Watch as Traditional Media Fades Into the Horizon

Have you realized that in recent years, it has become nearly impossible to not access the internet for just a single day? Perhaps you did, but many businesses did not. As the net allows anyone to access information on products or services in a more straightforward manner, these companies tend to lose out in the long term. They’re not able to exploit this trend to lengthen their marketing reach and preserve a lasting competitive advantage.

The rigidity of bigger organizations resulted in them not being able to get started with digital media so quickly. In this article, we cite an example of one such organization that was experiencing an enormous loss of market share. Luckily enough, these people daringly turned to online marketing so as to spare themselves from absolute failure. The company we’re talking about here is household brand name, Brics.

Before the turn of the century, Brics’s nationwide reach and limited rivalry meant that they had a stronghold in the FMCG industry. In recent years, because of unforeseen conditions, Brics’s control over the market is rapidly going downhill.

With the failure to gain market dominance in the European and Asian markets, Brics resorted to employing a fresh CEO. As with any change in key management, the new Chief Executive gave Brics a total revamp. This meant enormous prices for Brics and had an unwanted effect on its financial state.

Another issue is the perceived drop of out of town shopping malls in Singapore. Likely the most severe of these problems was the accelerated growth of competition UpperWoods and Zymphony. These industry newbies were more digitally savvy with fresh marketing and advertising ideas. They’ve managed to acquire solid ground by focusing on very particular corners of the marketplace. Irrespective of whether a consumer was budget or quality conscious, there was an appropriate store nearby to meet his or her conditions.

Brics’s leverage during that stage comprise market presence and brand equity. It took a huge hit, as shown by a 9.4% drop in its profits over a short period. By the fall of 2009, Brics’s revenue had fallen by 20.5% and their key investors publicly declared that their 12% investment in the market chain was a “huge blunder” which cost them hundreds of millions in a year’s time.

Ditching Traditional Media and Going Digital in Marketing

Ahead of the execution of a digital marketing plan, Brics’s on-line reach was limited to a basic ecommerce site. Although this met its fundamental function, the business was in dire need of a more productive online marketing strategy. Because of the technologically savvy CEO, a strategy was put into motion to optimize Brics’s untapped on-line potential.

Their first move was to launch their own in house internet marketing agency by investing in a technology incubator that educates vibrant tech marketers. They were looking to leverage on the expertise of these ambitious entrepreneurs as an alternative to an internet marketing agency.

Engaging people subtly through Content Marketing
The pressing need to increase the revenue of the online grocery store simply meant that they had to rapidly supercharge their online traffic. In order this to be possible, it’d need to move past its reliance on tried-and-tested traditional advertising means. Brics turned to the most common and cost-effective techniques , marketing through branded content.

By altering their online store design such as incorporating a Recipe button, Brics managed to redirect customers to a special website called “Brics Resources”. Food-related info such recipes, life inspiring stories and well-being trivia were shared openly with this website.

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The microsite shows that by engaging in proper website design and development, they’re in a position to greatly benefit shoppers. Due to the fact that it is connected to Brics as a brand, it helps boost faith in the brand while subtly persuading folks to purchase more at their online grocery store. They are increasing the probability for users to flow from the microsite to Brics’s main website as opposed to a competing on-line grocery store.

Establishing a Social Media Presence
Social media marketing was another vital tactical approach throughout the digital marketing campaign that was carried out by Brics. Due to sheer scale of the business, Brics was able to have an inhouse department to run this component of the campaign directly, bypassing the need for a professional social media agency. To begin with, Brics did the right thing by signing up for their own official social media accounts.

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Being in full control over their social media reports enables Brics to supply timely news of its offerings. In this fashion, customers always get the latest info on the exciting in store promotions. Since Brics controlled the social media accounts, it’d have the ability to apply its control over the correctness of information. Any individual could sign up for a bogus account and commence malicious attacks on Brics by providing misleading advice to unsuspecting users who followed the fake page. Through internal oversight and management of their social media accounts, Brics has the ability to correctly depict themselves and prevent unlawful claims on their page.

Customers are the lifeline of any business; what many fail to recognize is that, post-sales support plays a critical role in enriching brand loyalty. Resolving customer issues and preserving relationships are crucial to maintaining a loyal consumer base. Brics truly illustrates this great business practice.

In an attempt to increase productivity, Brics created a Twitter profile specially to relate with customers whereas an additional profile was created to share specific info on deals and promotions. This helps to ensure that marketing related messages are separated, so that each account can carry out what it has been created to do.

At the end of the day, customers of any company want to feel valued; the first step to achieving this is to have a “live” individual talking to them and dealing with their problems, rather than scripted responses which further distance the company and its customers. A friendly manner brings personality to a brand and fosters a feel good experience – bringing about prospective future sales.

The Outcome
A clear and concise digital marketing strategy on Brics’s part resulted in concrete results: consolidated information from various sources pointed to Brics securing almost 51% of the share of the market, while the closest challenger held on to a fraction of that. It was definitely something the management team could brag about to the board and its investors.

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With its new strategy in digital marketing, Brics’s future appears to an excellent one. Investments in technology are bound to be worthwhile as their tech folks are said to be hard at work on developing a series of Brics mobile apps. These programs will surely help them achieve an even broader demographic outside of standard website design and development.

What We Can Learn From Brics
Brics’s situation allows us to learn many fundamental lessons. To start with, the digital age changes the way in which business is carried out in across all industries. Every player 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. Second, Brics has demonstrated just how necessary digital media and an online presence are “must haves” in the present company landscape. Failure to integrate this as part of running your company is equivalent to granting the competitors the right to stay ahead of you.

Is it Wise to Forgo Digital Marketing in Singapore Today?

Singapore city skyline

Interestingly enough, many SMEs in Singapore have overlooked their customers’ day-to-day reliance on the web. These companies lagged even further as internet adoption hastened as a result of lower costs and greater availability. In a way, these businesses are crippled hence unable to extend their influence to keep any advantage they may now hold.

The usage of digital media is typically more difficult for larger companies that already comfortably engage in traditional processes. There was an example a while back concerning one of such corporations that was making a loss on an hourly basis. It’s great to understand though that they explored their online marketing alternatives to avoid having to fold. The business being referred to is the one and only the famous Vayant.

