Digital Technology in Marketing Communications

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The Answer to Better Business: Digital Marketing


A lot of firms were not ready when the Internet became accessible and embraced by the people so fast. A lot of companies in Singapore ended up being broken down by the pressure to compete against more digitally-savvy startups and the difficulty of adjusting their marketing strategies to an unfamiliar medium.

On the other hand, a few businesses that were swayed to engage in digital marketing stood to receive good returns. These enterprises witnessed an increased user base consisting of more engaged and loyal consumers. Digital marketing has proven itself to be a robust instrument for businesses. There are situations in which businesses on a downward spiral find a way to turn losses into profits with a well planned strategy executed by a digital agency. One such instance is with the multinational grocery chain Lastiqa.

With little or no threats in the industry, Lastiqa once stood as a main contender in the consumer market. Their retail outlets were typically found in virtually every major neighbourhood, challenged only by little family run stores. Nevertheless, prior to the turn of the century, Lastiqa was entrenched in trouble.


The former CEO, unable to capture the European and Asian markets effectively, was told to leave and a new one came in. To accommodate the new Chief Executive Officer’s vision for the firm, whole processes needed to be revamped. This meant tremendous prices for Lastiqa and had an unwanted effect on its financial state.

Additionally, the problem was made worse by new marketplace competitions Barnacres and Alandea. They positively identified a space in Lastiqa’s industry reach and made an effort to manipulate the areas that were vulnerable to market penetration. The struggle for a share of the market was not restricted to brick-and-mortar constraints – minor players that usually wouldn’t be a menace tapped on the effectiveness of digital marketing to gain some ground.

In the mean time, there was clearly a noticeable change in buying behaviour that showed customers adopting the importance of value over loyalty to the brand. Such a development created anxiety amongst Lastiqa’s key shareholders when their fiscal stronghold started deteriorating. A noticeable decline of a tenth in profits triggered huge alarm within the company.

During that time, Lastiqa’s online presence was confined to an online shop. Nevertheless, this was definitely not sufficient. The corporation’s Chief Executive Officer, who was a firm believer of technology, identified this as an issue and set into motion a online marketing strategy to preserve Lastiqa’s advantage in the industry.

The recently appointed Chief Executive started the restructuring procedure by creating an internal online marketing division. The goal was to make sure that all components of Lastiqa’s strategy in internet marketing were synchronized, consistent and augmented. Nonetheless, this internal team became so successful – and so overwhelmed – that Lastiqa had to review its strategy. A greater advantage could be brought about with the know-how of a competent digital marketing agency.

The Power of Content Marketing

With time, the efficacy of digital media caused normal marketing budgets to be reduced and allocated towards online goals. The first and most obvious job was to raise the earnings of their online store. This was realized by making use of branded content to increase online traffic and engagement thereby increasing sales figures.

A particular Recipes link was included within their on-line store which redirected users to a “Lastiqa Recipe” website. The website comprises food-related content such as common recipes, motivational publications, and health-related posts that are related to food.

Its introduction allowed Lastiqa to soft-sell itself by appearing less profit driven and more helpful to the customer. Of course, customers can head back to the Lastiqa online store anytime, since there are numerous URL links to it. This website development strategy (incorporating good UI and UX) encourages customers to buy at Lastiqa’s e-commerce store, since it discreetly links Lastiqa with nutritious food. When website design and development is performed correctly, it makes it very convenient for online shoppers to get to where they need, quickly. Since Lastiqa has made it so effortless for people to purchase from it, it’s basically idiot proof for even the least digitally savvy of users.

Yet another element within the digital marketing campaign strategy was advertising through social media. They didn’t need an independent agency specializing in social media as they had sufficient manpower to manage the initial project on their own. Their very initial step was to establish official pages on the more popular social media avenues like Facebook and Google .

Two useful uses can be derived from opening their own accounts on these social platforms. First off, it is an easily managed feed of general information and promotional material for their customers. A purpose-built Twitter handle was even created for the individual business units. Different profiles were created to spread information on deals, real foods, wines et cetera.

More significantly, Lastiqa kept absolute control over their on-line brand image. There is hardly any obstacle – and too much vested interest – for any person evil enough to sign up for fake accounts to attack the supermarket giant. By maintaining their very own official pages, Lastiqa could easily discredit the validity of these fake pages and offer exact, dependable information.

