The Power of Branded Content

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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 .

Summary
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.

The Supermarket that was Revived Through Digital Marketing

The speed at which the world wide web was adopted by the masses coupled with its influence on their lifestyles basically meant that most industries were caught off guard. A large number of businesses in Singapore ended up being crushed by the pressure to compete with more digitally-informed upstarts along with the issue of adjusting their marketing strategies to an unfamiliar medium. On the other hand, some firms that decided to participate in digital marketing stood to receive good results. These enterprises saw a greater user base consisting of more engaged and loyal consumers. These firms recognized that online marketing was extremely efficient and kept it as a valuable tool in their own arsenal. There are cases in which failing businesses were saved from closing through a comprehensive and adeptly planned campaign deftly executed by a Singapore based digital marketing agency. Gaia is, without a doubt, the perfect example.

A Dominant Player in Singapore’s Supermarket Scene
As one of Singapore’s biggest supermarket chains and one of the leading names in the Fast Moving Consumer Goods marketplace, Gaia enjoyed a comparatively successful and peaceful existence. There was a Gaia shop in virtually every community, and had little competition with exactly the same reach and scale. However, when the autumn of 2014 rolled around, Gaia realized that it was fighting due to a number of reasons.

As a result of the failure to gain market dominance outside Singapore, Gaia resorted to employing a new Chief Executive Officer. With the appointing of any top executive, quite a few corporate practices and procedures needed modification. The restructuring process raked up some significant bills that compromised Gaia’s fiscal standing. Moreover, the situation was made worse by new marketplace competitions Atari and ValeroMart. These startups aimed at serving the lower and higher ends of the market respectively, were established to capitalize the segments which Gaia wasn’t serving. The struggle for absolute control wasn’t limited to only physical stores – minor players made the most out of marketing through digital media to raise the bar and compete for more market space.

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Meanwhile, there was a noticeable evolution in purchasing behaviour that showed customers adopting the relevance of value over loyalty to the brand. Gaia’s powerful reputation had been shaken – resulting in turmoil amongst their major investors. A noticeable drop of 12.8% in profits triggered alarm bells to go off within the company.

Tapping On Technological Innovation
The new Chief Executive Officer considered steadfastly in tapping on technological innovation to remodel a business; that was the key reason why he was got the job. They already have a strong web store, but the stiff competition left them with no choice but to be more aggressive.

The first thing that Gaia did was to put together an inhouse digital marketing team; through this, Gaia aspired to develop and create a strong center of technology online marketing specialists. This team would then efficiently function very much like a specialized digital marketing agency.

The latest norm for businesses at present is to do more with much less; in Gaia’s context, it would must increase its web store sales using the most cost effective strategy potential. This fundamental shift driven Gaia to critically evaluate its options and it finally decided on marketing through branded content, betting on it to help deliver the figures.

An Emphasis on the Design of their Online Store
By fiddling with their online store design such as adding a Sensations button, Gaia got to direct users to a special website named “Gaia Sensations”. Food-related info such recipes, articles, life inspiring examples and well-being trivia were shared openly on this site.

In essence, Gaia uses the microsite to efficiently disseminate applicable information to prospective customers. The flow of information and facts within the microsite to the online store was smooth and hassle-free due to the hyperlinks spread amongst the tips. By leaving out any advertisments on the microsite, it helps to deliver a message that Gaia really wants its shoppers to adopt a healthy lifestyle. The principal idea behind this strategy incline upon typical consumer behavior that’s dependent on instant gratification. This strategy gives them convenience, so they are less inclined to patronize other online shops when Gaia is so readily reachable.

The prevalence of social media meant that Gaia would have to be there too or possibly get left behind. So, aside from content marketing, Gaia also used social media marketing – growing their influence on sites such as Facebook and Twitter – which was managed by their marketing team.

Transmitting Messages in a Rapid and Direct Manner
Central management of these social media outlets enabled Gaia to generate and transmit marketing messages in a rapid and direct fashion. Such efficiency basically means that users are always up to speed on the latest promotions and news.

More importantly, Gaia retained complete control over their on-line brand image. Any individual could create a fake account and begin malicious assaults on Gaia by supplying misleading information to innocent customers who followed the counterfeit page. With absolute control over its accounts, Gaia could be relied upon to provide confirmed info via the legitimate social channels.

Initiating Great Support via the website
Whilst sales numbers are the main driver behind a business like Gaia, another critical but understated brand enriching element is after sales service. Solving customer issues is pivotal in ensuring future sales, as wide-ranging studies have established. Gaia truly illustrates this good business practice. For example, Gaia created multiple accounts, each designed to perform a distinct job. The simple access to Gaia enables customers to voice any queries in one place so as not to dilute the objectives of information in other places.

At the end of the day, customers of any company want to feel valued; the initial step to accomplishing this is to have a “live” individual speaking to them and addressing their difficulties, rather than computer generated answers which further distance the business and its customers. A business which is perceived as being customer focused and proactive in resolving dilemmas would result in existing and new customers to spend more with it than at competing retailers.

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Gaia is now reaping the rewards of an extremely well executed strategy in digital marketing by commanding the largest section of the grocery market industry. With reference to data from various statistics companies, Gaia now controls about 24.5% of the marketplace. This is nearly double the share of the second largest grocery enterprise that now commands around a fifth. This extremely encouraging result acts to only further strengthen Gaia’s trust in a digital strategy. Gaia’s emphasis on technology including the creation of an innovative mobile app is only going to raise the paths to which consumers can reach out to Gaia.

So has Gaia’s scenario provided us with some lessons? Well that’s certainly the case. To start with, it isn’t possible to be entirely reassured of your standing in a industry, especially in the digital age. Due to the introduction of digital media and social media marketing, newly opened firms that happen to be savvy in these aspects can suddenly grab away clients from the bigger companies.

It has become unceasingly obvious that establishing an online presence through digital media is a no brainer in Singaporean business tactics. Failing to gain maximum advantage digitally leaves one vulnerable to adversaries and restricts further growth and accomplishment.

Can You Really Leverage on the Web for Success?

Up till today, lots of unprepared businesses have been confronted with the backlash of the web’s impact upon the masses. They did not have digital media in their overall plan and had difficulty keeping up with firms that were a great deal more capable in this aspect.They’re presented with the grave situation of revising their marketing approaches to compete with more digitally savvy companies. Conversely, certain businesses that decided to embrace digital mediums stood to receive good results. These enterprises witnessed an increased user base comprising more engaged and loyal consumers. These businesses understood that digital marketing was very effective and kept it as an invaluable tool within their arsenal.

