Employers value employees who can improves their firm’s effectiveness and/or efficiencies through technology. Everyone knows how to use a word processor. The person who gets hired is the employee who knows how to write a media release that leads to favorable media attention for your client or company.
Automobile companies among many are looking or should be looking for people who can generate value through the internet. Toyota’s Scion will give Second Life members (residents?) an advanced peak of the redesigned xB and new xD. The Truth About Cars suggests Scion and the other automobile brands should work on their web sites.
Does TTAC miss a bigger point? Why would end customers visit a automobile brand’s web site? Don’t sites like Edmund’s or Yahoo Auto provide information that is more relevant?
Still, Scion’s effort says a lot about their end customers. They are not watching television or reading magazines. Looking for an audience in new forums is not limited to Scion. Hillary Clinton and Barack Obama relied on blogs and streaming videos to launch their campaigns.
Interestingly enough, no automobile company or political campiagn appears in the latest 100 best companies to work for list. Maybe Whole Foods Market is looking for a new media manager.
4 responses so far ↓
clintt1 // February 5, 2007 at 4:34 pm |
I think the situation with Scion and their website is a unique one. The customers buying a Scion are young, trendy, unique, exactly the type of person who surfs the internet to find information. Scion understood this and developed a great web site that attracts the customer they want. I don’t think it would be as feasible for an automobile maker like Cadillac or Lincoln to focus so much on a website. Their customers are very different from Scion’s. Cadillac and Lincoln would be wiser to focus their marketing elsewhere, like television and print. It is smart for automobile companies to have websites, but just because I travel to the Porsche website to look at a few pictures doesn’t mean I can actually buy one. Automobile companies need to understand their customer base and where they are, and Scion as well as the Mini Cooper did research and found that an interactive, fun website would be the best way to reach the customers. They made the right choice, but every auto firm has different needs.
jakeg2 // February 7, 2007 at 11:31 am |
Scion is no doubt tapped into a younger market, and for such markets the internet is crucial. I would find it difficult to buy a car from a lot without first seeing all of its specifications on the internet and changing the color to every possible option. This is a good example of multi channel retailing, where both the showroom and the website compliment eachother. In the auto industry I think almost everyone has caught on, but there are a few examples like Scion and Volkswagen that really take the cake. They offer not only viewing options but also customization options such as wings, tire packages, or stereo upgrades. There is truly something for everyone and they are trying to capture that using the internet. In my opinion this is the future of the auto industry, and everyone needs to get on board. By hiring highly technical people who excel in these areas you can positively affect your sales and strength in the industry. Webmasters, Designers, and Artists should be utilized more so in the car industry instead of the traditional greasy car salesman.
amandaj1 // February 11, 2007 at 8:18 pm |
It is obvious that automobile companies should advertise to their various market segments through different techniques (i.e. internet, magazine, and television), although I also think it is imperitive that these companies focus on ALL media channels. For instance, while Scion has created an outstanding website that appeals to its customers, it should also concentrate on how to attract these customers TO the website. If the public hasn’t heard of the Scion, how well they know that its website exists? These firms should first research information on their most influencial market to find out where they best reach them (i.e. younger segments would gain more information on the internet.) Then, they should direct the majority of their marketing efforts to that media channel. It is on these ads that companies, such as Scion, could mention their websites. More than likely, once these customers reach the site it will be the deciding factor on whether or not to purchase the car.
ricardoc2 // February 12, 2007 at 3:26 pm |
Many aspects of Multi-Channel retailing is relatively important, but I believe that marketing through the internet has become the best way to market a product such as automobiles. Whether your young or old, the internet can surpass any other medium by simply being the most intuitive. I agree with previous statements that all automobile manufactures should focus on all media channels, but I beleive the main focus should be the internet. A televsion ad, a magazine ad, or a billboard can only tell you so much. The internet on the other hand will tell you all you want to know and assist you on the purchase of a vehicle. The industry is changing with advancements in technology and with this change comes along a need for tech savy emplyees. I beleive the internet will sooner or later become the only channel for retailing, due to the fact that internet is accessed through new mediums such as television and cell phones.
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