It’s All About the Customers

Customers are the ones keeping up a business. Responding to customer concerns and working together to solve the dilemma is a fundamental part of increasing brand loyalty thus securing repeat purchases. This is where Lastiqa actually shines.

As an illustration of the focus Lastiqa places on online support, they dedicate a separate social networking account to take care of user queries and charges. There would be a profile created handle and to receive comments, while another would be assigned as a channel for the newest promotions. Such clear demarcation of goals means that customers get the kind of info they exactly need.

A key priority is to make sure the customer feels valued. This can be possible by devoting “real” people to reply to their difficulties as opposed to computer generated replies. This is an effective mode to cultivate brand loyalty and encourage repeat patronage.

The CEO’s approach reaped rewards; according to numerous sources, Lastiqa now controls a market share of about 29%, almost 14 percentage points ahead of the next closest opponent. It would certainly resonate with senior executives during their meetings.

This tremendously impressive result will only further solidify Lastiqa’s confidence in a digital marketing strategy. This would definitely allow it to be easier for customers to buy more from Lastiqa and improve its profitability.

We are able to learn extensively from Lastiqa. First of all, companies cannot adopt a “business-as-usual” outlook and expect that previous successes would continue to get them by. Certainly, any company that desires to remain competitive in the digital era requires a superior digital strategy.


Acknowledging that enterprises can’t afford to remain stagnant in this technologically advanced period is definitely the second takeaway. On-Line presence is no longer periphery to guarantee the success of a business in Singapore. Its existence within a business and ability to turn a company’s fortunes around like Lastiqa is established and widely recognized; any business expecting to endure must have digital media as part of its corporate strategy.

A Perfect Example of Why Every Corporation is Now Embracing Digital Marketing

A great number of firms were not prepared when the Internet became accessible and adopted by the masses so quickly. They didn’t have digital media in their marketing strategies and had a hard time keeping up with companies that were far more capable in this particular aspect.They’re presented with the desperate situation of changing their marketing plans to compete with more technologically inclined companies.

The true winners were companies that had a powerful online marketing strategy, created either internally or by means of collaboration with a digital marketing agency. They discovered a growing client base that displayed active involvement on the web. Evidently, online marketing is a persuasive tool in business. There are situations whereby businesses on a going downhill find a way to turn losses into profits with a well organized strategy carried out by a digital agency. Multi-national grocery chain Renpoint would be a prime example.


A key player within the Singaporean Fast Moving Consumer Goods market, Renpoint was known as one of many largest and most reliable supermarkets with decent popularity. The chain was to be found in almost every township with the competition being limited to mostly small establishments. Nevertheless, in end 2014, Renpoint was entrenched in trouble.

When the previous Chief Executive Officer did not make Renpoint successful internationally, the Renpoint board chose to engage a new Chief Executive. To accommodate the new Chief Executive Officer’s vision for the company, entire systems needed to be revamped. This meant enormous prices for Renpoint and had an undesired effect on its cash assets.

To make matters worse, 2 opponents Portleet and Airald entered the stadium. These two firms realized that Renpoint wasn’t serving the whole marketplace; underserved or neglected sections existed that could be readily used for gains. The battle for absolute control wasn’t limited to just physical outlets – minor players took advantage of digital media to elevate themselves and contend for more market share.

Renpoint endured a significant setback from this shift in the competitive landscape. This drastic change hurt Renpoint’s publications, which indisputably created a furor amongst its shareholders as they saw the valuation of their investments decline sharply. A marked decrease of a tenth in profits triggered huge alarm within the business.

Utilizing Digital Media to its Greatest Extent

Previously, Renpoint’s online presence was limited to an e-commerce website. Despite being functional, a great deal more was needed – the business was in pressing of a complete strategy in online marketing, and the new CEO, being very knowledgeable in technology, was made to picture, drive and execute this strategy for Renpoint’s survival.

Renpoint’s brainchild was to tap on the know-how of a digital marketing agency to enlarge their on-line interests. After assessing quite a few possible partners, they finally reached a conclusion. They selected an agency that was ready to assist them in campaigns across all digital channels.

Attracting and Retaining a Clearly Defined Target Audience Through Content Marketing


Renpoint wanted to improve its online store sales fast. Raising the sales amounts of the e-commerce site was the key objective at hand. This was attained by using branded content to increase online traffic and involvement consequently raising sales figures.

A particular Recipes button was included within their online grocery store which brought users to a “Renpoint Wellness” website. This was a microsite designed to host and provide wellness-oriented content, for example recipes and motivational posts to support proper eating and diets.