Prior to the turn of the century, Vayant – with its multiple shops and low competitive hazard – was a marketplace giant in the Fast Moving Consumer Goods sector. Nowadays, because of unforeseen circumstances, Vayant’s dominance in the market is decreasing fast. First issues arose with an expensive company restructuring program that was put into motion by a just hired Chief Executive Officer. This was kickstarted when Vayant didn’t manage to get a hold on the European and Asian marketplaces.

Additionally, the increased rivalry within the business had raised the stakes for all parties. New players with extensive knowledge in digital marketing were appearing every now and then. It came to a state where there was a retail outlet located at basically every street in town.

Vayant’s leverage during that stage comprise market presence and branding. But the name recognition can just prevent failure, and it did’t save them from losing customer and investor faithfulness. Prominent investors of the sickly business declared publicly that they have lost at least $190 million simply from the dismal financial performance.

Previously, Vayant’s online existence was restricted to an e-commerce setup. Despite being functional, a great deal more was required – the business was in urgent of a comprehensive strategy in digital marketing, and the new CEO, being very knowledgeable in technology, was made to see, drive and execute this strategy for Vayant’s survival.

Employing the expertise of a Marketing Agency
In order to take advantage of the internal talent available, Vayant’s preliminary reaction was to create an in-house digital marketing agency. They looked to harvest the knowhow of these budding online marketers as an alternative to an online marketing agency.

Digital marketing methods were discovered to be more advantageous as time went by as a result of its efficiency and low cost, thus funds began being channeled there from the conventional marketing and advertising resources. Supercharging the sales volume of the e-commerce website was the main objective at hand. Content marketing was chosen as the way to go to increase web traffic and engagement, thus resulting in more earnings. Vayant added a new Specials button within their e-commerce store which when clicked on sends the user to a microsite called “Vayant Specials”. Write-ups like recipes, food preparation techniques, health posts and motivational stories filled the pages of the Vayant Specials site.

The tactical positioning of this mini site as an external source of handy health information is an excellent move. Moreover, it acts as a portal to Vayant’s e-commerce shop. By utilizing a great user journey during the creation of the website, Vayant was able to link its products with health and fitness friendly purchasing habits. When website design and development is done right, it makes it quite convenient for online shoppers to get to where they need, fast. This approach unquestionably increases the probability that a customer will buy from Vayant’s online store.

Marketing through social media was yet another vital tactical element within the campaign in digital marketing that was carried out by Vayant. Due to the immense scale of the corporation, Vayant didn’t have to hire a specialized marketing agency specializing in social media. It kickstarted this strategy with the essential but essential job of signing up for their very own official social media accounts. Internal control over social media translated to unobstructed transitions from thoughts to campaigns or promos. Such efficiency certainly means that users are always up to speed on the most recent promotions and news.

Above all, the priority is for Vayant to maintain complete control of the messages being sent out over the internet. There’s hardly any hurdle – and an excessive amount of vested interest – for anyone evil enough to create fake accounts to attack the supermarket giant. With absolute control over its accounts, Vayant could be counted on to supply verified info via the official social channels.

Initiating Excellent Support via the website
When it comes to building a connection with customers, the most important channel is after sales support. People’s view of an organization is very much based on their after-sales support services. Vayant supplies a great example for other businesses to follow.

As an illustration of the importance Vayant places on on-line support, they dedicate a separate social media account to take care of customer questions and complaints. This empowered unsatisfied customers to communicate directly with their comments without diluting the promotional updates from Vayant to other customers.

Basically, personalized and direct responses to questions make customers feel really looked after. This begins by nurturing a team that deals with customers on a personable level, answering their concerns and resolving problems in a nice and helpful style. This will, certainly, bring the users nearer and entice them to spend more money at a later stage.

How it worked out
The huge reward of obtaining the largest market share in Singapore plainly demonstrates that Vayant’s online marketing strategy worked like a charm. Data accumulated from July of the past year indicates that Vayant controls over a quarter of the market share. This is nearly thrice the market share of the next largest firm, which just holds 12.1%.

With its new digital marketing plan, Vayant’s future appears to an excellent one. Investments in technology are sure to pay off as their tech folks are reportedly concentrating on creating a series of Vayant mobile apps. By breaking the hurdles that restrict the designing and developing of a website, this application has far better potential to reach out to a massive group of potential customers.

Marketing segmentation customers care customer relationship management (CRM) and team building concepts.

Key Takeaways
Many companies can learn from Vayant. No matter how huge, one cannot count on its existing influence to continue ensuring its success. Without a doubt, any company that aims to be current and dynamic in the digital age requires a quality digital strategy. If the deficiency of an online presence can have such negative effects on a big, established business like Vayant, envision the consequences it would have on smaller businesses. Digital media has developed into a must-have promotion medium to remain abreast with the times and leaving it on the backburner would have devastating consequences for the business in question.

A New Type of Agency for the Digital Age

All of a sudden, the internet became so active and widely adopted by the public. The fact is, many companies were not prepared. They didn’t have digital media as part of their overall plan and had a hard time keeping up with competitors that were a lot more capable in such an aspect. They’re presented with the grave situation of revising their marketing plans to compete with more technologically savvy companies.

The businesses that grasped marketing through digital media themselves or partnered with a Singapore based digital marketing agency reaped the most benefits. They observed a growing customer base that showed active involvement on the internet. Clearly, marketing through digital media is a convincing tool in business. As of now, there were many instances where businesses propelled themselves out of dire straits with this weapon. Multi-national grocery chain Finetric would be one such example.

Being a giant in the Singaporean Fast Moving Consumer Goods market, Finetric was known as one of many biggest and most highly regarded supermarkets with acceptable popularity. Their stores were usually spotted in just about any major neighbourhood, challenged only by little sundry stores. Nevertheless around the end of 2010, Finetric’s dominance took a severe turn.

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How the Issues Arose
Its affiliated costs and the hiring of hiring a fresh Chief Executive was the first problem. Finetric needed a new one as it was unsuccessful in developing international markets. Additionally, the increased rivalry within the industry had elevated the stakes for all parties. Startups with extensive expertise in online marketing were emerging now and again. It reached a state where there was a retail outlet awaiting at basically every road in town.

