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.
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.
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.