DaimlerChrysler's timid blogging strategy

Posted by: Stephen Baker on May 04

You know those beaches where everyone lies in the sun and only a brave few venture into the water? That’s what I thought of yesterday as I listened to Bonita Stewart describe DaimlerChrysler’s blog strategy. So far, the company is using blogs as a market research tool, but not for communication with customers. “Instead of talking, we’re starting by listening,” she said. That means that auto buyers, who spend an average of three hours shopping online before stepping into a showroom, won’t come across DaimlerChrylser’s voice in the blog world (while getting a heaping helping of GM).

Not that listening to the blogs isn't a good start. At yesterday's conference, Stewart talked about the buzz they picked up on the blogs before the January launch of the Dodge Charger. Consumers, it seemed, were very concerned about whether it would have two or four doors. And they weren't talking about performance.

The company gave car writers test drives, and stressed performance. That message, she says, finally got through to consumers. This shows that even a passive approach can yield results. But here's betting that an active approach will fare even better--if and when DaimlerChrysler summons the courage to dive in.

True, lots of bloggers will surely resent the car giant's blog as a crass intrusion into a once pristine world. We get our share of that ourselves. But for Daimler and others, they're already the subject of countless conversations on blogs. The only question is whether they want a voice. -- Flickr photo by Rodrigo Perez.

http://www.flickr.com/photos/rodperez/

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