Preview Mondial de l’Automobile 2014 : Cars and fashion

 

cars-and-fashion-marketing-in-automotiveComing Saturday, October 4th, the Paris expo Porte de Versailles will open its doors for the bi-annual motorshow. The show will feature over a hundred new cars, which makes it one of the most important events in the automotive industry.

This year’s event will host a special exhibition on cars and fashion. Continue reading

The car commercials of the 2014 Super Bowl

Chrysler Super Bowl 2014 commercial screen shotLast night (CET) the 2014 Super Bowl was played. Even if you are in Europe and you are not a fan, you know by now that the Seattle Seahawks are the champions of Super Bowl XLVIII. On the side there is completely different competition going on: Which brand is producing the most valued TV commercial? Car brands are one group of advertisers that are filling up the breaks during the game. Continue reading

Marcom managers car brands improve ROI

improve ROIAn issue that marketers and media specialists at car brands face every day, is the question if they can improve the return on investment (ROI) of their campaigns by allocating budget differently? With the vast changes in the media landscape this question is now more than ever relevant.

The average time spent using digital media per day will surpass TV viewing time for the first time this year, according to an estimate of media consumption among US adults by eMarketer. The average adult will spend over 5 hours per day online, including mobile non voice. The figure for watching  television is 4 hours and 31 minutes. Daily TV time will be down slightly this year, while digital media consumption will be up 15,8%. In Europe TV viewing time differs somewhat per country. …Continue reading

What is the ROI of Branded Content?

branded contentA question that keeps marketers busy. How do you know if your branded content results in conversions? Or to put it even more simple: how do you know if the money you spend on branded content is worth it?

Part of the allure of branded content is that when people share it in social media or it’s hosted on websites, marketers aren’t paying media companies to distribute it. That sounds as a low-cost way for marketers to advertise. But a lot of money is actually put in branded content. An article of AdvertisingAge said a survey from Gartner found marketers now spend almost as much on content creation and management as they do on paid online display. …Continue reading

Changing media landscape challenges automotive brand management

Dashboard and brands STAD marketing in automotive 1810132Developing the brand is a board room priority for every car manufacturer. In the headquarters of the global car manufacturers, CMO’s, vice presidents branding and brand strategy executives are all continuously busy with smart and well thought out plans to increase the value of the brand they are responsible for. The Interbrand Global brand top 100 lists 13 car brands among the hundred most recognized brands in the world. To enter such an exclusive list, a consistent brand strategy is a prerequisite. …Continue reading

Top 10 biggest global car brands 2013

car brands 2013For brand managers around the world the beginning of October marks the release of the Interbrand Best Global Brands report. The list has been compiled since 2000 on an annual basis by brand consultancy firm Interbrand. It identifies and examines the top 100 most valuable global brands. This year Apple claims the top position, Google jumps to #2 and Coca-Cola, the brand that held the #1 position for 13 consecutive years, moves to #3. But what about the car brands in this list? …Continue reading

Audi boosts customer experience by redefining employee experience

Audi_Customer_Experience

An Audi of America executive at Forrester Research’s Forum for Customer Experience Professionals East 2013 said that by redefining the employee experience, the brand was able to boost customer loyalty.

“Our goal was to redefine the customer experience,” said Jeri Ward, director of customer experience at Audi of America, Washington, D.C. “But first, we had to win over the hearts and minds of our employees.”

Audi took a three-step process to increasing customers’ feelings about the brand, which had to start with the feelings of the employees. Therefore, …Continue reading

Joint promotions, a powerful marketing tool

Mercedes Zalando Joint PromotionFrom the early days on car marketers use joint activities with other brands. Joint marketing activities or better joint promotions are a powerful marketing tool. The type and content of the joint activity can vary, but all have common traits. One of the elements that applies to all joint promotions, is that the parties collaborating have their own unique role. …Continue reading

Car sales April 2013: Economic recovery or BMW no longer premium?

BMW_efficient_dynamics

If a premium brand gains 11 percent for the year through April, maybe it’s time to state economic recovery. Certainly for Mercedes, which extends lead over BMW in the U.S. with this gain last month. In the Netherlands though, economic recovery is not really a fact. To say the least. Therefore BMW attracts attention with a gain of 10 percent in April. What happened here? Is BMW no longer a premium luxury brand but the brand-of-choice in an economic downturn? …Continue reading

Auto Industry Should Align Search and Display Campaigns and Even More

The blog for marketing resource management specialists, www.marketinggovernance.com, presents an article with its interpretation of a recent study by the Internet Advertising Bureau (IAB). They point out that car makers should integrate their search and display online ad campaigns to boost customer conversions Continue reading

Why some Dutch automotive marketers should look more closely at their website

The website of an automotive brand is one of its most important tools to inform prospective buyers. There is undeniable correlation between the website traffic of a car brand and the number of customers a dealer can expect in the showroom …Continue reading