Your Website, the Springboard for Any Digital Initiative in the 21st Century

website

The speed that the web was adopted by the world coupled with its influence on their day-to-day lives simply meant that a large number of businesses were caught off guard. A growing variety of Singaporean companies are struggling to outshine their far more technologically savvy opponents via the unfamiliar internet marketing platform.

Who Benefitted the Most?
Firms that capitalized on digital marketing acquired the best benefit. They noticed a growing client base that showed active involvement on the web. Digital marketing has proven itself to be a highly effective instrument for companies. There have been cases where companies already on the brink of closing down managed to recover by using a well planned and well executed effort by a digital agency. An example of this is grocery titan Biradia.

Prior to spring of 2012, Biradia’s national reach and limited rivalry meant that they had a good advantage in the Fast Moving Consumer Goods industry. In recent years, because of unforeseen circumstances, Biradia’s dominance in the market is rapidly going downhill.

As a result of the failure to achieve market dominance in the European and Asian markets, Biradia resorted to hiring a new Chief Executive Officer. With the appointing of any top executive, numerous practices and processes needed revision. This resulted in huge costs for Biradia and had an unwanted impact on its cash assets.

An additional obstruction is the understanding that local out-of-town shopping malls were losing their popularity. The largest challenge comes from the rise of competitors Quincy and Scarlett. These industry novices were more technologically savvy with innovative marketing and advertising ideas. They were able to raise their market stronghold by focusing on highly specialized segments of the industry. Regardless of whether a consumer was budget or quality aware, there was bound to be an appropriate store close by to meet his or her requirements. Due to its leadership standing and long time presence in the marketplace, Biradia was fortunate to be able to extend its edge by depending on these two – though not for very long. But the name recognition can just prevent failure, and it did’t save them from losing customer faithfulness. As Biradia’s declines were just increasing, financial backers began to regret sinking over half a billion dollars into the business in recent times.

More Was Needed than Just a Simple E-Commerce Store
ecommerce

During that time, Biradia’s online presence was limited to an e-commerce store. It was completely working and functional, but the changing competitive landscape meant that revolutionary changes to it was required; the newly appointed Chief Executive Officer, who was a strong supporter of technology, was appointed just for this endeavor – to revamp and invigorate Biradia’s on-line presence. The brand revamp procedure started out with the creation of a central digital marketing team within Biradia. The objective was to standardize the many aspects that formed Biradia’s strategy in digital marketing to build a strong unified image. Nonetheless, an internal team wasn’t able to reach optimum outcomes spontaneously. A greater advantage could be brought about with the know how of a professional digital marketing agency in Singapore with web development capabilities.

Using Content Marketing to Boost the Revenue from their Website
content marketing strategy

Due to the usefulness of relying on digital media, budgets for traditional advertising were slashed over time and allocated there. A key objective was to boost profits from their online store. This was realized by using content marketing to increase online traffic and participation hence increasing sales figures. Within Biradia’s online store, there’s a “Selections” item in the main menu which brings visitors to “Biradia Selections”. The site includes food-related content such as common recipes, inspirational publications, and wellness-related posts that pertain to food.

With the arrival of this microsite, Biradia is effectively placing it as an informative portal site without the hard sell to visit its online store. The flow of information within the microsite to the online store was fluid and convenient thanks to the links scattered across the info. The smart manner in which this information website was designed cleverly associates Biradia with nutrition and a healthy way of life, thereby supercharging online profits with the proper audience. The essence of this approach capitalizes on the way consumers behave now: they are impatient and need fast, visible benefits. Biradia’s strategy offers simple convenience, minimizing the likelihood of customers being drawn away by other on-line grocery stores.

The snowball effect of social media in business meant that Biradia needed to play an active job or risk being insignificant. So in addition to the use of content marketing, Biradia used social media marketing into the mix which comprised networks such as Facebook, Twitter, Pinterest, and Google which were managed by their in-house team. Controlling their own official social media reports allows Biradia to use them in two manners. To start with, it functions as another avenue for promotion and communication with their customers. They went as far as to create unique Twitter accounts for each of their departments. Additionally, unique profiles were in place for a number of subdivisions like latest deals, bottled refreshments, wines and so on.

The second way is that Biradia can maintain greater influence over its brand image on the web. A disgruntled customer or perhaps a competitor could quite effortlessly harm a firm’s social media credibility by creating a fake page. With absolutely no influence or power over these accounts, it would be effortless for an external party to hurt the reputation of the business in question. This is a situation that an in-house social media agency would never allow. With information coming straight from the official source, Biradia will not need to be concerned about what exactly is being disseminated online.

