Do you want to boost awareness and consideration and, by the chance, are you an automaker? Then advertise online! As Adage says today, the automobile industry is increasingly investing in online advertising. It’s the case of Toyota, but also of Volvo, Lexus, Audi and, of course, of BMW. A part from simply advertising, automakers and automarketers are focusing more and more on Web communication in general, by setting up Web site to appeal consumers engaging them in a unique experience with the brand and with the car. I believe cars can be considered to some extent an “experience good”, so it’s important for automakers to make people feel how a car is and how the driving experience could be. It’s an emotional approach to online communication, that more and more brands are trying to create, in a way, it’s a form of advertainment.
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