There was also a noteworthy change in consumer attitudes, where price preceded brand loyalty. Such a development created tension among Finetric’s key shareholders when their monetary stronghold started going down hill. Certainly, the considerable decline in earnings caused investors to take notice.

Adopting a Well Planned Digital Marketing Campaign
During that time, Finetric’s on-line presence was confined to an e-commerce store.Despite the fact that this served its basic function, the business was in desperate need of a more successful digital marketing strategy. Thanks to the digitally savvy CEO, a strategy was put into motion to optimize Finetric’s unexplored online potential.

The very first thing Finetric did was to put together an internal internet marketing team; via this, Finetric needed to develop and create a powerful center of tech internet marketers. By tapping on their excellent innate talent, Finetric looked to release the complete potential of their team as a substitute for a digital advertising agency. In the era of intensifying rivalry and constant slashes in budgets, companies were forced to deliver more with less. Finetric tapped on marketing branded content as the primary tool to increase e store profits and appease their shareholders.

Using an Informative Microsite
By playing around with their online store structure such as incorporating a Fine Dishes button, Finetric was able to direct users to a microsite called “Finetric Fine Dishes”. Food-related information such recipes, motivational examples and well-being trivia were shared openly on this particular site. The tactical placement of this microsite as an independent source of useful health advice is a dazzling move. Additionally, it acts as a gateway to Finetric’s ecommerce shop. This web development strategy supports customers to buy at Finetric’s online store, since it subtly links Finetric with healthy and balanced food. When the design and development of a website is well executed, it makes it very convenient for online shoppers to get to where they need, quickly. Finetric’s approach offers simple convenience, decreasing the likelihood of customers being sidelined by other online grocery stores.

Using Social Media to its Fullest Extent
The great usage of social media marketing in business meant that Finetric needed to play an active part or risk being irrelevant. They began to sign up for their official accounts on the more popular websites, for example Facebook and Instagram. Two invaluable uses can be derived from opening their own profiles on these societal platforms. The first manner is obvious – this acts as another communication vehicle to contact customers. They even initiated special Twitter reports for their various sections. Distinct profiles were created to share info on promotions, real foods, wines et cetera.

More notably, Finetric retained absolute control over their online brand image. There’s hardly any barrier – and an excessive amount of vested interest – for any person evil enough to create fake accounts to attack the supermarket giant. By having their very own official pages, Finetric could easily discredit the legitimacy of these fake pages and offer exact, dependable info. Customers and sales are undoubtedly the backbone of any business. The significance of after-sales support is constantly disregarded in its function of strengthening loyalty to the brand. Resolving customer problems and maintaining relationships are crucial to maintaining a loyal consumer base. Finetric truly exemplifies this great business practice.

Different Accounts for Different Purposes
By establishing a number of social media accounts to deal with different aspects of the business, Finetric breaks down the barrier between customer and firm. There was one account especially to respond to customer questions and remarks and another to send out useful information for example offers and promos.

Finetric also ensured that the staff manning the customer service accounts offer a human touch whenever they connect with customers. Users feel more assured that they are being given quality service when the answers are genuine and personalized as opposed to cold computer created answers.

The CEO’s approach worked like a charm; according to various sources, Finetric has secured a market share of about 29%, almost 14 percentage points in front of the next closest opponent. This clear change in the business direction was well received by the top management and shareholders.

Their stronghold in the marketplace is definitely ready to grow as they carry on building their digital marketing strategy. The in-house development team are actively pushing out mobile programs that may expand Finetric’s reach to more people. This is a lot more than what conventional website design and development can hope to reach.

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Lessons Learnt
Finetric can be used as a case study for many firms. No matter how big, one cannot expect its present share in the market to continue ensuring its success. Certainly, any company that aims to be current and dynamic in the digital era needs to have a superior digital strategy. Irrespective of the industry, businesses must progress with the environment. Getting online is, unquestionably, an important building tool to ensure profitability in this little nation known as Singapore. Its amount of importance is exhibited by its ability to fix crumbling companies that are on the brink of closure.

Adopt Digital Media – It’s Now or Never

A bulk of local Singaporean businesses cannot truly comprehend the power of the net upon the daily lives of its consumers. Due to the fact the internet permits consumers to access goods and services in a much more straightforward manner, these firms tend to lose out in the long run. They’re unable to take advantage of this trend to extend their marketing reach and maintain a lasting competitive advantage. Firms that leveraged on digital marketing got the best benefit. Their customer base enlarged, and comprised loyal customers more willing to provide repeat business. Digital marketing has proven itself to be a highly reliable approach for companies. There are situations whereby companies on a going downhill find a way to turn losses into profits with a well organized effort conducted by a digital agency. InterFirst is, without a doubt, the best example.

A key player in the Singaporean Fast Moving Consumer Goods (FMCG) marketplace, InterFirst was recognized as among the biggest and most highly regarded supermarkets with reasonable popularity. The chain was to be found in nearly every township with the competition being largely small establishments. However, when the mid of 2015 rolled around, InterFirst found itself fighting for certain things. With the failure to obtain market dominance in the European and Asian markets, InterFirst decided to hire a fresh Chief Executive Officer. As with any change in top management, the new CEO gave InterFirst a total overhaul. This resulted in enormous prices for InterFirst and had an undesirable impact on its cash assets.

Additionally, the heightened rivalry within the sector had elevated the stakes for everyone. Just about any little opportunity that appeared in the market was quickly capitalized upon by one of them. Beyond a certain point, it was not possible to disregard the existence of a rival store at virtually every street. All the while, InterFirst’s standing as a household name was amongst its strong suits. Regrettably, these natural values eventually did not prevent falls in sales and investments. Visible stockholders of the ailing firm declared on public record that they have lost no less than $260 million simply from the dismal fiscal performance.

So as to effectively reclaim InterFirst’s on-line ranking, the newly appointed Chief Executive – a devotee of technological advancement – wrangled up an internal online marketing team. Despite the fact that InterFirst’s web store at that time was excellent, the changing times required a completely new way of taking care of this online presence.

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Obtaining The Services Of A Digital Marketing Outfit
To execute the strategy, an in-house digital marketing team was assembled by the new CEO. The key objective of InterFirst’s CEO was to develop a digital marketing message that was strong and unified. Having said that, it was incredibly tough to carry on with the strategy by simply expanding the internal team organically. A more significant leverage could be put into motion with the know-how of a professional digital marketing agency. Productiveness, value and yield are of absolute importance in this really competitive age. InterFirst tapped on reaching out through branded content as the main tool to increase e-store profits and appease their shareholders.

