Pontiac goes with Internet-Only advertising

Digiknow blogged about this article that appeared in Advertising Age regarding Pontiac who will be adopting an Internet-only advertising campaign for their new sporty G5 coupe. Although adopting such a campaign will not generate the same general brand awareness as television, they feel the Internet will let them target their specific audience of young men who are in the market for a car and are likely to find the G5 appealing. This transition to an Internet-only campaign also means a reduction in advertising spend as compared to more traditional mass media because of the net's incredible ability to focus spend and campaigns. Also, it's cheaper. The article also talks about a general movement by carmakers to spend less on campaigns that try to convert owners of competing cars, to retaining current customers longer and keeping them loyal to the brand. This strategy places more emphasis on target marketing and CRM.

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