The Automobile Association (AA) of SA has re-launched its Web site, using Envent`s Ensight Experience Web platform.
"The move is in line with a local trend for companies to control their own Web content and profiling," says Envent marketing director John Ginsberg.
He says Envent`s solution was developed over the past two years, to put control of online marketing functions back into the hands of customers. "Companies want to take control of their own Web initiatives, but the IT departments of these companies don`t want to have to handle it."
Ensight allows marketers to update content, track users and trends, and initiate digital communications such as SMS alerts. Among the clients using the products are the AA, RCI and Clover.
"We decided to rebuild the AA Web site to ensure it maintained consistency with the AA`s enhanced brand and, because we have a greater amount of content to disseminate, we needed a content and site management system that was both easy to use and cost-effective," says Petro Kruger, divisional manager of corporate affairs for the AA.
Kruger says that since going live in October, the site has recognised and tracked thousands of unique visitors, inspired hundreds of registrations, and generated sufficient new AA memberships to already pay for the complete redevelopment.
The site now offers access to an online booking and special offers facility, motoring news and information from the AA, online membership application, travel guides and route maps. Site visitors can also sign up to receive the AA`s new personalised e-mail newsletter.
Additional features planned for this year include a loyalty programme, an e-shop and customisable SMS alerts.
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