The Crucial Role of Social Media Marketing Today

crucial role of social media

Many unsuspecting companies are up against the problem of social media’s great influence upon the general public. A lot of businesses in Singapore found themselves being broken down by the pressure to compete with more digitally-informed startups and the issue of aligning their marketing and advertising strategies to this unfamiliar medium.

Larger companies with deep-rooted promotion procedures tend to be more hesitant in adopting the move to online media. Not long ago, there was a situation whereby a large corporation was experiencing huge losses owing to a number of factors. Fortunately enough, these people daringly resorted to digital marketing in order to save themselves from total failure. You may have heard of this organization before: PrioGrocer.

A key player in the Singaporean Fast Moving Consumer Goods marketplace, PrioGrocer was regarded as one of many biggest and most reputable supermarkets with decent popularity. The chain was situated in nearly every township with the competitors being limited to mostly mom and pop establishments. But when mid of 2015 arrived, PrioGrocer found itself struggling for certain reasons. The initial obstacle emerged with the substantial costs triggered by the new Chief Executive Officer’s restructuring plan. The former CEO, failing to capture the international marketplaces efficiently, was fired and replaced by the new one.

PrioGrocer soon became subjected to Murphy’s law, where if things could go wrong, they’d. New players with extensive know-how in internet marketing were appearing every so often. It reached to an extent that these shops were emerging at every corner.

Relying on PrioGrocer’s Natural Advantages
During then, PrioGrocer’s advantage was in its comprehensive physical reach and a good track record. This acknowledgement extended their shelf life but failed to help them preserve investor loyalty or total patronage. Visible investors of the sickly company announced on public record that they have lost no less than $200 million just from the dismal financial performance.

The new CEO believed firmly in using technology to remodel a company; that was the primary reason why he was appointed.The fast growing levels of competition that PrioGrocer dealt with meant that hinging only on its online store would just not be enough. The newly appointed CEO kickstarts the remodeling by creating an internal digital marketing department. The objective was to merge the various aspects that formed PrioGrocer’s digital marketing strategy to build a strong unified image. However, this internal team became so effective – and so overloaded – that PrioGrocer had to review its strategy. It came to the decision that engaging an external marketing agency with capabilities in digital media was critical in keeping up its online effort.

Reinforcements to the online grocery store meant the demand to increase their online traffic. For this to be possible, it’d have to go past its reliance on tried-and-tested traditional advertising means. Marketing via branded content, a digital marketer’s favourite, comes to mind in this case. PrioGrocer added a new Finest Treats button to their main website which when clicked on sends the user to a microsite called “PrioGrocer Finest”. Content such as recipes, food preparation techniques, wellness posts and inspirational stories filled the pages of the PrioGrocer Finest site.

The tactical placement of this mini site as an independent source of invaluable health advice unrelated to PrioGrocer is a dazzling move. Furthermore, it acts as a gateway to PrioGrocer’s e commerce shop. The smart way in which this information website was crafted and developed smartly associates PrioGrocer with nutrition and a healthy lifestyle, thus driving e-commerce profits with the appropriate audience. The principal idea behind this strategy tends upon common consumer behavior that’s dependent on instant gratification. This approach obviously enhances the likelihood that a customer will purchase from PrioGrocer’s e-commerce store.

Getting Down and Dirty with Social Media Marketing

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

There existed two important reasons to man their own social networking accounts. To begin with, it’s an easily controlled stream of general information and marketing related material for their shoppers. They went to the extent of creating specific Twitter accounts for each of their sections. They’ve profiles for deals, organic foods, wines, and so on.

More significantly, PrioGrocer kept absolute control over their online brand image. There’s very little impediment – and an excessive amount of vested interest – for any person evil enough to sign up for fraudulent accounts to attack the supermarket giant. With full control over its accounts, PrioGrocer could be counted on to provide confirmed info via the legitimate social media channels.

An absolute emphasis on web based customer support
Whilst sales numbers are the chief driver behind a company like PrioGrocer, another crucial but understated brand enhancing component is after sales service. Excellent post-sales support helps to create chances for loyalty to the brand and repeat business, as studies have continuously shown. PrioGrocer actually illustrates this good business practice.

As a demonstration of the focus PrioGrocer places on online after sales support, they devote a different social media account to manage customer questions and charges. This allowed unsatisfied patrons to effectively convey their opinions without diluting the promotional messages from PrioGrocer to others.

At the end of the day, customers of any business want to feel valued; the first step to achieving this is to have a “live” person talking to them and dealing with their problems, rather than computer generated responses which further space the business and its customers. This is an effective manner to foster loyalty to the brand and encourage repeat business.

fantastic customer service

PrioGrocer’s digital marketing strategy is benefiting them greatly as they currently control the biggest share of grocery stores in Singapore. As of data collated by a number of statistics sites in July last year, PrioGrocer holds approximately a quarter of the share of the market. The next challenger was not even close, just managing to garner about 48% of that.

