Daimler-Chrysler Corp.’s Jeep brand is about to test the wireless, web-based advertising world, with results that could well affect how retailers advertise online. The campaign for Jeep’s new Jeep Liberty model uses the AvantGo Inc., wireless network. It targets younger, technologically savvy mobile device users. The targeted demographic and largely uncluttered communication environment on wireless attracts click-through rates up to five times higher than traditional web-based banner advertising, according to AvantGo. The campaign will collect information and e-mail addresses from potential new customers in the form of a mobile device questionnaire.
The campaign will make initial contact with mobile customers, then allow the company “to continue the dialogue through e-mail or in the showroom,” says Mike Aufricht, general manager of AvantGo mobile marketing and commerce. Currently, more that 2.5 million people access the AvantGo mobile Internet service through handheld devices or through synchronization with a desktop PC.
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