CarPoint's new Big 3

Jackson, Kathy
March 1999
Advertising Age;3/29/1999, Vol. 70 Issue 13, pAM20
Trade Publication
This article looks at the marketing services offered by Microsoft CarPoint for carmakers in 1999. All three, according to Mark Hickling, who manages the editorial content of the site, offer automotive advertisers unusually effective channels to would-be buyers. CarPoint introduced its personal Internet auto pages service in November 1998. Free to consumers, the pages provide automatic e-mail notification of scheduled maintenance and recall notices for subscriber's vehicles. Advertisers pay about $2 per session, or only when a consumer opens a personal page. For automakers looking for a more intensive connection, there is the digital brochure. It lets a manufacturer promote a vehicle in detail on the Web--complete with a video spot of 15 to 30 seconds visitors can download and print. A third marketing option, Digital Showcase, gives Web browsers an opportunity to see displays at the annual Detroit, Michigan auto show. Hickling is confident that CarPoint's trio of new services is just what automakers need to extend their relationship marketing efforts.


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