The rate at which the web was adopted by the world coupled by its impact on their day-to-day lives simply meant that a large number of industries were caught off guard. They didn’t have digital media as part of their overall plan and had trouble levelling the playing field with businesses who were a lot more competent in this aspect.They are presented with the grave scenario of revising their marketing and advertising plans to compete with more technologically inclined companies.
Companies that were able to take complete advantage of digital marketing acquired the best benefit. These businesses noticed an increased user base comprising more engaged and dedicated consumers. Clearly, online marketing is a persuasive tactical device in business. There are cases in which failing enterprises were saved from closure through a comprehensive and adeptly planned campaign skillfully executed by a digital agency. One particular instance is with the multi national grocery store chain Oyogi.
With minimal competitors in the marketplace, Oyogi once stood as a primary player in the Fast Moving Consumer Goods (FMCG) market. Their shops were generally found in just about any major community, challenged only by small sundry shops. Nonetheless, prior to the turn of the century, Oyogi was in significant trouble.
A new Chief Executive was named when the previous CEO tried without success to introduce Oyogi into international markets. New Chief Executives mean fresh ideas, new methods of doing things – and he did so, to the point of giving Oyogi an entire revamp. The restructuring process brought about some enormous expenditures that affected Oyogi’s fiscal standing.
The entrance of Yedda and Ning made business even more challenging for Oyogi. They capitalized on the fact that Oyogi was not serving various profitable segments of the marketplace. The struggle for a share of the market was not limited to brick-and-mortar restraints – minor players that generally wouldn’t be a hazard tapped on the power of digital marketing to gain some ground.
During this time, Oyogi’s standing as a household name was one of its strong suits. But the name recognition can just prevent failure, and it did’t stop them from losing customer and investor devotion. During year 2014, Oyogi’s net earnings had fell by 10% and their biggest shareholders openly confessed that their 4.1% investment in the corporation was a “massive blunder” which set them back almost 300 million within a year.
How a Marketing Campaign Saved the Oyogi Empire
During that time, Oyogi’s online existence was confined to an online shop. Though functional, far more was needed – the business was in urgent of a complete digital marketing plan, and the new CEO, being very knowledgeable in technology, was named to see, drive and execute this strategy for Oyogi’s survival.
The recently appointed CEO kicks off the revamping process by forming an in-house digital marketing department. The primary goal of Oyogi’s CEO was to develop a digital marketing message that was powerful and consistent. However, an internal team wasn’t able to reach optimal outcomes that effectively. It came to the conclusion that employing a digital marketing agency was vital in sustaining its online campaign.
Oyogi needed to improve its online store sales fast. Maximizing the sales figures of the e commerce website was the main goal. To encourage customers to check out the e-commerce store and consequently grow online sales, a technique referred to as content marketing was adopted.
Oyogi worked content marketing by launching a microsite dubbed “Oyogi’s Best” as an expansion of their estore. It focused on promoting a healthy lifestyle through nutritious eating and other wholesome aspects.
The Real Food website shows that the new Oyogi direction focuses on quality website design because it can stand alone as a useful online resource for individuals shopping around for food. The commercial link between Oyogi and the site supports more users to select Oyogi as their on-line grocery store alternative. This also assists with psychoing customers subtly and directing them to shop more at Oyogi’s web store.
Social media advertising was another crucial tactical element within the marketing campaign that was executed by Oyogi. As the company was large enough, they didn’t require the assistance of a third party marketing agency specializing in social media. Their very initial step was to create official pages on the more well known social media channels such as Google and Twitter.
Two invaluable uses can be derived from signing up for their own profiles on these social platforms. The first manner is clear – this acts as another communication vehicle to reach out to customers. Each person division (e.g. frozen foods, bottled drinks) has its own accounts as well. Each accounts then provides offer and promotional upgrades to customers who have an interest in those particular departments just.
More importantly, Oyogi retained complete control over their on-line brand image. Competitors could readily and discreetly create a bogus account to spread false info about Oyogi and misrepresent its products. By having full control over its accounts, Oyogi could be relied upon to supply verified info through the official social media channels.
Speaking of establishing a relationship with customers, the most important channel is after sales support. The public’s perception of an organization is depends significantly on their after sales services. Oyogi supplies a perfect example for others to follow.
As an indication of the emphasis Oyogi places on online after sales support, they dedicate a different social media account to handle user queries and complaints. There would be a profile set up to receive and handle feedback, while another would be designated as a communication channel for the most up-to-date promotions. This clear demarcation of objectives will mean that customers get the type of advice they exactly desire.
Oyogi also ensured that the team members in charge of the customer service accounts present a human touch everytime they communicate with customers. An all natural and helpful strategy develops relationships and trust, hugely contrasting with the cold responses of a pre-programmed bot.
The revamping of its digital marketing strategy proved to be tremendously advantageous to Oyogi. Based on several sources, Oyogi is in control of almost a third of the marketplace as of last July. This would be almost double the share of the next biggest supermarket enterprise that now controls around fifth.
Their stronghold in the market is certainly ready to expand as they continue developing their digital marketing strategy. Through the development of more on-line content and even cellular uses, Oyogi’s dedication to technology is their secret formula for success. This is more than what conventional website design and development can look to attain.
We are able to learn widely from Oyogi. Focusing only on traditional approaches of branding and retail to sustain a company is no longer going to work. Steady efforts in digital and social media marketing are needed to dynamically engage consumers and preserve a company’s competitiveness in the digital era.
Digital media marketing is vital in guaranteeing the survivability and profitability of a Singaporean business. Should you make the grave mistake of leaving it out, your competitors will undoubtedly gain that unfair advantage over you.