As a result of PrioGrocer’s digitally-driven success, they are working on releasing their own mobile app to further expand its reach. Coupled with the creation and launch of mobile programs, it makes it even simpler for consumers to purchase and engage PrioGrocer than what traditional means – such as website design and development – would ever hope to attain.

What Can We Learn from PrioGrocer?
You will find lots of lessons in PrioGrocer’s instance. Firstly, the digital age disrupts and shakes all organizations, irrespective of how established they might be. Every participant in the market can use digital and social media marketing to extend its reach and compete head-on with giants on an identical stage.

If a market leader like PrioGrocer was so readily crippled by the absence of an online existence, imagine the consequences for a smaller business. Digital media no longer is optional for any business; if you need to remain relevant in this time, there is no escaping from embarking on this platform, even to simply remain competitive.

Singapore’s Digital Marketing Scene in 2016

Companies big and small were certainly not expecting the internet to have such a powerful grip on consumers in Singapore. These companies lagged even farther as internet usage hastened as a result of lower costs and greater accessibility. They were not able to make full use of this new channel to grow their company.

On the other hand, a few firms that decided to embrace digital mediums stood to receive superior returns. They noticed an increasing client base that showed active engagement online. Apparently, marketing through digital media is a persuasive tactical device in business. There are occasions whereby businesses on a downward spiral manage to turn losses into profits as a result of a well organized campaign conducted by a marketing focused digital agency within Singapore. A perfect example of such a case will be none other than local grocery chain Playce.

As one of Singapore’s biggest supermarkets and one of the top brands in the Consumer Goods marketplace, Playce enjoyed a comparatively prosperous and comfortable existence. The supermarket chain had stores in nearly every town and had minimal competition aside from modest groceries. But when December of 2011 rolled around, Playce realized that it was struggling due to specific reasons. The former President of the company, unable to capture the European and Asian markets effectively, was replaced by the new one. Just like any change in top management, the new President gave Playce a comprehensive overhaul. This meant huge prices for Playce and had an unwanted impact on its financial state.

Playce soon became subjected to Murphy’s law, where if things could go wrong, they would. New players with wide-ranging expertise in digital marketing were appearing every now and then. At some point, it was impossible to disregard the presence of a rival store at practically every junction. In the meantime, there was a marked change in buying behavior that resulted in customers adopting the relevance of value over brand loyalty. Customers minimized their expenditure at the chain, and this reduction was clear in its records. To put matters into perspective, Playce’s gains dropped by 13.5% – a definite way to get investors worried.

dip in profits

Preparing to Go All Out for Digital Marketing
So as to successfully recoup Playce’s on-line ranking, the freshly appointed President – a true believer of technological progress – decided to set up an inhouse digital marketing department. Even with a completely running e-commerce store in place, they needed to step up their game.

Nevertheless, organic growth could only take it so far; they’d have to hire an external digital marketing agency to help fuel the expansion of its on-line presence. Playce managed to settle on one following comprehensive evaluation. They picked an internet marketing agency that was able to spread the Playce message through a variety of digital channels. The new norm for businesses today is to carry out more with less; in Playce’s circumstance, it’d need to increase its e-commerce store sales utilizing the most cost-effective method possible. This paradigm shift induced Playce to seriously assess its alternatives and it finally chose marketing through branded content, betting on it to help deliver the numbers.

Launching of a Microsite Named Playce Grocery
Playce went all out for content marketing by launching a microsite dubbed “Playce Grocery” as an extension of their e-store. This tab brings them to “Playce Grocery”, which is a website aimed at sharing some rather distinctive content: tasty recipes and motivational posts to promote nutritious eating. The new Playce Grocery website is a manifestation of the direction’s attitude towards its internet presence: a strong belief that a powerful emphasis on quality website development will help swing more visitors to this site. The microsite’s connection to Playce also increases brand loyalty while gently motivating more online purchases. Consumers are more likely to visit the joined website rather than heading to another on-line retailer during their time on Playce Grocery. Aside from this informative site, the massive reach of social media marketing in their industry meant that Playce needed to play an active function or risk being insignificant. Aside from using content marketing, Playce’s inner team strengthened their stronghold via Facebook, Twitter, Pinterest and Google.

Direct management of these social networking accounts meant that Playce could circulate their marketing campaigns and promotions whenever they were finalized. Additionally, it meant that consumers received up-to-date and pertinent information directly from Playce. Above all, the priority is for Playce to maintain total control over any messages being broadcast over the web. Any individual could create a bogus account and initiate malicious attacks on Playce by providing deceptive advice to innocent consumers who “liked” the fake page. The creation of an official account instantaneously puts a stop to this threat and serves as a dependable way to obtain info.

