Yanjing: №1 Beer from China
Today, we use social media often. As more people rely on online services to perform various activities such as social networking, engaging with brands, reviewing brands, and online shopping, establishing an online presence has never been more important for brands.
Online presence does not only mean making one’s products and services available online or creating a website. A brand’s online presence must also be structured to enhance the customer experience.
Brands may establish their online presence by either developing their own apps or creating a website. To become effective in marketing via these tools, brands should follow best practices in website construction and app development.
Websites, for instance, must be provide a rich user experience (UX). This means delivering knowledge and information to customers about the brand. The website, after all, serves as the main address of the brand online where all marketing and advertising content are posted in one place, including links to social media pages.
Yanjing has a website. Upon visiting the website, customers would be introduced to the brand via Yanjing’s history and a video showcasing the “real taste of China.” It’s important to note that the video was published in 2009 so the video has a poor quality. Considering that the Copyright of website is in 2009, Yanjing has not updated its website since then. While Yanjing’s website provides information about the brand’s history and background, it does not offer much else. The website has a very simple interface: a few links about the company and its promotions, but these have not been updated in a long time.
The simplicity of the website makes it easy to convert but it needs improvement in terms of aesthetics, responsive design, quality of content, inclusion of a fascinating message and design innovation. The website does not respond to the needs of customers for information and does not offer much use unlike other websites that has links to an online store or online ordering, and other exciting content. Hence, Yanjing is not using AI to help cover customer service.
Overall, Yanjing’s website needs a makeover. It has to be transformed into a Web 2.0 website, include social media links, and other exciting content that shows the brand’s products, services, and growth throughout the years.
