Building an Online Marketing Tool for Global Consumer Brand – Showcase of Ajinomoto Indonesia
Marketing and promotion are essential for consumer brand. We can find their consistent approach to various medias from a simple flyers, print ads, TV commercial to events or roadshows in a frequent timing. These conventional approaches are targeted to relevant consumers a brand try to sell the products to. Since it has been hardly pushed, It can be seen at newspapers, magazines, TV, billboards on the side of crowded streets. Though it can be seen ‘everywhere’ offline (noticed or unnoticed) but however, it can’t be seen anytime when a customer needs such information.
Another indication is, many people in this digital age prefers to reach information online instead of reading newspapers and magazines. Most of them don’t even have much time of watching TV. Living in a hectic work schedule has also helped changed the way people access information. Once we heard of some hot topics, we are not going to wait until newspaper updated the news and read it the day after. Turning on the TV to follow the news is almost impossible too, since we are in the office. What we can do is find the computer, open up the browser and go to the news portal to read or watch.
These are main points why more and more businesses, especially consumer based products are going online. People can access information anywhere and anytime they need to.
Building community in the related area of business is important, letting its community interact directly with the brand or raise a discussion between themselves.
Ajinomoto Indonesia is a subsidiary of global brand in consumer products originated from Japan. It operates the business for Indonesian consumers, building customer loyalty and develop its community through a fun way. The website has experienced a totally new concept and redesign.
When you visit www.ajinomoto.co.id, you will find a big image carousel try to display what the company offers its consumers. Some small banners are displayed directly below with links to find recipes, read scientific facts of the products and promote the company’s 100 years anniversary. Six main brands are displayed next with links to each detail information. News is the element which will get updated frequently, letting its customers read what is happening inside the company. Events will be published in this section too.
Recipes can be search by selecting 3 categories : Basic, Method and Product to be used. After submitting, list of recipes will appear in result. Clicking on each of them will display complete detail of how to cook.
To build the community, a cooking class program called ‘Dapur UMAMI‘ has been arranged and published in the website. People can be part of the program by registering online. Members only information can be found after logging in.
Beside each product information from text based description to production processes, TV commercial in flv format can be watched online as well. It’s another helpful resources to bring up latest promotions for consumer who don’t have time watching TV.
Overall, it has been a great pleasure working with Ajinomoto Indonesia. A lot of researches, concepts, design and application development are extracted in creating this online marketing tool.
Though it is live now, doesn’t mean the effort stop here. To receive maximum impact, web strategies and maintenance should be planned and managed next to keep the website in fresh look and healthy shape. Read our applicable web strategy of ‘Maximize Your Website Value by Developing and Maintaining Online Marketing Strategy‘ and ‘3 Core Components of Successful Online Marketing Strategy‘ to get further insight.
Related posts:
- Blog – A Powerful Marketing Tool
- 3 Core Components of Successful Online Marketing Strategy
- Maximize Your Website Value by Developing and Maintaining Online Marketing Strategy
- A Small Thought About Brand
- Web Marketing Made Easy
Wahidin Wong is an experienced online strategy consultant with more than 10 years involvement within the industry. Founder of Beegamax Creative, a creative design and online marketing strategy firm based in Jakarta, Indonesia. You can find his insights and design tips here in the ArtPlus.Get updated: Twitter • Facebook • LinkedIn
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