Customer care is crucial in reinforcing customer relationships. The public’s overall impression can very well be enormously influenced via the quality of their customer service division. Biradia’s is an excellent illustration of what to imitate. To help keep things neat and straightforward, Biradia created numerous social networking accounts across several social networks, each with a different purpose. There was one account especially to respond to customer questions and responses and another to disseminate useful info including offers and promos. At the end of the day, customers of any company want to feel valued; the first step to accomplishing this is to have a “live” man talking to them and handling their difficulties, rather than scripted answers which farther distance the business and its customers. A friendly manner brings style to a brand and fosters a feel good experience – prompting potential future sales.

Biradia is currently reaping the benefits of an extremely successful digital marketing strategy by controlling the largest section of the grocery market business. Based on data compiled by a number of data sites in May last year, Biradia holds approximately 28.5 percent of the share of the market. This is almost double the market share of the next largest business, which only holds 9.4%. Such results would definitely spur Biradia to build on its success and further improve its strategy in internet marketing to capture a larger portion of the market. With the inclusion of a new smartphone app, engagement between firm and consumer can be raised even beyond the typical means such as website design and development.

In Summary
There are actually a lot of takeaways in Biradia’s case. First is that tenure and existing foothold is not a given in the digital age. Due to the introduction of digital media and social media marketing, new firms that happen to be knowledgeable in these areas can unexpectedly snatch away market share from the bigger companies. More notably, each business must keep up with the times. Having an internet presence is not any longer optional, but has become essential to a company’ success. It has grown into a fundamental prerequisite which plays such prominent role that it could decide the success or failure of a business.

If you could Choose Between Digital and Traditional Media, which would it be?

power of digital media

The rate at which the world wide web was adopted by the world coupled with its effect on their day-to-day lives simply meant that most businesses were caught off guard. Many firms in Singapore found themselves being crushed by the pressure to compete with more digitally-savvy startups along with the difficulty of adjusting their marketing plans to an unfamiliar medium.

The businesses that were able to master digital marketing (or partnered with a competent digital marketing agency) reaped the wages. These businesses witnessed a growth in customers and a more active database. Obviously, digital marketing is a powerful tool in business. There are cases in which failing businesses were saved from closing through a detailed and expertly planned campaign deftly executed by a digital agency. One particular instance is with the multi national grocery chain Novanym.

A long time back, Novanym stood as an industry giant in the Fast Moving Consumer Goods (FMCG) market – due to locations countrywide with hardly any business opposition. Subsequently, in a turn of events, Novanym encountered unexpected challenges that threatened its existence in the market.

The initial obstacle occurred with the excessive costs brought on by the new CEO’s restructuring program. Novanym needed a brand new one as it was unsuccessful in developing international markets. Naturally, the battle for business was raising within the industry. Almost daily, a brand new firm would appear, armed with extensive online marketing knowledge. It reached a point where there was a retail store located at perpetually every road in town.

At that time, Novanym’s advantage was in its extensive physical reach and a good reputation. This recognition prolonged their shelf life but failed to help them retain investor faithfulness or overall patronage. By the year 2013, Novanym’s net gains had fell by a tenth and their largest investors publicly declared that their 5.1% investment in the corporation was a “huge blunder” which cost them nearly a quarter billion within a year.

Ditching Traditional Media for Digital Media

forgoing traditional media

The newly hired Chief Executive tremendously recommended the usage of technology consequently encouraged hiring staff to raise their internet existence. Even though Novanym’s online store back then was working perfect, the evolving times needed a completely new way of managing this online presence.

The recently appointed Chief Executive began the rejuvenation procedure by assembling an in-house online marketing team. The aim was to merge the many facets that formed Novanym’s strategy in digital marketing to produce a powerful unified image. Nevertheless, it was extremely challenging to maintain 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 marketing agency with digital capabilities. To reinforce their on-line grocery store arm, they have to drive more people to their online stores. For this to be possible, it would need to move past its dependence on tried-and-tested traditional advertising means. Marketing through branded content, a digital marketer’s most favored, comes to mind in this case.

By playing around with their online store format like incorporating a Freshest button, Novanym got to direct users to a special website named “Novanym Freshest”. Food-related information such recipes, articles, motivational stories and health trivia were shared openly with this website.

