Bringing VentureMart to New Heights with New Age Marketing Techniques

Vintage looking man shouting with a megaphone

Most companies did not anticipate the Internet’s impact on individuals. The gap slowly widens as the net is used to get informationand merchandise in a more efficient style. They’re not able to exploit this trend to expand their marketing reach and maintain a sustainable competitive advantage.

The true winners were companies that had a well planned online marketing strategy, developed either internally or through collaboration with a digital marketing agency. These businesses witnessed an increased user base comprising more engaged and dedicated consumers. Clearly, marketing through digital media is a strong and dependable business tool. There have been cases where businesses already on the verge of failing managed to recover by using a well thought-out and perfectly-executed effort done by a marketing agency specializing in digital media. An instance of this is grocery titan VentureMart.

Before The turn of the century, VentureMart’s national reach and small rivalry meant they had a good advantage in the Fast Moving Consumer Goods (FMCG) industry. Afterward, in a turn of events, VentureMart encountered unexpected obstacles that threw it off balance in the marketplace.

A Strain on Finances as a Result of Restructuring
The initial problem faced is the inordinate fees of restructuring stemmed from the appointing of a new Chief Executive Officer. VentureMart needed a fresh one as it was unsuccessful in establishing international markets.

Also, the phony belief that out-of-town shopping spots were dropping in popularity came into play. The biggest challenge stems from the rise of competitors Practo and Flixel. Their advantage lay in their up to date knowledge of the newest advertising avenues. They successfully took control of a distinct audience thus gaining a grip on the market. German possessed Practo attracted the cost conscious group of customers whilst the brand conscious bunch were largely brought towards Flixel.

Changes in general the way consumers behaved also meant that price points trumped repeat purchases resulting from brand loyalty. This drastic change damage VentureMart’s books, which unquestionably caused much anger amongst its shareholders as they witnessed the value of their investments evaporate. A noticeable fall of ten percent in profits caused alarm bells to go off within the firm.

Using a Variety of New Age Marketing Methods
Previously, VentureMart’s online existence was limited to an ecommerce set up.Despite the fact that this served its fundamental purpose, the business was in desperate need of a more productive strategy in online marketing. Thanks to the technologically savvy CEO, a plan was implemented to maximize VentureMart’s untapped on-line potential.

VentureMart’s brainchild was to leverage on the expertise of a digital marketing agency to expand their online interests. After evaluating numerous potential agencies, they finally arrived at a final decision. They picked an online marketing agency that was able to disseminate the VentureMart message through various digital channels.

VentureMart had to boost sales on its online store. While traditional marketing approaches continue to be effective, it’s no longer cost effective when there are digital alternatives. Content marketing decidedly was the most cost-effective tool amongst the digital marketer’s bag of tricks. By altering their online store structure like incorporating an Asian Cuisines button, VentureMart was able to redirect users to a microsite dubbed “VentureMart Asian Cuisines”. This was a microsite created to host and provide health-oriented content, for example recipes and motivational posts to support appropriate eating and diets.

The strategic positioning of this mini site as an independent source of handy health advice is a brilliant move. Having said that, it is also quite easy for users to proceed to the main website, since hyperlinks to it are abound. By not having any sales pitch on the microsite, it helps to send a message that VentureMart really wants its customers to adopt a healthy lifestyle. The approach used here hinges on a fundamental human behavior of desiring prompt results. This strategy obviously improves the odds a customer will buy from VentureMart’s online shop.

Of All New Age Marketing Techniques, Social Media Played a Crucial Role
Advertising through social media was yet another crucial tactical approach throughout the campaign in online marketing that was implemented by VentureMart. Due to sheer scale of the firm, VentureMart was able to have an inhouse team to run this element of the campaign directly, circumventing the need for a professional marketing agency specializing in social media. To kick off the campaign they created their very own accounts on sites that include Instagram and Twitter.

Internal control over social media translated to unobstructed transitions from thoughts to execution. Such efficiency basically means that users are constantly up to date on the newest promotions and news.

latest promos

Above all, the priority is for VentureMart to keep absolute control of any messages being broadcast over the internet. Competitions could readily and untraceably create a bogus account to propagate negative information about VentureMart and misrepresent its products. Through internal oversight and control of their social media accounts, VentureMart has the ability to accurately depict themselves and prevent unlawful claims on their page.

Establishing Excellent Support On the Internet
Customers are the lifeblood of any business; what many fail to comprehend is that, post-sales support plays a critical role in improving brand loyalty. Excellent post-sales support helps to create chances for loyalty to the brand and repeat purchases, as studies have always shown. VentureMart actually exemplifies this good method of running a business.

