The Extensive Use of Digital Media in Modern Day Marketing and Advertising

Within Singapore, many companies did not comprehend the deep impact the web has on the lives of the masses. These companies lagged even farther as internet adoption hastened due to lower expenses and greater availability. In a way, these businesses are handicapped hence not able to expand their influence to retain any competitive advantage they may currently hold.

Big organizations had fantastic inertia and couldn’t move to digital media fast. Not long ago, an incident occurred in which a big corporation was experiencing tremendous losses due to a number of factors. Fortunately enough, these people daringly resorted to online marketing in an attempt to spare themselves from absolute failure. You may have heard of the multi-national grocer, PlanKraft.

Being one of Singapore’s biggest supermarkets and one of the leading brands in the Consumer Goods market, PlanKraft enjoyed a relatively successful and secure existence. There existed a PlanKraft store in practically every town, and had little or no rivalry with the exact same reach and size. However in September of 2013, PlanKraft’s dominance took a radical turn.

When the old Chief Executive did not make PlanKraft thrive internationally, the PlanKraft board decided to hire a new Chief Executive Officer. New CEOs mean fresh ideas, new ways of accomplishing things – and he did so, to the extent of providing PlanKraft a complete overhaul. This meant huge prices for PlanKraft and had an undesired impact on its financial state.

Furthermore, competition was really stiff in their own industry. Almost daily, a brand new firm would enter the competition, equipped with wide-ranging online marketing knowledge. It reached a point where there was a store located at basically every street in the city. All the while, PlanKraft’s standing as a household name was one of its strong points. But the branding can just prevent failure, and it did’t stop them from losing investor loyalty. As PlanKraft’s deficits were merely rising, financial backers began to get worried about their injection of more than half a billion dollars in the company over past years.

Making use of Digital Marketing to its fullest
The new CEO considered firmly in tapping on technological innovation to transform a business; that was the primary reason why he was appointed.The continuously growing competition faced by PlanKraft meant that relying completely on its online shop would definitely not be enough.

PlanKraft’s idea was to optimize the know-how of a digital marketing agency to expand their online interests. PlanKraft managed to decide on one following comprehensive review. The preferred agency had the capacities to help with all of PlanKraft’s demands.

Productiveness, value and return takes center stage in this extremely competitive era. The best strategy to live up to expectations was to maximize the potential of content marketing and control the e-commerce avenue. By fiddling with their online store design such as incorporating a Freshness button, PlanKraft got to redirect customers to a special website named “PlanKraft Freshness”. This was a microsite built to host and provide wellness-oriented content, including recipes and inspirational posts to support appropriate eating and diets.

The microsite shows that by engaging in proper the design and development of a website, they may be able to greatly benefit shoppers. The microsite’s affiliation to PlanKraft also raises brand loyalty while subtly motivating more on-line purchases. Folks are less likely to check out other web stores when PlanKraft’s is just a mouse click away from PlanKraft Freshness.

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Establishing a Social Media Presence
As a result of social networking being so well received and widely-used by everyone, PlanKraft acknowledged the demand to tap on this channel to grow its coverage in the industry. Aside from using content marketing, PlanKraft’s internal team reinforced their stronghold via Facebook, Twitter, Pinterest and Google.

Central management of these social media outlets enabled PlanKraft to create and transmit advertising messages in a fast and direct way. Additionally, it meant that consumers obtained up to date and relevant advice directly from PlanKraft.

The second manner is that PlanKraft can maintain greater control over its brand image online. A disgruntled customer or maybe a competitor could quite easily harm a firm’s social media reliability by signing up for a fake page. As they had zero control over these third party accounts, it was simple for their reputation to get damaged in any event the owner posted images that would be damaging to the business. An in-house social media team wouldn’t permit such activities to occur under their watch. PlanKraft will never need to cope with this difficulty as all official brand info is only going to come through online channels they command.

Speaking of developing a relationship with customers, the most significant route is customer support. The public’s perception of a business is very much based on their after-sales support services. PlanKraft provides a great template for other companies to follow. A specialized Google+ profile is dedicated to communicating only with users whilst a different profile is used for advertising messages. This helps to ensure that marketing related communication are separated, such that each account can accomplish what it has been designed to do. PlanKraft also ensured the staff in charge of the customer service accounts offer a human touch everytime they interact with customers. Customers are much likelier to have faith in PlanKraft’s support as they feel there’s another individual behind the account instead of an automated responder.

The Outcome
A well planned digital marketing strategy on PlanKraft’s component brought about concrete results: consolidated data from numerous sources pointed to PlanKraft securing almost 30% of the market share, while the closest competition held on to half of that percentage. It’d definitely resonate with senior executives during their meetings. This extremely encouraging result acts to only further strengthen PlanKraft’s trust in a digital strategy. Coupled with the development and introduction of mobile programs, it makes it even easier for consumers to buy and engage PlanKraft than what conventional means – such as designing and developing of a basic website – would ever expect to reach.

Just about any company can take a page from PlanKraft’s book. Focusing purely on conventional methods of branding and retail to sustain a company is no longer going to work. Businesses must leverage on digital media to consistently reach out to customers and establish a foothold in the digital age.

It has become undeniably apparent that establishing an internet presence through digital media is a no brainer in Singaporean business tactics. By forgoing it, a company’s share of the market can rather quickly be snatched away by the more digitally savvy competing firms.

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Why is Digital Media Being Adopted so Rapidly?

