Automakers Taking A New Road To Success

Car manufacturers are slashing their print budgets and opting instead for more online marketing and advertising. A recent Advertising Age story reports that Detroit automakers recently pulled $100 million in advertising from Time Inc., and that is one of the main reasons for a recent layoff announcement at that company.

Automakers realize that it is becoming increasingly important to engage buyers — especially young buyers — if they are to win their business. That is difficult to do in magazines, but ideally suited to online marketing. Products such as the Honda Element, Toyota Prius, Nissan Versa, MINI Cooper and several others have developed unique online marketing as well as devoted online communities.

Manufacturers’ sites let consumers explore all the options, compare models, and become immersed in the product experience. On the other hand, the online communities provide built-in testimonials and help create a strong bond between the buyers and the brand.