One step forward, still behind

General Motors is planning a major shift of ad dollars to online and personalized marketing efforts — a model that has worked well for Toyota — reports Advertising Age.

The auto giant will spend up to half its $3 billion advertising budget either online or on other, more personalized marketing within the next three years. Search, mobile, gaming and other formats will all be included in the new effort.

GM also encouraged associated dealers to follow suit with their ad dollars. This reflects a major — and long called-for — shift in priorities from the $197 million GM spent in 2007 on banner advertising alone.

The re-allocation was preceded by moves at GM Planworks, Starcom Media Group's dedicated sub-agency, to reincorporate Planworks into the SMG fold. This would give Planworks, and by extension GM, more access to SMG's fuller digital and research capabilities.