A bulk of companies within Singapore are unable to completely grasp the dynamism of the net upon the day-to-day lives of its customers. Because of the fact the web permits users to access products and services in a much more straightforward manner, these businesses often get left behind in the long term. They were unable to employ this new medium to expand their company.
Here’s Some Context to Ola
Bigger businesses with deep-rooted advertising processes are generally more hesitant in adopting the move to online media. There was in fact a case a while back concerning one of such corporations that had been making a loss on an hourly basis. However, they took a daring step towards digital marketing and managed to turn their fortunes around. The name of this organization: Ola. With little or no competitors in the industry, Ola once stood as a main contender in the grocery market. Their stores were commonly seen in virtually every key neighbourhood, challenged only by little family run stores. However, in January 2009, Ola was in tremendous trouble.
First dilemmas appeared with a costly business restructuring program that was put into motion by a recently hired Chief Executive Officer. This was kickstarted when Ola failed to secure a hold on the European and Asian marketplaces. An additional barrier is the understanding that local out-of-town shopping malls were losing their popularity. The largest challenge comes from the rise of competitors Vyco and Biradia. These business newbies were more digitally inclined with refreshing marketing ideas. They were able to increase their market share by aiming for highly specialized sections of the business. German owned Vyco attracted the cost aware group of customers whilst the brand conscious bunch were mostly brought towards Biradia.
Ola’s advantages at that point include market presence and brand equity. This acknowledgement extended their shelf life but did not help them sustain investor loyalty or total patronage. During year 2010, Ola’s net earnings had fell by a tenth and their largest shareholders publicly admitted that their substantial investment in the FMCG corporation was a “huge mistake” which cost them nearly 680 million within a year. The newly engaged CEO believed steadfastly in employing digital innovation to remodel a business; that was the main reason why he was hired. Even though Ola’s web store back then was working perfect, the evolving times demanded a completely new approach to managing this on-line presence.
Assembling an Internal Online Marketing Team
Their first approach was to assemble their own in house online marketing agency by using a technology incubator that trains young tech marketers. They were looking to harvest the talents of these budding internet marketers as an alternative to a digital agency like Yoursite Singapore.
Ola had to improve sales on its online store. In order this to be possible, it would have to move past its reliance on tested and proven traditional advertising means. Relying on a surefire instrument, Ola’s marketing department decided to make use of the profitable approach known as branded content marketing. A specific Eats! link was included within their online store which brought users to a “Ola Eats!” website. The website contains food-related content like recipes, inspirational articles, and wellness-related posts that pertain to food.
Essentially, Ola uses the microsite to strategically and casually disseminate relevant advice to would-be customers. That said, it’s also really simple for consumers to proceed to the online store, as hyperlinks to it are abound. This website design and development strategy (incorporating good UI and UX) supports customers to shop at Ola’s e-commerce store, since it discreetly links Ola with wholesome food. The strategy employed here relies upon a fundamental consumer mindset of wanting immediate results. Such a strategy surely increases the chance that a shopper will buy from Ola’s online shop.
Launching a Campaign on Social Media
Apart from the microsite, Ola used another tool within its internet marketing campaign: marketing through social media. By the sheer scale of the business, Ola was able to have an inhouse team to run this element of the campaign directly, bypassing the need for a professional social media agency. To kick off the campaign they signed up for their own official accounts on websites such as Instagram and Google. Being in total control over their social media accounts allows Ola to deliver regular updates of its latest offerings. Such efficacy basically means that users are consistently up to date on the newest deals and news.
Second, it empowers them to continue refining their online brand image. In this aspect, it is too easy for one’s on-line brand image to be smeared by an irate customer or a competition – this is done by setting up a bogus account, typically driven by malicious purposes. As they had no control over these third-party accounts, it was easy for their standing to get ruined in any event the owner posted images that would be detrimental to the company. With an in house social media agency, all info would be thoroughly checked and controlled. With information flowing directly from the official source, Ola will not need to be bothered about what is being disseminated online.
Building Superb Online Support
Customers and sales are definitely the backbone of any company. The importance of after-sales support is constantly overlooked in its function of fortifying brand loyalty. Superb post-sales support helps to create opportunities for loyalty to the brand and repeat purchases, as studies have always shown. This is where Ola really beams.
To illustrate this, Ola created a social media profile just to handle customer complaints only. The easy accessibility to Ola allows customers to voice their queries in a single location so as not to water down the goals of messages in other places. Ola also ensured that the team members in charge of the customer support accounts offer a human touch whenever they connect with customers. Users feel more confident of the brand when the answers are genuine and personalized in contrast to cold computer generated replies.
Ola is now reaping the rewards of a highly effective strategy in digital marketing by controlling the largest segment of the grocery marketplace industry. Based on data from numerous sources, Ola now commands about 30% of the marketplace. The closest challenger was not even close, only managing to get hold of about 50% of that. Ola’s future is certainly bright and it’s sure to get even more glowing as they look to enhance their online marketing strategy. The in-house development team are actively pushing out mobile programs which will extend Ola’s reach to more people. By simply breaking the hurdles that restrict the designing and developing of a website, this application has far greater potential to reach out to a widespread group of consumers.
A good example can made of Ola. It truly is no longer a given to depend solely on branding and retail to achieve success. Businesses must utilize digital marketing and social media marketing to proactively connect with customers and establish a foothold in the digital age. Regardless of the industry, companies must evolve with the landscape. Embracing technology is, without a doubt, an important way of achieving success in our little country. It has grown into a basic prerequisite which plays such prominent part that it could decide whether or not a company survives or fails.