2. About Volvo Cars
Founded in Gothenburg, Sweden back in
1927.
For over 80 years Volvo has provided
transportation related products and
services with a focus on quality, design,
safety and environmental care.
The Volvo Iron Mark is the universal
symbol for strength and endurance, which
reflects the Volvo commitment to high
safety standards.
3. Volvo Challenges & Goals
The highly competitive auto manufacturing
industry creates numerous rivals for Volvo
to outshine and out sell.
Constant advances in technology force
Volvo to keep up with new innovative
technology in automobiles.
With a new digital media strategy Volvo will
advance beyond all competitors with
increased sales and higher brand
recognition.
4. Social Media
Facebook- Update profile timeline daily and share photos
posted by consumers. Also create interest groups and a
fan page to help drive targeted traffic to Volvo main
webpage.
Twitter- Encourage customer feedback by directly tweeting
at Volvo, to gain consumer insight. Through every
advertising channel implement #Volvo to promote
discussion about the brand in the Twitter community.
YouTube- Post updated videos frequently including
commercials, giveaways and quality interviews with CEO
Stefan Jacoby, to share new and exciting information about
the company.
Instagram- Create contests and giveaways for consumers
uploading the best photos of their Volvo to increase
excitement about the brand.
5. Internet Marketing
Launching an internet marketing campaign will
have benefits such as; increased sales, greater
consumer purchasing intent and increased buyer
recommendations.
Advertise Volvo with Google AdWords and reach
more customers directly by purchasing keywords
used by niche audience.
- Design personal and creative advertisements
- Choose keywords directly related to Volvo
- Save money with these pay-per-click
advertisements
6. Internet Marketing Con’t
Potential Google AdWords Keywords
-Volvo (which has global monthly searches- 13,600,000)
-Vehicles for sale (global monthly searches- 4,090,000)
-Sedan (global monthly searches- 3,350,000)
-Car Safety (global monthly searches- 450,000)
Sample Google AdWords Advertisement:
Volvo New & Used Cars!
We value quality, design and safety
$1000 off 2012 Volvo S60
7. Mobile Strategy
With an increasing number of people using
smartphones, Volvo needs to establish a mobile
marketing strategy
Including an app for people to download where:
-Volvo can send promotional deals directly to
consumers to reach them instantly
-Consumers can interact in a Question &
Answer forum while on the go
-Consumers can be involved in competitions,
such as an Instagram photo contest
8. Target Market
The Volvo brand has a reputation for car
safety which could be used to target these
demographics:
-Families
-Parents of teen drivers
-Men & women age 65+
Google AdWords also has a contextual
targeting feature which scans millions of web
pages, analyzing texts to ensure that your ad
finds its way to the best possible audience.
9. Budget Breakdown
Digital Media campaign budget for one year:
Total budget- $4,000,000.00
Social Media Campaign- $1,500,000.00
Internet Marketing Campaign- $1,000,000.00
Google AdWords Campaign- $500,000.00
Mobile Advertising- $500,000.00
Additional Fees- $500,000.00
Additional funding for seasonal peaks
-August (when the new models arrive)
-Holiday season (November-January)
10. Evaluating Success
Measure campaign effectiveness with Google’s
Reporting Tools:
-Demographic Report can help identify your
ideal target audience by showing if your ad
performed better with certain groups
-Reach and Frequency Report can tell you
how many people saw your ad and how many
times they saw it over a period a time
-View-Through Conversion Report shows you
the number of online conversations that resulted
after a viewer saw but didn’t click on your ad
