Auto parts makers have always relied on traditional media to carry their advertising and PR messages.
Now the Internet has become a necessary, and very useful, marketing communications medium. That’s the opinion of David Sholtis, vice president of Bosch’s Filtration Americas business unit.
Speaking at the recent Global Automotive Aftermarket Symposium (GAAS) in Chicago, Sholtis said, “Communicating via the Internet is particular efficient, for several reasons. It allows all parties to communicate when their schedule allows, it allows manufacturers to post much product and technical information in virtually unlimited space, and it provides a forum that allows for a two-way dialogue with the added benefit of being able to forward inquiries and responses quickly, easily, and efficiently.
"With all the buzz these days about Facebook, MySpace, and Twitter, we should all be taking advantages of these trendy new venues, particularly in reaching young motorists who are frequenting these sites in great numbers. We have already circulated press releases via these networks, and plan to use them to even greater extent in the near future.
"The point is," said Sholtis, "that we need to use the communications vehicles that are the most efficient and cost-effective in reaching our various target audiences. Clearly the online media is one to exploit."