Already, there were numerous cases where companies forced themselves out of dire straits with this weapon. An example of this is grocery store titan Gonzales. Prior to August of 2015, Gonzales – with its many stores and low competitive danger – was a market giant in the Fast Moving Consumer Goods business. This did not last long though, for without warning, it suddenly found itself under extreme, unexpected pressure to stay competitive.

Its related costs and the hiring of hiring a new CEO was the first issue. The former CEO, unable to get a hold of the international marketplaces efficiently, was fired and replaced by the new one.

The Increasingly Competitive Marketplace
Furthermore, the situation was aggravated by new marketplace challengers Tropicana and Kijiji. These two firms recognized that Gonzales was not serving the entire marketplace; underserved or neglected segments existed that could be readily manipulated for profits. The fight was not limited to merely the physical space – smaller retailers, who understood they couldn’t compete head-on with the market leaders, used marketing through a variety of digital channels so as to get a piece of the business.

There was also a remarkable shift in the ever so complex behaviours of consumers, where cost preceded brand faithfulness. This extreme change hurt Gonzales’s novels, which undoubtedly created much anger amongst its investors as they watched the value of their investments evaporate. To put the situation into perspective, Gonzales’s profits dropped by 22% – a definite way of getting investors jumpy.

The newly hired CEO considered steadfastly in tapping on digital innovation to remodel a company; that was the primary reason why he was appointed. They already have a dependable online store, but the intense competition left them with no choice but to be more aggressive.

Obtaining The Services Of a Digital Marketing Agency
The brand revamp procedure kicked off with the development of a central digital marketing team within Gonzales. This was done so that a foundational set of digital marketing standards could be established and utilized as a base for future tasks. Even then, adhering to the main plan had restrictions for the in-house team. More could be accomplished by collaborating with and tapping on the knowledge of a professional marketing agency with experience digitally.

Generating Website traffic And Attracting New Customers via Content Marketing
For an instance where finances are tight and competition is formidable, businesses are expected to maximize the use of whatever cash they had. To satisfy investor expectations, Gonzales decided on something different – content marketing – to capture online store sales fast. Within Gonzales’s online store, there’s a “Feasts” tab that takes visitors to “Gonzales Feasts”. This was a microsite created to host and provide wellness-oriented content, such as recipes and inspirational posts to encourage appropriate eating and diets.

A Perfectly Built Informative Microsite
With the arrival of this microsite, Gonzales is efficiently positioning it as an educational portal site without the hard sell to see its online store. Moreover, it acts as a gateway to Gonzales’s ecommerce shop. The intelligent way in which this website was crafted and developed smartly links Gonzales to wellness and a healthy lifestyle, therefore driving online profits with the relevant audience. The principal idea behind this strategy leans upon common consumer behavior that’s dependent on immediate gratification. Such an approach surely increases the likelihood a user will buy from Gonzales’s e-commerce store.

Yet another element within the online marketing campaign approach was marketing through social media. As a result of the massive scale of the company, Gonzales did not need to hire a specialized social media agency. Their very initial step was to establish official profiles on the more widely used social media avenues like Twtter, Instagram and Pinterest.

social-media-presence

Two useful uses can be derived from signing up for their own accounts on these social programs. The first way is clear – this acts as another communication vehicle to reach out to customers. A specialized Twitter account was even created for the individual business units. In addition, unique profiles had been set up for a number of subdivisions like latest deals, bottled refreshments, wines etc.

Second, it allows them to continue refining their online brand image. In this aspect, it really is too simple for one’s on-line brand image to be smeared by an irate customer or a challenger – this is done by setting up a bogus account, typically driven by malicious purposes. As they had no influence over these third party accounts, it was simple for their reputation to get tainted in case the owner posted pictures that would be detrimental to the company. However, an in-house social media team would prevent any such unwanted situations. With information coming straight from the official source, Gonzales will not have to worry about what exactly is being spread online.

An absolute emphasis on web based customer support
Customer service is critical in strengthening customer relationships. The public’s complete impression can be substantially influenced through the competence of their customer support department. In this area, it can be declared that Gonzales is exemplary.

In an effort to boost productivity, Gonzales devoted a Facebook account especially to relate with consumers while another profile was used to communicate specialized info on offers and specials. Basically, Gonzales customers that require product support are getting a direct flow of info without the disturbances of marketing announcements. Ideally, a customer in a dilemma will know precisely where and how to access reliable customer care.

Basically, direct and personalized answers to questions make customers feel really cared for. This starts by growing a team that connects with customers on a personal level, responding to their questions and resolving problems in a warm and helpful style. This is a powerful fashion to cultivate brand loyalty and encourage repeat business.

To put it simply, the evidence is for all too see. Gonzales’s digital marketing strategy resulted in them gaining control of nearly a third of the share of the market. This, in contrast to their closest rival that held on to only half of that. This clear change in the business direction was warmly welcomed by the top management and shareholders.

Their stronghold in the marketplace is definitely primed to expand as they carry on developing their plans for digital marketing. Investments in technology are bound to pay off as their tech people are said to be hard at work on creating a chain of Gonzales cellular apps. This is a lot more than what conventional design and development of a website can look to reach.

To Summarize
Gonzales can be made an example for many businesses. It really is no longer a given to depend simply on branding and retail to achieve success. Companies must deploy digital marketing and social media marketing to actively engage with customers and establish a foothold in the digital age. Regardless of the industry, businesses need to evolve with the environment. Having an internet presence is not any longer optional, but has become integral to a company’ success. Its existence as part of a business and prowess to turn a company’s fortunes around like Gonzales is demonstrated and well-documented; any business expecting to live needs to have digital media as part of its corporate strategy.

Market Online or Get Left Behind

Even as society progresses, it is interesting to know that numerous local Singaporean businesses still cannot completely understand the effect that the internet has upon the daily lives of its customers. As it becomes simpler, more affordable and faster by the day to reach the world wide web for advice, goods and services, these firms fall behind even further. They may be unable to exploit this trend to lengthen their marketing reach and preserve a lasting competitive advantage.

The companies that managed to grasp marketing through digital media (or partnered with a competent digital marketing agency) reaped the wages. Their user base expanded, and consisted customers more compelled to supply repeat business. Undoubtedly, digital marketing is a powerful and trustworthy business tool. There are occasions in which businesses on a downward spiral find a way to turn losses into profits with a well thought out campaign executed by a digital agency. Multi national grocery chain Ajal would be one such example. Just before May of 2010, Ajal – with its many stores and low competitive hazard – was a market leader in the Consumer Goods sector. Recently, due to unforeseen conditions, Ajal’s control over the market is deteriorating.

