Monday, January 22, 2007

Online to Win Car Ad Battle

The Big 3 automakers are cutting their print advertising while investing more online. This shift is indicative of the need for marketers of considered purchases to establish relationships, which is best done interactively online.

Advertising Age has the story of Detroit pulling out more than $100 million from Time Inc.'s print ads, forcing the company to lay off many workers.

Media companies that are increasing their online content are gobbling up much of the shifting revenue as newspapers are seeing growth to their blogs grow by more than 200 percent.

Nissan is one several automakers that is advertising against a media company's online play to establish a relationship with a desirable demographic. Nissan's Versa is sponsoring unique content that NBC is creating in support of its Heroes show that is very popular with a younger demographic. As I've said in before, providing unique content is the best way to build community around a TV show.

For people to spend six figures on a purchase, marketers need to cultivate that relationship and tell a story, and what better way to do that then online? It is much easier to monitor repeated interactions with a brand or acquire email addresses online, so look for big ticket item sellers (cars, furniture, boats) to be spending more and more of their money online. The media companies that do the best job of targeting consumers will win the lions share of their business.

Posted By Jason Dowdell at 01:38 PM
Permanent Link: Online to Win Car Ad Battle | Comments (0)

Post a Comment

Name:
Email:
WebSite:
Comment:
Remember Me
Subscribe