To show this, VentureMart created a really specialized social networking account to manage and solve customer complaints. This empowered unhappy customers to effectively convey their opinions without affecting the marketing related messages from VentureMart to other customers.

VentureMart also ensured that the staff in charge of the customer support accounts offer a human touch whenever they communicate with customers. Users feel more reassured that they are being given quality service when the responses are genuine and personalized as opposed to cold computer created answers. To put it simply, the evidence is in the pudding. VentureMart’s digital marketing plan led to them gaining control of almost 30% of market share. This is as compared to their closest adversary that hung on to merely half of that. It was undoubtedly something that the top management could brag about to the board and its shareholders.

These rewards definitely inspired VentureMart to plan for their long term success by fine-tuning their strategy in digital marketing. This would undoubtedly allow it to be easier for customers to buy more from VentureMart and improve its profitability.

We’re left with several crucial lessons from the VentureMart example. First of all, the digital age transforms the way in which business is done in across all sectors. Every participant in the marketplace can use digital marketing and social media marketing to extend its reach and compete head-on with giants on an identical stage. Consequently, it is no longer an option on whether you desire to tap on digital technology for promotion in Singapore today. Failure to factor this as part of running your business is the same as giving the competitors the green light to stay ahead of you.

A Digital Marketing Strategy by Industry Pros

A bulk of companies within Singapore cannot truly understand the power of the net upon the daily lives of its customers. The gap gradually widens as the internet is used to obtain information, goods and services in a more efficient way. In a way, these companies are handicapped hence unable to extend their influence to retain any advantage they may currently hold.

The true winners were businesses which had a compelling digital marketing strategy, developed either internally or by means of collaboration with a digital marketing agency. These companies witnessed a growth in clients and a more active database. Certainly, online marketing is a powerful and trusted company instrument. There have been instances where companies already on the brink of closing down were able to recover by using a well planned and well executed effort by a marketing agency specializing in digital media. An instance of this is market titan Revalo.

Just before The turn of the century, Revalo’s national reach and limited rivalry meant they had a good advantage in the Fast Moving Consumer Goods (FMCG) industry. Then, in a turn of events, Revalo encountered unexpected challenges that threatened its existence in the market. A new Chief Executive Officer was named when the previous Chief Executive Officer tried without success to launch Revalo into new Asian and European markets. Just like any change in key executives, the recently appointed Chief Executive Officer gave Revalo a thorough revamp. The corporate remodeling raked up some massive bills that undermined Revalo’s cashflow.

Revalo soon became subjected to Murphy’s law, where if things could become worse, they would. Just about any opening that surfaced in the market was promptly capitalized upon by one of the firms. Before everyone knew it, there were retail stores at every street in town.

Shifts in overall consumer behavior also meant that price points trumped repeat purchases resulting from brand loyalty. Customers cut their spending at the supermarket chain, and this drop was clear in its books. A marked drop of ten percent in earnings caused huge alarm within the company.

Going the Extra Mile in Digital Marketing
In order to successfully recoup Revalo’s online ranking, the freshly appointed Chief Executive – a devotee of technological progress – wrangled up an inhouse internet marketing team.The fast growing levels of competition faced by Revalo meant that depending only on its online store would definitely not do.

Beyond a particular point, they determined that the only way out was to engage a specialized digital marketing agency prepared to look after all their on-line efforts. Revalo was able to decide on one soon after considerable review. They picked a digital marketing agency that was able to spread the Revalo message through various digital avenues.

The latest standard for businesses these days is to get more done with much less; in Revalo’s context, it’d have to increase its web store sales utilizing the most cost effective process potential. To satisfy investor expectations, Revalo used the lowest hanging fruit possible – content marketing – to capture online store sales immediately. They added a new Special Deals tab to their e-commerce store which when clicked brings the user to a microsite called “Revalo Special Deals”. Food-related info such recipes, articles, motivational examples and well-being trivia were shared freely on this site.

The tactical placement of this mini site as an external source of helpful health advice is an amazing move. Needless to say, customers can visit Revalo’s main website anytime, as there are numerous URL links to it. This website design and development strategy (incorporating good UI and UX) encourages customers to shop at Revalo’s web store, since it subtly links Revalo with healthy and balanced food. The approach used here hinges on classic human behavior of wanting prompt gratification. Revalo’s strategy offers simple convenience, minimizing the risk of customers being sidelined by other online grocery stores.