Customer care is critical in reinforcing customer relationships. The way that a customer views a company is heavily determined by how the latter renders support to the former. Playce provides a great template for others to follow. In an effort to raise efficiency, Playce devoted a Twitter profile specifically to connect with customers whereas some other one was created to communicate specialized updates on deals and specials. This helps to ensure that marketing related messages are kept separate, so that each profile can carry out what it’s been designated to do. The men and women behind these social media accounts are also told to post with a wholesome and light-hearted tone, even to the point where they engage in positive debate with customers and other brands. Customers are much likelier to have faith in Playce’s support as they feel there’s another person behind the account instead of an automated responder.

Various sources revealed that Playce’s well executed digital marketing strategy paid off immensely. Playce controlled almost one third of the market share while the next competition only managed to keep half of that. It’d certainly resonate with senior executives during annual general meetings. Their firm grip of the marketplace is definitely poised to grow as they continue developing their strategies for digital marketing. They will take full advantage of their investments into the digital world – a mobile app is said to be in the pipeline. This is more than what traditional website design and development can expect to attain.

Key Takeaways
We can learn commonly from Playce. It truly is no longer a given to depend purely on branding and physical store coverage in a retail scenario to ensure success. Constant efforts in digital and social media marketing are necessary to dynamically engage consumers and maintain a business’s competitiveness in the digital age. If the deficiency of an internet presence can have such adverse effects on a big, well-known business like Playce, imagine the repercussions it would have on businesses of a smaller size. Digital mediums have developed into a non-optional promotion instrument to remain abreast with the times and forgoing it would have devastating consequences for the business in question.

The CEO that Transformed Astromart

ceo

A lot of unprepared businesses are confronted with the backlash of the net’s influence upon the public. Many firms in Singapore ended up being crushed by the pressure to compete against more digitally inclined upstarts along with the difficulty of adapting their marketing and advertising strategies to an unknown medium. The true winners were companies which had a compelling strategy in online marketing, produced either internally or by means of collaboration with a digital marketing agency. These businesses witnessed a growth in clients and a more active database. Digital marketing has proven itself to be a powerful instrument for businesses. As of now, there were numerous cases where companies propelled themselves out of dire straits with this weapon. An example of this is market titan Astromart.

Prior to August of 2010, Astromart’s national reach and small rivalry meant that they had a stronghold in the Fast Moving Consumer Goods business. Yet, because of unforeseen circumstances, Astromart lost their footing within the market and this left them vulnerable.

The Appointing of a New CEO
When the previous Chief Executive did not make Astromart thrive in other Asian markets, the Astromart board decided to hire a fresh CEO. To accommodate the new CEO’s objectives for the business, entire processes had to be overhauled. The price of setting these changes into motion adversely impacted Astromart’s fiscal standings.

Obviously, the clash for market share was increasing within the industry. Any little opening that surfaced in the market was swiftly capitalized upon by one of the firms. It came to a point where there was a retailer located at perpetually every road in town. Changes in overall consumer behavior also meant that low prices trumped repeat purchases resulting from brand devotion. Customers cut their spending at the supermarket chain, and this drop was clear in its records. A marked fall of ten percent in earnings triggered alarm bells to go off within the business.

Leveraging on Technology to Transform a Business
The new CEO believed firmly in using technological innovation to transform a business; that was the primary reason why he was hired. They already have a solid web store, but the stiff competition meant that they have to be more proactive. Their first move was to launch their own inhouse digital marketing agency by using a technology incubator that educates vibrant tech entrepreneurs. They looked to tap on the abilities of these aspiring online marketers as an alternative to an internet marketing agency.

The new norm for businesses in the present day is to carry out more with much less; in Astromart’s circumstance, it would need to increase its web store revenue using the most cost-effective strategy possible. The best way to live up to expectations was to maximize the possibility of content marketing and control the e commerce avenue.

Offering Users Invaluable Information through a Microsite
By playing around with their online store design like introducing a Trending button, Astromart got to direct users to a microsite named “Astromart Trending”. The site features food-related content like recipes, motivational publications, and health-related posts that pertain to food.

The tactical placement of this mini site as an unbiased source of invaluable health advice is an excellent move. Having said that, it’s also really simple for consumers to head over to the online store, as links to it are abound. The intelligent way in which this information website was crafted smartly links Astromart to nutrition and a healthy lifestyle, thereby driving online revenue with the relevant crowd. The approach applied here hinges on classic consumer mindset of wanting immediate results. Astromart’s strategy offers simple convenience, reducing the risk of users being sidelined by other on-line grocery stores.

In addition, Astromart is required to bow to the distinct rise in popularity of social media marketing so as to remain inclusive and present. Consequently, besides content marketing, Astromart also used social media marketing – increasing their influence on Facebook, Twitter, Pinterest, and Google – which was managed by their internal team.