The Failure to Gain Traction in Foreign Markets
As a result of the failure to attain dominance in other markets across Asia, Ajal resorted to employing a brand new Chief Executive Officer. New Chief Executive Officers mean fresh ideas, new methods of accomplishing things – and he did just that, to the extent of providing Ajal an entire overhaul. The restructuring process brought about some large expenses that affected Ajal’s fiscal standing.

An added barrier is the perception that local out-of-town malls were shedding their popularity. Despite the fact that less visitor traffic would undoubtedly worry the supermarket chain, it was Obevi and Practisa that became its largest nightmare. These business novices were more digitally inclined with innovative marketing strategies. They have managed to acquire solid ground by concentrating on very specific corners of the marketplace. No matter whether a consumer was budget or quality aware, there was a suitable retailer nearby to satisfy that person’s requirements.

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Advantages Ajal Had at That Point
Ajal’s leverage at that stage include physical presence and brand equity. This recognition extended their shelf life but failed to help them keep investor faithfulness or overall patronage. While Ajal’s deficits were simply increasing, existing investors started to get worried about their injection of more than 610 million dollars in the firm over past years. During that period, Ajal’s online store was its only online presence. Nevertheless, this was far from satisfactory. The company’s Chief Executive Officer, being a firm believer of technology, recognized this as being an issue and kickstarted a digital marketing strategy to maintain Ajal’s competitiveness in the industry.

The first thing that Ajal did was to put together an internal online marketing team; via this, Ajal wanted to develop and create a strong core of technology marketers. Ajal hoped they could use the expertise of these future technology specialists as a proxy digital marketing agency. Digital marketing strategies were found to be more favorable with time as a result of its effectiveness and low cost, therefore funds started being redirected there from the conventional marketing and advertising resources. The first and most apparent job was to raise the sales of their online store. Marketing via branded content was picked as the means to go to increase website traffic and participation, thus resulting in more sales.

Ajal added a new Finesse tab to their online store which when clicked on brings the user to a microsite called “Ajal Finesse”. This was a microsite built to host and provide health-oriented content, for example recipes and inspirational posts to support appropriate eating and diets.

In essence, Ajal uses the microsite to efficiently dispense important information to prospective customers. Also, it acts as a portal to Ajal’s e-commerce shop. The intelligent way in which this microsite was crafted and developed cleverly links Ajal to wellness and a healthy lifestyle, thus supercharging online sales with the relevant crowd. The strategy applied here hinges on classic human mindset of desiring prompt gratification. This strategy offers them convenience, so they are less inclined to visit other online shops when Ajal is so readily reachable.

In addition to the microsite, Ajal deployed another key element within its digital marketing campaign: social media marketing. As a result of the enormous size of the organization, Ajal didn’t have to hire an external social media agency. Their very initial step was to create official profiles for the more well known social media channels such as Twitter and Instagram. Central management of these social media channels allowed Ajal to generate and send out marketing messages in a quick and direct fashion. In this mode, customers always get the newest info on the exciting in-store promotions.

Second, it enables them to continue on fine tuning their online brand reputation. It’s all too common for many companies to lose on this earth because a random customer (or worse, a competition) established a social media presence inside their name. With absolutely no influence or control of these accounts, it would be straightforward for an outside party to hurt the image of the company in question. With an in house social media department, all advice would be thoroughly checked and controlled. Ajal will never have to deal with this difficulty as all official brand information is only going to come through online channels they control.

Customers are the lifeblood of any company; what many fail to understand is that, post-sales support plays a crucial role in improving brand faithfulness. Resolving customer issues and preserving relationships are critical to maintaining a loyal consumer base. Here’s where Ajal actually glows as compared to others.

Different Social Media Profiles for Different Purposes
As an example, Ajal has numerous accounts, each designated to perform an alternate job. This helped to ensure that customers have a suitable channel to direct their comments, while other shoppers can shop easily without having to be encumbered by inconsequential messages.

Special coaching is provided to the Ajal Customer Care department on the most tactful techniques to connect to consumers. A happy and practical method is encouraged while being helpful and handling matters fast. This move towards portraying itself as less corporate helps to bring customers closer, since they will believe that an actual person would be more vested in working out their problems.

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Did it Succeed?
The Chief Executive Officer’s approach paid off; based on various sources, Ajal has secured a market share of about 41%, almost 15 percentage points ahead of the next closest competition. The encouraging shift in market share was unquestionably something to brag about to shareholders.

Such results would definitely propel Ajal to build on its success and further improve its strategy in digital marketing to capture a larger portion of the market. In conjunction with the development and introduction of mobile programs, it makes it even easier for consumers to buy and employ Ajal than what conventional means – such as website design and development – would ever expect to achieve.

We are able to learn widely from Ajal. No matter how huge, one cannot count on its existing share in the market to continue making an impact and bringing success. Companies must deploy digital marketing and social media marketing to consistently engage with customers and establish a firm foothold in the digital age.

In Conclusion
To put it simply: if a business giant for example Ajal can be so badly hit by the absence of an effective online presence, envision the damaging consequences it will have upon a smaller corporation. Digital media has developed into a non-optional advertising instrument to remain up-to-date with the times and forgoing it would have disastrous implications for the firm in question.

The Study of Mindtree and their Digital Marketing Efforts

Be it at a cafe, on a bus or in a shopping mall, you are bound to see someone completely focused on a digital device such as a smartphone. Despite this reality, many Singaporean companies are unable to fully understand the impact of the web upon the day-to-day lives of its customers. As it becomes easier, more affordable and faster each day to access the internet for advice, goods and services, these firms fall behind even further. They are struggling to take advantage of this trend to extend their communication reach and maintain a lasting competitive advantage.

Case studies reveal an abundance of businesses using digital marketing to differentiate themselves. One instance was Mindtree, which went past its own comfort zone and utilized on digital marketing to regain its foothold in the market. Mindtree became empowered to service its customers beyond the limits of its stores.

Prior to the turn of the century, Mindtree’s leading position in the Fast Moving Consumer Goods industry – cemented by its considerable retail coverage national and little competition – helped the business remain successful. This didn’t last for very long though, for without warning, it abruptly found itself under extreme, surprising competitive pressure. A new Chief Executive Officer was named when the old CEO attempted without success to bring Mindtree into other Asian markets. To accommodate the new Chief Executive’s direction for the company, overall processes needed to be revamped. The price of setting these changes into motion negatively impacted Mindtree’s financial status.