Social media advertising was another critical tactical element throughout the campaign in digital marketing that was carried out by Revalo. There wasn’t a requirement for an independent agency specializing in social media as they had sufficient staff to cope with the very first project themselves. To kickstart the effort they initialized their very own official accounts on websites like Facebook and Google. There were two vital reasons to moderate their own social media accounts. The first way is apparent – this acts as another channel to get in touch with customers. A purpose-built Twitter handle was even established for the individual business units. Each accounts then provides offer and promotional updates to customers who have an interest in those specific sections just.

The second manner is that Revalo is able to keep greater control over its brand image online. It’s very common for many companies to lose on this ground because a haphazard customer (or worse, a competitor) confirmed a social media existence in their name. With zero influence or power over these accounts, it would be straightforward for an external party to tarnish the reputation of the company in question. This is something that an in house social media department would never allow. It would then give customers no excuse not to check out official channels for the right info, and save Revalo the trouble of having to limit the damage.

online image

Support services does play quite possibly the most significant function in growing customer loyalty. Many people’s perception of a business hinges on customer support dependability and effectiveness. Revalo provides a great example for other companies to follow.

Multiple Accounts, Each for a Different Purpose
When compared with other businesses which just have a singular social media account to deal with grievances and promotional offerings, Revalo has gone one step further to set-up unique accounts for each. This way, customers would be able to receive the advice they need – be it an answer to a problem, or staying up-to-date about the latest promotions – without having to be bombarded with unnecessary information.

Regardless of the business, its customers would undoubtedly choose to talk to real human being, than to navigate through a web of pre-programmed replies only to have their issues unsolved. This will, definitely, bring the users nearer and compel them to splash out more at a later stage. Revalo is now reaping the rewards of a highly well executed strategy in digital marketing by commanding the largest section of the grocery marketplace industry. With reference to data from numerous statistics companies, Revalo now controls about a third of the market. The closest competitor was lagging a long way behind, only managing to get hold of roughly 40% of that.

These rewards surely inspired Revalo to further invest into their upcoming success by fine tuning their strategy in digital marketing. With the inclusion of a brand new mobile app, engagement between company and consumer can be increased even beyond the traditional means such as web design and development.

In Summary
There are lots of lessons in Revalo’s instance. First off, the digital era transforms the way in which business is carried out in all sectors. Because of the introduction of digital media, new companies that happen to be knowledgeable in these aspects can unexpectedly grab away clients from the well established companies. Digital media advertising is essential in ensuring the survivability and profitability of any Singaporean company. Failure to integrate this wihtin your business is equivalent to granting the competitors the green light to stay ahead of you.

The Undeniable Power of Online Media

online marketing

The rapid rise of the Web combined with the diverse daily uses have resulted in many businesses being caught off-guard. The majority of companies in Singapore found themselves being broken down by the pressure to compete against more digitally-savvy upstarts and the issue of adjusting their marketing and advertising plans to an unknown medium. The companies that managed to grasp marketing through digital media (or partnered with a competent digital marketing agency) reaped the rewards. Their customer base expanded, and consisted customers more willing to provide repeat business.

Quite Obviously a Powerful Solution
Evidently, online marketing is a powerful and reliable solution that will work for many companies. There are cases in which failing businesses were saved from closing through a comprehensive and adeptly planned effort deftly executed by a digital agency. Multinational supermarket chain Dafiti would be a prime example.

Prior to the turn of the century, Dafiti’s leadership position in the Consumer Goods business – cemented by its considerable store reach nationwide and small rivalry – helped the business remain successful. Yet, as a result of unforeseen circumstances, Dafiti lost their footing within the market and this left them vulnerable.

The first problem encountered is the inordinate costs of extensive restructuring because of the hiring of a new Chief Executive Officer. This was kickstarted when Dafiti failed to get a hold on international markets.

Another problem is the perceived decline of out-of-town shopping malls in Singapore. Probably the most serious of these difficulties was the rapid expansion of new startups Kaymu and Entelo. These upstart retailers are informed with newer promotion venues. They competed head-on with Dafiti by focusing on segments of the market that Dafiti had blown off utilizing an assortment of advanced online marketing methods. Shoppers who are on a budget head to the German discounters Kaymu while those who prefer superior quality brands gravitate more towards Entelo. At that time, Dafiti’s edge was in its substantial physical coverage and a good track record. It took a huge hit, as shown by a 15% fall in its gains over a short period. While Dafiti’s deficits were just growing, financial backers began to get worried about their injection of more than half a billion dollars in the company over past years.