Central management of these social media channels enabled Astromart to generate and broadcast advertising messages in a swift and direct manner. In this way, customers always get the latest advice on the exciting in-store promotions.

More notably, Astromart retained complete control over their online brand image. It’d be really easy for someone to launch a ficticious page and taint Astromart’s brand image with fake information. The development of an official accounts instantaneously prevents this hazard and functions as a reliable source of information. Customer care is the anchor of developing long lasting connections with customers. The impression of a company relies heavily on customer support dependability and helpfulness. On this area, it can be stated that Astromart has set a benchmark.

Maintaining a Google+ Profile Specially for a Special Purpose
A special Google+ profile is dedicated to socializing only with customers whilst a different profile is used for sales efforts. This translates to an obvious channel between the customer and support staff with no jumble of marketing related offers.

Basically, personalized and direct responses to questions make customers feel really taken care of. This starts by nurturing a team that connects with customers on a personal level, responding to their queries and resolving problems in a warm and pleasant mode. This will, definitely, bring the users nearer and entice them to spend more down the road.

The Outcome
The revamping of its strategy in digital marketing turned out to be incredibly valuable to Astromart. With reference to several data companies, Astromart has control over almost a third of the marketplace as of last January. This is almost double the share of the next largest market corporation that now controls around fifth. These results would definitely encourage Astromart to build on its success and further refine its digital marketing strategy to capture a bigger portion of the market. This would definitely allow it to be easier for customers to buy more from Astromart and enhance its profitability.

A good example would be Astromart. It is no longer a given to depend purely on branding and retail to ensure success. Companies must deploy digital marketing and social media marketing to consistently reach out to customers and ensure their relevance in the digital age.

Additionally, companies simply cannot afford to persist with their existing business practices in this day and age. Maintaining a quality on-line presence is now key to any business in Singapore. It has grown into a fundamental prerequisite which plays such notable part that it could determine whether a company survives or fails.

New Marketing Methods for the Digital Age

A bulk of businesses within Singapore cannot completely understand the dynamism of the net upon the daily lives of its consumers. As it becomes simpler, more affordable and faster each day to reach the internet for news, goods and services, these companies fall behind even farther. In a way, these companies are crippled thus unable to expand their influence to retain any competitive advantage they may currently hold.

competitive advantage

Unprecedented Rise of Digital Media
The real winners were companies that had a powerful digital marketing strategy, developed either internally or through cooperation with a digital marketing agency. These businesses witnessed a growth in clients and a more active database. Digital marketing has demonstrated itself to be a powerful instrument for companies. As of now, there were numerous instances where firms forced themselves out of difficult times with this weapon. An instance of this is market titan Jambo.

Well before the turn of the century, Jambo’s dominating standing in the Fast Moving Consumer Goods (FMCG) business – supported by its extensive retail reach nationwide and little rivalry – helped the company remain successful. In recent times, because of unforeseen circumstances, Jambo’s control over the market is decreasing quickly. The former Chief Executive Officer, being unable to capture the markets of nearby countries effectively, was told to leave and a new one arrived. Just like any change in key management, the recently appointed Chief Executive Officer gave Jambo a complete overhaul. This meant huge prices for Jambo and had an unwanted impact on its financial state.

Naturally, the clash for a share of the market was raising within the industry. Virtually any little opportunity that surfaced in the market was promptly capitalized upon by one of the firms. It came to to the extent that these shops were popping up at every corner.

Jambo’s leverage at that point include physical presence and branding. This recognition extended their shelf life but failed to help them retain investor faithfulness or all round patronage. Since Jambo’s deficits were merely growing, financial backers started to regret sinking over half a billion dollars into the company in recent times. Prior to the implementation of a digital marketing plan, Jambo’s online reach was restricted to a fundamental ecommerce site. Even though this met its fundamental purpose, the company was in terrible need of a more productive strategy in digital marketing. Owing to the digitally inclined CEO, a strategy was put into motion to maximize Jambo’s untapped online potential.

Getting External Help for Digital Marketing
Nonetheless, natural growth could just take it so far; they’d have to hire an external digital marketing agency to help fuel the expansion of its on-line presence. Future agencies were attentively examined before a selection was made. They selected an agency that was confident enough to assist them in projects across a variety of digital platforms.

The new norm for businesses nowadays is to get more done with a lot less; in Jambo’s context, it’d have to raise its e-commerce store sales utilizing the most cost effective process potential. Jambo exploited on reaching out branded content as the main tool to raise e store gains and appease their investors. Jambo exploited content marketing by establishing a microsite dubbed “Jambo Waffles” as an extension of their e store. The unique microsite promoted healthy eating and positive habits to Jambo customers.