Also, the increased rivalry within the business had elevated the stakes for everyone. New players with wide-ranging knowledge in digital marketing were emerging every now and then. It came to to an extent that these stores were sprouting up at every corner.

Due to its leadership standing and long-time existence in the marketplace, Mindtree was lucky in order to lengthen its survival by hinging on these two – though not for long. This recognition prolonged their shelf life but failed to help them sustain investor loyalty or overall patronage. Visible shareholders of the ailing company announced publicly that they have lost no less than $200 million simply from the poor monetary performance.

Mindtree’s newly appointed Chief Executive during that time was a firm believer of digital technology and his appointment was part of an internal decision to improve their on-line presence. Despite the fact that Mindtree’s web store at that time was exceptional, the changing times demanded a brand new way of handling this online presence.

To kickoff the plan, an inhouse digital marketing team was collected by the new CEO. This was done so that a fundamental set of digital marketing standards could be created and used as a template for future actions. Nonetheless, an internal team was not able to reach optimum outcomes that effectively. An obvious solution in this scenario was to collaborate with a capable marketing agency with digital capabilities to optimize productivity and increase output.

Efficiency, appeal and yield are of absolute importance in this extremely competitive age. The best way to deliver to expectations was to optimize the possibility of content marketing and dominate the ecommerce channel.

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Part of the content marketing strategy was developing an informative microsite that was linked to the Mindtree online store. This tab brings them to “Mindtree Delights”, which is a microsite centered on sharing some really exclusive content: tasty recipes and motivational posts to publicize healthy and balanced eating.

The new Real Food website is a manifestation of the management’s attitude towards its internet presence: a strong belief that a strong emphasis on proper website development will help swing more traffic to this website. The microsite’s association to Mindtree also raises loyalty to the brand while subtly prompting more on-line purchases. This too helps in determining customers subconsciously and leading them to shop more at Mindtree’s online store.

Advertising through social media was another crucial tactical element within the digital marketing campaign that was implemented by Mindtree. As a result of the tremendous size of the corporation, Mindtree did not need to employ an external marketing agency specializing in social media. To kick off the effort they created their very own accounts on sites such as Twitter and Pinterest.

There were two important reasons to moderate their official social networking accounts. To begin with, it acts as an avenue to spread worthwhile information for example promotions to the goal consumers. They went to the extent of creating special Twitter accounts for each of their departments. Distinct accounts were created to spread information on promotions, real foods, wines et cetera.

Second, it enables them to continue fine tuning their online brand image. A disgruntled shopper or maybe a competitor could really easily harm a company’s social media trustworthiness by creating a fraudulent profile. As the content was not official nor checked at the source, Mindtree would have to be always ready for damage control whenever strikes on its brand occurred. However, an internal social media department would prevent any such unwanted occurrences. Now that Mindtree is the recognized channel for all updates, the business is secure against such undesirable issues.

When it comes to establishing a connection with customers, the most important channel is after sales support. The public’s entire view can be greatly influenced via the quality of their customer support division. Mindtree provides a great example for other companies to follow. To illustrate this, Mindtree set up a social media profile simply to manage customer complaints only. This really helped to ensure that customers have a suitable channel to direct their responses, while other customers can shop freely without having to be disturbed by immaterial messages.

Basically, direct and personalized responses to queries make customers feel genuinely looked after. This begins by growing a team that handles customers on a personable level, responding to their queries and resolving issues in a nice and friendly way. This will, undoubtedly, bring the shoppers closer and entice them to spend more at a later stage.

Various sources demonstrated that Mindtree’s well executed digital marketing strategy paid off immensely. Mindtree controlled nearly a third of the market share while the next challenger only managed to retain half of that. This clear change in the business direction was warmly welcomed by the top management and shareholders. This highly encouraging result will only further solidify Mindtree’s trust in a digital marketing strategy. Mindtree’s investment in technology such as the development of an innovative mobile program is only going to raise the avenues to which consumers can get in touch with Mindtree.

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Lessons Learnt
An example can made of Mindtree. It’s no longer a given to rely only on branding and retail to ensure success. Companies must leverage on digital media to proactively reach out to customers and ensure their relevance in the digital age.

Also, businesses simply cannot depend purely on their old ways in this era. Online existence is no longer periphery to guarantee the success of a business in Singapore. Its level of importance is demonstrated by its ability to fix crumbling businesses that are on the brink of closure.

A Business That Thrived With the Use of Digital Media

In Asia, the world wide web’s substantial influence on people wasn’t that apparent to many businesses. These firms lagged even farther as internet usage accelerated as a result of lower costs and greater availability. In a way, these companies are handicapped thus not able to expand their influence to retain any competitive advantage they may now hold.

There are various cases where big companies used online marketing and became successful consequently. A case in point can be drawn from traditional grocery store chain Hauser that transformed their disappointing losses into gains through digital marketing. With the assistance of digital media, Hauser is able to defy expectations and expand its market share beyond conventional means.

digital marketing done right

Once a Market Leader
Just before April of 2012, Hauser – with its numerous stores and low competitive risk – was a market leader in the Fast Moving Consumer Goods (FMCG) business. Nonetheless, because of unforeseen circumstances, Hauser lost their footing within the marketplace and this left them exposed.

When the previous CEO did not make Hauser successful internationally, the Hauser board made a decision to engage a new Chief Executive Officer. As with every change in top management, the new Chief Executive gave Hauser a total revamp. The restructuring process brought about some enormous bills that compromised Hauser’s financial standing.

The entry of Hubeco and Delphi made business even tougher for Hauser. Both businesses picked up certain parts of the marketplace, which Hauser had ignored, that were ripe for milking profits. Besides fighting it out on the retail floor, digital marketing became part of their arsenal of weapons which considerably leveled the playing field when it came to competing with the recognized companies in cyberspace.

Hauser suffered a serious blow from this change in the competitive landscape. This radical change damage Hauser’s cashflow, which unquestionably created a furor amongst its shareholders as they watched the valuation of their investments decline sharply. Certainly, the considerable drop in earnings caused shareholders to realize the problem.

Around that period, Hauser’s online store was its only online presence. It was totally working and functional, but the changing competitive landscape meant that revolutionary changes to it was required; the new Chief Executive Officer, who was a powerful promoter of technology, was made just for this task – to revamp and invigorate Hauser’s online presence.

