The Golden Age of Social Media in Singapore

The rapid popularization of the Internet along with the varied day-to-day uses have led to many industries being caught off-guard. A growing variety of Singaporean firms are struggling to outperform their far more digitally inclined rivals through the unknown internet marketing platform.

The usage of digital media is in many cases more complicated for bigger businesses that are too comfortably engage in traditional procedures. Not long ago, there was a situation in which a large organization was suffering from enormous losses owing to a number of factors. It’s good to know though that they explored their digital marketing options to avoid having to fold. The company we’re talking about here is none other than the famous Nutrispace.

Once a Highly Profitable Company
Prior to the turn of the century, Nutrispace’s dominating position in the Fast Moving Consumer Goods (FMCG) business – cemented by its substantial store coverage national and little competition – helped the company stay highly profitable. Nowadays, due to unforeseen circumstances, Nutrispace’s dominance in the marketplace is shaken.

The previous Chief Executive Officer, unable to capture international markets effectively, was replaced by the new one. As with any change in key management, the new CEO gave Nutrispace a complete overhaul. The corporate remodeling brought about some massive bills that compromised Nutrispace’s cashflow.

An additional issue is the perceived decrease of out of town malls in Singapore. Even though less visitor traffic would definitely trouble the supermarket chain, it was Knicky and Comfia that became its biggest nightmare. Their strength lay in their up to date knowledge of the most recent promotion paths. They could increase their market stronghold by focusing on highly specialized segments of the business. Individuals who are budget-conscious flock to the German discounters Knicky while people who prefer premium quality brands proceeded to Comfia.

supermarket competitors

At that time, Nutrispace’s edge was in its considerable physical coverage and a fantastic track record. Regrettably, these intrinsic worth inevitably did not protect against falls in sales and investments. Since Nutrispace’s declines were simply growing, financial backers began to get worried about their injection of more than 922 million dollars into the business in recent times. The new CEO considered firmly in utilizing technological innovation to improve a business; that was the primary reason why he was hired. Even though Nutrispace’s online store at that time was working perfect, the evolving times required a completely new way of handling this on-line presence.

Linking Up with a Social Media Marketing Agency
Their initial approach was to launch their own in-house online marketing division by using a technology incubator that trains young tech entrepreneurs. They aspired to leverage on the expertise of these aspiring online marketers as an alternative to engaging an external agency. After some time though, it started to become apparent that a dedicated social media marketing agency was required to take their brand to the next level. Soon after, Nutrispace linked up with one such agency in Singapore to take care of all initiatives in the social space.

A sizeable increase to their online visitorship was essential for Nutrispace to augment their e commerce abilities. Although conventional marketing options are still actively employed, its practicality is regularly challenged by lower cost choices that tap on digital media. Marketing via branded content, a digital marketer’s most favored, comes to mind in this instance.

An unique Recipes link was added to their online grocery store which brought users to a “Nutrispace Real Food” website. The site contains food-related content such as common recipes, inspirational publications, and wellness-related posts that are related to food.

The site evolved into an impartial way to obtain beneficial information for its visitors, showing a change in Nutrispace’s web emphasis. Also, this microsite is closely linked with Nutrispace’s main website, which strengthens the organization between it and the brand. They are raising the chance for visitors to flow from this sub-site to Nutrispace’s primary website instead of a competing online grocery store.

The existence of social media meant that Nutrispace would have to be there too or risk being left out. They started to sign up for their official accounts on the more popular websites, such as Twitter and Instagram.

Two Primary Advantages of Maintaining Official Social Media Accounts
different social media accounts

Signing up for their own official accounts at these social networking sites has two obvious uses. The first way is obvious – this acts as another channel to get in touch with customers. They even initiated special Twitter reports for their various sections. Different profiles were created to share info on deals, real foods, wines et cetera.

Second, it allows them to carry on fine tuning their online brand image. A problem arises when a customer or even a competitor establishes an unofficial social media existence under their name. With absolutely no influence or control over these accounts, it’d be easy for an external party to hurt the image of the company in question. With an in house social media department, all info would be thoroughly checked and controlled. With advice coming directly from the official source, Nutrispace will not need to fuss about what is being disseminated online.

When it comes to building a relationship with customers, the most significant channel is customer support. The public’s view of a business is depends significantly on their after-sales support services. On this aspect, it can be said that Nutrispace is exemplary.