Singaporean businesses are probably unaware of their customers’ day-to-day dependence on the internet. These companies fell back even farther as internet adoption accelerated due to lower costs and greater availability. They were not able to utilize this new medium to grow their company.

In the mean time, there exists a significant number of businesses that utilize digital marketing to its fullest. Using Alvess as an illustration, it demonstrates how a conventional retail chain goliath can effectively turn its losses into gains using digital marketing. By having a digital media platform, Alvess has stopped being restricted by physical constraints and can effectively expand and serve its customers 24/7. Alvess was a giant in the supermarket retail and Consumer Goods space; this market dominance enabled Alvess to be money-making. There was a Alvess store in almost every street, and had little rivalry with the same reach and scale. Yet, before the turn of the century, Alvess was entrenched in trouble.

Its related costs and the hiring of hiring a fresh Chief Executive Officer was the first problem. Alvess desired a brand new one as it was unsuccessful in establishing the European and Asian markets. Moreover, competition was really stiff in their own business. Newly established companies with an armory of digital marketing know-how were slowly becoming a standard event. It came to a point where there was a store located at perpetually every road in the city.

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By virtue of its leadership standing and long-time presence in the marketplace, Alvess was blessed in order to prolong its edge by relying on these two – though not for very long. It took a massive hit, as shown by a 10% drop in its profits within several months. During the end of year 2011, Alvess’s net gains had fell by 6.6% and their biggest investors publicly confessed that their substantial investment in the FMCG corporation was a “huge blunder” which cost them nearly a quarter billion within 12 months.

Around then, Alvess’s web store was its only on-line presence. It was fully working and usable, but the changing competitive landscape meant that revolutionary changes to it was required; the newly appointed CEO, who was a powerful advocate of technology, was appointed just for this task – to revamp and invigorate Alvess’s on-line existence.

Partnering with a Digital Marketing Agency
Their initial approach was to launch their own in house digital marketing agency by using a technology incubator that trains young tech marketers. This division would then effectively perform just like a specialized digital agency in Singapore.

Digital marketing approaches were found to be more advantageous as time went by due to its efficiency and low cost, thus funds started being channeled there from the conventional marketing resources. The first and most obvious task was to increase the revenue of their online store. Marketing via branded content was picked as the means to go to increase web traffic and participation, thus resulting in more earnings.

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A specific Organics button was added to their on-line grocery store which sent users to a “Alvess Organic Treats” website. The website features food-related content such as recipes, inspirational articles, and health-related posts that are related to food. The strategic positioning of this mini site as an independent source of valuable health information is a fantastic move. That said, additionally it is very simple for users to connect to the main website, as hyperlinks to it are abound. By leaving out any sales pitch on the microsite, it helps to send a message that Alvess truly wants its patrons to adopt a healthy lifestyle. The essence of this strategy taps on consumer behavior today: they’re impatient and want fast, visible effects. This plan gives them convenience, so they’re less inclined to patronize other web stores when Alvess is so easily reachable.

Utilizing Social Media to its Fullest Extent
As a result of social media being so popular and widely-used by the masses, Alvess acknowledged the need to leverage on this channel to expand its coverage in the marketplace. Aside from using content marketing, Alvess’s inner team reinforced their position through a variety of social channels.

Central management of these social media outlets allowed Alvess to generate and send out marketing messages in a quick and direct mode. This incredible speed to market meant that shoppers were constantly exposed to the most recent products from Alvess. Next, they’re able to better determine their on-line brand reputation. In this aspect, it really is too simple for one’s on-line brand image to be destroyed by an irate customer or a challenger – this is done by setting up a fake account, usually driven by malicious objectives. As the content wasn’t official nor confirmed at the source, Alvess would have to be constantly ready for damage control whenever strikes on its brand occurred. With an in house social media department, all info would be thoroughly checked and controlled. With information coming directly from the official source, Alvess will not need to be concerned about what exactly is being disseminated online.

Whilst sales numbers are the main driver behind a company like Alvess, another critical but understated brand accentuating component is after sales service. Responding to customer concerns and working together to resolve the problem is an essential part of increasing loyalty to the brand thus resulting in repeat purchases. Here’s where Alvess truly beams.

Alvess has a dedicated Twitter profile to converse with customers. Similarly, it has other dedicated accounts for promotional purposes as well. Fundamentally, Alvess customers that require product assistance are getting a direct stream of info without having the disturbances of advertising related announcements. Ideally speaking, a customer in a dilemma will know exactly how and where to obtain trustworthy after-sales support.

A key priority would be to make certain that the customer feels appreciated. This can be achieved by dedicating “real” staff to reply to their problems in contrast to templated replies. A firm that is perceived as being customer focused and proactive in working out problems would encourage customers in general to spend more with it than at their competitors.

The Outcome
To put it simply, the evidence is in the pudding. Alvess’s digital marketing plan led to them gaining control of around a third of market share. This, as compared to their closest opponent that hung on to merely half of that. It was undoubtedly something that the top management could brag about to the board and its investors. This extremely encouraging result acts to only further strengthen Alvess’s trust in a digital marketing strategy. This would definitely make it easier for customers to purchase more from Alvess and enhance its profitability.

Alvess can be made an example for many businesses. It really is no longer a given to rely purely on branding and physical store coverage to ensure success. Continuous efforts across multiple digital channels are required to constantly engage consumers and keep a business’s competitiveness in the digital era.

Additionally, companies can’t afford to stick with their existing business practices in this day and age. Embracing digital technology is, without a doubt, an important way of attaining business success in our small country. It has become a requirement and has become so powerful that it can save even a company that’s already on its last legs.

