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.
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.