An element of the content marketing strategy was developing an interesting microsite which was linked to the InterFirst e-commerce store. This tab sends them to “InterFirst Finest”, which is a microsite dedicated to sharing some pretty distinctive content: recipes and inspirational content to encourage healthy and balanced eating.

Its introduction enabled InterFirst to soft-sell itself by adopting an educational approach and being helpful to the customer. Moreover, it acts as a gateway to InterFirst’s e commerce store. This web development strategy (incorporating good UI and UX) supports customers to buy at InterFirst’s web store, since it discreetly links InterFirst with healthy food. The main idea behind this plan tends upon common consumer behavior which is dependent on instant gratification. This strategy definitely raises the chances a shopper will buy from InterFirst’s online store.

One more strategy that InterFirst employed in their digital marketing campaign was social media marketing. As the business was large enough, they didn’t need the expertise of a third-party marketing agency specializing in social media. It commenced this strategy with the simple but crucial task of signing up for their own social media profiles. Absolute control over social media allowed unobstructed transitions from concepts to campaigns or promos. Such efficiency certainly means that users are constantly up to date on the newest deals and news.

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Getting Into Full Control of their Online Brand Image
Next, it gives them far more control over their brand and image online. A problem arises when a customer or even a rival confirms an unofficial social media existence under their name. With zero influence or control of these accounts, it’d be straightforward for an external party to hurt the image of the company in question. This is a situation that an inhouse social media agency would never allow. Since InterFirst is the official channel for all updates, the business is shielded from such undesirable issues.

Customers are the ones keeping up a company. Responding to customer concerns and working together to solve the problem is an essential part of increasing loyalty to the brand thus ensuring repeat purchases. With digital media, InterFirst performs outstandingly in this area.

Compared to other businesses which just have a singular social media account to handle criticisms and promotional offerings, InterFirst has gone a step further to create individual accounts for each. This is seen when a single profile specially manages enquiries and complaints whilst another would drive sales through ads and special deals.

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Irrespective of the company, its customers would undoubtedly choose to speak to actual human being, than to browse through a series of pre-programmed replies only to have their problems unsolved. This is an effective manner to foster loyalty to the brand and encourage repeat purchases.

Dependable data showed that InterFirst’s nicely executed strategy in digital marketing paid off hugely. InterFirst commanded nearly one third of the market while the next competitor only succeeded in retaining half of that. The encouraging shift in market share was certainly something to brag about to investors. This tremendously impressive result acts to only further strengthen InterFirst’s faith in a digital strategy. InterFirst’s investment in technology like the creation of an innovative mobile program will just increase the avenues to which consumers can connect with InterFirst.

InterFirst’s example allows us to learn quite a few fundamental lessons. To begin with, the digital age disrupts and shakes all organizations, irrespective of how big they are. Every participant in the market can use a variety of online marketing techniques to expand its reach and compete head on with giants on an equal platform. If a market leader like InterFirst was so readily crippled by the absence of an online presence, imagine the implications for a smaller business. Whether or not to embrace digital media is no longer an option that one has, as it may have been in yesteryears – it’s a fundamental tactic towards company expansion and success.

Have You Started with Online Marketing?

A lot of unsuspecting businesses are faced with the backlash of the internet’s impact upon the general public. An increasing number of Singaporean firms are fighting to outperform their more digitally savvy competitors through the unfamiliar internet marketing platform.

Instances of businesses taking advantage of on digital media and doing well are in abundance. Using Roxy as an illustration, it demonstrates how a conventional retail chain goliath can successfully turn its dwindling fortunes around using internet marketing. With a digital media platform, Roxy has stopped being restricted by brick-and-mortar constraints and can effectively widen and serve its customers 24/7. Prior to the turn of the century, Roxy’s leading standing in the consumer goods business – supported by its extensive store reach nationwide and small competition – helped the business remain highly profitable. In recent years, as a result of unforeseen conditions, Roxy’s dominance in the market is decreasing rapidly.

Things Started to Go Downhill for Roxy
The first bump in the road occurred as a result of the unnecessary costs brought on by the new Chief Executive Officer’s restructuring program. The previous CEO, failing to get a hold of the international marketplaces efficiently, was replaced by the new one.

Naturally, the clash for market share was raising within the industry. Every other day, a fresh new firm would appear, armed with in-depth online marketing knowledge. It reached to the extent that these stores were emerging at every corner. Roxy endured a serious blow from this shift in the competitive landscape. Customers reduced their spending at the retailer, and this reduction was evident in its records. Undoubtedly, the significant drop in earnings caused shareholders to realize the problem.

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Employing Online Marketing to its fullest
The new Chief Executive Officer believed steadfastly in utilizing technological innovation to remodel a company; that was the main reason why he was appointed. An online store was already in place, but the intense competition gave them no choice but to be more proactive. The new CEO initiated the rejuvenation process by creating an internal online marketing division. The main goal of Roxy’s CEO was to develop a digital marketing message that was strong and consistent. Even so, keeping to the main plan had limits for the inhouse team. A greater leverage could be put into motion with the expertise of a competent marketing agency with digital capabilities.

Roxy had to improve sales on its online store. In order this to be possible, it’d need to go past its reliance on tried-and-tested traditional marketing means. Depending on a tried and tested instrument, Roxy’s marketing team chosen to utilize the profitable approach known as marketing through branded content.

By altering their online store design such as introducing a “Feast” button, Roxy managed to redirect users to a microsite called “Roxy Treats”. Food-related info such recipes, articles, life inspiring examples and well-being trivia were discussed openly with this website.

With the arrival of this microsite, Roxy is effectively positioning it as an informative portal without the hard sell to visit its online store. Additionally, it acts as a gateway to Roxy’s e-commerce store. This website design and development strategy (incorporating good UI and UX) encourages customers to purchase at Roxy’s online shop, since it discreetly links Roxy with healthy and balanced food. When the design of a website is well executed, it makes it really suitable for online shoppers to get to where they need, quickly. Such a strategy definitely improves the chance that a shopper will buy from Roxy’s e-commerce store.