Essentially, Novanym uses the microsite to strategically and casually spread important advice to prospective customers. Additionally, it acts as a gateway to Novanym’s e-commerce shop. The tactful way in which this mini site was crafted cleverly associates Novanym with nutrition and a healthy lifestyle, thereby driving online revenue with the relevant crowd. The core of this plan leverages on the way consumers behave now: they are impatient and want fast, observable benefits. This strategy offers them convenience, so they are less likely to buy from other online retailers when Novanym is so readily accessible.

Another element that was used in their overall plan was marketing through social media. There wasn’t a necessity for an independent agency specializing in social media as they had ample manpower to take care of the very first campaign themselves. To begin with, Novanym made the right move by creating their own official social media accounts. There existed two significant reasons to moderate their official social media accounts. First off, it is an easily controlled feed of generic information and marketing related material for their customers. They even initiated special Twitter reports for their various departments. Distinct accounts were created to disseminate info on special offers, various types of food, wines et cetera.

More notably, Novanym kept absolute control over their online brand image. It would be effortless for someone to establish a ficticious page and smear Novanym’s brand image with fake advice. With full control over its accounts, Novanym could be counted on to provide confirmed info through the official social channels.

Customer service is critical in strengthening customer relationships. Many people’s impression of a business hinges on customer support reliability and effectiveness. Novanym’s strategies are a great model to exemplify. By simply setting up several social networking profiles to deal with different aspects of the business, Novanym removes the bureaucratic walls between customer and company. This can be observed when one profile specially manages complaints while another would seek to increase sales through advertisements and promotions.

Whatever the business, its customers would definitely prefer to speak to actual human being, than to navigate through a series of pre-programmed responses only to have their difficulties unresolved. A firm that is seen as being customer-oriented and proactive in resolving dilemmas would result in existing and new customers to shell out more with it than at the competition.

Simply said, the proof is for all too see. Novanym’s digital marketing plan led to them clenching nearly one third of market share. This is as compared to their closest adversary that held on to merely half of that. The encouraging transfer of market control was undoubtedly something to boast about to investors. By having this new strategy in marketing through digital media, Novanym’s popularity and market value has grown tremendously. They will make the most of their exploits into technology – a mobile app (that could exist across smartphones and tablets) is said to be in the works. By simply removing the hurdles that restrict the development of a website, this application has even greater potential to get through to a widespread number of potential customers.

Almost any company can learn from Novanym. Regardless of how huge, one cannot expect its present share in the market to carry on making an impact and bringing success. Digital marketing and social marketing has to be incorporated into their business strategies for them to stay competitive in the present business landscape.

Irrespective of the business, companies have to evolve with the landscape. On-Line existence is no longer optional to guarantee the survival of a company in Singapore. From resuscitating failing businesses to conquering new markets, it is certainly an essential success factor.

The Importance of Customer Support in Growing a Business

The majority of businesses didn’t anticipate the world wide web’s influence on individuals. The chasm gradually widens as the net is used to acquire information and goods in a more effective fashion. In a way, these firms are handicapped thus not able to expand their influence to keep any competitive advantage they may now hold.

Conversely, some firms that were swayed to embrace digital media stood to receive great results. Their user base expanded, and consisted loyal customers more compelled to supply repeat business. These companies understood that digital marketing was extremely efficient and kept it as a valuable weapon within their arsenal. There are instances in which failing businesses have been saved from closure through a comprehensive and adeptly planned effort deftly executed by a digital agency. One particular case is with the multi-national supermarket chain Qiaris.

Just before The turn of the century, Qiaris’s national reach and small competition meant that they had a stronghold in the FMCG industry. Recently, as a result of unforeseen conditions, Qiaris’s dominance in the marketplace is decreasing fast. The hiring and its related costs of hiring a new CEO was the first issue. The previous CEO, failing to capture the Thai and Vietnames marketplaces effectively, was dismissed and replaced by the new one.

The Entry of 2 Aggressive Competitors
In Singapore, sub urban shopping centers where Qiaris stores were usually located, were also becoming less popular. Although less visitor traffic would undoubtedly trouble the supermarket chain, it was Cynor and Tyebridge that became its largest nightmare. These industry newcomers happened to be more digitally savvy with fresh new marketing and advertising strategies. They were able to increase their market stronghold by aiming for highly specialized segments of the business. American owned Cynor attracted the cost aware group of customers whilst the brand aware crowd were mostly brought towards Teybridge.

