The luxury division of Toyota Motor Sales U.S.A. Inc. is an industry leader in interactive online marketing. Live Web content is emerging as an important medium for automakers to reach target customers and sell vehicles.
"Online provides new methods to reach the influential audience that participates in online conversations," Robin Pisz (Lexus' national interactive marketing manager) told Automotive News at the Detroit auto show. "They have the tendency to disseminate information throughout their own peer groups."
Pisz declined to say what Lexus spends on interactive marketing. But she called it "the way of the future." Interactive marketing not only conveys product information, she said, but also influences consumer preferences, creates buzz and gets customers into Lexus showrooms.
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