The tactical placement of this mini site as an external source of invaluable health advice is an amazing move. The flow of advice within the microsite to the online store was smooth and convenient thanks to the links scattered amongst the info. By not having any sales pitch on the microsite, it can help to deliver a message that Jambo truly wants its patrons to adopt a healthy lifestyle. The essence of this plan capitalizes on the way consumers behave today: they’re impatient and want quick, observable results. This strategy unquestionably increases the odds a shopper will purchase from Jambo’s online store.

online-purchase

Tapping on on Social Media
One more facet within the digital marketing campaign approach was marketing through social media. Due to the enormous size of the company, Jambo did not need to engage an external social media agency. Their very first step was to create official profiles for the more popular social media avenues such as Facebook, Twitter, Pinterest, and Google.

Two useful uses can be derived from opening their own profiles on these social platforms. The first way is clear – this acts as another channel to contact customers. They went to the extent of creating unique Twitter accounts for each of their sections. Distinct profiles were created to spread info on deals, waffles, wines etc.

Next, they are able to better determine their online brand reputation. A dilemma arises when a customer or even a competitor confirms an unofficial social media existence under their name. As the content wasn’t official nor checked at the source, Jambo would have to be constantly prepared for damage control whenever attacks on its brand occurred. An internal social media team would not allow such actions to happen if they were in charge. With advice coming directly from the official source, Jambo will not need to worry about what is being disseminated online.

Providing Excellent Support On the Internet
Customers are the lifeline of any business; what many fail to recognize is that, post-sales support plays a critical role in enhancing brand devotion. Resolving customer problems is pivotal in securing future sales, as wide-ranging studies have proven. Jambo truly exemplifies this great method of running a business.

By simply establishing several social networking profiles to deal with different facets of the business, Jambo breaks down the bureaucratic walls between customer and firm. There was one account especially to entertain customer questions and comments and another to send out valuable information like offers and promos. An integral priority is really to make sure the customer feels valued. This can be possible by dedicating “real” men and women to answer to their difficulties as opposed to hollow scripted replies. A friendly manner brings style to a brand and nurtures a feel good experience – resulting in prospective future sales.

Dependable data showed that Jambo’s meticulously executed strategy in digital marketing paid off immensely. Jambo controlled nearly one third of the share of the market while the next challenger only succeeded in retaining half of that. It’d surely resonate with key executives during annual general meetings.

successful business

What’s the Future Like for Jambo?
Their firm standing in the marketplace is definitely primed to expand as they carry on developing their digital marketing strategy. The internal development team are constantly pushing out cellular apps that will expand Jambo’s reach to more people. These programs will certainly help them reach an even wider audience outside of traditional website design and development.

Jambo’s example leaves behind a number of fundamental lessons. First is that the period that a company has been around and present foothold is not a given in the digital age. Thanks to the mass adoption of digital media, new firms that are knowledgeable in these areas can suddenly snatch away even the most loyal customers from industry leaders. Therefore, it truly is no longer an alternative on whether you need to leverage on digital media for promotion in Singapore today. The inability to integrate this wihtin your company is equivalent to granting the competitors the green light to stay ahead of you.

The Power of Digital Media in Levelling the Playing Field

The exponential increase in popularity of the net have resulted in the traditional marketing techniques of many companies becoming obsolete. Thus, many faced of revising their promotion and promotion strategies to compete with more savvy companies the distressed scenario. Larger firms with promotion methods that are deep rooted have the inclination be less resolute in adopting the shift to digital media. Fortunately enough, these folks resorted to online marketing to save themselves from complete failure. You probably figured it by now, this business we’re referring to here is the only Vestria.

Just Vestria – with low competitive threat and its multiple shops – was a market leader in the Fast Moving Consumer Goods company. As an effect of unforeseen states, recently, the management over the marketplace of Vestria is quickly going down. Problems started as a result of a high-priced company restructuring plan that was put into motion by a newly appointed CEO. It was the consequence of an unsuccessful effort to foster markets beyond Singapore.

markets outside singapore

Thanks to Digital Media, Newbies Were Not Far Behind
Another problem is the perceived decline of out of town malls in Singapore. Most probably the most serious of these problems was the faster increase of Areva and opponents Vine. These company newbies occurred to be more inclined with promotion strategies and advanced marketing. By focusing on highly specialized areas of the market, they were certain of being able to increase their marketplace stronghold.

Changes in consumer behavior that was general also meant that low costs trumped brand devotion was brought on by by repeat purchases. This unique development created stress between the investors of Vestria when their financial stronghold started going down hill. Surely, the large decline in profits resulted in investors taking notice. During then, the web store of Vestria was its existence that is on-line. However, it was far from sufficient. The company’s CEO, who was inclined, kickstarted an on-line advertising strategy to keep the edge available of Vestria and understood this as being an issue.