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By Now, Every Company Should Have Adopted Digital Marketing in Some Way or Another

The pace that the web was embraced by the world coupled by its impact on their day-to-day lives simply meant that many businesses were caught off guard. A large number of firms in Singapore found themselves being crushed by the pressure to compete with more digitally-savvy startups along with the issue of adjusting their marketing and advertising plans to an unknown medium. Large organizations had fantastic inertia and could not move to digital media quickly. There was actually a case not too long back involving one of such corporations that had been making a loss on an hourly basis. But they took a daring step towards marketing through digital media and managed to turn their fortunes approximately. The company we’re talking about here is household brand name, Vaultas.

A long time back, Vaultas was standing as a leader in the consumer goods market – thanks to locations nationwide with hardly any industry resistance. Then, in a turn of events, Vaultas faced unexpected challenges that threw it off balance in the market.

Vaultas’s Hurdles
The initial obstacle emerged with the excessive expenditures brought on by the new CEO’s restructuring program. Vaultas wanted a new one as it was unsuccessful in developing the Asian and Middle Eastern markets. Additionally, the situation was aggravated by new market challengers Speiros and Mirasol. They discovered a gap in Vaultas’s industry reach and served to work the parts that were exposed to market penetration. The battle for market share was not restricted to brickandmortar constraints – minor players that generally would not be a risk leveraged on the effectiveness of digital marketing to get some ground.

Meanwhile, there was clearly a marked change in purchasing behaviour that resulted in customers adopting the relevance of low cost over brand loyalty. Such a development caused tension between Vaultas’s key shareholders when their monetary stronghold started going down hill. As a result of a 22% fall in revenue, the important shareholders collectively lost close to half a billion of their investment in February 2012 – visualize the degree of heated arguments in the corporate boardroom!

How a Digital Marketing Campaign Successfully Revived Vaultas

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In order to successfully recoup Vaultas’s on-line positioning, the new Chief Executive – a supporter of technological advancement – wrangled up an inhouse online marketing department.The ever growing levels of competition that Vaultas dealt with meant that relying completely on its online store would definitely not do.

Obtaining The Services Of A Digital Marketing Outfit
The brand revamp procedure started out with the creation of a central digital marketing department within Vaultas. The objective was to standardize the different aspects that formed Vaultas’s digital marketing strategy to develop a powerful unified message. Nevertheless, it was incredibly challenging to carry on with the strategy just by expanding the internal team organically. More could be achieved by collaborating with and tapping on the knowledge of a professional marketing agency with experience digitally.

Attracting and Retaining a Clearly Defined Target audience via Content Marketing
A considerable increase with their on-line visitorship was needed for Vaultas to reinforce their ecommerce stronghold. While traditional advertising processes are still effective, it is no longer cost effective when there are digital alternatives. Marketing via branded content decidedly was the most cost effective weapon in the digital marketer’s bag of tricks.

An element of the content marketing strategy was creating an informative microsite that was linked to the Vaultas online store. The unique microsite encouraged healthy living and positive values to Vaultas customers.

In essence, Vaultas uses the microsite to efficiently dispense relevant information to would-be customers. The flow of info in the microsite to the main website was fluid and convenient thanks to the links spread across the information. By employing a great user journey during the creation of the website, Vaultas managed to link its merchandise with health focused purchasing customs. The core of this approach taps on the way consumers behave now: they are impatient and want fast, observable effects. This strategy gives them convenience, so they’re less inclined to buy from other web stores when Vaultas is so readily reachable.

Increasing Awareness via Social Media
Social media advertising was yet another vital tactical approach throughout the marketing campaign that was implemented by Vaultas. As the business was big enough, they did not need the expertise of a third-party marketing agency specializing in social media. For a start, Vaultas made the right move by signing up for their own official Facebook, Twitter, Pinterest, and Google accounts.

Full control over social media translated to unobstructed transitions from concepts to execution. This remarkable speed to market meant that shoppers were consistently exposed to the newest products from Vaultas.

More notably, Vaultas kept absolute control over their online brand image. There’s very little hurdle – and too much vested interest – for anyone evil enough to sign up for fraudulent accounts to assault the supermarket giant. The creation of an official accounts instantaneously puts a stop to this threat and serves as a dependable source of info.

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Initiating Excellent Support via the website
Customer care does play just about the most significant role in increasing customer trust in the brand. The perception of a company hinges on customer support dependability and effectiveness. Vaultas supplies a perfect template for other companies to follow.

Vaultas has a special Twitter profile to interact with shoppers. On a similar note, it has several other specialized accounts for sales related activities also. Fundamentally, Vaultas customers that want product assistance are receiving an instantaneous stream of info without the distractions of promotion related announcements. Ideally speaking, a customer in a dilemma will know exactly where and how they can obtain a source of reliable after-sales support.

Above all, customers of any business want to feel valued; the first step to achieving this is to have a “live” individual speaking to them and handling their problems, rather than pre-written responses which further space the business and its customers. A pleasant temperament brings style to a brand and nurtures a feel-good experience – resulting in prospective future sales.

Simply said, the evidence is in the pudding. Vaultas’s digital marketing strategy led to them gaining control of almost one third of market share. This is as compared to their closest adversary that hung on to only half of that. It was definitely something the management team could brag about to the board and its shareholders. These rewards surely inspired Vaultas to further invest into their upcoming success by fine tuning their strategy in digital marketing. This would undoubtedly help it become easier for customers to buy more from Vaultas and improve its profitability.