The informative microsite proves that the new Renpoint direction focuses on quality website design and development because it by itself can exist as a useful on-line resource for individuals hunting for food. The professional link between Renpoint and the microsite induces more users to select Renpoint as their on-line grocery option. Consumers are likelier to see the connected site instead of heading to another online grocer whilst on Real Food.

With social media being so popular and widely-employed by everyone, Renpoint recognized the demand to tap on this channel to enhance its reach in the market. So in addition to the use of content marketing, Renpoint employed marketing through social media into the existing plan which included platforms such as Facebook and Twitter which were managed by their in-house team.

Central management of these social media channels enabled Renpoint to create and transmit marketing messages in a quick and direct style. Such astonishing speed to market meant that consumers were consistently exposed to the newest products from Renpoint.

Since Renpoint controlled the social media accounts, it’d be able to apply its control over the precision of advice. Any person could create a fake account and commence malicious assaults on Renpoint by supplying deceptive information to unsuspecting consumers who “liked” the phony page. By maintaining their very own official pages, Renpoint could easily discredit the authenticity of these phony pages and offer exact, reliable information.

Customers and sales are certainly the spine of any company. The significance of after-sales support is frequently overlooked in its ability to fortifying loyalty to the brand. Excellent post-sales support helps to create chances for brand loyalty and repeat purchases, as studies have continuously shown. Renpoint actually exemplifies this good method of doing business.

In an attempt to raise productivity, Renpoint created a Twitter account specially to connect with customers whereas an additional profile was utilized to communicate specialized details on offers and specials. This results in an obvious connection between the user and support with no mess of sales promotions.

Renpoint also ensured the staff manning the customer support accounts present a human touch everytime they interact with customers. This shift towards portraying itself as being less profit driven helps to bring customers closer, since they’ll believe an actual human would be more vested in resolving their problems.

To put it simply, the evidence is in the pudding. Renpoint’s digital marketing strategy led to them clenching around a third of the share of the market. This, in contrast to their closest competitor that hung on to only half of that. It’d surely resonate with key executives during their meetings.

Their firm standing in the market is definitely ready to grow as they continue building their digital marketing strategy. Investments that were made in technology are sure to be worthwhile as their tech folks are said to be hard at work on creating a series of Renpoint mobile apps. This is a lot more than what conventional design and development of a website can expect to reach.

We’re left with numerous crucial lessons from the Renpoint scenario. First of all, it isn’t possible to be fully assured of your position in a industry, especially in the digital age. Digital marketing and social media marketing has flattened the playing field to the point where new companies can grab the market share of a market giant that’s been complacent with its place.

What’s Next?

Next is that every company has to adjust to the times. Creating and sustaining a quality online presence is now key to any business in Singapore. It has grown into a requirement and has become so strong that it can salvage even a business that is already on its last legs.


Combining a Well Crafted Website and Social Media to Great Effect

The speed at which the web was embraced by the world coupled with its impact on their lifestyles basically meant that a large number of businesses were caught off guard. They did not have digital media as part of their overall plan and had a hard time levelling the playing field with firms that were significantly more able in this aspect.They may be presented with the desperate scenario of changing their marketing approaches to contend with more digitally inclined companies.

Conversely, a few companies that were swayed to embrace digital mediums stood to receive good results. These businesses seen a growth in customers and a more active database.

Clearly, online marketing is a powerful tactical device in business. Already, there were many cases where firms forced themselves out of dire straits with this weapon. One particular case is with the multi national grocery chain Orandam.

Orandam was a giant in the supermarket retail and FMCG space; this marketplace dominance enabled Orandam to be lucrative. There was a Orandam shop in nearly every community, and had little competition with the exact same popularity and scale. Nonetheless in 2014, Orandam’s success took an unexpected turn.

The former Chief Executive Officer, being unable to capture the European and Asian markets effectively, was told to leave and a new one came in. New Chief Executives mean new ideas, new ways of accomplishing things – and he did so, to the extent of giving Orandam a complete overhaul. This meant tremendous costs for Orandam and had an undesired effect on its financial state.

Additionally, competition was very stiff in their business. New players with wide-ranging knowledge in digital marketing were appearing from time to time. At some point, it was impossible to disregard the presence of a similar store at virtually every street.

All the while, Orandam’s reputation as a household name was amongst its strong points. This acknowledgement prolonged their shelf life but failed to help them preserve investor devotion or total patronage. By 2014, Orandam’s revenue had fallen by 10% and their key investors openly acknowledged that their 4.1% investment in the grocery chain was a “huge blunder” which resulted in them over $465m in a year’s time.

