Articles tagged with dealerships
The Chrysler and GM bankruptcies are wrapping up and “Cash for Clunkers” recently ended, so what happens next in the digital automotive space? Five answers.
Detroit, we have a problem. Falling marketing budgets and deteriorating purchase volume in the global market put incredible pressure on the automotive CMO. Even without the financial crisis and the beginning of a recession, global share gains for search and interactive media were likely. Faced with significant uncertainty, marketing strategy shouldn’t be limited to optimizing the media mix.
Recent research from the Journal of Advertising Research highlights that offline brand advocacy is significantly impacted by online word of mouth for the automotive product category. We also know that a significant amount of the online word of mouth happens at social media destinations. So how can an auto manufacturer take advantage of social influence marketing, which is about leveraging social media at every stage of a marketing campaign and beyond, to harness the peer and anonymous influences?