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.


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.


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.

business decision

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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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.

marketing concept with business graph and chart hand drawing on blackboard

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.


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.


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.



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?


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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