New Media: Toyota web revamp to create online dialogue

Toyota is planning a major upgrade of its internet site and is to provide all its 229 dealers with a web presence within the next four months.

Toyota is planning a major upgrade of its internet site and is to

provide all its 229 dealers with a web presence within the next four

months.



It is unveiling an expanded version of its UK web site, designed to

offer browsers a more personalised service and provide the company with

a greater range of information on potential customers.



The development is part of wider plans to revamp its new media

activities over the coming months. The car giant is also planning to

extend its Club Toyota loyalty scheme into the online arena.



New features enable users to find out details about local dealers and

browse used car stock. The site also allows visitors to build their own

customised vehicle online and save their preferences once they have

registered.



Data collected will be used to help determine the car-maker’s future

advertising strategy.



The online initiative coincides with the UK launch of the company’s new

small car, the Yaris, and the web address will be displayed on the

carmaker’s latest ad campaign which has been produced, planned and

bought by Toyota’s European agency, Saatchi & Saatchi. The site revamp

will be backed by a three-month banner campaign, with creative by

Toyota’s new media agency, IS Solutions, and media by Saatchi & Saatchi

Vision.



’We want to track what customers are doing on the site to establish an

online dialogue with them; it’s a one-to-one marketing tool,’ said Nick

Johnstone, new media co-ordinator of Toyota GB.



Toyota is believed to have spent pounds 500,000 on its web presence

since it launched its site in January 1998.



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