The initial course of action was to launch an in-house agency specializing in digital marketing by hiring advanced tech knowledgeable online marketers. By leveraging on their outstanding natural talent, Hauser seeked to release the complete potential of this team as an alternative for a marketing agency.

The new standard for companies in the present day is to get more done with much less; in Hauser’s context, it would have to increase its online store revenue using the most cost-effective approach possible. To satisfy investor expectations, Hauser used the lowest hanging fruit possible – content marketing – to capture online store sales quickly. Within Hauser’s online store, there’s a “Organic Choices” tab which takes visitors to “Hauser Organic Choices”. Write-ups for example recipes, food preparation techniques, health articles and inspirational stories filled the pages of the Organic Choices website.

The strategic positioning of this microsite as an independent source of useful health information unrelated to Hauser is an excellent move. Additionally, it acts as a portal to Hauser’s e commerce shop. By implementing a great user experience during website design and development, Hauser managed to connect its merchandise with health and fitness friendly buying habits. When the design and development of a website is performed correctly, it makes it very convenient for online shoppers to get to where they need, quickly. This strategy offers them convenience, so they are less inclined to visit other online stores when Hauser is so readily accessible.

The existence of social media meant that Hauser had to make full use of it also or risk being left behind. So in addition to the use of branded content, Hauser employed social media marketing into the existing plan which included platforms such as Facebook, Twitter, Pinterest, and Google which were managed by their in-house team.

There existed two important reasons to moderate their own social media accounts. To begin with, it is an easily controlled stream of generic information and marketing related material for their consumers. Each person department (e.g. frozen foods, toiletries) has its own accounts as well. They have profiles for deals, for actual foods, for wines, and so on.

Maintaining Absolute Control Over Hauser’s Online Brand Image
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More importantly, Hauser kept absolute control over their online brand image. Any person could create a fake account and initiate malicious attacks on Hauser by supplying misleading advice to innocent consumers who “liked” the fake page. Through internal supervision and control of their social media accounts, Hauser is able to correctly portray themselves and avoid unlawful claims on their page.

Customer support is crucial in reinforcing customer relationships. The public’s view of a company is very much based on their customer support services. On this area, it can be said that Hauser has set a really high standard.

To avoid an overlap in communications, Hauser set up numerous social media accounts – each with a particular agenda in head. This is seen when a single profile exclusively handles complaints whilst another would drive sales through adverts and offers.

The staff behind the Twitter Hauser Customer Support are also told to post with a balanced and jovial tone, even to the stage where they participate in banter with customers and other brands. Users are more likely to trust Hauser’s support as they feel there’s another man behind the account instead of an automated responder.

Did it Produce Results?
The Chief Executive Officer’s efforts reaped rewards; as reported by multiple sources, Hauser has secured a market share of approximately 25%, nearly 11 percentage points ahead of the next closest competitor. This obvious shift in the company direction was well received by the top management and shareholders. These benefits certainly inspired Hauser to plan for their future success by fine tuning their strategy in digital marketing. This would undoubtedly ensure it is easier for customers to buy more from Hauser and enhance its profitability.

Hauser’s example leaves behind a number of key lessons. First off, the digital era changes the dynamics of how business is carried out in all industries. Every participant in the market can use digital marketing and social media marketing to extend its reach and compete head-on with giants on an identical stage.

It has become undeniably obvious that establishing an internet presence through digital media is a no-brainer, regardless of the specific approach that is taken by an Asian business. Being unable to maintain leverage on the digital media front leaves one susceptible to adversaries and impedes additional growth and accomplishment.

Will Digital Marketing Work Out in Your Scenario?

internet-dominance

Today, almost everyone uses the internet. Just a few years back, most commercial entities were not prepared when the internet became accessible and embraced by people so fast. A large number of companies in Singapore found themselves being crushed by the pressure to take on more digitally-informed upstarts and the problem of aligning their marketing and advertising strategies to an unknown medium.

On the other hand, some companies that were swayed to embrace digital mediums stood to receive superior returns. They discovered an increasing customer base that displayed active engagement on the internet. Obviously, marketing through digital media is a convincing tool in business. There are examples in which failing enterprises were saved from closure through a comprehensive and expertly planned campaign skillfully carried out by a digital agency. Tropica is, without a doubt, the best example. Before the turn of the century, Tropica’s leading position in the FMCG business – supported by its extensive store reach nationwide and small rivalry – helped the business remain successful. Recently, because of unforeseen circumstances, Tropica’s dominance in the market is rapidly going downhill.

Costs Flying Sky High
Its affiliated costs and the hiring of hiring a fresh Chief Executive was the first problem. This was triggered when Tropica failed to get a grip on the European and Asian marketplaces. Naturally, the battle for business was increasing within the business. Fresh players with an arsenal of marketing through digital media expertise were slowly becoming a standard happening. Before everyone knew it, there was a grocery store in every corner of the central business district.

Shifts in overall the way consumers behaved also meant that low prices trumped repeat purchases caused by brand faithfulness. This particular development brought on tension amongst Tropica’s key shareholders when their monetary stronghold started deteriorating. A noticeable decline of twelve percent in profits triggered huge alarm within the firm.

How Tropica Saved Itself through a Multi-pronged Digital Marketing Campaign
During that time, Tropica’s online presence was limited to an online shop. It was totally working and usable, but the changing competitive landscape meant that radical changes to it was demanded; the newly appointed CEO, who was a powerful promoter of technology, was appointed just for this endeavor – to revamp and rejuvenate Tropica’s on-line existence.

Their first move was to assemble their own inhouse digital marketing agency by investing in a technology incubator that educates vibrant tech entrepreneurs. This department would then effectively function just like a commercial online marketing agency.

Due to the efficiency of tapping on digital media, budgets for conventional advertising were reduced over time and allocated there. Soon after a comprehensive assessment of the competition and marketing alternatives for its e-commerce store, Tropica finally decided on content marketing, which it believed would bring the maximum return on investment. This was realized by making use of branded content to raise on-line traffic and participation thereby increasing sales figures.

Tropica additionally drives content marketing by having a “Recipes” tab, which users can get from its online store. The unique microsite encouraged healthy eating and positive habits to Tropica customers.

The website evolved into an unbiased source of valuable information for its visitors, illustrating a shift in Tropica’s web focus. Since it’s associated with Tropica branding, it helps promote customer loyalty while subtly convincing users to purchase more at their online grocery store. This also assists with psychoing customers subconsciously and directing them to shop more at Tropica’s online store.