The restructuring process was begun by the recently appointed CEO by creating an inhouse digital marketing department. The essential objective of the CEO of Vestria was to create a digital marketing message that has been consistent and powerful.

Vestria wanted to improve its online store sales quickly. Shortly on content marketing, which it considered would supply the greatest yield, Vestria finally determined after an intensive review of the rivalry and marketing options because of its web store. Content marketing was decided as how you can visit increase involvement and web traffic, thus resulting in more sales. This became a microsite designed to host and provide wellness-oriented content, including inspirational posts to support proper eating and diets and recipes.

As an educational portal site without hard sell, Vestria is efficiently setting it with the creation of the microsite to see its online store. Furthermore, it acts as a portal site to Vestria’s ecommerce shop. The strategy used here hinges of wanting prompt effects on classic human behavior. The strategy of Vestria offers simple convenience, lowering the chance of customers being drawn away by other online grocery stores.

Deciding what to buy

 

You will discover lots of takeaways in the case of Vestria. First is that present foothold and the time that a business continues to be in business is not a specified in the digital age. Every player in the marketplace can use an assortment of online marketing techniques compete head on with giants on an identical stage and to expand its reach. To place into perspective: if a business leader for example Vestria can be badly hit by the dearth of a quality online existence, see the effects that are harmful it is going to have upon a firm that is smaller. Digital media is a great-to-have; there’s no getting away from embarking on this particular medium to simply stay competitive, if you want to stay important in this time.

By the absolute scale of the business, Vestria managed to have inhouse section to run this component of the effort directly, circumventing the need for an expert advertising service specializing in media that is social. To kickstart the attempt their individual official accounts were initialized by them on sites that contain Google and Facebook.

Such effectiveness essentially means that users are always updated on news and the most recent promotions. Most of all, the precedence is to keep complete control of the messages being broadcast over the internet. Anyone could create a fake account and kickstart relentless assaults on Vestria by supplying misleading advice to unsuspecting customers who browsed the counterfeit page. With complete management over its accounts, Vestria could be counted to supply confirmed information through the official routes that were societal.

Whilst sales amounts are the leader driving force behind an organization like Vestria, another essential but understated brand enriching component is after sales service. This can be where Vestria really shines. A Twitter account that is unique is dedicated to connecting with users whilst another account can be used for promotional efforts. This translates to an apparent link between the support and shopper staff with no mess of sales ads.

Special training is provided to the Vestria After-sales Support team over the finest strategies for connecting to consumers. A down to earth and jovial approach is advocated while managing problems quickly and remaining helpful.

The revamping of its marketing strategy that was digital turned out to be extremely advantageous to Vestria. With its new digital marketing strategy, the future of Vestria appears to some comfortable one. The internal development team are pushing out cellular programs which will expand the reach of Vestria to more individuals. This really is more than what development and conventional website design can expect to achieve.

Getting Ahead of the Competition with Online Marketing

Many businesses were not ready when the Internet became available and embraced by the masses so quickly. A growing variety of Singaporean businesses are struggling to outperform their far more technologically informed opponents through the little known online marketing platform. Larger businesses with deep rooted promotion procedures tend to be more irresolute in embracing the shift to digital mediums.

Not long ago, an incident occurred whereby a big organization was suffering from enormous losses due to a number of factors. Thankfully, they had the foresight to use digital marketing which thus kept them from closing down. You might have heard of this organization before: Elavon. A key player in the Singaporean Consumer Goods market, Elavon was known as one of many largest and most reliable supermarkets with reasonable popularity. The chain was situated in almost every street with the competition being largely mom and pop establishments. Nonetheless, prior to the turn of the century, Elavon was entrenched in trouble.

When the old Chief Executive Officer failed to make Elavon successful internationally, the Elavon board decided to hire a brand new Chief Executive Officer. Due to the hiring of any top executive, numerous practices and processes faced revising. This meant huge costs for Elavon and had an undesirable impact on its financial state.

Intense Competition in the Industry
Obviously, the clash for business was increasing within the industry. Virtually any opportunity that surfaced in the market was promptly capitalized upon by one of the firms. At some point, it was impossible to overlook the existence of a competing shop at almost every street.

Elavon’s advantages at that stage comprise physical presence and branding. It took a massive hit, as shown by a 10% drop in its profits over several months. By July of 2012, Elavon’s bottom line had gone down by a tenth and their key investors openly acknowledged that their 5.1% investment in the grocery store chain was a “huge blunder” which cost them over $316m in a year’s time.