How a Multi-pronged Digital Marketing Campaign Effectively Revived Orandam


The new Chief Executive Officer considered steadfastly in employing technology to improve a business; that was the key reason why he was hired.The fast growing levels of competition faced by Orandam meant that hinging solely on its e-commerce store would simply not meet the mark.

Beyond a particular point, they determined that the best way out was to engage a specialized marketing agency with digital capabilities ready to handle all their web based interests. Soon after evaluating numerous possible agencies, they finally reached a final decision. They chose an internet marketing agency that was capable of disseminating the Orandam message through a variety of digital channels.

Productivity, appeal and yield is the prime emphasis in this highly competitive era. To satisfy investor expectations, Orandam used the lowest hanging fruit possible – content marketing – to capture online store revenue quickly.

Content marketing, in the circumstance of Orandam’s online store, was the development of a microsite titled “Orandam Simple Food” that consumers could navigate to from the online store. This one of a kind microsite advertised healthy eating and positive values to Orandam customers.

In essence, Orandam uses the microsite to efficiently disseminate applicable information to prospective customers. Needless to say, customers can visit the Orandam online store anytime, since there are numerous URL links to it. The intelligent way in which this microsite was crafted cleverly links Orandam to nutrition and a healthy way of life, thereby driving e-commerce sales with the proper crowd. The essence of this approach capitalizes on the way consumers behave today: they are impatient and want fast, visible results. This approach definitely increases the likelihood a customer will purchase from Orandam’s online shop.

The massive reach of social media in their industry meant that Orandam needed to play an active role or risk being insignificant. Besides using content marketing, Orandam’s internal team reinforced their position through a variety of social channels.

Signing up for accounts at these social networking sites has two obvious uses. To start with, it functions as another channel for promotion and communicating with their customers. Each individual division (e.g. frozen foods, bottled drinks) has its own profiles as well. On top of that, unique profiles were in place for a number of subdivisions for example latest deals, bottled drinks, wine beverages and so on.

Next, it gives them more control over their brand and picture online. It’s way too common for many businesses to lose on this ground because a random customer (or worse, a challenger) confirmed a social media presence in their name. Since they had no influence over these third-party accounts, it was easy for their reputation to get damaged in any event the owner posted images that would be detrimental to the business. With an in house social media department, all advice would be thoroughly checked and controlled. It’d then give customers no excuse not to visit official routes for the right information, and save Orandam the trouble of having to do damage control.

Establishing Outstanding Online Support

Customer support happens to play quite possibly the most important role in increasing customer loyalty. The way that a customer views a business is heavily dependent on how the latter renders support to the former. Orandam’s is an excellent example of what to copy.

A Twitter account for customer support is utilized purely for interacting with users along with other non-commercial services because they have another profile devoted to special deals and promos. Basically, Orandam customers that need after-sales assistance are getting an immediate stream of information devoid of the distractions of promotion related announcements. Ideally speaking, a customer facing trouble will know exactly how and where they can reach dependable customer support.

A key priority is really to make certain that the customer feels appreciated. This is achieved by devoting “real” individuals to answer to their problems as compared to hollow scripted replies. A firm that is seen as being customer-oriented and proactive in resolving dilemmas would encourage existing and new customers to shell out more with it than at the competition.

Orandam is currently reaping the benefits of an extremely effective digital marketing plan by commanding the biggest segment of the grocery store marketplace business. With reference to various sources, Orandam is in control of almost a third of the market as of last July. This is almost twice the share of the second largest market enterprise that currently commands around fifth.

With its new digital marketing plan, Orandam’s future looks to a comfortable one. They will make the most of their exploits into the digital world – purportedly introducing a Orandam mobile app in the near future. By breaking the hurdles that restrict the creation of a website, this mobile app has far better potential to get through to an extensive group of potential customers.

We are able to learn commonly from Orandam. First of all, firms cannot embrace a “business as usual” outlook and hope that past successes would continue to find them through. Without a doubt, any company that desires to remain competitive in the digital age needs to have a quality digital strategy.

If the lack of an online presence can have such negative effects on a big, well-known business like Orandam, envision the consequences it would have on smaller businesses. Digital media has developed into a must-have advertising medium to remain abreast with the times and leaving it on the backburner would have devastating implications for the firm in question.

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