Leveraging on Social Media

Social media advertising was yet another essential tactical approach within the marketing campaign that was executed by Tropica. By the absolute scale of the company, Tropica was able to have an inhouse department to execute this part of the campaign directly, avoiding the need for an external social media agency. It commenced this plan with the essential but essential task of creating their own official social media accounts.

Two valuable uses can be derived from opening their own profiles on these social platforms. First, it serves as another avenue for promotion and communicating with their customers. They even started special Twitter accounts for their various departments. Furthermore, unique profiles had been set up for various subdivisions like special offers, bottled refreshments, wines etc.

Since Tropica controlled the social media reports, it would manage to apply its control over the precision of advice. Anyone could sign up for a bogus account and get started with malicious attacks on Tropica by supplying misleading advice to innocent consumers who “liked” the bogus page. Through internal supervision and control of their social media accounts, Tropica has the ability to correctly depict themselves and prevent illegitimate claims on their page.

Whilst sales numbers are the main driving force behind an organization like Tropica, another vital but understated brand enhancing element is after sales service. Dealing with customer problems and preserving relationships are crucial to growing a loyal consumer base. Tropica is an excellent demonstration of this.

customer satisfaction

Having a Dedicated Facebook Account for Support
A Facebook account for after sales support is utilized just for connecting with customers together with other non marketing related agencies because they have another profile given to special offers and promotions. Basically, Tropica customers that need product assistance are receiving an immediate stream of information devoid of the distractions of advertising announcements. Ideally, a customer in a dilemma will know just how and where to attain dependable customer care.

The folks behind the Twitter Tropica Customer Support are also trained to post with a balanced and easy going tone, even to the point where they participate in positive debate with customers and other brands. An all natural and cheerful strategy strengthens relationships and confidence in the brand, really different from the robotic answers of a pre-programmed bot.

The massive reward of attaining the biggest market share in Singapore obviously shows that Tropica’s online marketing strategy worked its magic. According to various sources, Tropica is in control of almost a third of the marketplace as of last July. The next challenger wasn’t even close, just managing to garner about 40% of that.

What’s It Like for Tropica Moving Forward?
This extremely encouraging result acts to only further solidify Tropica’s faith in a digital marketing strategy. In conjunction with the development and launch of mobile programs, it makes it even simpler for consumers to purchase and employ Tropica than what conventional means – such as designing and developing of a basic website – would ever expect to achieve.

Conclusion
There are actually lots of takeaways in Tropica’s case. First off, the digital age alters the dynamics of how business is done in across all industries. Every player in the market can use digital marketing and social media marketing to expand its reach and compete head-on with giants on an equal platform. Most notably, each company must keep up with the times. Having an internet presence is not any longer optional, but has become essential to a company’s success. Its amount of importance is exhibited by the way it can revive crumbling companies that are on the verge of shutting down.

The Extensive Adoption of Digital Media in Present Day Marketing

A large number of unsuspecting companies have been confronted with the problem of the net’s influence on the masses. An increasing number of local firms are fighting to outperform their more technologically savvy opponents through the unfamiliar internet marketing platform.

Notably for bigger corporations with well established processes already in place, the shift to digital media is never easy. There was a recent incident where a once influential transnational company was facing a dreadful hourly loss. But they took a daring step towards internet marketing and succeeded in turning their fortunes approximately. You may have heard of this organization before: Synmatix.

Prior to 2013, Synmatix’s leading standing in the Consumer Goods industry – cemented by its extensive store reach nationwide and small rivalry – helped the company remain highly profitable. This didn’t last for very long though, for out of nowhere, it abruptly found itself under intense, unexpected competitive pressure.

The Difficulties

The initial obstacle occurred as a result of the substantial costs triggered by the new CEO’s restructuring plan. This was the consequence of a failed effort to increase European and Asian market share.

Synmatix shortly became a victim of Murphy’s law, where if things could become worse, they would. Startups with wide-ranging know-how in online marketing were emerging every so often. Before everyone knew it, there was a grocery store in each and every street in the central business district.

There was also a remarkable shift in the behaviors of consumers, where price preceded brand devotion. Synmatix’s strong reputation was shaken – triggering turmoil amongst their high profile investors. Certainly, the significant decrease in profits triggered investors to take notice.

Using Digital Media to its fullest extent

The newly hired Chief Executive Officer tremendously advocated the use of technology thus encouraged hiring staff to raise their internet existence. An e-commerce store was already in place, but the stiff competition meant that they need to be more aggressive.

Tapping on the knowledge of a Digital Marketing Agency

The brand revamp process kicked off with the development of a central digital marketing department within Synmatix. This was done so that a fundamental set of internet marketing standards could be created and utilized as a foundation for future activities. However, an internal team wasn’t able to reach optimum outcomes spontaneously. A greater advantage could be brought about with the know-how of a competent marketing agency with digital capabilities.

Using Content Marketing in the best way possible

In the climate in which budgets are limited and competition is formidable, businesses are expected to make full use of any money they had. Synmatix tapped on content marketing as the primary tool to raise e store profits and appease their shareholders.

By playing around with their online store format like incorporating a Recipe button, Synmatix was able to direct customers to a microsite named “Synmatix Real Food”. This was a microsite designed to host and provide wellness-oriented content, such as recipes and inspirational posts to support appropriate eating and diets.

The informative microsite demonstrates that the new Synmatix approach places an emphasis on superior website design and development because it by alone can exist as a useful online resource for folks hunting for food. Due to the fact that it is linked to Synmatix branding, it helps boost faith in the brand while subtly convincing users to purchase more at their online supermarket. They’re improving the chance for visitors to move from the microsite to Synmatix’s main online store rather than a competing online grocery store.

Raising Awareness via Social Media

With social networking being so well received and widely-used by the masses, Synmatix recognized the demand to leverage on this channel to increase its reach in the industry. Consequently, other than content marketing, Synmatix also used social media marketing – growing their reach on sites such as Facebook and Twitter – which was managed by their internal team.

Internal control over social media translated to unobstructed transitions from thoughts to campaigns or promos. Such efficacy basically means that users are consistently up to date on the latest deals and news.

Above all, the precedence is for Synmatix to keep complete control over any messages being broadcast over the net. It would be effortless for someone to establish a ficticious page and taint Synmatix’s brand image with fake information. By having their own official pages, Synmatix could easily discredit the legitimacy of these fake pages and offer exact, reliable information.

Building Excellent Online Customer Care

Customers and sales are undoubtedly the backbone of any company. The importance of after-sales support is often overlooked in its ability to fortifying loyalty to the brand. Solving customer problems is critical in securing future sales, as extensive studies have demonstrated. Synmatix is an obvious demonstration of this.

