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Individualised Marketing to Reduce Car Use

SummaryTaxonomy and descriptionFirst principles assesmentEvidence on performancePolicy contributionComplementary instrumentsReferences
Contribution to objectives and alleviation of problems

Objective

Travel BlendingŪ

Travel SmartŪ

Indimark

Efficiency

1

2

2

Liveable streets

2

1

1

Protection of the environment

1

1

1

Equity and social inclusion

0

1

1

Safety

1

1

1

Economic growth

1

1

1

Finance

-3

-3

-3
1 = Weakest possible positive contribution, 5 = strongest possible positive contribution
-1 = Weakest possible negative contribution -5 = strongest possible negative contribution
0 = No contribution

 

Contribution to alleviation of key problems

Problem

Travel BlendingŪ

Travel SmartŪ

Indimark

Congestion-related delay

1

1

1

Congestion-related unreliability

1

1

1

Community severance

2

2

2

Visual intrusion

0

0

0

Lack of amenity

0

0

0

Global warming

1

1

1

Local air pollution

2

2

2

Noise

1

1

1

Reduction of green space

0

0

0

Damage to environmentally sensitive sites

1

1

1

Poor accessibility for those without a car and those with mobility impairments

0

1

1

Disproportionate disadvantaging of particular social or geographic groups

0

1

1

Number, severity and risk of accidents

1

1

1

Suppression of the potential for economic activity in the area

1

1

1

1 = Weakest possible positive contribution, 5 = strongest possible positive contribution
-1 = Weakest possible negative contribution -5 = strongest possible negative contribution
0 = No contribution

Appropriate contexts
The evidence available suggests that individualised marketing may be more appropriate in urban environments. However, it should be noted that it has been successful in Australian cities, which are often less dense than European cities. Thus, individualised marketing should not be immediately discounted for an area that is not densely developed. However, more evidence on impacts in different area types is needed.

Appropriate area-types

Area type

Suitability

City centre

1

Dense inner suburb

3

Medium density outer suburb

2

Less dense outer suburb

1

District centre

2

Corridor

3

Small town

2

Tourist town

2
1 = Least suitable area type 5 = Most suitable area type

 

Adverse side-effects
There are no significant, discernable adverse side effects.

 

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Text edited at the Institute for Transport Studies, University of Leeds, Leeds LS2 9JT