth and Jones, “P&G in Search to expand European Digital Roster”, Business SourcePremier, 2007, September 26Goodman, C., “reassuring Brands Online Ads Really Do Impact Consumers”, New MediaAge Journals, 2009, February 26, pp. 07, UKGregori, A., “Mobile Marketing in Retail and FMCG”, Alexander`s Blog, 2010, February 10Hughes, T., “New Channels/ Old Channels: Customer Management and Multi-Channels”,European Journal of Marketing, 2006, Vol.40 No.1/2, pp. 113-127, Bristol, UKKarnes, L., (Advertising; how it has changed over Time), www.associatedcontent.com, 2008,September 09Kluver, R., “Globalization, Informatization and Intercultural Communication”, n.d,Oklahoma, USAKnox, S., “Positioning andbranding your organisation”, Journal and Product of brandManagement, 2004, pp. 105-112, Cranfield, UK Kotler, Phillip, (Marketing Management), US, Prentice-Hall International, 1994, p. 346Lace, J.M., “Internet: Experiences of UK Advertisers”, Journal of Internet Research, 2004,Vol. 14, No. 3, pp.236-244, London, UKLeonard, M., “Marketing Literature Review”, Journal of Marketing, 2002, July, Vol. 66, 128- 140, North CarolinaLeonard, M., “Marketing Literature Review”, Journal of Marketing, 2002, July, 128-138, UKLee, M.J., and Ward, M.R., “Internet Shopping, Consumer Search and Product Branding”,Journal of Product and Brand Management, Vol. 9 No. 1, 2000, pp. 6-18, Illinois, USALi, S., Liechty, J.C., Montgomery, A.L., and Srinivasan, K., “Modelling Online Browsingand Path Analysis Using Clickstream Data”, 2004, February 24, pp. 1-20, Pittsburgh,PennsylvaniaLittunen, H., and Varis, M., “Types of innovation, sources of information and performance inentrepreneurial SMEs”, European Journal of Innovation Management, 2010, Vol. 13 No. 2,pp. 128-140, Kuopio, Finland Lowson, R., “The Implementations and Impact of Operations Strategies in Fast MovingSupply Systems, Supply Chain Management: An International Journal, 2002, Vol. 7 No. 3,pp. 142-145, Norwich, UKMalvern, J., “FMCG Brands lose out online”, www.marketingweek.co.uk, 2010, May 18Montgomery, A.L., and Wang, X., “The Effects of Advertising on Customer Retention andthe Profitability of Auctions”, Unknown Source, 2003, JuneMonty, S., “Social Network: The Movie”, the Social Media Marketing Blog,www.scottmonty.com, 2010, July 19, Moore, C.T., “FMCG and Social Media”, www.revenews.com, 2009, March 04Nielson, “Online shoppers increase by 40% worldwide in two years”, Internet Retailer, 2008,February 13Nielson, M., “Critical Mass: the Worldwide State of the Mobile Web”, Nielson Research,2008, July, pp. 1-3Norton, M., and Seock, Y.K., “Attitude toward Internet Web Sites, Online InformationSearch, and Channels Choices for Purchasing”, Journal of Fashion Marketing andManagement, 2007, Vol. 11 No. 4, pp. 571-583, Georgia, USAPearse, J., “FMCG Worries and Mixed Spending”, New Media Age Journals, 2009, April 09,1-2, UKPearse, J., “Web helps FMCG Brands to get into their Heads”, New Media Age Journal,2009, August 13, pp. 02, UKPraxis, “Weaving an Internet Business”, FMCG and Internet: Business Line, 2000, July, pp.52Roberts, L., “Pros and Cons of Internet Marketing”, www.webpronews.com, 2004, February04Sadanandan, A., “Mobile Marketing may soon pip Internet Marketing- Are we surprised?”www.watblog.com, 2010, August 17Schilling, F., “The Future of Internet Marketing”, www.internetinc.com, 2007, January 06Simona and Stefanescu, “Romanian teenagers and the Internet: the Internet in the Life ofRomanian Adolescents”, Romanian Adventist Theological Institute, 2009, pp. 174-192,RomaniaSmith, N., “FMCG Brands: Sure and Steady”, New Media Age Journals, 2010, January 7, pp.19-20, UKThomsen, M.D, “Advertising on the Internet”, Unknown Source, 1996, September, UK Unknown Author, “How the Internet will become Information Superhighway”, InternetSource, n.dUnknown Author, “FMCG Keen on Internet Marketing Online Advertising in India”, E- Marketing, 2008, September 6Unknown Author, “Analysis and Evaluation of Distribution Channels in Various Sectors”,Advanced Strategies, 2005, December, pp. 4-6Unknown Author, “”Internet/E-Commerce Statistics”, www.witiger.com, 2010, January 24Unknown Author, “FMCG keen on Internet Marketing Online Advertising in Indian Market”,www.e-marketing.blogspot.com, 2008, September 6, IndiaUnknown Author, “Is Internet for FMCG?” www.brandstreet.wordpress.com, 2007, April 07Unknown Author, “New Report Shows Online Consumers Window Shopping for Daysbefore buying”, www.nmoa.org, n.dUnknown Author, “Selling on the Internet: Some Internet Statistics”, General InternetMarketing Articles, n.dWalley, N., “FMCG Brands: Why should they be bothered by Internet”, New Media AgeJournals, 2009, August 27, pp. 05, UKWoods, S., “Social Networking Site Visits Increase”, www.news.icm.ac.uk, 2010, June 09 "