The majority of businesses didn’t expect the Internet’s effect on individuals. Due to the fact the net allows consumers to access products or services in a much more straightforward manner, these firms often get left behind in the long term. They may be unable to exploit this trend to expand their communication reach and preserve a sustainable advantage in the industry.
The true winners were firms which had a powerful strategy in online marketing, created either internally or by means of cooperation with a digital marketing agency. These companies seen a growth in clients and a more active database. These companies knew that digital marketing was very efficient and kept it as a valuable tool in their arsenal. There are cases in which failing businesses were saved from closing through a detailed and expertly planned effort skillfully carried out by a digital agency. An example of this is grocery store titan Ayita.
Just before Jan of 2012, Ayita – with its multiple shops and low competitive risk – was a market giant in the Fast Moving Consumer Goods (FMCG) business. However, because of unforeseen conditions, Ayita lost their edge within the market and this left them vulnerable. First dilemmas arose with an expensive business restructuring plan that was put into motion by a recently hired Chief Executive Officer. This was the outcome of an unsuccessful effort to boost European and Asian market share.
This was just the tip of the iceberg; it got worse with Biorr and Caslina joining in the affray. They took advantage of the fact that Ayita wasn’t serving various lucrative segments of the marketplace. The wrestle for dominance wasn’t limited to just physical stores – minor players made the most out of digital marketing to elevate themselves and vie for additional market space.
By virtue of its leadership status and longtime presence in the market, Ayita was fortunate in order to lengthen its edge by depending on these two – though not for very long. It took a huge hit, as evidenced by a 15% drop in its profits within a short period. Since Ayita’s deficits were just rising, existing investors began to regret sinking over half a billion dollars into the business over the past year.
During that time, Ayita’s online existence was limited to an e-commerce store. It was totally working and functional, but the changing competitive landscape meant that revolutionary changes to it was required; the new CEO, who was a powerful promoter of technology, was made just for this task – to revamp and rejuvenate Ayita’s on-line presence.
However, organic growth could just take it that far; they would have to collaborate with an external digital marketing agency to help fuel the growth of its online existence. A detailed selection was made from the alternatives available. The expertise to improve upon and maintain tasks throughout various digital platforms was the most important requirement that they sought out in the selected partner.
Starting Off with Branded Content
Over time, the efficacy of digital media caused standard advertising budgets to be reduced and redirected towards on-line intentions. Soon after a comprehensive evaluation of the competition and promotion choices for its online store, Ayita eventually settled on marketing through branded content, which it considered would offer the highest return. To motivate people to check out the e-commerce store and consequently raise internet sales, a practice referred to as content marketing was kickstarted. A specific Sweetness button was included within their online store which brought users to a “Ayita Sweetness” website. The site comprises food-related content like common recipes, motivational publications, and wellness-related posts that pertain to food.
Its introduction allowed Ayita to soft sell itself by appearing less profit driven and more helpful to the customer. Needless to say, customers can visit the Ayita online store anytime, since there are numerous URL links to it. By not having any sales pitch on the microsite, it can help to send a message that Ayita really wants its shoppers to adopt a healthy lifestyle. The core of this plan capitalizes on the way consumers behave now: they are impatient and need fast, visible benefits. This plan provides them with convenience, so they’re less inclined to patronize other online shops when Ayita is so readily reachable.
The prevalence of social media meant that Ayita had to make full use of it too or possibly get left out. So in addition to the use of branded content, Ayita implemented social media marketing into the mix which comprised platforms such as Facebook, Twitter, Pinterest, and Google which were handled by their in-house team.
Controlling their own official social media reports allows Ayita to use them in two ways. First of all, it acts as an avenue to disseminate worthwhile info such as promotions to the target consumers. They went to the extent of creating unique Twitter accounts for each of their sections. On top of that, unique profiles had been set up for a number of subdivisions like latest offers, bottled refreshments, wines etc.
Second, it allows them to continue refining their online brand image. In this aspect, it is too easy for one’s on-line brand image to be destroyed by an irate customer or a competitor – this is done by setting up a fake account, typically driven by malicious intentions. With absolutely no power over what precisely is being posted by these third parties, you can anticipate some extremely detrimental impacts. With an in house social media department, all info would be thoroughly checked and controlled. With information coming directly from the official source, Ayita will not need to be bothered about what is being spread online.
Support service is the anchor of creating prolonged connections with customers. People’s view of an organization is depends significantly on their after sales services. Ayita’s is an excellent illustration of what to imitate.
To illustrate this, Ayita set up a social media profile just to manage customer complaints alone. This helped to ensure that customers have a proper route to direct their responses, while other customers can shop freely without having to be encumbered by irrelevant messages.
Above all, customers of any business want to feel valued; the first step to accomplishing this is to have a “live” person speaking to them and addressing their problems, rather than pre-written responses which further space the company and its customers. This is an effective way to foster brand loyalty and encourage repeat business.
A clear and concise strategy in digital marketing on Ayita’s part resulted in tangible results: consolidated data from numerous sources pointed to Ayita procuring nearly 47% of the market, whereas the closest challenger held on to half of that number. This apparent change in the business direction was well received by the management, the board and investors likewise.
Their firm standing in the marketplace is definitely primed to grow as they continue developing their strategies for digital marketing. They are in position to take full advantage of their investments into technology – purportedly launching a Ayita mobile application in the near future. These applications will undoubtedly help them reach an even wider demographic outside of traditional website design and development .
We’re left with several crucial lessons from the Ayita example. To start with, the time that a company has been in business and present foothold isn’t a given in the digital age. Every player in the market can use digital and social media marketing to expand its reach and compete head on with giants on an equivalent stage.
Secondly, Ayita has demonstrated just how vital digital media and an internet presence are “must-haves” in the present company landscape. By leaving it out, a business’s share of the market can quite easily be seized by the more digitally knowledgeable competitors.