Saturday, April 01, 2006

"Google Pontiac" -- GM Marketing
Promotes Online Search

Look out J.D. Power, there's a new kid on the block.

Television ads often generate increased Internet search activity by increasing brand awareness or sparking curiosity. But a recent GM Television spot issignificant because it ends with an unusual call to action and a visual of an actual Google screenshot with Pontiac typed in the search box.

"Don't take our word for it, Google 'Pontiac' to find out!"
It's perhaps the most open attempt by a marketer to leverage TV with search marketing.

Another implication according to MediaPost is that GM marketing recognizes the tremendous authority and trust consumers have in the Google brand.

It's almost as if Google is moving into the territory of J.D. Power & Associates as the barometer-of-choice for customer satisfaction.

GM sales and marketing chief Mark LaNeve said in a recent Business Week article by David Kiley: "We're touting Google, frankly, because it stands for credibility and consumer empowerment, and we like the association." We don't exactly how many car shoppers turn to Google versus J.D. Power, or even Consumer Reports, but this will be an important trend to watch.

GM is acknowledging that consumers do their investigation online before they go to the showroom and take the bold step of encouraging and educating car shoppers to supplement their car research with Internet search.

You can see the commercial at YouTube.


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