By simply setting up numerous social media profiles to manage different aspects of the operation, Nutrispace breaks down the barrier between customer and company. By doing so, customers would have the ability to receive the advice they desire – be it an answer to a difficulty, or staying up to date about the latest offers – without having to be bombarded with unnecessary clutter.

The men and women behind the Twitter Nutrispace Customer Support are also trained to post with a balanced and easy going tone, even to the point where they participate in positive debate with customers and other brands. A natural and helpful approach builds connections and confidence in the brand, hugely different from the robotic responses of an automated responder.

Nutrispace is currently reaping the rewards of an extremely well executed strategy in digital marketing by controlling the largest section of the grocery store market business. According to several sources, Nutrispace has control over nearly a third of the marketplace as of last July. The closest competitor was lagging very far behind, just managing to garner about 50% of that.

What’s the Future Going to be Like for Nutrispace?
Office Desk with Tools and Notes About Digital Marketing

Such results would undoubtedly spur Nutrispace to ride on its success and further refine its digital marketing strategy to gain a larger portion of the market. Coupled with the development and launch of mobile programs, it makes it even easier for consumers to purchase and engage Nutrispace than what traditional means – such as website design and development – would ever hope to realize.

We’re left with quite a few crucial lessons from the Nutrispace scenario. First off, the digital age changes the way in which business is done in across all sectors. Because of the introduction of digital marketing, new companies that are knowledgeable in these aspects can unexpectedly grab away market share from the well established companies.

Second, Nutrispace has demonstrated just how crucial digital media and an internet presence are “must haves” in the current company landscape. Without it, a business’s share of the marketplace can rather effortlessly be snatched away by more technologically savvy competing firms.

Digital Communications – A Case Study

The exponential rise of the Internet together with the varied day-to-day applications have resulted in many industries being left unprepared. A growing number of local companies are struggling to outperform their more technologically savvy adversaries through the unknown internet marketing platform. On the other hand, certain businesses that decided to participate in digital marketing stood to receive superior results. Their user base expanded, and consisted loyal customers more compelled to provide repeat business.

Some Recognized the Absolute Effectiveness of Digital Media
These firms knew that online marketing was very efficient and kept it as a valuable weapon within their arsenal. There have been instances where businesses already on the brink of closing down were able to make a comeback by using a well thought-out and well executed effort done by a marketing agency specializing in digital media. Multi-national grocery store chain Memido would be a prime example.

Prior to 2015, Memido – with its many shops and low competitive danger – was a marketplace leader in the Fast Moving Consumer Goods (FMCG) industry. Then, in a turn of events, Memido faced unexpected challenges that threw it off balance in the industry.

A New Chief that had a Different Direction
The hiring and its affiliated costs of hiring a new Chief Executive was the first problem. The previous CEO, unable to get a hold of the European and Asian marketplaces efficiently, was fired and replaced by the new one. Memido’s difficulties did not end there; it further exacerbated with Sonos and Tastd entering in the fray. Both businesses picked up specific parts of the market, which Memido had neglected, that were ripe for milking profits. Apart from battling it out on the retail floor, marketing through a variety of digital channels became an integral part of their arsenal of weapons which greatly leveled the playing field when it came to fighting it out with the established businesses on the web.

During then, Memido’s edge was in its comprehensive physical reach and a good reputation. It took a huge hit, as shown by a 10% fall in its gains within several months. By the start of year 2016, Memido’s revenue had fallen by a tenth and their key investors publicly acknowledged that their considerable investment in the supermarket chain was a “huge blunder” which cost them over $511m in a year’s time.

Using Digital Marketing to its fullest
Before the implementation of a digital marketing campaign, Memido’s online reach was limited to a basic e-commerce site. Though functional, much more was necessary – the company was in urgent of a complete digital marketing strategy, and the new CEO, being well-versed in technology, was appointed to envision, drive and implement this strategy for Memido’s survival.

Past a certain point, they decided the one and only solution was to engage a specialized digital marketing agency equipped to tend to all their online interests. Soon after evaluating numerous potential partners, they ultimately came to a decision. The competence to grow and maintain tasks throughout different digital platforms was the most important element that they sought out in the chosen company.

Over time, the efficacy of digital media caused conventional advertising budgets to be cut and redirected towards online motives. The first and most obvious job was to raise the revenue of their online store. Using this strategy, Memido expected to drive more web traffic to its store, so raising its sales and profitability.