Tapping on on Social Media
As a result of social media being so popular and widely-used by the masses, Roxy acknowledged the demand to leverage on this platform to increase its reach in the industry. They started to create their official profiles on the more dominant sites, for example Facebook, Twitter and Pinterest. Having their own official social media accounts enables Roxy to use them in two ways. To start with, it serves as another channel for promotion and communicating with their customers. A specialized Twitter account was even created for the individual business units. What’s more, distinctive profiles had been set up for a number of subdivisions like latest deals, bottled drinks, wines et cetera.

More notably, Roxy retained absolute control over their online brand image. There’s hardly any obstacle – and an excessive amount of vested interest – for any person evil enough to sign up for fraudulent accounts to assault the supermarket giant. Through internal oversight and management of their social media accounts, Roxy has the ability to correctly represent themselves and prevent illegitimate claims on their page. Customer support does play probably the most important function in improving customer loyalty. The way that a customer sees a business is greatly dependent on how the latter renders support to the former. Roxy’s practices are a great model to exemplify.

Compared to other companies which just have a singular social media account to take care of complaints and promotional offerings, Roxy has gone a step farther to set-up unique accounts for each. For example, there was an account setup for after-sales support (meant to care for support associated questions only) and another for marketing (featuring the newest products and promotions).

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The folks behind the Facebook Roxy Customer Support are also trained to post with a balanced and jovial tone, even to the point where they participate in banter with customers and other brands. Customers are more likely to trust Roxy’s support as they believe there’s another individual behind the account instead of an automated responder.

To put it simply, the proof is in the pudding. Roxy’s digital marketing plan resulted in them gaining control of around one third of market share. This is as compared to their closest challenger that hung on to merely half of that. This clear change in the company direction was well received by the management, the board and investors likewise.

Such results would definitely propel Roxy to build on its success and further improve its strategy in online marketing to gain a larger share of the market. Roxy’s emphasis on technology including the creation of an innovative mobile program will only increase the avenues to which consumers can reach out to Roxy.

The Summary
Roxy’s case provides us with some invaluable information. To begin with, it is not possible to be completely reassured of your position inside an industry, notably in the digital age. Every player in the marketplace can use digital and social media marketing to extend its reach and compete head on with giants on an equivalent stage.

Knowing that businesses cannot afford to remain stagnant during this technologically advanced time period stands out as the next lesson. Embracing technology is, unquestionably, a key building tool to reach business success in our little nation. It has become a fundamental prerequisite which plays such notable role that it could decide the success or failure of a company.

The Evolution of Businesses since Online Media Took Over

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Lots of unsuspecting companies are confronted by the problem of the net’s influence on the public. A growing number of Singaporean firms are fighting to outperform their far more digitally inclined adversaries via the unfamiliar online marketing platform.

The companies that managed to grasp marketing through digital media (or partnered with a competent digital marketing agency) reaped the benefits. Their customer base enlarged, and comprised loyal customers more compelled to supply repeat business. These firms knew that marketing through digital media was extremely effective and kept it as an important technique in their arsenal. There have been cases where companies already on the verge of folding were able to make a comeback with a well thought-out and perfectly-executed campaign done by a marketing agency specializing in digital media. Multi-national grocery store chain Priomart would be one such example.

Before 2008, Priomart’s national reach and small rivalry meant they had a stronghold in the FMCG business. However, as a result of unforeseen circumstances, Priomart lost their footing within the market and this left them vulnerable. Initial problems arose with an expensive business restructuring plan that was kickstarted by a newly hired Chief Executive. The former CEO, unable to get a hold of the European and Asian marketplaces effectively, was replaced by the new one.

An additional obstruction is the perception that local out-of-town malls were losing their popularity. Although a decrease in visitor traffic would undoubtedly trouble the supermarket chain, it was Embric and Primefresh that became its largest nightmare. These industry newbies were more digitally inclined with fresh new marketing strategies. They could raise their market stronghold by aiming for highly specialized sections of the industry. German possessed Embric brought the price conscious group of customers whilst the brand aware crowd were mostly flocking towards Primefresh.

There was also a notable change in the behaviors of consumers, where cost preceded brand faithfulness. Priomart’s strong track record had been shaken – leading to chaos between their major investors. To place the situation into perspective, Priomart’s gains fell by a tenth – a surefire way of getting investors worried.

How Priomart Saved Itself through a Multi-Tiered Online Marketing Campaign
During that period, Priomart’s online store was its only online presence. Despite being functional, much more was required – the company was in urgent of a complete strategy in internet marketing, and the new CEO, being well-versed in technology, was appointed to imagine, drive and execute this strategy for Priomart’s survival.

Their first approach was to kickstart their own in-house internet marketing arm by using a technology incubator that educates young tech entrepreneurs. By leveraging on their excellent innate abilities, Priomart seeked to release the full potential of their team as a substitute for a digital agency. For an instance where finances are tight and competition is formidable, companies are expected to maximize the use of whatever money they’d. This fundamental shift driven Priomart to seriously evaluate its alternatives and it eventually chose spreading its marketing message through branded content, betting on it to help deliver the figures.

By playing around with their online store structure like incorporating a PrioFresh button, Priomart got to direct users to a microsite named “Priomart Fresh Foods”. The site includes food-related content such as recipes, inspirational publications, and wellness-related posts that are related to food.

The informative microsite proves that the new Priomart direction focuses on quality website design because it by itself can exist as a useful online resource for people hunting for food. As it is connected to Priomart as a brand, it helps promote customer loyalty while discreetly convincing users to shop more at their online grocery store. Individuals are less likely to visit competing online stores when Priomart’s is just a click away from Priomart Fresh Foods.

The existence of social media meant that Priomart would have to be there too or possibly get left out. They began to create their official accounts on the more popular websites, for example Facebook, Twitter and Pinterest. Direct management of these social media accounts meant that Priomart could spread their marketing campaigns and promotions whenever they were finalized. Such efficacy inevitably means that users are consistently up to speed on the most recent deals and news.

Above all, the precedence is for Priomart to maintain total control over any messages being broadcast over the web. Competitions could easily and discreetly create a fake account to propagate negative news about Priomart and misrepresent its products. By maintaining their own official pages, Priomart could easily discredit the legitimacy of these phony pages and provide exact, dependable advice.