Main Lessons
Vaultas’s case offers many lessons. To start with, the digital age greatly affects all organizations, irrespective of how established they might be. Every player in the market can use digital marketing and social media marketing to expand its reach and compete head on with giants on an equivalent platform.

Second, Vaultas has shown just how essential digital media and an internet presence are “must-haves” in the current company landscape. Should you make the grave mistake of leaving it outside, your opponents will definitely gain that unfair advantage over you.

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The Online Marketing Revolution

A bulk of businesses within Singapore are unable to truly understand the power of the internet upon the daily lives of its consumers. These firms fell back even further as internet adoption hastened due to lower expenses and greater availability. In many ways, these businesses are crippled thus unable to extend their influence to keep any advantage they may currently hold.

Implementations of digital media is oftentimes more difficult for bigger businesses that already comfortably engage in conventional processes. One such organization was experiencing huge loss of market share. It really is good to know though that they explored their internet marketing choices to prevent additional ruin. The business we’re talking about here is household brand name, Naturelle. Before the turn of the century, Naturelle – with its numerous stores and low competitive risk – was a marketplace giant in the Fast Moving Consumer Goods industry. Afterward, in a turn of events, Naturelle encountered unprecedented obstacles that threatened its existence in the market.

With the failure to gain market dominance outside Singapore, Naturelle resorted to employing a new Chief Executive Officer. With the employing of any top executive, quite a few corporate practices and procedures faced revising. This makeover was extremely expensive, and greatly impacted Naturelle’s financial position, putting the company in a precarious place.

In addition, the situation was aggravated by new market competitions Dunes and Serengetti. These startups focused on serving the lower and upper ends of the market respectively, were set up to take advantage of the segments which Naturelle was not serving. The fight was not limited to just the physical space – newer and smaller retailers, who knew that they couldn’t compete head-on with the big boys, employed internet marketing so as to get a part of the business.

There was also a notable change in the behaviors of consumers, where price preceded brand devotion. This radical change damage Naturelle’s books, which indisputably created a furor amongst its investors as they observed the value of their investments evaporate. A noticeable decline of 10% in profits triggered alarm bells to go off within the firm.

How a multi-pronged Online Marketing Campaign Successfully Revived Naturelle
Naturelle’s new Chief Executive Officer during that time was a proponent of digital technology and his appointment was part of an internal choice to improve their on-line presence. Despite having a fully functional online store in place, they needed to step up their game.

To execute the plan, an in-house digital marketing team was collected by the new CEO. The aim was to merge the different aspects that formed Naturelle’s strategy in digital marketing to create a powerful unified image. Nonetheless, an internal team was not able to achieve optimum results spontaneously. A more significant leverage could be put into movement with the know how of a professional digital marketing agency.

The new standard for companies at present is to achieve more with less; in Naturelle’s circumstance, it would must increase its online shop revenue using the most cost-effective method possible. The best strategy to live up to expectations was to optimize the potential of content marketing and control the ecommerce channel.

Naturelle rolled out their content marketing initiatives by establishing a microsite dubbed “Naturelle Freshest” as an extension of their e store. This microsite was dedicated completely to helping consumers eat and live more healthily.

Its presence enabled Naturelle to soft-sell itself by being educational and helpful to the customer. Needless to say, customers can head back to the Naturelle online store anytime, as there are numerous URL links to it. By employing a superb user experience during the creation of the website, Naturelle was able to connect its products with health friendly purchasing habits. When the design and development of a website is done right, it makes it quite convenient for customers to get to where they want, fast. This strategy provides them with convenience, so they are less inclined to buy from other online retailers when Naturelle is so readily reachable.

With social networking being so popular and widely-employed by everyone, Naturelle acknowledged the demand to tap on this channel to raise its reach in the marketplace. Thus, other than content marketing, Naturelle also used social media marketing – growing their influence on sites such as Facebook and Twitter – which was managed by their marketing team.

Direct management of these social networking accounts meant that Naturelle could circulate their promotional messages as and when they were finalized. In this way, customers always receive the most recent info on the exciting in-store promotions.

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Next, they may be able to better determine their online brand perception. A dilemma arises when a customer or even a competition establishes an unofficial social media presence under their name. With zero power over what is being posted by these third parties, one can anticipate some majorly dangerous impacts. With an in house social media agency, all info would be thoroughly checked and controlled. Naturelle will never need to deal with this problem as all official brand advice will only come through on-line channels they command.

A great focus on online customer support
Whilst sales amounts are the primary driving force behind an organization like Naturelle, another vital but understated brand improving component is after sales service. Resolving customer problems and maintaining relationships are crucial to maintaining a loyal consumer base. Naturelle really exemplifies this great business practice. For instance, Naturelle created several accounts, each designed to do a different job. The easy access to Naturelle allows customers to air their problems in one location so as not to dilute the goals of messages in other channels.

Naturelle also ensured the team members manning the customer support accounts offer a human touch everytime they connect with customers. Users are more likely to have faith in Naturelle’s support as they believe there’s another man behind the account instead of an automated responder.

The Outcome

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The CEO’s initiatives reaped rewards; according to multiple sources, Naturelle now controls a market share of approximately 41%, almost 19 percentage points ahead of the next closest competitor. It was definitely something that the management team could brag about to the board and its shareholders. Their stronghold in the marketplace is certainly ready to expand as they carry on developing their plans for digital marketing. They are in position to make the most of their exploits into the digital world – a mobile app (that could exist across smartphones and tablets) is said to be in the works. These applications should help them achieve an even broader audience outside of traditional design and development of a website .

