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
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.
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.