"Mass Customerization Pull" - new approach?
According to the blog of the World Association of Newspapers (WAN): "Volvo is not interested in telling everyone about their automobiles -- just their target group." Tim Ellis, director of Global Advertising, at Volvo (Sweden) recently spoke about their strategic priority in the way the company advertises during their congress in Seoul.
Volvo is interested in balancing mass media with one-to-one communications, or in other words "mass customerization pull". The company used a new media approach to engage audiences by creating a "documentary" about a small Swedish village where 32 people bought a Volvo on the same day. However, they used traditional mass media channels to advertise and drive people to their website.
Will using mass media channels with innovative, nontraditional content attract customers?
Volvo is interested in balancing mass media with one-to-one communications, or in other words "mass customerization pull". The company used a new media approach to engage audiences by creating a "documentary" about a small Swedish village where 32 people bought a Volvo on the same day. However, they used traditional mass media channels to advertise and drive people to their website.
Will using mass media channels with innovative, nontraditional content attract customers?
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