We’re left with quite a few key lessons from the Naturelle example. To start with, tenure and present foothold isn’t a guarantee in the digital age. Every player in the marketplace can use digital and social media marketing to extend its reach and compete head-on with giants on an equivalent stage. Digital media advertising is vital in ensuring the survivability and profitability of a Singaporean company. Being unable to maintain leverage digitally leaves one susceptible to challengers and impedes further growth and success.

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Is the Use of Digital Media Really That Effective for Businesses?

Many firms were not prepared when the world wide web became available and embraced by the people so quickly. They did not have digital media in their overall plan and had difficulty leveling the playing field with firms that were more able in this aspect.They are presented with the desperate scenario of changing their marketing and advertising approaches to compete with more technologically inclined businesses.

On the other hand, you will discover a considerable number of companies that use online marketing to the fullest extent. Using Converge as an example, it demonstrates how a traditional retail chain goliath can effectively turn its dwindling fortunes around using internet marketing. Converge became empowered to serve its customer base beyond the boundaries of its physical locations.

Before March of 2013, Converge – with its many shops and low competitive threat – was a market giant in the Fast Moving Consumer Goods (FMCG) sector. This did not last for very long though, for without warning, it abruptly found itself under extreme, surprising pressure to remain competitive.

Its associated costs and the hiring of hiring a brand new Chief Executive Officer was the first problem. Converge desired a fresh one as it was not successful in developing the European and Asian markets.

Additionally, competition was very stiff in their business. Almost daily, a new firm would appear, armed with extensive digital marketing know-how. It reached a point where there was a retail store awaiting at basically every road in town.

Shifts in general consumer behavior also meant that price points trumped repeat purchases resulting from brand faithfulness. Customers minimized their spending at the supermarket chain, and this decrease was very glaring in its books. Undoubtedly, the substantial decrease in earnings caused shareholders to realize the problem.

At that time, Converge’s on-line presence was confined to an e-commerce store. Even though this met its fundamental function, the business was in dire need of a more powerful strategy in digital marketing. Thanks to the technologically savvy CEO, a plan was implemented to optimize Converge’s unexplored online potential.

In order to take full advantage of the existing expertise at disposal, Converge’s preliminary decision was to assemble an in house online marketing department. Converge expected they could use the expertise of these upcoming technology tycoons as a substitute for a digital agency.

Gradually, the effectiveness of digital media caused standard marketing budgets to be reduced and redirected towards on-line purposes. Improving the sales figures of the e-commerce website was the primary target. Using this strategy, Converge expected to bring more web traffic to its store, thus raising its earnings and profitability.

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An element of the content marketing strategy was creating an informative microsite which was linked to the Converge online store. This microsite was dedicated completely to helping consumers eat and live more healthily.

The tactical placement of this microsite as an unbiased source of valuable health advice unrelated to Converge is a fantastic move. Furthermore, it acts as a gateway to Converge’s e-commerce shop. By not having any sales pitch on the microsite, it can help to send a message that Converge truly wants its customers to live and eat healthily. The strategy used here relies upon a fundamental consumer behavior of wanting instant gratification. As Converge has made it so easy for shoppers to purchase from it, there is little challenge from getting them to do so.

The existence of social media meant that Converge had to make full use of it also or risk being left out. So besides the use of content marketing, Converge used marketing through social media into the existing plan which comprised networks such as Facebook, Twitter, and Google which were handled by their in house team.

Controlling their own official social media reports enables Converge to use them in two different ways. First off, it is an easily managed stream of general advice and promotional material for their shoppers. A specialized Twitter handle was even established for each and every division. In addition, unique profiles had been set up for a number of subdivisions like latest offers, bottled drinks, wines etc.

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Since Converge controlled the social media accounts, it would manage to exert its control over the correctness of info. Any individual could sign up for a fake account and initiate malicious assaults on Converge by providing deceptive advice to unsuspecting users who “liked” the phony page. The development of an official report immediately prevents this menace and functions as a dependable source of advice.

Customers and sales are definitely the spine of any company. The value of after-sales support is frequently overlooked in its ability to fortifying brand loyalty. Solving customer issues and preserving relationships are critical to growing a loyal consumer base. Converge truly exemplifies this great method of running a business.

To establish this, Converge created a highly specialized social media profile to manage and resolve customer complaints. This really helped to make sure customers have a suitable route to direct their responses, while other shoppers can shop easily without being disturbed by unimportant messages.

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At the end of the day, customers of any business want to feel valued; the first step to accomplishing this is to have a “live” person talking to them and dealing with their difficulties, rather than computer generated responses which farther distance the company and its customers. This is a powerful fashion to foster loyalty to the brand and encourage repeat patronage.

The remodeling of its strategy in digital marketing turned out to be exceptionally favorable to Converge. According to data from various sources, Converge now controls about a third of the market. This would be nearly twice the share of the second biggest market corporation that now controls less than a fifth.

 

This highly impressive result will only further solidify Converge’s confidence in a digital strategy. With the inclusion of a brand new smartphone app, engagement between business and consumer can be increased even beyond the conventional means like website design and development.

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Conclusion

We are left with several key lessons from the Converge scenario. To start with, the digital age disrupts and shakes all organizations, irrespective of how big they are. Digital media promotion is vital in ensuring the survivability and continued success of any Singaporean business. Failure to factor this as part of running your business is the same as granting the competition the right to stay ahead of you. Every player in the marketplace can use a variety of internet marketing techniques to extend its reach and compete head-on with giants on an equal stage.