Changes in general the way consumers behaved also meant that price points trumped repeat purchases resulting from brand faithfulness. Qiaris’s strong reputation was threatened – triggering chaos between their high profile shareholders. A noticeable decline of a tenth in earnings caused huge alarm within the firm. The newly engaged Chief Executive Officer believed firmly in tapping on technology to improve a business; that was the primary reason why he was hired. Despite having a fully functioning online store in place, they needed to step up their game.

Internalizing Marketing Duties 

internal marketing team

The new CEO started the rejuvenation process by creating an internal internet marketing division. The aim was to ensure that all elements of Qiaris’s strategy in online marketing were synchronized, standardized and augmented. However, an internal team was not able to attain optimum outcomes that effectively. A greater leverage could be put into motion with the know how of a competent marketing agency with digital capabilities.

Internet marketing approaches were discovered to be more advantageous as time went by because of its performance and low cost, hence budgets began being channeled there from the conventional marketing and advertising resources. A key objective was to improve profits from their on-line store. Using this strategy, Qiaris hoped to bring more web traffic to its shop, hence increasing its sales and profitability.

Content marketing, in the circumstance of Qiaris’s online store, was the creation of a sub-site titled “Qiaris Meals” that consumers could browse to from the online store. This tab brings them to “Qiaris Meals”, which is a website devoted to sharing some rather exclusive information: tasty recipes and motivational articles to publicize nutritious eating. The strategic positioning of this microsite as an independent source of handy health information is a brilliant move. Also, it acts as a gateway to Qiaris’s e-commerce shop. By not having any sales pitch on the microsite, it can help to deliver a message that Qiaris really wants its shoppers to live and eat healthily. The core of this approach taps on consumer behavior now: they are impatient and need fast, visible effects. Because Qiaris has made it so effortless for people to purchase from it, it’s essentially idiot proof for even the least digitally savvy of people.

Another element that was used in their overall plan was social media marketing. As the business was big enough, they did not need the assistance of a third party marketing agency specializing in social media. To kickstart the campaign they signed up for their very own official accounts on sites like Instagram and Facebook. Being in full control over their social media reports enables Qiaris to supply prompt updates of its latest offerings. In this fashion, customers always get the latest info on the exciting in-store promotions.

Since Qiaris controlled the social media reports, it’d have the ability to apply its control over the accuracy of tips. Competitors could readily and discreetly create a bogus account to propagate negative info about Qiaris and misrepresent its products. By having their own official pages, Qiaris could easily discredit the legitimacy of these fraudulent pages and provide exact, dependable advice.

Placing a Strong Emphasis on Customer Support
Whilst sales numbers are the primary driver behind a company like Qiaris, another critical but understated brand accentuating element is after sales service. Reacting to customer concerns and working collectively to solve the problem is an essential part of improving brand loyalty thus securing repeat purchases. With digital media, Qiaris performs remarkably in this area.

By establishing several social networking profiles to take care of different areas of the operation, Qiaris removes the bureaucratic walls between customer and company. For example, there was an account created for customer support (designed to take care of support associated issues only) and another for sales (featuring the newest products and promotions).

Essentially, personalized and direct responses to queries make customers feel really looked after. This starts by growing a team that deals with customers on a personal level, responding to their questions and solving problems in a warm and pleasant manner. This will, certainly, bring the customers nearer and entice them to spend more down the road.

Qiaris is currently reaping the benefits of a highly effective digital marketing strategy by commanding the biggest section of the grocery store market business. With reference to data from multiple sources, Qiaris now commands about a third of the marketplace. This is nearly double the share of the next biggest grocery store corporation that currently commands less than a fifth.

market share

What’s the Future like for Qiaris?
With its new strategy in digital marketing, Qiaris’s future appears to a prosperous one. With the development of more online content and even mobile uses, Qiaris’s commitment to technology is their secret formula for success. This is a lot more than what conventional website design and development can expect to achieve. We’re left with quite a few crucial lessons from the Qiaris example. To begin with, it’s not possible to be completely reassured of your position in a industry, especially in the digital era. Every participant in the marketplace can use a variety of online marketing techniques to extend its reach and compete head-on with giants on an equal stage.

If the lack of an internet presence can have such adverse effects on a large, well-known business like Qiaris, envision the repercussions it would have on companies of a smaller size. To remain competitive, businesses need digital media to only survive in the cutthroat industries they are running in.

