Most companies did not expect the Internet’s impact on people. As it becomes easier, more economical and faster each day to access the web for information, goods and services, these companies fall behind even further. In many ways, these businesses are handicapped thus not able to expand their influence to keep any competitive advantage they may now hold.
The companies that were able to master digital marketing (or partnered with a capable digital marketing agency) reaped the benefits. These businesses witnessed a greater user base consisting of more engaged and loyal consumers. Digital marketing has demonstrated itself to be a formidable approach for businesses. There are occasions in which businesses on a downward spiral manage to turn their situations around with a well thought out effort conducted by a digital agency. One such case is with the multinational grocery chain Asana. All the while, they were a giant in the retail and Consumer Goods space; this market dominance enabled Asana to be lucrative. The franchise was to be found in practically every township with the competition being largely mom and pop establishments. However in June of 2013, Asana’s dominance took an unexpected turn.
The first bump in the road emerged due to the substantial costs brought on by the new Chief Executive Officer’s restructuring plan. Asana wanted a fresh one as it was unsuccessful in developing international markets. In addition, competition was really stiff in their own business. Newly established companies with an arsenal of online marketing knowledge were gradually becoming a common happening. Very quickly, there were retail stores at every street in the central business district.
During this time, Asana’s reputation as a household name was amongst its strong suits. Unfortunately, these inherent worth ultimately did not prevent falls in sales and investments. By the year 2014, Asana’s net gains had fell by 9.5% and their largest shareholders openly confessed that their 12.4% investment in the FMCG corporation was a “massive blunder” which cost them nearly half a billion dollars within 12 months.
Previously, Asana’s on-line existence was restricted to an e commerce set up. Yet, this was far from sufficient. The corporation’s Chief Executive Officer, who was technologically inclined, recognized this as being an issue and set into motion a strategy in digital marketing to preserve Asana’s edge in the industry.
Putting Together a Competent Digital Marketing Team
The preliminary course of action was to launch an in-house digital marketing agency by employing innovative technology knowledgeable entrepreneurs. Asana hoped they could make use of the talents of these upcoming technology tycoons as a proxy digital marketing agency.
Asana needed to improve its online store sales fast. Soon after a thorough review of the competition and promotion choices for its e-commerce store, Asana eventually settled on content marketing, which it believed would provide the maximum return on investment. To motivate customers to visit the online store and consequently grow internet sales, a practice generally known as marketing through branded content was put into motion. A special Signatures link was included within their online grocery store which sent users to a “Asana Signatures” website. This was a microsite built to host and provide wellness-oriented content, for example recipes and inspirational posts to support appropriate eating and diets.
Its introduction enabled Asana to soft-sell itself by appearing less profit driven and more helpful to the customer. Furthermore, it acts as a portal to Asana’s e commerce shop. The smart manner in which this microsite was designed and developed cleverly associates Asana with nutrition and a healthy lifestyle, thus supercharging e-commerce revenue with the proper audience. The essence of this strategy leverages on consumer behavior now: they are impatient and need quick, visible benefits. This plan provides them with convenience, so they are less likely to patronize other online stores when Asana is so easily accessible.
Advertising through Social Media
One more element within the online marketing campaign strategy was advertising through social media. Due to sheer scale of the company, Asana was able to have an internal team to execute this component of the campaign directly, bypassing the need for an outside marketing agency specializing in social media. Their initial step was to create official profiles on the more widely used social networking channels like Google and Facebook.
Full control over social media allowed unobstructed transitions from concepts to execution. It also meant that customers received up to date and pertinent information directly from Asana. More importantly, Asana retained complete control over their on-line brand image. It’d be effortless for someone to launch a fake page and taint Asana’s brand image with fictitious advice. By having their own official pages, Asana could easily discredit the authenticity of these fraudulent pages and offer exact, reliable info.
Customers and sales are certainly the spine of any company. The significance of after-sales support is usually disregarded in its ability to strengthening brand loyalty. Resolving customer issues and maintaining relationships are critical to maintaining a loyal consumer base. This is where Asana actually beams.
Providing Superior Customer Service through Facebook
By simply creating several social media accounts to manage different areas of the operation, Asana removes the barrier between customer and company. This is observed when a particular Facebook account exclusively manages complaints whilst another would target sales via adverts and special deals.
The people behind these social media accounts are additionally trained to post with a wholesome and light-hearted tone, even to the stage where they participate in banter with customers and other brands. A natural and helpful method creates relationships and trust, highly different from the cold replies of an automated “customer service” bot.
Was Asana Rewarded for its Efforts?
The Chief Executive’s efforts reaped rewards; based on various sources, Asana now controls a market share of around 39%, almost 16 percentage points in front of the next closest competitor. The unprecedented transfer of market control was really something to boast about to investors.
Their firm standing in the marketplace is definitely poised to grow as they continue developing their strategies for digital marketing. The internal development team are actively pushing out mobile programs that can extend Asana’s reach to more individuals. These programs 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 Asana scenario. Firstly, the digital age greatly affects all organizations, irrespective of how established they might be. Every participant in the market can use digital and social media marketing to expand its reach and compete head-on with giants on an identical stage.
The Importance of Moving with Times
Irrespective of the industry, businesses must move with the landscape. On-Line existence is no longer periphery to guarantee the success of a company in Singapore. From resuscitating crumbling businesses to conquering untouched markets, it is certainly an essential factor for success.