Prior to embarking on a campaign in digital marketing, Dafiti’s online reach was limited to a basic ecommerce website. However, this was far from satisfactory. The firm’s Chief Executive, who was technologically inclined, recognized this as being an issue and set into motion a internet marketing strategy to maintain Dafiti’s edge in the business.

Dafiti observed the need to employ a digital advertising agency to secure their online requirements as the project developed and blossomed. Dafiti managed to decide on one soon after comprehensive evaluation. The expertise to improve upon and sustain tasks across different marketing platforms became the main requirement behind the selected partner.

The Pressing Need to Rapidly Increase Online Sales

increase sales

Dafiti wanted to enhance its online store sales quickly. Soon after a thorough evaluation of the competitive landscape and promotion options for its e-commerce store, Dafiti finally settled on marketing through branded content, which it considered would provide the greatest ROI. Marketing via branded content was picked as the means to go to increase web traffic and involvement, thus resulting in more sales.

Emergence of a Dafiti Savers Microsite
Content marketing, in the context of Dafiti’s online store, was the creation of a microsite titled “Dafiti Savers” that consumers could navigate to from the online store. It was dedicated to promoting a healthy lifestyle through balanced eating along with other wholesome approaches. With the arrival of this microsite, Dafiti is effectively placing it as an educational portal site without the hard-sell to see its online store. Furthermore, it acts as a portal to Dafiti’s e commerce store. This website development strategy encourages consumers to buy at Dafiti’s e-commerce store, since it discreetly links Dafiti with healthy food. The strategy used here hinges on a fundamental human behaviour of wanting immediate gratification. As Dafiti has made it such a breeze for users to buy from it, there’s little challenge from getting them to do so.

Apart from the microsite, Dafiti deployed another tool within its digital marketing plan: marketing through social media. By the absolute scale of the business, Dafiti was able to have an inhouse department to run this part of the effort directly, avoiding the need for an external social media agency. Their very first step was to establish official pages for the more popular social media avenues like Facebook, Twitter and Instagram.

social media accounts

Two useful uses can be derived from creating their own profiles on these social programs. To start, it’s an easily controlled feed of generic advice and marketing related material for their customers. They even initiated special Twitter reports for their various departments. Distinct profiles were created to share information on deals, latest arrivals, wines et cetera.

Next, it allows them to continue refining their online brand image. A disgruntled customer or perhaps a challenger could quite effortlessly harm a company’s social media credibility by signing up for a fake profile. With absolutely no power over what is being circulated by these third parties, you can expect some majorly dangerous effects. That being said, an internal social media agency would prevent such undesirable events. Given that Dafiti is the official gateway for all brand information, the company is secured from such unfortunate issues. When it comes to establishing a connection with customers, the most significant channel is customer support. The public’s overall impression can very well be substantially influenced via the quality of their customer care team. On this aspect, it can be stated that Dafiti is exemplary.

As a demonstration of the emphasis Dafiti places on on-line after sales support, they devote a separate social networking account to take care of customer questions and charges. This helped to ensure that customers have a proper route to direct their comments, while other shoppers can shop easily without being encumbered by unimportant messages.

An Extremely Devoted Support Team
Special training is offered towards the Dafiti After-sales Support team over the best methods to communicate with consumers. A happy and down-to-earth approach is recommended while staying helpful and solving situations fast. Customers are much likelier to trust Dafiti’s support as they believe there’s another individual behind the account instead of an automated responder.

Various sources revealed that Dafiti’s nicely planned digital marketing strategy paid off hugely. Dafiti controlled almost one third of the market while the next competition only managed to keep half of that. It would definitely resonate with senior executives during their meetings.

With its new digital marketing plan, Dafiti’s future looks to a comfortable one. They will reap the benefits of their exploits into the digital world – a mobile app (that will exist across smartphones and tablets) is said to be in the pipeline. This is a lot more than what traditional website design and development can look to achieve.

Lessons from Dafiti
Almost any company can take a page from Dafiti’s book. First of all, firms cannot embrace a “business-as-usual” prognosis and hope that past successes would continue to get them by. Continuous initiatives across multiple digital channels are needed to constantly engage consumers and maintain a company’s competitiveness in the digital era. Irrespective of the industry, companies have to progress with the environment. Embracing technology is, undeniably, an essential building tool to ensure profitability in our little country. Its measure of significance is proven by its ability to restore failing companies that are on the verge of shutting down.