The days of relying solely on either home-cooked food or frequenting a fine-dining restaurant have way past us. Disruptive innovation has taken a multitude of markets by storm and has bestowed the power to have mouth-watering foods on our plate in just a few clicks of a finger.

As the market catches up with new trends, the competition to reach the top and make the best online services available to the consumers becomes cut-throat. In an attempt to rise above the crowd, food chains are not only putting delectable meals on their menu but also extending support through a wide range of services, for example, free home delivery, tying up with online delivery platforms, and much more.

The food industry in India is one of those to see growth at all times. However, the last year was not in favor of the food outlets, eateries, and restaurants. Several standalone restaurants bore the pandemic’s brunt to the point that they had to call the entire operation off. Nevertheless, the transition from offline to online business has helped the food industry sustain and reach the right audience. In this way, digital marketing has become imperative for every business in today’s world, mainly because of the fast-paced life and ever-changing consumer behavior. It offers several benefits to businesses as well as consumers, that include:

Offer more with digital marketing

Everyone likes variety. Times have changed, and our consumers are more aware than ever before. They dig deep about a brand and its presence online and even compare prices with other suitable matches. Digital marketing gives people the freedom and opportunity to explore before they make a purchase. It can be said that digital marketing translates into more solutions for a problem.

In addition, the time demands the food industry to offer more visibility by emphasizing sustainability and health so that consumers can relate with both - your brand and their well-being. And digital marketing helps you offer that visibility for your customers.

Most of the brands nowadays are looking forward to creating a faithful bond with users through user-generated content. User-generated content helps brands communicate better with their customers and shows that you care about them by asking customers to share their favorite experiences with the brand or hosting engaging contests.

Lead with digital marketing

The pandemic resulted in an exponential increase in the number of cloud kitchens or virtual restaurants. The internet age we live in has helped businesses in countless ways. A business can directly reach its customers through its cellphones anytime and from anywhere in the world. Digital marketing is revolutionizing lead generation, bringing in the capability to reach potential customers at the right place and at the right time.

It’s easier, effective, and economical than ever to run an ad on Facebook, Instagram, or Google with a few hundred bucks. A click and a business might get a new customer.

Tempt on social media platforms

Before the food is served on your plates, it’s served on social media platforms. The topics around food are the most trending ones on Instagram and other social media platforms. Instagram, which is based on images and videos, aces food marketing and proves to be of great value for the food industry. Moreover, user-generated content, for example, recipes churned out by users independently, paints a healthy picture of authenticity on social media platforms.

Technology

We are not far from witnessing new technological trends in the world of the food industry. McDonald’s recently announced that it has begun developing voice technology to power drive-through orders. Next in line are technologies like virtual reality and augmented reality. These technological innovations can be leveraged in unlocking new engaging opportunities for storytelling to enhance customer experience.

Restaurants and eateries worldwide have begun prioritizing and putting visually appealing campaigns at the core of their social media strategy to build positive sentiment and attract more users. A holistic digital marketing approach is all a brand needs to enhance conversion rates, amplify the engagement, acquire new consumers and retarget. Embracing the right digital marketing strategy will play a crucial role in changing India’s food and beverage industry landscape!

Sahil Chopra is founder and chief executive officer of iCubesWire, a digital marketing solutions company, which helps brands acquire and retain clients through web, mobile, email, video, rich media and more. iCubesWire, founded in 2010, offers 360° concepts to over 250 clients across various industries and has its presence across Middle East and South East Asia.