by Karl Greenberg, February 10, 2010: 4:17 PM
Volvo has launched a new Web site in the U.S. that it hopes will benefit from a consumer trend: while people are spending more time online, they are visiting fewer and fewer sites.
Volvo hopes its new Web site, designed for speed and customization based on visitor behavior, attracts people who are looking to get more done at one place and want an emotionally satisfying experience. The site extends the Volvo theme, “There’s more to life than a Volvo. That’s why you drive one.”
The company said the old site wasn’t allowing consumers to connect with the car on an emotional level, wasn’t integrating brand stories and campaigns and offered no platform to allow consumers to have share of voice. Those latter elements were on separate sites. Now all ad elements including research are intertwined with brand messaging; and the site embeds social media elements on Twitter, YouTube and elsewhere. (more…)