With the hiring of martech MoEngage, the company seeks more interaction with its target audience
To engage consumers in a personalized, predictive and accurate way, Ajinomoto do Brasil hired MoEngage solutions. The engagement platform guided by insights generated by Artificial Intelligence is responsible for creating a relationship ruler, with omnichannel communication to encourage traffic between the different brand sites – Ajinomoto Group Global, Ajinomoto FoodService and Ajinomoto Flavors. In this way, the objective is to keep the consumer engaged, accessing different channels and boosting conversion and purchase.
As consumers, we know that when we buy a product, for some time afterwards we continue to receive communication about it. Sometimes an unexpected whatsapp when we don’t intend to make new purchases, or a series of marketing emails that fill the inbox and are not opened and that is an impactful loss of marketing efforts, says Michelli Mieko Miyai, manager of digital business of Ajinomoto do Brasil.
Ajinomoto’s challenge is to improve the process as a business, but attentive to the consumer’s perception. We understand that our customers are at the center of operations, regardless of the relationship or the channels through which we communicate with them. Our goal is to create a relationship rule that is not repetitive, insistent and invasive, after all, the consumer offers us important and essential insights that can be used to create this intimate and loyal atmosphere, completes Michelli.
For this personalization to happen, MoEngage uses artificial intelligence, analyzes data and performs essential ABC tests to guide on the best tools and relevant content for each segment and uses MoEngage DPM – Dynamic Product Messaging. This tool allows you to send content with contextual and real-time information about products to target segments. For this purpose, it sends dynamic product messages such as: shopping cart withdrawal notifications, price drop alerts, product recommendations, among others. And to create hyper-personalized strategies and communications, support is provided by multichannel communications: e-mail; on-site; web push and WhatsApp.
Based on this study and analyzing Ajinomoto’s base, we worked to meet the dynamics of each consumer, placing it as the main point of strategies and campaigns. It’s not what the company wants to sell, but what the consumer wants to buy and consume. In this way, we customize the recommendations, generating interactions so that he feels attended to with an individual character, concludes the MoEngage LatAm executive.
