Product Contents Innovation
Samsung Electronics launched a website with high usability through global website development. However, contents strategy, production guideline, process and R&R for products in 20 categories from a marketing perspective were unclear. Moreover, due to employment of numerous production agencies, the websites lacked consistency and quality. Also, redundant production of contents by various departments and overseas offices incurred inefficiency in operation and additional expenses. Accordingly, Time to Market suffered as a consequence as well as other issues.
Based on various researches, such as surveys on regional branches and each operation division managers, benchmark reports, and analysis on contents production, we specified and elicited directions for problems in each level of contents planning, creation, and publishing.
We defined ‘What to Say’ and ‘How to Say’ from the marketing perspective, and created a content strategy and a creative guideline. Furthermore, improvement on the contents production process and the planning of contents differentiation were made.
With the operation process automation with contents module system, a solution to reduce 20% in operation expenses for Samsung.com in 63 countries and 50% in operation time for production page registration was established minimizing work in collecting Web Publishing Center production information. As a result, customer satisfaction on contents improved to more than 30% compared to the pre-improvement Samsung.com website.