Substantial Improvements Made to the Online Store
By improving the UI and UX of their online store and improving its overall structure, Memido was able to direct customers to a microsite dubbed “Memido Delights”. The website includes food-related content like recipes, inspirational articles, and health-related posts that pertain to food.

In essence, Memido uses the microsite to strategically and casually spread relevant advice to prospective customers. That said, it is also very simple for users to connect to the main website, since hyperlinks to it are abound. By executing a superb user journey during the creation of the website, Memido was able to connect its products with health focused buying habits. When the design and development of a website is well executed, it makes it quite suitable for customers to get to where they need, quickly. This strategy offers them convenience, so they’re less inclined to buy from other web stores when Memido is so readily reachable.

The existence of social media meant that Memido would have to be there also or risk being left out. So, aside from content marketing, Memido also used social media marketing – growing their reach on Facebook, Twitter, Pinterest, and Google – which was managed by their corporate communications team.

corporate comms team

Direct management of these social networking accounts meant that Memido could broadcast their promotional messages as and when they were finalized. In this fashion, customers always receive the most recent advice on the exciting in-store promotions. Since Memido controlled the social media accounts, it would be able to exert its control over the correctness of info. There is very little obstacle – and an excessive amount of vested interest – for any person evil enough to sign up for fraudulent accounts to assault the supermarket giant. Through internal oversight and control of their social media accounts, Memido is able to accurately depict themselves and prevent illegitimate claims on their page.

Establishing Excellent Online Support
Customer support does play probably the most critical role in improving customer faith in the brand. Many people’s opinion of a company hinges on customer support reliability and helpfulness. In this area, it can be declared that Memido is exemplary.

Memido has a special Facebook account to connect with customers. On a similar note, they have several other dedicated profiles for Memido promotions as well. This translates to a clear connection between the consumer and support without the jumble of sales communications.

Essentially, direct and personalized answers to queries make customers feel genuinely cared for. This begins by nurturing a team that handles customers on a personal level, answering their questions and solving problems in a nice and helpful fashion. A firm that is viewed as being customer focused and proactive in resolving issues would encourage customers in general to shell out more with it than at their competitors.

Various sources showed that Memido’s well executed strategy in digital marketing paid off immensely. Memido commanded nearly one third of the share of the market while the next challenger only managed to retain half of that. It was definitely something that the management team could shout about to the board and its shareholders. With this new strategy in digital marketing, Memido’s reach and overall potential has increased significantly. With the development of more online content and even mobile uses, Memido’s commitment to technology is their secret formula for success. By simply breaking the barriers that restrict website design and development, this mobile application has far better potential to reach out to an extensive number of potential customers.

We are able to learn a lot from Memido. To start with, it is no longer a given to depend only on branding and physical shop coverage to ensure success. Also, firms must utilize digital media to proactively reach out to customers and ensure their relevance in the digital age.

using device

Should we make a comparison: if an industry giant like Memido can be so badly hit by the absence of an effective on-line presence, imagine the disastrous effects it will have on a smaller business. Whether or not to embrace digital media is no longer an option that one has, as it may have been in yesteryears – it’s an important approach towards business expansion and success.

What is Marketing Going to be Like Without Social Media?

The pace that the Internet was embraced by the world coupled by its influence on their lives simply meant that most businesses were caught off guard. Many businesses in Singapore ended up being broken down by the pressure to take on more digitally-savvy startups and the difficulty of aligning their marketing and advertising strategies to an unfamiliar medium. Particularly for larger corporations with well recognized processes already in place, the move to digital media is never straightforward. There had been a recent incident in which a once powerful multi-national firm was struggling with an awful hourly loss. It is great to understand though that they considered their digital marketing choices to avoid having to fold. You might have heard of this organization before: South Pacific Imports.

Before the turn of the century, South Pacific Imports’ nationwide reach and small rivalry meant they had a good advantage in the Fast Moving Consumer Goods (FMCG) business. In recent times, as a result of unforeseen circumstances, South Pacific Imports’ control over the market is deteriorating.

deteriorating business

The Inability to Capture Foreign Markets
The former Chief Executive Officer, unable to capture the Hong Kong and China markets effectively, was replaced by the new one. Due to the hiring of any top executive, many practices and procedures faced revision. The price of placing these changes into motion adversely affected South Pacific Imports’ fiscal standings. South Pacific Imports soon became a victim of Murphy’s law, where if things could go wrong, they would. Almost daily, a brand new business would appear, armed with extensive digital marketing expertise. It came to a point where there was a store awaiting at perpetually every street in the city.