Customer Support was by far the Top Priority
Customers are the ones keeping up a business. Superb post-sales support helps to create opportunities for brand loyalty and repeat business, as studies have always shown. This is where Priomart truly shines. Priomart has a dedicated social media profile to engage with customers. On a similar note, they have other dedicated accounts for promotional purposes as well. This ensures that marketing related communication are separated, such that each profile can do what it has been designed to do.

Priomart also ensured that the team members manning the customer support accounts present a human touch whenever they connect with customers. A natural and friendly strategy develops connections and confidence in the brand, hugely contrasting with the robotic replies of an automated bot.

A well planned digital marketing strategy on Priomart’s part brought about tangible results: consolidated data from numerous sources pointed to Priomart procuring almost a third of the market, whereas the closest challenger held on to half of that number. It was undoubtedly something that the management team could shout about to the board and its investors. Priomart is riding on this digitally-driven commercial success and working on launching its own mobile app to further enlarge its reach. This would definitely make it easier for customers to purchase more from Priomart and improve its profitability.

Main Lessons
You will discover a lot of lessons in Priomart’s case. To begin with, the digital age greatly affects all organizations, regardless of how big they are. Credits to advancements in digital and social media marketing, vibrant new ventures are extremely capable of capturing a vast number of market share from sedentary sector titans. More notably, each company must keep up with the times. Creating and sustaining a quality on-line presence is currently crucial to any company in Singapore. It has grown into a requirement and has become so strong that it can salvage even a business that’s already on the verge of failure.

Social Media – the Modern Medium for Marketing

Many businesses did not anticipate the Internet’s influence on individuals. These businesses lagged even further as internet usage hastened due to lower expenses and greater accessibility. They may be unable to take advantage of this trend to extend their marketing reach and maintain a lasting advantage in the industry. Larger businesses with deep rooted promotion processes have a tendency to be more irresolute in embracing the shift to online media. Recently, an incident took place in which a big corporation was suffering from enormous losses due to a number of factors. Fortunately enough, they daringly turned to digital marketing in order to save themselves from absolute failure. The business we’re talking about here is none other than the famous Oriental.

Oriental was a vital player in the supermarket retail and Fast Moving Consumer Goods industry; this market dominance allowed Oriental to be lucrative. There was a Oriental store in practically every town, and had little or no competition with exactly the same reach and scale. Despite this success, Oriental was dealing with huge difficulties in October of 2011.

Oriental’s Troubles
First problems arose with an expensive business restructuring plan that was put into motion by a recently hired Chief Executive. This was set off when Oriental failed to secure a grip on international grocery markets. An additional issue is the perceived decrease of out of town malls in Singapore. The largest challenge comes from the rise of competitors Merchantas and Trapeze. These business newcomers happened to be more digitally savvy with fresh new marketing strategies. They could raise their market stronghold by targeting highly specialized segments of the business. Regardless of whether a consumer was budget or quality aware, there was bound to be an appropriate retailer nearby to satisfy that person’s needs.

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All the while, Oriental’s reputation as a household name was amongst its strong suits. Regrettably, these inherent worth inevitably failed to protect against falls in revenue and investments. By the year 2013, Oriental’s net gains had dropped by a tenth and their biggest shareholders publicly declared that their 5.4% investment in the FMCG corporation was a “massive error” which cost them nearly 500 million within a year. The recently appointed Chief Executive highly advocated using technology so encouraged hiring staff to raise their web existence. An e-commerce store was already in place, but the new rivalry meant that they need to be more proactive.

The recently appointed CEO started the restructuring process by assembling an in-house digital marketing team. The objective was to merge the different aspects that formed Oriental’s digital marketing strategy to produce a strong unified image. Nonetheless, an internal team was not able to achieve optimal results spontaneously. A recommended possibility in this scenario was to collaborate with a capable marketing agency with digital capabilities to optimize productivity and increase output.

Subtly Reaching Out with Branded Content on Social Media Channels
Because of the efficiency of leveraging on digital media, budgets for traditional advertising were reduced with time and allocated there. Improving the sales figures of the e commerce site was the primary objective at hand. Marketing via branded content was chosen as the means to go to increase web traffic and involvement, therefore resulting in more revenue.

By altering their online store structure like introducing a Cuisines button, Oriental was able to direct users to a microsite named “Oriental Cuisines”. The website contains food-related content such as recipes, inspirational publications, and wellness-related posts that are related to food.

The microsite demonstrates that by engaging in proper the design and development of a website, they are able to greatly benefit their customers. The microsite’s connection to Oriental also increases brand loyalty while gently encouraging more online sales. They’re raising the likelihood for users to flow from the microsite to Oriental’s main online store instead of a competing on-line grocery store.

Aside from the microsite, Oriental used another tool within its digital marketing plan: advertising through social media. As the company was big enough, they didn’t want assistance from a third party marketing agency specializing in social media. It kickstarted this strategy with the essential but essential job of creating their own official social networking accounts. Having their own official social media accounts allows Oriental to use them in two different manners. To start with, it acts as an avenue to spread worthwhile advice including promotions to the objective consumers. They went as far as to create special Twitter accounts for each of their sections. Distinct accounts were created to share info on promotions, various types of food, wines and so on.

More significantly, Oriental retained complete control over their on-line brand image. There’s very little impediment – and too much vested interest – for any person evil enough to sign up for fraudulent accounts to attack the supermarket giant. The creation of an official accounts instantaneously prevents this risk and functions as a reliable source of info.

Customer care is the backbone of creating prolonged connections with customers. How a customer views a business is greatly determined by how the latter leaves support to the former. Oriental’s is a great example of what to imitate. A Facebook profile for customer care is used merely for connecting with shoppers and various other non marketing related agencies because they’ve another profile committed to special deals and promos. This means the customer attention channel is not littered with sales pitches or unrelated dialogs. If customers would like to connect with support, they understand which place to go and what to expect.

Unique training is provided to the Oriental After-sales Support staff over the best ways to interact with consumers. A happy and down-to-earth approach is encouraged while being helpful and resolving matters immediately. An all natural and friendly approach strengthens connections and confidence in the brand, very different from the robotic responses by an automated “customer service” bot.

