Food and beverage Industry consumption used to be primarily dependent on eating at a nearby restaurant or cooking food at home. However, today, technology has revolutionised the industry, giving us the chance to order our favourite food item from the restaurant of our choice while sitting at home. Restaurants offering more than just the menu are also looking to attract customers by providing the best online delivery service. Regardless of the business’s location, it must have a robust digital marketing strategy to draw the audience.
Digitisation Trends in Food and Beverage Industry
In this highly competitive business environment, visibility is equally important as food quality. To be successful, brands should convince customers that they offer something unique and better than their competitors. However, unlike in the past, word-of-mouth publicity is no longer sufficient. Investing sufficient time and resources in digital marketing is also necessary.
The following facts and figures suggest the importance of adopting digitisation in the food and beverages industry.
1. Increased online food delivery:
As per a report published by Allied Market Research, the market of online food delivery is expected to reach $365 billion by 2026. This will mark a growth of 10.7% CAGR in five years between 2019 and 2016.
2. Digital technologies in food production:
ResearchAndMarkets has found that the global market in digital technologies for food and beverages production will grow at 9.2% annually between 2020-2025.
3. Rise in food tech startups:
Technology has played a major role in revolutionizing the food industry. Companies like Beyond Meat and Impossible Foods use technology to create plant-based alternatives to meat.According to Zion Market Research, the global e-commerce grocery market will grow to $180 billion in 2022.
4. Mobile apps:
Statista’s study shows that mobile app downloads have increased in the past few years. This trend is likely to continue.
10 Impact of digital marketing in food and beverage industry
1. Greater reach:
It is now easier for food and beverage companies, including those located across the globe, to reach more people through digital marketing. Companies can reach customers previously unreachable through social media, email marketing and search engine optimization.
Companies can create engaging content that is easily shared across multiple platforms in order to expand their reach and visibility. This can increase brand awareness and website traffic.
2. Real-time Analytics:
Companies can monitor their marketing success with digital marketing by using real-time analytics. You can track customer engagement, website traffic, as well as sales data. These data can be used for making better sales and marketing decisions.
This information can be used by companies to optimise their campaigns, adjust messaging and improve results. Companies can use real-time analytics to remain agile and responsive to market changes and consumer behaviour.
3. Personalisation:
Digital marketing allows food and drink companies to target specific customers and personalise their messages. Companies can create personalised content, offers, or experiences that resonate with customers using customer data and analytics.
This data can be used to create targeted campaigns that convert more and drive sales. Personalization is crucial to creating strong customer relationships and a memorable brand experience.
4. Cost-effective:
Digital marketing can often be cheaper than traditional advertising methods like billboards, TV commercials, print ads and TV commercials. It is a great option for small and medium-sized companies looking to promote their products.
Digital marketing campaigns can be a great way for companies to generate more revenue and a high return-on-investment (ROI). Companies that are looking to maximise their marketing budgets and achieve tangible results need to be cost-effective.
5. Social media marketing:
Food and beverage companies have embraced social media platforms like Instagram, Twitter, and Facebook to connect with customers. These platforms allow them to promote their products and interact in real time with customers.
Social media marketing can be a powerful way to increase brand awareness, engage customers, and drive sales. Social media can be used by companies to establish a strong brand voice, and a loyal following.
6. Online Reviews:
Consumers now consider online reviews when making purchase decisions. Food and beverage companies can use positive reviews to boost their marketing campaigns. You can share positive reviews on your website, social media and other digital channels.
This will help you build trust and increase sales. Online reviews are an important part of reputation management. They can either make or break a company’s online presence.
7. Mobile Optimisation:
Food and beverage companies must ensure that their websites are mobile-friendly due to the increasing use of mobile devices. Customers can browse and buy products while on the go with this mobile optimisation.
Mobile optimisation is crucial for providing a seamless user experience, increasing conversions and ensuring seamless customer service. Mobile optimisation is a critical component of attracting customers.
8. Influencer Marketing:
Food and beverage companies have found that influencer marketing is a great way to reach new customers. To promote their products, companies can work with social media influencers or personalities.
Influencer marketing is a great way to increase brand awareness, engage followers, and drive sales. Influencer marketing can be used by companies to reach niche audiences and build credibility with their customers.
9. Email Marketing:
Email marketing can be a cost-effective method for food and beverage companies to reach customers directly. Email marketing can be used by companies to share new products and offers with customers, as well as provide exclusive content.
Email marketing can be a powerful tool to build customer loyalty and drive repeat business. Email marketing can be used by companies to maintain customer relationships and keep them connected with their brand.
10. Online ordering:
Digital marketing has made online ordering and delivery possible. With a mobile app or website, customers can order food and beverages online. This is especially important in light of the COVID-19 epidemic when many people are reluctant to eat out. Online ordering and delivery can be a convenient and secure option for customers while increasing their sales.
How is food digital marketing different compared to other industries?
Food digital marketing is a unique form of digital advertising tailored to the food industry. While many principles of digital marketing apply across all industries, food digital marketing stands out in several ways from other sectors:
i) Focus on Visuals:
Food digital marketing is heavily visual, such as photos and videos of dishes and ingredients. Food products are highly visual, so the quality of visuals can make a huge difference in how appetizing they appear to potential customers.
ii) Focus on Taste and Experience:
Food digital marketing often emphasises the taste and experience of the product, rather than simply its features or benefits. This could involve showcasing various sensory elements like aroma, texture, and flavour in order to convey a complete sensory experience while eating the food.
iii) Localisation:
Food is often tied to local cultures and traditions, so food digital marketing may highlight regional cuisines and ingredients. This may involve targeting specific geographic regions and creating content that resonates with local audiences.
iv) Seasonal and Temporal Promotions:
Food digital marketing often takes advantage of seasonal and timely promotions, such as holiday-themed dishes or limited-time menu items. These offers can create an atmosphere of urgency and anticipation among customers.
v) Influencer Marketing:
Influencer marketing can be especially successful in the food industry, as food bloggers and influencers typically have large and engaged audiences that trust their recommendations. Collaborating with influencers helps food brands reach new customers and bolster credibility with existing ones.
Bottom Line
The food industry has changed drastically over the years. Today, it’s harder to own a successful food business.
Even street vendors could offer good service at times in the food and beverage industry. The digital era has raised the level of competition. In any case, it takes a bit more time and effort to engage and convert customers into sales.
Emerging food businesses can benefit from a variety of digital marketing channels. Through multiple channels, food and beverage brands can reach out to customers.
It is always best to choose or hire the best digital marketing agency, which can dramatically increase the ROI of your food and beverage business’s digital marketing campaign without having to hire or train an in-house team.
Choosing a full-service digital marketing agency will allow you to create a seamless and effective strategy. It is important to consider how much an agency emphasises ROI and measures it when hiring a digital marketing company.
Expand My Business helps you in getting in touch with your best digital marketing agency to help you find reliable results. By providing our clients with digital marketing services, we help them stay on top of their competitors. With the latest technology and trends, Expand My Business provides clients with digital marketing services in the Food and Beverage industry tailored to meet their needs.
