There is little doubt that the world of E-Commerece is going to change the way companies do business in the future. The Internet has provided new ways to market and inform potential customers of products and services.
We have broken out the possibilities of building brand identity through the Internet into two aspects. The first aspect is the basic approach that is used by most major companies on the Internet. The second aspect is to provide a "buzz" about your web site that will make existing customers or potential customers want to come back and see what is happening. The second aspect is more of an interactive approach.
INFORMATION APPROACH
For this intergraded marketing campaign the team suggests that we again use the "umbrella" concept. This means changing your existing DaimlerChrysler.com to one that contains information on all different products and not just having links to the specific websites that are geared for Jeep, Dodge, etc. We don't suggest getting rid of the specific sites that are geared towards specific makes. We do however suggest that the integration between these sites become tighter.
By combining a number of different makes and models of automobiles together it would allow those viewing the site to become aware of the brand identity DaimlerChrysler and not that of just Dodge or Mercedes-Benz.
The website should also contain information on locations, phone numbers, etc of all the different dealerships for all the products that make up the DaimlerChrysler company in one location. You should not have to search the Chrysler web site to find you nearest dealership. Those viewing the web site should have that information brought to them when they do look for specific information. For example, when they search for the nearest Dodge dealership, the site should also give them information on where they might find the nearest Mercedes-Benz location as well.
Research has shown that general banner ads on the Internet are not that effective for getting customers to buy specific products. Although the use of non-highly targeted ads will be a good way of promoting this brand identity "umbrella" approach. This means that ads on the Internet should have the DaimlerChrysler name and tagline associated with them. Highly targeted the ads that are much more closely identified with specific audiences the company will be a good way to build brand identity within specific groups and should be explored.
INTERACTIVE APPROACH
This approach provides some the potential customer direct interactive with the web site. The web site will also need to adapt to the rapidly changing environment of the Internet. This means adding the ability to buy cars (financing included), parts, schedule service, etc directly from the web site. By providing this type of service one will be able to build loyalty while building the brand identity.
The interactive aspect may provide things such as the "test drive that comes to you." The person that is in the market for a new car could go to the web site, schedule a time for a test-drive, and based on the information taken through the web site have someone from the local dealership drive the car out to them for a test drive.
The interactive section should also contain areas that make people want to come see the site to see what is new. A "Chrysler Cam" or some type of interactive approach works best to keep people coming back to a web site. In this example one can come back to the web site each day and see where the "Cam" is or where it is going.
As higher band width become more readily available we suggest bring the interactive section of the web site into this framework. Providing more graphically elements and visual pleasing methods to the website.
Targeted mailings of interactive CD Rom and other such media provides methods of getting people involved in the DaimlerChrysler brands. The five-star program that is in use by the Dodge, Chrysler, and Jeep provide a good start on this process. This aspect needs to be expanded into the other areas of DaimlerChrysler as well.
The key to this section of E-Commerce is getting the existing or potential customer involved in the marketing concept.