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Did it all work out as expected?
The revamping of its strategy in digital marketing proved to be incredibly valuable to Oriental. As of data compiled by a number of research websites in June last year, Oriental holds about 29.1 percent of the share of the market. This would be nearly double the share of the next biggest market enterprise that currently commands less than a fifth. Such results would definitely spur Oriental to build on its success and further improve its strategy in digital marketing to capture a bigger share of the market. This would definitely allow it to be easier for customers to purchase more from Oriental and improve its profitability.

We’re left with quite a few key lessons from the Oriental example. Firstly, the digital age disrupts and shakes all organizations, irrespective of how big they are. Digital marketing and social media marketing has equalized the arena to the stage where new companies can grab the market share of a market giant that has been complacent with its place. Also, companies cannot afford to persist with their old ways in this era. Online presence is no longer periphery to guarantee the success of a business in Singapore. Its existence within a business and ability to turn a company’s fortunes around like Oriental is demonstrated and well-documented; any business expecting to live must have digital media included in its corporate strategy.

Digital and Social Media Marketing – Are they Really Necessary?

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In Singapore, many firms did not comprehend the deep impact the internet has on the lives of the masses. As it becomes easier, more affordable and faster by the day to access the internet for news, goods and services, these businesses lag even farther. Such carelessness means a smaller scope of communication and a decrease of competitive advantage.

Meanwhile, you will discover a considerable number of companies that employ online marketing to its fullest. Taking Snarkly as an example, we have seen how a good old-fashioned grocery store chain remodeled its entire future through digital marketing. With a digital media platform, Snarkly is no longer restricted by physical constraints and can efficiently expand and serve its customer base 24/7.

As one of Singapore’s biggest supermarket chains and one of the biggest names in the Fast Moving Consumer Goods (FMCG) market, Snarkly enjoyed a comparatively prosperous and comfortable existence. The chain had shops in virtually every town and had minimal competition outside of modest groceries. Despite this success, in 2013, Snarkly was facing huge problems.

The Challenges
Its related costs and the hiring of hiring a new CEO was the first issue. Snarkly desired a brand new one as it was not successful in establishing international markets.

Snarkly’s troubles didn’t end there; it got worse with Goldilla and Oyogi joining in the fray. These new companies focused on serving the lower and upper ends of the market respectively, were established to take advantage of the segments which Snarkly wasn’t serving. Even though they understood that they could never compete based on physical scale, they were able to level the playing field by using online marketing against the established companies.

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On the other hand, there was a noticeable evolution in purchasing behaviour that resulted in customers espousing the relevance of price over loyalty to the brand. Snarkly’s strong track record was shaken – causing chaos between their well-known investors. As a result of a 10% fall in earnings, the important shareholders collectively lost $465 million of their capital in 2013 – envision the degree of heated arguments in the corporate boardroom!

How Snarkly Rescued Itself with a Digital Marketing Campaign
Ahead of the implementation of a digital marketing plan, Snarkly’s on-line reach was limited to a fundamental ecommerce site. Despite being functional, far more was necessary – the firm was in pressing of a comprehensive digital marketing plan, and the new CEO, being very knowledgeable in technology, was made to imagine, drive and implement this strategy for Snarkly’s survival.

Getting The Services Of A Digital Marketing Agency
The first thing that Snarkly did was to grow an in-house internet marketing department; via this, Snarkly wanted to have a strong center of tech internet marketing specialists. Snarkly hoped they could leverage on the talents of these upcoming tech moguls as a substitute for a digital agency.

Engaging audiences subtly through Content Marketing
To bolster their on-line market arm, they have to drive more customers to their online stores. In order this to be possible, it’d have to go past its dependence on tried-and-tested traditional advertising means. Snarkly decided on the most popular and cost effective tools , marketing through branded content.

Within Snarkly’s online store, there’s a “Recipes” item in the main menu which brings visitors to “Snarkly Real Food”. Write-ups such as recipes, food preparation techniques, wellness posts and motivational stories filled the pages of the Real Food website.

Essentially, Snarkly uses the microsite to strategically and casually spread pertinent information to would-be customers. The flow of info within the microsite to the online store was smooth and convenient thanks to the links scattered amongst the info. By implementing a great user journey during website design and development, Snarkly was able to link its merchandise with health friendly purchasing customs. The approach applied here hinges on classic human behavior of desiring immediate results. This plan gives them convenience, so they are less likely to visit other online stores when Snarkly is so easily reachable.

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The prevalence of social media meant that Snarkly would have to be there too or risk being left out. They began to create their official profiles on the more popular websites, like Facebook, Twitter and Pinterest.

There existed two vital reasons to man their own social networking accounts. The first manner is clear – this acts as another communication vehicle to contact customers. Each person division (e.g. frozen foods, bottled drinks) possesses its own accounts as well. On top of that, distinctive profiles had been set up for a number of subdivisions including latest deals, bottled drinks, wines and so on.

Most importantly, the priority is for Snarkly to keep total control over any messages being sent out over the internet. There’s hardly any obstacle – and an excessive amount of vested interest – for any person evil enough to sign up for fake accounts to assault the supermarket giant. With full control over its accounts, Snarkly could be counted on to provide verified info through the official social media channels.

Providing Superb Support On the Web
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Customers are the lifeline of any business; what many fail to comprehend is that, post-sales support plays a vital role in enriching brand devotion. Reacting to customer concerns and working together to solve the issue is a fundamental part of growing brand loyalty thus securing repeat purchases. With digital media, Snarkly performs brilliantly in this area.

For instance, Snarkly created numerous accounts, each designed to do a distinct job. This really helped to ensure that customers have a proper channel to direct their responses, while other users can shop easily without getting encumbered by inconsequential messages.

The division that manages these social media accounts are exceptionally attuned to communicate with a nice and personable feel, often participating in friendly repartee. This shift towards describing itself as being less profit driven aids in bringing customers closer, since they are going to feel an actual individual would be more vested in resolving their problems.

How it panned out
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Simply put, the evidence is in the pudding. Snarkly’s strategy in digital marketing resulted in them gaining control of nearly one third of market share. This is as compared to their closest opponent that hung on to merely half of that. The unprecedented transfer of market share was certainly something to boast about to investors.

