Food and Beverage
What are the challenges in the Digital Sector?
When it comes to digital marketing, the food and beverage sector faces particular difficulties. Intense competitiveness is one of the biggest obstacles. It might be difficult to stand out and create a distinctive brand identity when so many brands compete for consumers’ attention. Because of this, it is crucial for marketers to establish a strong brand identity and messaging that appeals to their target market.
Another difficulty is the requirement to cater to a wide range of consumer preferences and inclinations. The food and beverage sector offers a wide variety of goods, from healthy foods to decadent indulgences, and it can accommodate many different dietary needs and tastes. This makes it crucial for marketers to target certain audiences with their messaging and campaigns to ensure their message is pertinent and appealing.
For digital marketers, the visually compelling nature of food and beverage items poses a particular difficulty. Customers frequently base their purchases on a product’s aesthetic appeal, so marketers must produce aesthetically appealing information to effectively advertise their goods. This necessitates spending money on attractive, high-quality images and videos that highlight the characteristics and advantages of the product.
The food and beverage sector is similarly heavily regulated, with stringent guidelines for labelling and advertising. This implies that marketers must be aware of legal requirements and make sure their campaigns abide by pertinent laws. Failing to do so may result in exorbitant fines and harm to the reputation of the brand.
Food and beverage firms must use social media channels to connect with their target market. Although these platforms’ algorithms always evolve, maintaining visibility and following engagement might be difficult. To guarantee that their content reaches their target audience, marketers must stay current on the most recent changes and alter their methods as necessary.
The growing consumer desire for sustainability and transparency presents another difficulty. Customers are becoming more aware of how their food and beverage choices affect the environment, and they are looking for companies that value sustainability and moral behaviour. Marketers must be open and honest about their sourcing and production procedures to appeal to these consumers and highlight their commitment to sustainability and ethical behaviour.
The final factor is seasonality, which affects the food and beverage business since consumer tastes and preferences change throughout the year. Because of this, marketers must create seasonal campaigns that take advantage of these trends and make sure their content is topical and relevant.
How did we tackle them?
To effectively handle industry-related problems, Saffron Edge focused on identifying and resolving the principal difficulties their client, a manufacturer of vegan foods, was experiencing. Saffron Edge initially created a dynamic direct-to-consumer strategy to penetrate the extremely competitive eCommerce sector in which the company was operating. Boosting visibility and attracting new customers required enhancing the client’s presence on Amazon Marketplace and other eCommerce sites.
The following step involved creating a comprehensive funnel marketing strategy that centred on providing a great customer experience through specialized marketing messages for a wide spectrum of consumers. The growth marketers at Saffron Edge put a lot of work into understanding the various client personas and developing campaigns that would appeal to them.
Lastly, using a data-driven strategy, Saffron Edge optimized the client’s eCommerce marketing efforts and decreased customer turnover. This required data analysis to pinpoint the most lucrative possible market niches and channel optimization for the client’s paid and organic channels to increase leads and sales.
The results demonstrated a 5.9x ROI from various advertising channels, a 6.6x ROI from Amazon Marketplace optimization, and a 15% increase in client acquisition through focused organic/paid campaigns and CRO optimization.
Another success story that we have under our hood is the 7.3x increase on ROI for an organic products brand that came to us not long ago. Lack of a content strategy, low revenue creation, low Return on Ad Spend (RoAS) from paid marketing, and cart abandonment owing to subpar product photos and listing descriptions were some of the difficulties that they had to deal with. To each of these problems, Saffron Edge offered remedies.
The agency used carefully crafted sales funnel marketing techniques, retargeting customers who abandoned their carts with emailers, push notifications, SMS, and WhatsApp messages, as well as focusing social media and Google advertisements on them. Also, they divided the market into segments according to the best-selling goods and advertised those to a more specialized audience, such as expectant mothers. They also concentrated on transactional and commercial keywords and developed web pages with content and phrases that encouraged organic traffic.
Also, Saffron Edge updated its homepage with attractive product photographs and information about the production process, and it launched an organic social media campaign centred on real recipes created by village women.
The client received $118.5K in sales from Google and social media ads and $10.7K in sales from organic campaigns due to using Saffron Edge’s services. The success of this campaign serves as an example of how Saffron Edge can assist in addressing industry-specific problems and provide practical answers for companies hoping to have similar success.