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The Reason for Utilizing Digital Marketing and Social Media

A large number of firms weren’t prepared when the Web became accessible and adopted by the people so quickly. A growing number of Singaporean businesses are fighting to outperform their more digitally informed rivals via the little known online marketing platform.

The true winners were businesses that had a well planned strategy in internet marketing, created either internally or by means of collaboration with a digital marketing agency. These enterprises noticed an increased user base comprising more engaged and dedicated consumers. Clearly, internet marketing is a convincing tool in business. As of now, there were many instances where businesses propelled themselves out of difficult times with this weapon. One particular instance is with the multinational supermarket chain Perinet.

A number of years back, Perinet stood as a leader in the retail market – due to locations countrywide with little or no business opposition. Then, in a turn of events, Perinet encountered unprecedented obstacles that threatened its existence in the marketplace.

Issues they faced

The first difficulty encountered is the inordinate fees of restructuring stemmed from the appointing of a new CEO. This was the result of an unsuccessful attempt to broaden their reach throughout Europe and Asia.

The entrance of Amcast and Genicon made business even more challenging for Perinet. These two businesses realized that Perinet was not serving the entire market; underserved or neglected segments existed that could be readily exploited for gains. The battle for market share was not limited to brick-and-mortar constraints – minor players that usually would not be a menace capitalized on the potency of digital marketing to get some ground.

During this time, Perinet’s standing as a household name was amongst its strong suits. But the name recognition can only prevent failure, and it did’t protect them from losing investor faithfulness. Visible shareholders of the sickly company announced on public record that they have lost a minimum of $200 million just from the poor financial performance.

How Perinet Saved Itself through a Digital Marketing Campaign

The newly appointed Chief Executive Officer believed steadfastly in employing technological innovation to transform a business; that was the main reason why he was hired. Even with a completely functional online store in place, they needed to step up their game.

The newly appointed CEO kicks off the revamp by forming an in-house digital marketing team. This was done so that a foundational set of digital marketing standards could be established and utilized as a base for future tasks. Even then, keeping to the main plan had constraints for the inhouse team. It reached the conclusion that employing a digital marketing agency was critical in keeping up its online campaign.

Attracting and Retaining a Clearly Defined Audience through Content Marketing

Productivity, value and return are of extreme importance in this highly competitive era. Perinet exploited on content marketing as the primary tool to increase e store gains and appease their investors.

Perinet added a new Recipes link to their online store which when clicked brings the user to a microsite called “Online Goodness.” Food-related info such recipes, motivational examples and health trivia were discussed openly with this website.

Its introduction enabled Perinet to soft sell itself by adopting an educational approach and being helpful to the customer. Moreover, it acts as a gateway to Perinet’s e commerce shop. By not having any sales pitch on the microsite, it can help to deliver a message that Perinet really wants its customers to live and eat healthily. The strategy applied here relies upon classic human mindset of wanting prompt gratification. Perinet’s approach offers simple convenience, minimizing the risk of consumers being drawn away by other online grocery stores.

Leveraging on Social Media

Social media advertising was another vital tactical element throughout the campaign in digital marketing that was implemented by Perinet. By the absolute scale of the company, Perinet was able to have an internal team to run this part of the campaign directly, avoiding the need for a professional marketing agency specializing in social media. To kickstart the effort they initialized their very own official accounts on websites that include Instagram and Google .

Internal direction of these social media outlets enabled Perinet to generate and transmit advertising messages in a fast and direct mode. Such efficacy certainly means that users are always up to speed on the most recent promotions and news.

Next, it empowers them to continue refining their online brand reputation. A disgruntled customer or perhaps a rival could quite easily harm a company’s social media credibility by signing up for a fraudulent profile. With zero influence or control of these accounts, it’d be effortless for an outside party to destroy the image of the business in question. However, an in house social media agency would forbid such unwanted occurrences. Now that Perinet is the one and only channel for all updates, the firm is secured from such unfortunate situations.

Initiating Good Customer Support through the website

Customers are the lifeline of any company; what many fail to understand is that, post-sales support plays a vital role in enriching brand loyalty. Outstanding support helps to create chances for loyalty to the brand and repeat purchases, as research has always shown. Here’s where Perinet actually shines.

To show this, Perinet created a really specialized social networking profile to manage and resolve customer complaints. This helped to make sure customers have a suitable route to direct their feedback, while other users can shop easily without having to be encumbered by insignificant messages.

Basically, direct and personalized responses to questions make customers feel genuinely looked after. This begins by nurturing a team that handles customers on a personable level, responding to their questions and resolving issues in a warm and helpful way. This will, certainly, bring the users nearer and compel them to splash out more at a later stage.

Did it Succeed?

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Perinet’s strategy in digital marketing is benefiting them greatly as they now control the largest market share of grocery stores in Singapore. As of data compiled by a number of statistics websites in July last year, Perinet holds approximately a quarter of the market share. The next competition was lagging far behind, only managing to get hold of about 50% of that.

Their firm standing in the marketplace is definitely poised to expand as they carry on building their strategies for digital marketing. They are in position to reap the benefits of their exploits into technology – a mobile app is said to be in the pipeline. By simply removing the obstacles that limit website design and development, this mobile application has far better potential to get through to a widespread number of consumers.

Lessons Learnt

Perinet’s instance offers many lessons. First is that the period that a company has been in business and present foothold is not a guarantee in the digital age. Every participant in the market can use a variety of online marketing techniques to extend its reach and compete head on with giants on an identical stage.