With its new digital marketing strategy, Snarkly’s future appears to a prosperous one. The in-house development team are actively pushing out cellular programs that can extend Snarkly’s reach to more individuals. These applications should help them achieve an even wider audience outside of conventional design and development of a website .

Primary Lessons
One can find a lot of takeaways in Snarkly’s instance. First of all, it’s not possible to be fully reassured of your standing within an industry, particularly in the digital era. Credits to progress in digital marketing and social media marketing, vibrant new ventures are extremely effective at capturing a vast quantity of market share from sedentary business titans.

Irrespective of the business, companies need to move with the landscape. Online existence is no longer optional to ensure the survival of a company in Singapore. Its degree of importance is proven by the way it can revive failing businesses that are on the brink of shutting down.

Combining a well crafted online presence with social networks

The massive rise of the Internet along with the diverse day-to-day uses have resulted in many industries being caught off-guard. The majority of businesses in Singapore found themselves being crushed by the pressure to compete with more digitally inclined upstarts along with the problem of adjusting their marketing plans to an unfamiliar medium.

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Bigger companies with deep rooted promotion processes have a tendency to be more reluctant in adopting the move to online media. One such organization was suffering from immense loss of market share. Fortunately enough, these people daringly turned to marketing through digital media so as to spare themselves from bankruptcy. This company is none other than Vyeta.

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Just before the turn of the century, Vyeta – with its numerous shops and low competitive hazard – was a market leader in the Fast Moving Consumer Goods business. This didn’t last for very long though, for out of nowhere, it abruptly found itself under extreme, surprising competitive pressure.

The first obstacle emerged as a result of the excessive expenditures triggered by the new CEO’s restructuring plan. Vyeta wanted a fresh one as it was unsuccessful in establishing international markets.

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Vyeta’s problems didn’t end there; it further exacerbated with Vyings and Kixar joining in the affray. These startups focused on serving the lower and upper ends of the market respectively, were set up to take advantage of the sections which Vyeta was not serving. The fight for a share of the market was not restricted to brick-and-mortar restraints – minor players that usually wouldn’t be a menace leveraged on the power of digital marketing to acquire some ground.

There was also a notable change in consumer attitudes, where price preceded brand loyalty. Such a development resulted in tension among Vyeta’s key shareholders when their fiscal stronghold started failing. As a result of a 10% fall in earnings, the leading investors jointly lost close to half a billion of their capital in the fall of 2014 – visualize the degree of heated arguments amongst the top management!

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Prior to the execution of a digital marketing plan, Vyeta’s online reach was restricted to a basic e commerce site. It was completely working and functional, but the changing competitive landscape meant that radical changes to it was demanded; the new Chief Executive Officer, who was a strong promoter of technology, was appointed exactly for this job – to revamp and rejuvenate Vyeta’s on-line existence.

Vyeta observed the necessity to engage a digital marketing agency to look after their on-line needs as the project grew and blossomed. Possible partners were thoroughly examined just before a selection was made. The ability to improve upon and sustain projects throughout various digital platforms became the main element behind the chosen agency.

In the age of intensifying competition and constant slashes in budgets, businesses were demanded to deliver more with less. The best method to deliver to expectations was to optimize the possibility of content marketing and control the ecommerce channel.

Content marketing, in the context of Vyeta’s online store, was the creation of a microsite titled Vyeta’s Advice that consumers could navigate to from the online store. The unique microsite promoted healthy eating and positive values to Vyeta customers.

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In essence, Vyeta uses the microsite to efficiently dispense relevant advice to would-be customers. Of course, customers can visit the Vyeta 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 Vyeta actually wants its customers to adopt a healthy lifestyle. The main idea behind this strategy tends upon common consumer behavior that is dependent on instant gratification. Such a strategy obviously raises the odds a user will buy from Vyeta’s online shop.

An additional element within the digital marketing campaign strategy was marketing through social media. As a result of the enormous size of the company, Vyeta didn’t need to engage an external social media agency. It kickstarted this plan with the essential but vital task of signing up for their very own social networking profiles.

Internal control over social media allowed unobstructed transitions from ideas to execution. Additionally, it meant that customers received up-to-date and relevant information directly from Vyeta.

Next, it gives them far more control over their brand and image online. A dissatisfied shopper or maybe a rival could really easily harm a business’s social media standing by signing up for a fake page. With zero control over what precisely is being circulated by these third parties, you can expect some majorly detrimental consequences. This is a situation that an in-house social media department would never allow. Vyeta will never have to cope with this problem as all official brand advice is only going to come through on-line channels they control.

Whilst sales amounts are the principal driving force behind a company like Vyeta, another crucial but understated brand accentuating component is after sales service. Resolving customer issues and keeping relationships are critical to growing a loyal consumer base. Vyeta is an obvious example of this.

As a demonstration of the importance Vyeta places on on-line support, they dedicate a different social media account to manage customer questions and charges. This allowed unhappy patrons to effectively convey their opinions without diluting the promotional updates from Vyeta to other customers.

Essentially, direct and personalized answers to concerns make customers feel genuinely looked after. This begins by nurturing a team that deals with customers on a personable level, responding to their queries and resolving problems in a nice and friendly manner. This will, certainly, bring the customers closer and entice them to spend more at a later stage.

The Chief Executive Officer’s approach paid off; as reported by numerous sources, Vyeta has secured a market share of about 29%, nearly 14 percentage points in front of the next closest competitor. It’d certainly resonate with senior executives during their meetings.

These benefits certainly inspired Vyeta to further invest into their long term success by fine tuning their strategy in digital marketing. In conjunction with the creation and introduction of mobile programs, it makes it even simpler for consumers to buy and engage Vyeta than what traditional means – such as designing and developing of a simple website – would ever hope to attain.

Key Takeaways

Virtually any company can learn from Vyeta. First of all, businesses cannot adopt a “business-as-usual” prognosis and hope that previous success and practices would continue to see them through. Constant efforts across multiple digital channels are required to dynamically engage consumers and keep a company’s competitiveness in the digital era.

Regardless of the business, businesses must move with the landscape. Online existence is not any longer optional to ensure the survival of a business in Singapore. Its existence as part of a business and ability to turn a company around like Vyeta is proven and widely recognized; any business hoping to endure needs to have digital media as part of its corporate strategy.