Automotive OEMs 'Interact' With Online Shoppers

Compiled By Deborah Austin Internet automotive marketing services company Autobytel Inc. has launched a feature called Dynamic Content Placement (DCP), which lets automotive OEMs deliver comparative information to consumers shopping for vehicles on Autobytel Web sites -- relevant to the specific research they're conducting. The DCP message statements -- correlating to thousands of model trim data points -- are delivered dynamically, so advertisers need not create individual messages. For example, a consumer researching a sport utility vehicle could automatically receive factual information on a competing model's advantages. "It's a real-time information 'matchmaker' between consumers actively looking for specific vehicle attributes and marketers seeking to showcase the attributes of their vehicles" at the moment of buying decision, says Autobytel President and CEO Jeffrey Schwartz. The Autobytel Network includes Autobytel.com, Autoweb.com, Carsmart.com and AutoSite.com.

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