Thus, it really is no longer an option on whether you desire to tap on digital technology for advertising in Singapore today. Without it, a business’s share of the marketplace can quite easily be snatched away by the more digitally knowledgeable competing firms.

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Here’s How Social Media Marketing is Essential for Any Business

A great number of businesses weren’t ready when the Web became available and adopted by the public so rapidly. An increasing number of local firms are struggling to outperform their far more digitally inclined rivals through the unfamiliar online marketing platform.

Larger firms with deep-rooted promotion procedures have a tendency to be more irresolute in adopting the move to digital media. There was a recent incident in which a once influential multi-national company was dealing with a horrific hourly loss. Thankfully,they had the foresight to utilize digital marketing which hence kept them from closing down. You could have heard of the multi-national grocer, Sirius.

Sirius was a giant in the supermarket retail and Consumer Goods industry; this market dominance allowed Sirius to be profitable. Their shops were typically found in virtually every major community, challenged only by small family run shops. Nevertheless, before the turn of the century, Sirius was in significant trouble.

Initial dilemmas arose with an expensive company restructuring program that was kickstarted by a just hired Chief Executive. This was triggered when Sirius failed to secure a grip on international marketplaces.

Sirius soon became subjected to Murphy’s law, where if things could go wrong, they would. Virtually any opening that surfaced in the market was quickly capitalized upon by one of the companies. In no time, there was a grocery store in each and every corner of town.

There was also a notable shift in the behaviors of consumers, where cost preceded brand faithfulness. Customers cut their expenditure at the supermarket chain, and this drop was clear in its records. A noticeable fall of 10% in earnings caused alarm bells to go off within the firm.

Prior to the execution of a campaign in digital marketing, Sirius’s on-line reach was restricted to a basic e commerce site.Despite the fact that this met its basic purpose, the company was in dire need of a more productive internet marketing strategy. Because of the digitally savvy CEO, a plan was put into motion to maximize Sirius’s unexplored on-line potential.

Past a particular point, they determined that the only solution was to engage a specialized marketing agency with digital capabilities willing to manage all their on-line requirements. Sirius was able to settle on one following comprehensive evaluation. The chosen agency possessed the capacities to support all of Sirius’s requirements.

Reaching out to people subtly via Content Marketing

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A sizeable increase for their website visitorship was necessary for Sirius to augment their ecommerce stronghold. While conventional marketing processes are still effective, it is no longer cost effective when there are digital alternatives. Marketing via branded content decidedly was the most cost-effective tool in the digital marketer’s bag of tricks.

Sirius manipulated content marketing by launching a microsite dubbed “Sirius Health Food” as an extension of their e store. This one of a kind microsite advertised healthy eating and positive habits to Sirius customers.

The new informative microsite is an expression of the direction’s approach towards its web presence: an unwavering belief that a powerful emphasis on proper website development could help pull more visitors to this website. As it’s associated with Sirius branding, it helps boost trust in the brand while discreetly convincing users to shop more at their online supermarket. This too assists in psychoing online shoppers subtly and leading them to purchase more at Sirius’s online store.

Raising Awareness via Social Media

The prevalence of social media meant that Sirius would have to be there also or risk being left out. So in addition to the use of branded content, Sirius used marketing through social media into the existing plan which comprised platforms such as Facebook and Twitter which were managed by their in house team.

Creating accounts at these social networking sites has two obvious uses. The first way is clear – this acts as another channel to get in touch with customers. Each person department (e.g. frozen foods, toiletries) maintains its own accounts as well. Each report then provides offer and promotional updates to customers who are interested in those particular departments only.

Next, they may be able to better influence their online brand perception. In this aspect, it is too easy for one’s online brand image to be destroyed by an irate customer or a challenger – this is done by setting up a fake account, usually driven by malicious goals. With absolutely no influence or power over these accounts, it’d be easy for an external party to hurt the reputation of the company in question. This is a situation that an in-house social media department would never enable. With advice coming straight from the official source, Sirius will not need to be bothered about what exactly is being disseminated online.

When it comes to developing a relationship with customers, the most important route is after sales support. The way that a customer views a company is heavily determined by how the latter renders support to the former. Sirius supplies a perfect example for others to follow.

For instance, Sirius created multiple accounts, each designed to perform an alternate task. This empowered unsatisfied patrons to communicate directly with their feedback without affecting the promotional messages from Sirius to other customers.

A key priority is to ensure the customer feels appreciated. This can be established by devoting “real” people to answer to their issues in contrast to computer generated answers. This is an effective way to foster brand loyalty and encourage repeat business.

The Conclusion

The CEO’s approach worked like a charm; based on various sources, Sirius has secured a market share of about 29%, nearly 16 percentage points in front of the next closest competitor. This apparent change in the business direction was warmly welcomed by the management, the board and investors alike.

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With its new strategy in digital marketing, Sirius’s future looks to a comfortable one. With the development of more online content and even cellular uses, Sirius’s commitment to technology is their catalyst to success. These programs should help them achieve an even wider demographic outside of normal design and development of a website .

Key Takeaways

A good example can made of Sirius. Focusing exclusively on conventional approaches of branding and retail to support a business is not going to work. Businesses must employ digital media to proactively engage with customers and establish a foothold in the digital age.

No matter the industry, businesses need to progress with the environment. Maintaining a quality online presence is now essential to any business in Singapore. It has grown into a basic prerequisite which plays such outstanding role that it could determine the success or failure of a company.