Previously, Elavon’s on-line presence was restricted to an e-commerce set up. Nonetheless, this was far from acceptable. The firm’s Chief Executive Officer, who was a firm believer of technology, acknowledged this as being an issue and kickstarted a strategy in internet marketing to maintain Elavon’s competitiveness in the industry.

internet marketing strategy

The recently appointed Chief Executive began the rejuvenation process by assembling an inhouse digital marketing team. The objective was to make sure that all elements of Elavon’s digital marketing strategy were in sync, standardized and reinforced. However, an internal team wasn’t able to achieve optimal outcomes that effectively. It came to the decision that employing a marketing agency that specialized in digital media was key in keeping up its online campaign.

The Substantial Reduction of Traditional Advertising Budgets
As time went by, the effectiveness of digital media caused standard advertising budgets to be cut and allocated towards on-line media. Boosting the sales amounts of the e-commerce website was the primary aim. Content marketing was selected as the way to go to increase web traffic and engagement, thereby leading to more earnings. By altering their online store design like introducing a Recipe button, Elavon managed to direct customers to a special website called “Elavon Bakers’ Paradise”. The website contains food-related content like common recipes, inspirational publications, and health-related posts that pertain to food.

The new informative microsite is an expression of the management’s attitude towards its internet presence: an unwavering belief a powerful focus on proper website development could help swing more traffic to this site. Since it is linked to Elavon as a brand, it helps boost trust in the brand while subtly persuading users to purchase more at their online grocery store. Consumers are likelier to visit the linked site rather than heading to another on-line grocer during their time on the informative microsite.

An additional element within the online marketing campaign approach was social media marketing. Due to the enormous scale of the organization, Elavon didn’t have to employ a specialized social media agency. Their very initial step was to set up official profiles on the more popular social networking avenues such as Twitter and Instagram.

social-networks

Two priceless uses can be derived from signing up for their own profiles on these social platforms. To begin with, it’s an easily managed stream of general advice and promotional material for their customers. They even began special Twitter reports for their various sections. Each account then provides offer and promotional upgrades to customers who have an interest in those special sections just.

More notably, Elavon kept complete control over their online brand image. There is hardly any barrier – and an excessive amount of vested interest – for any person malevolent enough to create fraudulent accounts to attack the supermarket giant. By having full control over its accounts, Elavon could be counted on to provide verified info via the genuine channels.

Customer support does play the most critical part in growing customer trust in the brand. The perception of a firm relies on customer support dependability and effectiveness. In this aspect, it can be said that Elavon is exemplary. A specialized Twitter account is committed to conversing only with customers whilst a different profile is used for marketing initiatives. This translates to a clear channel between the shopper and support staff with no mess of marketing related advertisements.

Extensive training is offered towards the Elavon after-sales support staff over the most tactful ways to relate with consumers. A happy and down-to-earth approach is encouraged while being helpful and fixing concerns promptly. Users feel more confident of the brand when the answers are genuine and personalized in contrast to cold computer created answers.

Elavon is currently reaping the benefits of a very successful digital marketing plan by controlling the biggest segment of the grocery store market industry. With reference to data from multiple statistics companies, Elavon now controls about 30% of the marketplace. The closest competitor wasn’t even close, just managing to garner about 50% of that.

These benefits surely inspired Elavon to plan for their upcoming success by fine tuning their digital marketing strategy. With the inclusion of a fresh smartphone app, engagement between business and customer can be increased far beyond the typical means like website design and development.

Primary Lessons
There are actually a lot of takeaways in Elavon’s case. To start with, the digital age changes the dynamics of how business is done in all industries. Credits to progress in digital and social media marketing, dynamic new enterprises are extremely effective at seizing a vast number of business from sedentary sector titans.

Also, companies can’t afford to persist with their old ways in this era. Embracing digital technology is, unquestionably, a fundamental building tool to achieve business success in this little red dot known as Singapore. It has grown into a basic prerequisite which plays such prominent part that it could decide whether or not a company survives or fails.

Going Online to Raise Awareness of IntellaTrade

In this modern world, the internet’s impact upon the public has left many companies stumped. An increasing number of Singaporean companies are trying everything possible to outshine their more digitally savvy opponents via the lesser known communications platform known as online marketing.

Conversely, some firms that were swayed to engage in digital marketing stood to receive superior returns. These businesses witnessed a growth in customers and a more active database. Apparently, digital marketing is a powerful tool in business. There have been instances where companies already on the brink of closing down managed to recover via a well planned and perfectly-executed effort by a marketing agency specializing in digital media. One such instance is with the multi-national grocery chain IntellaTrade. Prior to The turn of the century, IntellaTrade’s nationwide reach and small rivalry meant that they had a good advantage in the Fast Moving Consumer Goods business. Nonetheless, as a result of unforeseen circumstances, IntellaTrade lost their footing within the marketplace and this left them exposed.

A new Chief Executive Officer was named when the old Chief Executive tried and failed to bring IntellaTrade into international markets. New Chief Executive Officers leads to fresh ideas, new methods of accomplishing things – and he did so, to the extent of providing IntellaTrade a total revamp. The corporate remodeling brought about some huge expenses that undermined IntellaTrade’s cashflow.