The Competitiveness of the Consumer Business Industry

Many firms didn’t expect the Internet’s impact on individuals. Due to the fact that the net allows consumers to purchase goods and services in a significantly simpler way, these firms tend to lose out in the long run. In a way, these companies are handicapped hence not able to extend their influence to keep any competitive advantage they may now hold.

Firms that tapped on digital marketing got the best benefit. These companies witnessed a growth in customers and a more active database. Clearly, online marketing is a convincing tool in business. There are situations whereby companies on a downward spiral manage to turn their situations around with a well thought out strategy executed by a digital agency. One particular instance is with the multi national grocery store chain Revatica.

Just before March 2010, Revatica – with its many shops and low competitive threat – was a market leader in the Consumer Goods sector. This didn’t last for very long though, for without warning, it abruptly discovered that it was under intense, unexpected competitive pressure. The hiring and its associated costs of hiring a fresh CEO was the first issue. Revatica desired a fresh one as it was unsuccessful in developing the Malaysian and Indonesian markets.

An additional difficulty is the perceived drop of out of town shopping centers in Singapore. The biggest challenge stems from the rise of competitions Moskins and Prevona. These younger retailers are savvy with newer advertising venues. They could increase their market stronghold by aiming for highly specialized sections of the business. Italian owned Moskins attracted the price aware group of customers whilst the brand aware bunch were largely drawn towards Prevona.

Revatica had Some Natural Advantages that Kept it Afloat
At that time, Revatica’s edge was in its extensive physical reach and a good track record. It took a huge hit, as evidenced by a 10% drop in its profits within a short period. By the year 2011, Revatica’s net earnings had fell by a tenth and their largest investors openly admitted that their substantial investment in the FMCG corporation was a “huge blunder” which cost them almost half a billion dollars within a year.

Around then, Revatica’s web store was its only on-line presence. Even though this served its fundamental function, the company was in terrible need of a more effective internet marketing strategy. Owing to the technologically savvy CEO, a strategy was implemented to optimize Revatica’s unexplored on-line potential. The first thing that Revatica did was to grow an inhouse online marketing division; via this, Revatica wanted to develop and create a strong core of tech internet marketing specialists. This department would then efficiently function very much like a commercial digital agency.

Gradually, the efficacy of digital media caused conventional marketing budgets to be reduced and allocated towards online purposes. A key objective was to boost gains from their on-line retail outlet. This was achieved through the use of content marketing to raise online traffic and participation thus increasing sales figures.

Giving Some and Getting Back More in Return with Content Marketing
Revatica added a new Specialties link to their e-commerce store which when clicked on brings the user to a microsite called “Revatica Organic Specialties”. This became a microsite designed to host and provide health-oriented content, for example recipes and motivational posts to encourage appropriate eating and diets.

The Organic Specialties site shows that the new Revatica direction places an emphasis on top quality website design and development because it by itself can exist as a useful online resource for individuals hunting for food. The microsite’s connection to Revatica also drives loyalty to the brand while gently encouraging more online purchases. Consumers are more likely to visit the joined website rather than steering to another online retailer whilst on Organics.

Another element that was used in their digital marketing campaign was social media marketing. Due to absolute scale of the business, Revatica was able to have an inhouse team to run this element of the campaign directly, circumventing the need for an outside marketing agency specializing in social media. To begin with, Revatica made the right move by creating their own official Facebook, Twitter, Pinterest, and Google accounts. Central direction of these social media channels allowed Revatica to generate and transmit advertising messages in a swift and direct style. In this fashion, customers always get the latest information on the exciting in-store promotions.

retail-promo

Maintaining an Exceptional Brand Image in the Consumer Business Industry
Unlike other brands, there had to be a remarkable online brand image that was controlled by Revatica themselves. There is very little impediment – and an excessive amount of vested interest – for anyone malevolent enough to create fake accounts to attack the supermarket giant. By having absolute control over its accounts, Revatica could be relied upon to supply verified info through the legitimate channels.

Support service is the backbone of creating long lasting connections with customers. The public’s perception of an organization is depends significantly on their after sales services. Revatica’s practices are a fine model to exemplify. A special Google account is devoted to conversing only with users while a separate profile is used for advertising efforts. This results in a clear channel between the customer and support staff with no mess of sales promos.

