Volvo seeks online buzz

Car manufacturer Volvo has chosen to adopt a digital media marketing strategy as it seeks to connect with a younger audience, it has been reported.

It will use tactics such as mobile marketing and social networking sites to encourage an online buzz among the targeted demographic, online resource Precision Marketing has noted.

Furthermore, the company will employ email marketing and banner advertising later in the year as it launches its new C30 Sports.

Anita Fox, Volvo's marketing director, said the scheme would focus on showing the brand's "more human side".

"We want to create a campaign that creates buzz marketing, as well as something that's relevant to the target market," she told Precision Marketing.

Online marketing firm MediaCo explains that buzz marketing means creating viral content that users want to actively share with their friends and online communities.

It highlights one of its own campaigns as a prime example of such a strategy. The company created a game-based campaign for Experian in which users had to catch frogs and try to win a place on the scoreboard.

People could invite their friends to take part by sending emails and MediaCo reported a 32 per cent click-through rate.