INSIGHTS

From Mobile Marketer
How important is mobile to Volkswagen’s overall marketing strategy?
Our mobile site was not developed to address a specific challenge or audience. We see it as an integrated component in our overall marketing strategy. Companies that treat mobile as a separate channel, requiring separate and distinct strategy, are missing the point a bit. Successful mobile activities harness the power of mobile to deliver on core brand objectives that can’t be achieved through other media.

Why should other automobile companies embrace mobile and what has the platform done for Volkswagen?
I think other automobile companies have embraced the channel and to a greater extent than many other industries. They see the same values we do – immediacy, intimacy and presence at the point of need. As we’ve only been live for a couple of weeks, it’s hard to say what the platform will do for Volkswagen, but the response so far has been very positive.

Read the entire article HERE.