Volvo to Avoid Internet-Only Marketing

  • January 12, 2001
In October of last year, Volvo illustrated great confidence in interactive marketing by launching its new S60 sedan exclusively online. The car maker has sold less than 3,000 of the vehicles since then. Due to the less-than-stellar results of its online campaign, Volvo says there's little chance it will use the same Internet-only strategy again according to a report in "The Wall Street Journal." But Phil Bienert, Volvo's manager of e-business, does not see the campaign as a failure. Bienert says nearly one million people visited the company's special website, revolvolution.com, and stayed an average of nine minutes. Seventy-five percent of Volvo's new $25 million multi-media ad campaign is dedicated to the S60. The company expects to sell 40,000 of the vehicles in the coming year.

- Digitrends.net

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