Changes in overall the way consumers behaved also meant that low prices trumped repeat purchases resulting from brand loyalty. Such a development brought on anxiety between South Pacific Imports’ key shareholders when their monetary stronghold started going down hill. A marked decrease of 24% in profits triggered huge alarm within the firm.

The newly appointed Chief Executive Officer considered firmly in utilizing digital innovation to improve a company; that was the main reason why he was appointed. Despite having a completely functioning e-commerce store in place, they had to step up their game.

Nevertheless, natural growth could just take it that far; they would need to collaborate with an external digital marketing agency to help in fueling the expansion of its on-line existence. South Pacific Imports was able to decide on one following considerable review. They opted for one that was prepared to aid them in efforts across a variety of digital platforms.

Over time, the efficacy of digital media caused conventional marketing budgets to be cut and allocated towards on-line intents. Increasing the sales figures of the ecommerce website was the primary target at hand. Content marketing was selected as the way to go to increase website traffic and involvement, thereby leading to more earnings.

Harnessing the Power of Content Marketing
South Pacific Imports additionally drives content marketing by having a “Recipes” link in the main menu, which users can obtain from its main website. It focused on encouraging healthy living through nutritious eating together with other wholesome avenues.

The site evolved into an unbiased source of helpful tips for online shoppers, illustrating a change in South Pacific Imports’ website design and development attitude. Due to the fact that it is linked to South Pacific Imports branding, it helps boost trust in the brand while discreetly persuading users to shop more at their online grocery store. They’re increasing the probability for users to flow from this sub-site to South Pacific Imports’ main online store instead of a competitor’s online grocery store. With social networking being so popular and widely-employed by the masses, South Pacific Imports acknowledged the need to leverage on this platform to increase its reach in the industry. Hence, aside from content marketing, South Pacific Imports also used social media marketing – growing their influence on Facebook, Twitter, Pinterest, and Google – which was handled by their corporate communications team.

The Use of Social Media Platforms
Two priceless uses can be derived from signing up for their own accounts on these social platforms. To begin with, it’s an easily managed stream of general advice and marketing related material for their customers. A specialized Twitter account was even created for the individual business units. What’s more, unique profiles were in place for a number of subdivisions including latest deals, bottled refreshments, wines and so on.

power of social media

More importantly, South Pacific Imports retained absolute control over their on-line brand image. It’d be effortless for someone to launch a fake page and taint South Pacific Imports’ brand image with fake information. With absolute control over its accounts, South Pacific Imports could be relied upon to provide verified information via the legitimate channels.

Customers are the ones sustaining a company. Dealing with customer problems and keeping relationships are crucial to growing a loyal base of customers. South Pacific Imports is an obvious demonstration of this. For instance, South Pacific Imports created several accounts, each designed to do a distinct task. This really helped to ensure that customers have a proper route to direct their responses, while other customers can shop easily without getting disturbed by immaterial messages.

At the end of the day, customers of any company need to feel valued; the first step to accomplishing this is to have a “live” individual speaking to them and handling their problems, rather than pre-written responses which farther space the company and its customers. A pleasant demeanor brings style to a brand and fosters a feel-good experience – prompting potential future sales.

The immense reward of obtaining the biggest share of the Singapore market definitely shows that South Pacific Imports’ internet marketing strategy worked its magic. As of data compiled by various research sites in June last year, South Pacific Imports holds approximately a quarter of the share of the market. This is almost twice the share of the second biggest supermarket enterprise that currently commands around fifth.

This highly encouraging result acts to only further solidify South Pacific Imports’ confidence in a digital marketing strategy. In conjunction with the development and launch of mobile apps, it makes it even easier for consumers to buy and employ South Pacific Imports than what conventional means – such as designing and developing of a simple website – would ever expect to attain.

Main Lessons
South Pacific Imports’ case provides many lessons. First is that tenure and existing foothold isn’t a guarantee in the digital age. Because of the mass adoption of digital marketing, newly established businesses that are savvy in these aspects can unexpectedly grab away clients from the well established companies. It’s become undeniably apparent that establishing an online presence through digital media is a no brainer in Singaporean company tactics. By leaving it out, a business’s share of the marketplace can rather quickly be seized by the more technologically savvy challengers.