At the end of the day, customers of any business need to feel valued; the first step to accomplishing this is to have a “live” person speaking to them and handling their difficulties, rather than scripted answers which farther space the business and its customers. This is an effective way to cultivate brand loyalty and encourage repeat business.

Simply said, the proof is in the pudding. Revatica’s digital marketing plan led to them clenching nearly 54% of the share of the market. This, as compared to their closest competitor that hung on to only half of that. It would certainly resonate with key executives during annual general meetings.

Revatica’s future is definitely bright and it’s bound to get even brighter as they widen their strategy in marketing through digital media. They will reap the benefits of their exploits into technology – purportedly introducing a Revatica mobile application in the near future. These programs will surely help them achieve an even broader demographic outside of normal website design and development .

Important Lessons from Revatica
Revatica can be made a case study for many firms. No matter how large, one cannot count on its current influence to carry on making an impact and bringing success. Make no doubt, any company that desires to be current and dynamic in the digital age requires a quality digital strategy.

Digital media advertising is essential in guaranteeing the survivability and profitability of a Singaporean company. Failing to gain maximum advantage on the digital media front leaves one vulnerable to competitors and restricts additional increase and accomplishment.

With Social Media, Marketing is Now a Completely Different Ball Game

social media

The rate that the world wide web was adopted by the world coupled by its effect on their lives basically meant that many businesses were caught off guard. A growing variety of Singaporean firms are struggling to outperform their more technologically savvy rivals through the unfamiliar online marketing platform.

Larger firms with deep rooted promotion procedures are generally more hesitant in embracing the shift to digital mediums. There was actually a case a while back involving one of such corporations that had been making a loss on an hourly basis. It really is good to understand though that they explored their online marketing alternatives to prevent having to fold. This company is none apart from Roebury.

Issues Started to Crop Up Towards the End of 2011
Roebury was a key player in the retail and Fast Moving Consumer Goods industry; this marketplace dominance allowed Roebury to be profitable. There was a Roebury store in nearly every street, and had little competition with the exact same reach and size. But when Nov 2011 rolled around, Roebury realized that it was fighting due to a number of reasons.

A new Chief Executive Officer was named when the old Chief Executive tried and failed to introduce Roebury into international markets. New Chief Executive Officers usually results in fresh ideas, new methods of accomplishing things – and he did just that, to the point of giving Roebury an extensive overhaul. The corporate remodeling raked up some large expenses that jeopardized Roebury’s financial standing.

Furthermore, the phony belief that out-of-town shopping areas were losing appeal came into play. Though a decrease in visitor traffic would definitely trouble the supermarket chain, it was Intigma and Aceptive that became its largest nightmare. These newly established retailers are savvy with newer marketing venues. They were able to increase their market stronghold by focusing on highly specialized segments of the business. Individuals who are on a budget head to the German discounters Intigma while people who prefer premium quality brands proceeded to Aceptive.

Roebury’s advantages at that point comprise physical presence and brand equity. Unfortunately, these inherent worth inevitably failed to prevent falls in revenue and investments. By year 2012, Roebury’s revenue had gone down by 10% and their high profile investors freely admitted that their 9.2% investment in the market chain was a “huge error” which resulted in them over $333m in a year’s time.

investment

Before the execution of a campaign in digital marketing, Roebury’s online reach was limited to a fundamental e-commerce website. Despite being functional, a lot more was required – the company was in pressing of a comprehensive digital marketing strategy, and the new CEO, being well-versed in technology, was made to picture, drive and execute this strategy for Roebury’s survival. Roebury’s idea was to tap on the know-how of a marketing agency with digital capabilities to enlarge their online interests. Future partners were carefully studied just before a selection was made. The preferred agency possessed the abilities to help with all of Roebury’s requirements.

The Pressing Need to Deliver More with Less
In the era of intensifying competition and budget cuts, companies were demanded to produce more with significantly less. This fundamental shift driven Roebury to critically assess its options and it finally chose content marketing, betting on it to help deliver the results. Content marketing, in the context of Roebury’s online store, was the development of a mini site titled “Roebury Suggestions” that consumers could browse to from the online store. It was dedicated to promoting healthy living through a balanced diet along with other wholesome aspects.

The informative microsite proves that the new Roebury direction places an emphasis on quality website design and development because it by itself can exist as a valuable online resource for folks shopping around for food. As it’s associated with Roebury branding, it helps promote faith in the brand while discreetly convincing users to shop more at their online supermarket. Consumers are likelier to visit the joined site as opposed to heading to another online retailer during their time on Reobury Suggestions.