Additionally, the situation was made worse by new market adversaries Zeba and Cordys. Both companies picked up particular parts of the marketplace, which IntellaTrade had discounted, that were ready for milking profits. Besides battling it out in retail, digital marketing became an essential part of their arsenal of weapons which considerably leveled the playing field when it came to competing with the established companies in cyberspace.

cyberspace

Changes in Consumer Behavior
Shifts in overall consumer behavior also meant that price points trumped repeat purchases caused by brand faithfulness. IntellaTrade’s powerful track record had been shaken – causing turmoil amongst their key investors. Undoubtedly, the considerable drop in profits triggered investors to take notice.

During that time, IntellaTrade’s online existence was limited to an e-commerce store. It was fully working and operational, but the shifting competitive landscape meant that revolutionary changes to it was required; the new CEO, who was a powerful promoter of technology, was made just for this endeavor – to revamp and rejuvenate IntellaTrade’s online existence. Their first move was to launch their own in house internet marketing arm by investing in a technology incubator that trains vibrant tech marketers. IntellaTrade expected they could leverage on the expertise of these future technology specialists as a temporary digital marketing agency.

Increasing Online Traffic with Content Marketing
A considerable increase for their on-line visitorship was needed for IntellaTrade to augment their ecommerce abilities. Although conventional marketing options continue to be actively employed, its practicality is frequently challenged by lower price choices that tap on digital media. Marketing through branded content, a digital marketer’s favorite, comes to mind in this instance.

IntellaTrade added a new EatFresh button to their e-commerce store which when clicked on sends the user to a microsite called “IntellaTrade EatFresh”. This was a microsite designed to host and provide wellness-oriented content, such as recipes and motivational posts to encourage proper eating and diets.

healthy-eating-website

With the creation of this microsite, IntellaTrade is efficiently placing it as an educational portal with no hard-sell to see its online store. The flow of information and facts in the microsite to the online store was smooth and convenient due to the hyperlinks spread across the pages. By leaving out any sales pitch on the microsite, it helps to deliver a message that IntellaTrade truly wants its patrons to live and eat healthily. The core of this plan taps on consumer behavior now: they are impatient and need quick, observable effects. Because IntellaTrade has made it such a breeze for people to purchase from it, it’s basically idiot proof for even the most technology illiterate users.

Yet another element within the internet marketing campaign approach was advertising through social media. As the business was large enough, they did not require the assistance of a third party marketing agency specializing in social media. To kick off the campaign they created their very own accounts on sites such as Twitter and Facebook.

Moderating IntellaTrade’s Social Media Accounts
There existed two important reasons to moderate their own social media accounts. To start, it is an easily controlled feed of generic information and promotional material for their shoppers. They even initiated special Twitter reports for their various sections. They’ve accounts for promotions, for actual foods, for wines, and so on.

More significantly, IntellaTrade kept absolute control over their online brand image. It’d be effortless for an outside third party to launch a fake page and taint IntellaTrade’s brand image with fake information. With absolute control over its accounts, IntellaTrade could be relied upon to provide verified info via the legitimate channels. Customer support is crucial in reinforcing customer relationships. The way that a customer views a company is heavily dependent on how the latter renders support to the former. IntellaTrade’s is a great example of what to copy.

To establish this, IntellaTrade created a really specialized social networking profile to handle and solve customer complaints. There would be an account created handle and to receive comments, while another would be assigned as a channel for the latest promotions. This clear demarcation of purposes will mean that customers get the sort of info they just desire.

The team that handles these social networking accounts are exceptionally attuned to communicate with a warm and personable feel, often participating in friendly repartee. This shift towards depicting itself as being less profit driven aids in bringing customers closer, since they are going to feel an actual person would be more vested in working out their problems.

social-networking-accounts

Did it Bring Results?
Various sources showed that IntellaTrade’s well executed strategy in digital marketing paid off immensely. IntellaTrade commanded almost one third of the market while the next competition only managed to retain half of that. The encouraging transfer of market share was unquestionably something to brag about to shareholders.

This extremely encouraging result will only further solidify IntellaTrade’s trust in a digital marketing strategy. This would definitely help it become simpler for customers to purchase more from IntellaTrade and enhance its profitability.

Lessons Learnt
We are able to learn commonly from IntellaTrade. No matter how huge, one cannot count on its existing dominance to continue ensuring its success. Continuous efforts in digital and social media marketing are needed to dynamically engage consumers and keep a company’s competitiveness in the digital age.

Knowing that enterprises cannot afford to remain stagnant in this day and age stands out as the second takeaway. Having an online presence is no longer a choice, but has become essential to a business’ success. From reviving failing businesses to opening new markets, it has indisputably become a key ingredient for success.