Synmatix has a special Twitter account to connect with customers. Similarly, it has several other dedicated profiles for promotional purposes too. This implies the customer care channel does not get littered with sales pitches or unrelated dialogs. If customers would like to speak with support, they understand which place to go and what to expect.

Whatever the company, its customers would definitely choose to speak to actual person, than to navigate through a maze of automated replies only to have their problems unresolved. This will, certainly, bring the shoppers nearer and compel them to spend more money in the future.

Did it Produce Results?

The remodeling of its strategy in digital marketing turned out to be tremendously favorable to Synmatix. Based on data collated by a number of statistics websites in May last year, Synmatix holds approximately a quarter of the market share. This is almost twice the market share of the next biggest business, which simply holds less than a fifth.

Their firm standing in the marketplace is definitely primed to grow as they continue developing their digital marketing strategy. They are in position to take full advantage of their investments into technology – a mobile app is said to be in the pipeline. These programs will most certainly help them achieve an even broader demographic outside of normal website design and development .

Key Takeaways

We’re left with quite a few crucial lessons from the Synmatix example. To begin with, the digital era alters the way in which business is carried out in all sectors. Because of the popularization of digital media, newly opened businesses that happen to be savvy in these aspects can unexpectedly snatch away market share from the well established companies.

To place it simply: if a business leader for example Synmatix can be so badly affected by the lack of an effective on-line presence, visualize the damaging consequences it will have on a smaller corporation. Digital media no longer is a good-to-have; if you want to stay relevant in this time, there’s no getting away from embracing this platform, even to simply remain competitive.

Competitive-Advantage

Integrate Digital Marketing into Your Repertoire, Or Stand to Lose Out

A large number of unprepared companies have been up against the problem of the web’s influence upon the public. They didn’t have digital media as part of their overall plan and had a tough time keeping up with firms who were much more capable in such an aspect.They may be facing the desperate scenario of revising their marketing approaches to contend with more digitally inclined businesses.

Online Marketing Key Can Be Blogs Websites Social Media Or Email Lists

The true winners were firms that had a compelling online marketing strategy, created either internally or through cooperation with a digital marketing agency. Their user base expanded, and was made up of customers more compelled to provide repeat business. Obviously, online marketing is a convincing tactical device in business. Already, there were numerous instances where firms propelled themselves out of dire straits with this weapon. One particular instance is with the multi-national grocery chain Boxtra.

Before the turn of the century, Boxtra’s leading position in the Consumer Goods business – cemented by its substantial retail coverage nationwide and little competition – helped the company remain successful. Nonetheless, due to unforeseen circumstances, Boxtra lost their footing within the marketplace and this left them exposed.

The Issues

First problems appeared with a costly business restructuring plan that was kickstarted by a newly hired CEO. This was triggered when Boxtra didn’t manage to secure a grip on international marketplaces.

In Singapore, sub urban shopping malls where Boxtra stores were normally found, were additionally becoming less popular. Rapid growth of competitors Acara and Alanol was the next big obstacle. Their advantage lay in their up to date understanding of the latest advertising avenues. They could raise their market stronghold by shooting for highly specialized segments of the industry. Irrespective of whether a consumer was budget or quality aware, there was bound to be a suitable retailer close by to meet his or her conditions.

In the meantime, there was clearly a marked change in purchasing behavior that showed customers adopting the importance of low cost over loyalty to the brand. Such a development resulted in worry amongst Boxtra’s investors when their financial stronghold started deteriorating. As a result of a substantial drop in revenue, the important investors collectively lost close to half a billion of their capital in 2013 – envision the amount of heated exchanges amongst the top management!

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How a Digital Marketing Campaign Restored the Boxtra Empire

The recently hired Chief Executive tremendously recommended the use of technology therefore encouraged hiring staff to raise their internet existence. Even though Boxtra’s online store back then was exceptional, the shifting times required a completely new method of handling this on-line presence.

Employing the know-how of a Marketing Agency

Boxtra’s brainchild was to leverage on the expertise of a digital marketing agency to expand their on-line interests. Soon after evaluating quite a few potential agencies, they ultimately came to a final decision. The chosen agency had the capabilities to support all of Boxtra’s requirements.

Driving Website traffic And Attracting New Business Via Content Marketing

Productiveness, value and yield takes center stage in this highly competitive age. Boxtra tapped on content marketing as the main tool to raise e-store gains and appease their investors.

Within Boxtra’s online store, there’s a “Recipes” item in the main menu that brings visitors to “Boxtra Real Food”. This was a microsite built to host and provide health-oriented content, including recipes and inspirational posts to encourage appropriate eating and diets.

Essentially, Boxtra uses the microsite to strategically and casually dispense pertinent information to would-be customers. Of course, customers can head back to the Boxtra online store anytime, due to the numerous URL links to it. By not having any sales pitch on the microsite, it helps to send a message that Boxtra really wants its customers to adopt a healthy lifestyle. When website design and development is done right, it makes it really suitable for customers to get to where they need, quickly. Such a strategy unquestionably enhances the odds that a customer will purchase from Boxtra’s online shop.

Establishing a Social Media Presence

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In addition to the microsite, Boxtra used another key element within its online marketing plan: social media marketing. As the business was large enough, they did not want the assistance of a third party social media agency. It commenced this plan with the simple but vital job of creating their own official social networking profiles.

Absolute control over social media allowed unobstructed transitions from thoughts to execution. Such efficacy inevitably means that users are constantly up to date on the latest deals and news.

As opposed to what other brands were doing, there had to be a singular on-line brand image that was commanded by Boxtra themselves. Any individual could sign up for a bogus account and initiate malicious attacks on Boxtra by providing misleading advice to unsuspecting customers who followed the counterfeit page. The creation of an official accounts instantaneously prevents this menace and functions as a reliable way to obtain advice.

An absolute focus on web based customer support

Customer service is critical in cementing customer relationships. Many people’s impression of a firm relies heavily on customer support dependability and effectiveness. Boxtra’s practices are an excellent model to exemplify.

Boxtra maintains a dedicated Twitter profile to engage with customers. Similarly, it’s got several other dedicated accounts for promotional purposes too. This helps to ensure that marketing related messages are separated, so that each account can do what it has been created to do.

A vital priority is to make sure the customer feels appreciated. This is established by dedicating “real” men and women to reply to their concerns as compared to templated responses. This will, certainly, bring the shoppers closer and compel them to spend more in the future.