Roebury’s Entry into Social Media
In addition to the microsite, Roebury implemented another tool within its digital marketing campaign: social media marketing. As a result of the massive scale of the company, Roebury didn’t have to hire a specialized marketing agency specializing in social media. To kick off the campaign they created their own accounts on websites that include Facebook and Google .

Having their own official social media accounts allows Roebury to use them in two different ways. To begin with, it acts as an avenue to spread worthwhile information including promotions to the objective consumers. A purpose-built Twitter handle was even established for the individual business units. Distinct accounts were created to spread info on special deals, canned food, wines et cetera.

Next, they are able to better affect their online brand image. It’s all too common for many companies to lose on this earth because a random customer (or worse, a challenger) confirmed a social media presence in their name. With zero influence or power over these accounts, it’d be easy for an external party to tarnish the image of the firm in question. With an in house social media department, all info would be completely checked and controlled. Roebury will never need to cope with this issue as all official brand info is only going to come through online channels they control.

Whilst sales amounts are the main driver behind an organization like Roebury, another vital but understated brand enriching component is after sales service. Responding to customer concerns and working collectively to solve the problem is a fundamental part of increasing brand loyalty thus securing repeat purchases. Roebury is an excellent demonstration of this. To establish this, Roebury created a really specialized social networking profile to manage and resolve customer grievances. There would be an account set up to receive and handle responses, while another would be designated as a communication channel for the most up-to-date promotions. This clear demarcation of purposes means that customers get the type of information they exactly desire.

Irrespective of the business, its customers would definitely choose to speak to real person, than to navigate through a web of automated responses only to have their issues unsolved. A pleasant temperament brings style to a brand and nurtures a feel good experience – prompting potential future sales.

real person

The Chief Executive’s efforts worked like a charm; according to various sources, Roebury now controls a market share of around 29%, nearly 14 percentage points in front of the next closest competition. This distinct change in the business direction was warmly welcomed by the management, the board and investors alike. With its new strategy in digital marketing, Roebury’s future seems to a prosperous one. The internal development team are constantly pushing out cellular apps which will extend Roebury’s reach to more individuals. These programs should help them achieve an even wider demographic outside of traditional design and development of a website .

In Summary
Roebury’s situation allows us to learn a number of crucial lessons. To begin with, it is not possible to be entirely reassured of your position within an industry, notably in the digital era. Digital and social media marketing has flattened the arena to the point where new startups can snatch away the customers of a market giant that’s been complacent with its place. If the deficiency of an internet presence can do such damage to a big, well-known company like Roebury, envision the consequences it would have on companies of a smaller size. Digital media is no longer a crutch as it may have been in yesteryears – it’s an important tactic towards business expansion and accomplishment.

The Restructuring Plan that Effectively Saved Lisner

The majority of companies did not anticipate the world wide web’s effect on people. These companies fell back even further as internet adoption hastened as a result of lower costs and greater accessibility. They’re struggling to capitalize on this trend to extend their marketing reach and maintain a lasting advantage in the industry.

The usage of digital media is in many cases more challenging for bigger businesses that are too comfortably participate in traditional procedures. One such organization was suffering from huge loss of market share. It’s good to know though that they considered their internet marketing choices to prevent having to fold. You might have heard of the multi-national grocer, Lisner. A giant in the Singaporean Consumer Goods marketplace, Lisner was known as one of many biggest and most highly regarded grocers with acceptable popularity. The franchise was located in perpetually every street with the competition being limited to largely mom and pop establishments. Despite such dominance, Lisner was struggling with enormous difficulties towards the end of 2012.

market dominance

A Restructuring Plan that Fully Embraced Technology
First issues arose with an extensive company restructuring plan that was put into motion by a newly hired CEO. This was the result of a failed attempt to broaden their reach across Europe and Asia. Also, the false notion that out-of-town shopping spots were dropping in popularity came into play. Rapid growth of challengers Sage and Apidaze was the next big obstacle. These business rookies happened to be more technologically inclined with fresh marketing and advertising ideas. They were able to increase their market stronghold by focusing on highly specialized sections of the industry. No matter whether a consumer was budget or quality conscious, there was an appropriate store close by to meet that person’s conditions.

