Riding on the Digital Media Revolution


The rapid rise of the Web together with the varied day-to-day uses have resulted in many sectors being caught off-guard. They didn’t have digital media as part of their marketing strategies and had a difficult time leveling the playing field with businesses that were far more able in such an aspect.They may be facing the grave scenario of changing their marketing and advertising strategies to contend with more digitally savvy businesses.

Bigger firms with deep rooted advertising procedures have a tendency to be more hesitant in embracing the shift to online media. There was in fact a case not too long back concerning one of such corporations that had been making a loss on an hourly basis. It’s great to understand though that they explored their online marketing alternatives to avoid further ruin. The business being referred to is household brand name, Bruno. A key player within the Singaporean FMCG marketplace, Bruno was regarded as among the biggest and most reliable supermarkets with decent popularity. Their shops were generally found in virtually every major community, challenged only by small family run stores. Yet in 2015, Bruno’s dominance took an unexpected turn.

The initial bump in the road emerged with the excessive expenditures brought on by the new CEO’s restructuring plan. This was the result of a failed effort to expand their reach across Europe and the Middle East.


Competition was Intensifying in the Industry
Furthermore, the problem was aggravated by new market adversaries Knewton and Ventura. These two companies realized that Bruno was not serving the whole market; function or neglected sections existed that could be easily used for gains. In addition to fighting it out on the retail floor, marketing through a variety of digital channels became an essential part of their arsenal of weapons which greatly leveled the playing field when it came to competing with the established companies in cyberspace.

At that time, Bruno’s advantage was in its substantial physical coverage and a fantastic track record. Unfortunately, these intrinsic worth eventually did not prevent falls in sales and investments. By early 2016, Bruno’s profits had plunged by 25% and their high profile investors freely admitted that their considerable investment in the grocery chain was a “huge blunder” which resulted in them over $715m in a year’s time. The way in which a Digital Marketing Campaign Effectively Revived Bruno
Formerly, Bruno’s online presence was limited to an e-commerce website. It was completely working and usable, but the changing competitive landscape meant that radical changes to it was required; the new CEO, who was a powerful advocate of technology, was appointed exactly for this task – to revamp and invigorate Bruno’s on-line presence.

The initial course of action was to establish an in-house agency specializing in digital marketing by hiring advanced technology driven online marketers. Bruno expected they could tap on the abilities of these future tech specialists as a proxy digital agency. In the era of intensifying rivalry and budget cuts, companies are forced to produce more with less. To meet investor expectations, Bruno decided on something different – content marketing – to capture online store sales quickly.

Creation of a “Cooked Food” Microsite
Bruno additionally drives content marketing by having a “Cooked Food” link in the main menu, which users can get from its online store. This microsite was dedicated entirely to helping consumers eat and live more healthily. Essentially, Bruno uses the microsite to efficiently disseminate relevant information to would-be customers. Needless to say, customers can visit Bruno’s main website anytime, as there are numerous URL links to it. By not having any sales pitch on the microsite, it can help to deliver a message that Bruno truly wants its shoppers to adopt a healthy lifestyle. When the design of a website is performed correctly, it makes it very suitable for online shoppers to get to where they want, fast. Bruno’s approach offers simple convenience, decreasing the likelihood of shoppers being drawn away by other online grocery stores.

An additional element within the internet marketing campaign approach was advertising through social media. As the business was large enough, they did not want the services of a third party marketing agency specializing in social media. Their initial step was to create official profiles on the more well known social media avenues such as Twtter, Instagram and Pinterest. Internal management of these social media channels allowed Bruno to create and broadcast advertising messages in a rapid and direct mode. Additionally, it meant that consumers obtained up to date and pertinent information directly from Bruno.

Since Bruno commanded the social media accounts, it’d be able to use its control over the correctness of advice. It’d be really easy for someone to launch a fake page and taint Bruno’s brand image with fictitious advice. By having full control over its accounts, Bruno could be counted on to supply confirmed info through the legitimate social channels.

Customers and sales are undoubtedly the spine of any business. The importance of after-sales support is frequently overlooked in its ability to strengthening loyalty to the brand. Reacting to customer concerns and working collectively to solve the dilemma is an essential part of improving loyalty to the brand thus securing repeat purchases. Bruno really illustrates this good business practice.

Multiple Social Media Accounts, Each With a Different Purpose
To avert a crossover in communications, Bruno set up a number of social media accounts – each with a particular program in mind. There was one account especially to respond to customer questions and comments and another to disseminate helpful info including offers and promos.

Whatever the business, its customers would undoubtedly prefer to speak to actual person, than to browse through a web of pre-programmed answers only to have their issues unsolved. A firm which is viewed as being customer-oriented and proactive in resolving dilemmas would result in customers in general to shell out more with it than at competing retailers. The Chief Executive’s efforts paid off; as reported by various sources, Bruno has secured a market share of around 29%, almost 16 percentage points in front of the next closest opponent. This distinct shift in the company direction was warmly welcomed by the top management and shareholders.

These benefits certainly inspired Bruno to plan for their future success by fine-tuning their digital marketing strategy. With the addition of a brand new iphone app, engagement between company and consumer can be increased far beyond the typical means such as web design and development.

The Lessons Learnt
Many companies can learn from Bruno. No matter how enormous, one cannot expect its existing dominance to carry on making an impact and bringing success. Certainly, any company that desires to remain competitive in the digital age needs to have a quality digital strategy. Hence, it truly is no longer an alternative on whether you desire to leverage on digital technology for advertising in Singapore today. By forgoing it, a business’s share of the market can very effortlessly be seized by the more digitally savvy challengers.

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