1. By: Courtney Wilson

2. About Volvo Cars
 Founded in Gothenburg, Sweden back in
1927.
 For over 80 years Volvo has provided
transportation related products and
services with a focus on quality, design,
safety and environmental care.
 The Volvo Iron Mark is the universal
symbol for strength and endurance, which
reflects the Volvo commitment to high
safety standards.

3. Volvo Challenges & Goals
 The highly competitive auto manufacturing
industry creates numerous rivals for Volvo
to outshine and out sell.
 Constant advances in technology force
Volvo to keep up with new innovative
technology in automobiles.
 With a new digital media strategy Volvo will
advance beyond all competitors with
increased sales and higher brand
recognition.

4. Social Media
 Facebook- Update profile timeline daily and share photos
posted by consumers. Also create interest groups and a
fan page to help drive targeted traffic to Volvo main
webpage.
 Twitter- Encourage customer feedback by directly tweeting
at Volvo, to gain consumer insight. Through every
advertising channel implement #Volvo to promote
discussion about the brand in the Twitter community.
 YouTube- Post updated videos frequently including
commercials, giveaways and quality interviews with CEO
Stefan Jacoby, to share new and exciting information about
the company.
 Instagram- Create contests and giveaways for consumers
uploading the best photos of their Volvo to increase
excitement about the brand.

5. Internet Marketing
 Launching an internet marketing campaign will
have benefits such as; increased sales, greater
consumer purchasing intent and increased buyer
recommendations.
 Advertise Volvo with Google AdWords and reach
more customers directly by purchasing keywords
used by niche audience.
- Design personal and creative advertisements
- Choose keywords directly related to Volvo
- Save money with these pay-per-click
advertisements

6. Internet Marketing Con’t
 Potential Google AdWords Keywords
-Volvo (which has global monthly searches- 13,600,000)
-Vehicles for sale (global monthly searches- 4,090,000)
-Sedan (global monthly searches- 3,350,000)
-Car Safety (global monthly searches- 450,000)
 Sample Google AdWords Advertisement:
Volvo New & Used Cars!
We value quality, design and safety
$1000 off 2012 Volvo S60

7. Mobile Strategy
 With an increasing number of people using
smartphones, Volvo needs to establish a mobile
marketing strategy
 Including an app for people to download where:
-Volvo can send promotional deals directly to
consumers to reach them instantly
-Consumers can interact in a Question &
Answer forum while on the go
-Consumers can be involved in competitions,
such as an Instagram photo contest

8. Target Market
 The Volvo brand has a reputation for car
safety which could be used to target these
demographics:
-Families
-Parents of teen drivers
-Men & women age 65+
 Google AdWords also has a contextual
targeting feature which scans millions of web
pages, analyzing texts to ensure that your ad
finds its way to the best possible audience.

9. Budget Breakdown
 Digital Media campaign budget for one year:
 Total budget- $4,000,000.00
 Social Media Campaign- $1,500,000.00
 Internet Marketing Campaign- $1,000,000.00
 Google AdWords Campaign- $500,000.00
 Mobile Advertising- $500,000.00
 Additional Fees- $500,000.00
 Additional funding for seasonal peaks
-August (when the new models arrive)
-Holiday season (November-January)

10. Evaluating Success
 Measure campaign effectiveness with Google’s
Reporting Tools:
-Demographic Report can help identify your
ideal target audience by showing if your ad
performed better with certain groups
-Reach and Frequency Report can tell you
how many people saw your ad and how many
times they saw it over a period a time
-View-Through Conversion Report shows you
the number of online conversations that resulted
after a viewer saw but didn’t click on your ad