How it panned out

The CEO’s approach paid off; based on numerous sources, Boxtra has secured a market share of around 29%, nearly 14 percentage points in front of the next closest competition. The unprecedented shift in market share was unquestionably something to brag about to shareholders.

These rewards definitely inspired Boxtra to further invest into their upcoming success by fine-tuning their digital marketing plan. Coupled with the development and introduction of mobile apps, it makes it even easier for consumers to purchase and employ Boxtra than what traditional means – such as designing and developing of a simple website – would ever expect to reach.

To Sum Up

Boxtra can be made an example for many companies. To begin with, firms cannot embrace a “business as usual” prognosis and expect that past success and practices would continue to find them through. Companies must deploy digital marketing and social media marketing to actively reach out to customers and ensure their relevance in the digital age.

Secondly, Boxtra has revealed just how crucial digital media and an internet presence are “must haves” in the current business landscape. Being unable to maintain leverage on the digital media front leaves one susceptible to competitors and hinders further growth and success.

Why Digital Marketing and Social Media is Crucial for Just About Any Business

A great number of firms were not prepared when the Internet became accessible and adopted by the people so quickly. A growing variety of Singaporean firms are fighting to outshine their more technologically inclined opponents via the unfamiliar online marketing platform.

On the other hand, there’s a substantial number of businesses that use digital media to the fullest extent. Choosing Fylder as an example, we see how a good old-fashioned grocery chain remodeled its whole future via digital marketing. Fylder became empowered to service its customer base beyond the limits of its stores.

With minimal competitors in the market, Fylder once stood as a primary player in the Fast Moving Consumer Goods (FMCG) market. Their shops were generally spotted in just about any major neighbourhood, challenged only by little family run stores. Nonetheless, in 2012, Fylder was entrenched in trouble.

Difficulties they faced

Its related costs and the hiring of hiring a new CEO was the first problem. This was the consequence of a failed endeavor to maximize European and Asian market share.

An added barrier is the understanding that local out of town shopping malls were losing their popularity. Though a decrease in visitor traffic would definitely trouble the supermarket chain, it was Etondale and Izoko that became its biggest nightmare. These younger retail chains are savvy with newer promotion locations. They were able to raise their market stronghold by focusing on highly specialized segments of the business. No matter whether a shopper was budget or quality conscious, there was an appropriate store somewhere around to fulfill that person’s conditions.

In the meantime, there seemed to be a noticeable change in purchasing behaviour that resulted in customers espousing the importance of price over loyalty to the brand. Customers minimized their expenditure at the retailer, and this reduction was apparent in its books. Undoubtedly, the large decrease in earnings caused investors to take notice.

The way in which a Multi-pronged Digital Marketing Campaign Effectively Revived Fylder

The new Chief Executive Officer considered steadfastly in employing technology to improve a company; that was the main reason why he was got the job.The fast growing levels of competition faced by Fylder meant that hinging completely on its online store would just not .

Getting The Services Of A Digital Marketing Agency

Fylder’s idea was to optimize the expertise of a digital marketing agency to enlarge their online interests. A thorough selection was done from the possibilities available. They decided on an agency that was confident enough to assist them in projects across all digital platforms.

Driving Website traffic And Obtaining New Business Via Content Marketing

Fylder needed to improve its online store sales fast. A key objective was to boost gains from their on-line retail store. Content marketing was chosen as the way to go to increase website traffic and participation, therefore leading to more revenue.

Fylder added a new Recipes link to their online store which when clicked brings the user to a microsite called “Fylder Real Food.” This became a microsite created to host and provide health-oriented content, such as recipes and motivational posts to encourage proper eating and diets.

The new informative microsite is a manifestation of the direction’s approach towards its internet presence: a strong belief that a powerful focus on proper website design and development will help attract more visitors to this website. The professional link between Fylder and the website induces more users to select Fylder as their on-line market choice. They’re raising the chance for users to flow from this sub-site to Fylder’s primary website rather than a competing on-line grocery store.

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Tapping on on Social Media

The great usage of social media in business meant that Fylder needed to play an effective job or risk being insignificant. Besides using content marketing, Fylder’s internal team strengthened their position via a variety of social channels.

Direct direction of these social networking accounts gave Fylder the capability to circulate their marketing campaigns and promotions whenever they were finalized. Such efficiency basically means that users are always up to date on the latest promotions and news.

Since Fylder controlled the social media reports, it’d have the ability to apply its control over the correctness of information. It’d be effortless for someone to launch a fake page and taint Fylder’s brand image with fake information. The creation of an official accounts instantly prevents this threat and functions as a reliable way to obtain information.

Providing Exceptional Online Customer Care

Customers are undoubtedly the backbone of any company. The importance of after-sales service is constantly disregarded in its ability to strengthening loyalty to the brand. Resolving customer issues is critical in ensuring future sales, as wide-ranging studies have demonstrated. With digital media, Fylder performs remarkably in this place.

In an effort to boost productivity, Fylder dedicated a Twitter profile specially to relate with consumers whereas a different one was used to communicate specific details on deals and promotions. Fundamentally, Fylder customers that need after-sales support are receiving an immediate stream of info without the distractions of marketing announcements. Ideally, a customer in a dilemma will know exactly how and where they are able to reach a source of reliable after-sales support.

Fylder also ensured the staff in charge of the customer service accounts offer a human touch whenever they interact with customers. This move towards portraying itself as being less profit driven helps to bring customers closer, since they’ll feel an actual individual would be more vested in working out their problems.

Did it Pay Off?

The massive reward of acquiring the largest share of the Singapore market clearly demonstrates that Fylder’s strategy in digital media worked its magic. Statistical evidence accumulated from around the mid of last year demonstrates Fylder controls over a quarter of the share of the market. This would be almost double the share of the next biggest market business that currently controls around fifth.

Fylder is riding on this technology-driven success and working on releasing its own smartphone app to further expand its reach. Coupled with the creation and launch of mobile programs, it makes it even simpler for consumers to buy and employ Fylder than what conventional means – such as website design and development – would ever hope to achieve.

Main Lessons

A good example would be Fylder. No matter how enormous, one cannot expect its existing advantages in the industry to continue ensuring its success. Constant efforts across multiple digital channels are needed to dynamically engage consumers and maintain a business’s competitiveness in the digital era.

Thus, it truly is no longer an option on whether you desire to leverage on digital media for marketing in Singapore today. In the event you make the grave error of leaving it out, your adversaries will definitely gain that unfair advantage over you.

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