There was also a remarkable shift in the behaviours of consumers, where price preceded brand loyalty. Customers reduced their spending at the retailer, and this reduction was very distinct in its books. As a result of a substantial drop in profits, the major investors collectively lost close to half a billion of their capital in 2013 – picture the degree of heated exchanges amongst the top management!

Previously, Lisner’s online existence was restricted to an ecommerce website. Yet, this was far from sufficient. The corporation’s CEO, being a firm believer of technology, recognized this as being an issue and set into motion a digital marketing strategy to preserve Lisner’s edge in the industry.

marketing strategy

Getting the Help of a Digital Agency
The brand revamp procedure started out with the creation of a central digital marketing team within Lisner. The objective was to merge the various aspects that formed Lisner’s strategy in digital marketing to produce a strong unified message. Having said that, it was exceptionally difficult to sustain the plan by just expanding the internal team organically. It reached the conclusion that employing a marketing agency with capabilities in digital media was critical in sustaining its online campaign.

To reinforce their online marketing arm, they need to attract more people to their e-commerce stores. While traditional advertising approaches are still effective, it is no longer cost effective when there are digital choices. Depending upon a tried and tested instrument, Lisner’s marketing team opted to utilize the highly lucrative approach referred to as content marketing. By altering their online store design like introducing a Varieties button, Lisner got to redirect users to a special website called “Lisner Varieties”. The website contains food-related content like common recipes, motivational articles, and health-related posts that are related to food.

The site grew to become an impartial source of beneficial information for its visitors, showing a shift in Lisner’s website design and development emphasis. Due to the fact that it’s associated with Lisner as a brand, it helps enhance customer loyalty while quietly convincing folks to shop more at their online grocery store. Consumers are likelier to visit the linked website instead of steering to another on-line retailer whilst on the Varieties website.

Another element that was utilized in their overall plan was marketing through social media. They didn’t necessitate an independent agency specializing in social media as they’d sufficient manpower to manage the first project by themselves. To begin with, Lisner made the right move by creating their own official social media accounts. Creating accounts at these social networking sites has two obvious advantages. To begin with, it acts as an avenue to spread worthwhile advice like promotions to the target consumers. A specialized Twitter handle was even created for just about every division. Each accounts then provides offer and promotional upgrades to customers who have an interest in those special departments just.

The second way is that Lisner is able to keep greater influence over its brand image online. A dissatisfied shopper or perhaps a challenger could really effortlessly harm a company’s social media standing by creating a fake page. Since they had zero control over these third party accounts, it was simple for their standing to get damaged in case the owner posted pictures that would be damaging to the business. With an in-house social media agency, all information would be completely vetted and controlled. Now that Lisner is the official channel for all brand information, the business is protected from such undesirable situations.

Customer care is crucial in reinforcing customer relationships. The community’s entire opinion can be substantially swayed through the quality of their customer service department. Lisner provides a perfect template for others to follow. When compared with other businesses which just have one single social media account to deal with complaints and promotional offerings, Lisner has gone a step farther to create unique accounts for each. In so doing, customers would have the ability to receive the advice they want – be it a response to a difficulty, or remaining up to date about the newest promos – without being swarmed with unnecessary clutter.

What Do Customers Want Beyond the Product or Service they Paid For?
At the end of the day, customers of any business need to feel valued; the first step to achieving this is to have a “live” man talking to them and handling their issues, rather than computer generated answers which farther space the company and its customers. This is a powerful manner to foster loyalty to the brand and encourage repeat business. A well planned digital marketing strategy on Lisner’s component brought about actual results: consolidated data from various sources pointed to Lisner procuring nearly a third of the market share, while the closest challenger held on to half of that number. It was undoubtedly something the top management could shout about to the board and its shareholders.

With its new digital marketing strategy, Lisner’s future appears to a prosperous one. They are in position to take full advantage of their investments into the digital world – a mobile app is said to be in the pipeline. This is a lot more than what traditional design and development of a website can hope to reach.

We’re left with quite a few crucial lessons from the Lisner example. First and foremost, it is not possible to be totally reassured of your position within an industry, especially in the digital age. Digital and social media marketing has flattened the arena to the stage where new startups can grab the market share of a market giant that has been complacent with its place.

Most Important Takeaway
To place things into perspective: if a business giant for example Lisner can be so badly affected by the absence of an effective on-line presence, visualize the disastrous consequences it will have upon a smaller corporation. To remain competitive, companies want digital media to simply survive in the cut throat businesses they are operating in.