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The Move to Digital Media in Singapore Today

Within sunny Singapore, most businesses failed to recognize the deep impact the online world has on the masses. The gap slowly widens as the web is used to get information and goods in a more efficient mode. They were not able to utilize this new medium to expand their business.

The businesses that managed to grasp marketing through digital media (or partnered with a qualified digital marketing agency) reaped the rewards. These businesses seen a growth in clients and a more active database. Clearly, digital marketing is a persuasive tactical device in business. There are cases in which failing enterprises were saved from closure through a comprehensive and expertly planned campaign deftly carried out by a digital agency. One particular case is with the multi national grocery chain Kerries.

A giant within the Singaporean Consumer Goods market, Kerries was regarded as among the biggest and most highly regarded grocers with decent popularity. Their shops were generally spotted in just about any major community, challenged only by small sundry stores. However, when 2013 arrived, Kerries found itself struggling for certain reasons.

The Problems

First problems arose with a costly company restructuring program that was put into motion by a recently hired Chief Executive Officer. This was the outcome of a failed endeavor to raise European and Asian market share.

In Singapore, suburban shopping malls where Kerries shops were normally located, were additionally becoming less popular. The largest challenge stems from the rise of competitors Trendato and Dyoz. These industry novices were more technologically inclined with new marketing ideas. They could raise their market stronghold by focusing on highly specialized segments of the industry. Shoppers who are on a budget flock to the German discounters Trendato while people who favor superior quality brands gravitate more towards Dyoz.

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Changes in overall consumer behavior also meant that low prices trumped repeat purchases resulting from brand loyalty. This radical change damage Kerries’s books, which unquestionably caused a furor amongst its shareholders as they observed the value of their investments evaporate. Certainly, the large drop in earnings caused investors to take notice.

How Kerries Rescued Itself through a Multi-pronged Digital Marketing Campaign

So as to effectively reclaim Kerries’s online ranking, the new CEO – a lover of technological advancement – wrangled up an inhouse internet marketing team.The fast growing competition that Kerries dealt with meant that hinging solely on its online store would just not be enough.

Employing the know-how of a Marketing Agency

The initial strategy was to establish an internal agency specializing in digital marketing by recruiting innovative tech savvy marketers. This team would then efficiently perform very much like a commercial digital agency.

Reaching out to people subtly via Content Marketing

In the era of intensifying rivalry and budget cuts, businesses are compelled to produce more with significantly less. Kerries tapped on marketing through branded content as the main tool to raise estore profits and appease their shareholders.

By altering their online store format like incorporating a Recipe button, Kerries managed to direct users to a microsite called “Best Health”. This was a microsite designed to host and provide health-oriented content, for example recipes and inspirational posts to support appropriate eating and diets.

With the coming of this microsite, Kerries is effectively positioning it as an educational portal site without the hard-sell to see its online store. Having said that, it’s also quite easy for consumers to connect to the online store, as links to it are abound. By leaving out any sales pitch on the microsite, it can help to deliver a message that Kerries truly wants its patrons to adopt a healthy lifestyle. The principal idea behind this strategy tends upon typical consumer behavior that revolves around immediate gratification. Kerries’s approach offers easy convenience, reducing the likelihood of customers being sidelined by other on-line grocery stores.

Utilizing Social Media to its Fullest

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In addition to the microsite, Kerries used another key element within its internet marketing plan: marketing through social media. As the business was large enough, they did not require the assistance of a third party social media agency. It kickstarted this plan with the essential but vital task of signing up for their very own official social media profiles.

Direct management of these social media accounts meant that Kerries could broadcast their marketing campaigns and promotions whenever they were finalized. Such efficiency inevitably means that users are always up to speed on the latest deals and news.

More notably, Kerries kept complete control over their on-line brand image. Competitors could easily and discreetly create a fake account to spread false info about Kerries and misrepresent its products. The development of an official accounts instantly prevents this threat and functions as a reliable source of information.

Providing Excellent Online Customer Support

Customer care does play probably the most important part in increasing customer trust in the brand. The perception of a company relies heavily on customer support reliability and effectiveness. Kerries’s practices are a great model to exemplify.

To prove this, Kerries maintained a really specialized social networking profile to handle and resolve customer grievances. This helped to ensure that customers have a proper route to direct their responses, while other users can shop freely without having to be encumbered by unrelated messages.

Specific training is offered towards the Kerries Support Services staff on the best means to communicate with customers. A happy and down-to-earth method is encouraged while staying helpful and handling concerns immediately. This shift towards depicting itself as less corporate aids in bringing customers closer, since they will believe that an actual individual would be more vested in working out their issues.

How it worked out

To put it simply, the proof is for all too see. Kerries’s digital marketing strategy led to them clenching around one third of the share of the market. This, as compared to their closest competitor that hung on to only half of that. It was definitely something the top management could brag about to the board and its shareholders.

With its new digital marketing plan, Kerries’s future seems to an excellent one. Through the development of more online content and even mobile uses, Kerries’s dedication to technology is their catalyst to success. These programs should help them achieve an even wider demographic outside of conventional design and development of a website .

In Summary

You will discover lots of takeaways in Kerries’s instance. First of all, the digital age disrupts and shakes all organizations, regardless of how big they are. Digital marketing and social media marketing has flattened the arena to the point where new startups can grab the market share of a market giant that has been complacent with its standing.

It’s become undeniably apparent that creating an internet presence through digital media is a no brainer in Singaporean business approaches. By forgoing it, a company’s share of the market can rather quickly be seized by more digitally knowledgeable competing firms.

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