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

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

How to target affluent fans

target affluent fans

There is one thing all luxury brands have in common: When they communicate in traditional mass media to interest new prospects for their products, the message is also received by a lot of consumers who will never be in the position to buy that product. Mass media, such as TV, offer by nature limited possibilities for very specific audience selection. The variables for selection are limited to for instance age group, sex or time slot.

That is why a luxury brand needs a different marketing communication strategy to bring in new affluent customers? Jaguar now tries a mobile one to target affluent fans. …Continue reading

Digital Tools and social media

Digital Tools and social media

Sharing articles, pictures or quotes on social media is a common way of keeping your likers and followers informed about your company. However, with an enormous variety of social media platforms, this is a hard to manage job if you want to post content on every platform on the right day and the right time. Furthermore, you don’t want your followers to get annoyed by too much content in a short amount of time.  …Continue reading

Digital tools and crowdsourcing

Creative_Design

With new kinds of platforms and tools in the digital world, we are able to do and create things in a way we couldn’t in the past. Crowdsourcing, for example, is a method to make use of all the creativity that is out there. Maybe we’re used to a way of working where only one agency works together with a client, but the digital world enable us to invent new ways of working together.

A nice example of a digital tool for crowdsourcing is a platform called 99designs. …Continue reading

Cadillac tests rich media ads with up to 2.38pc CTR

Cadillac ATS mobile screen shot

 

 

 

 

 

 

 

 

 

In the automotive industry in Europe, where click-thru-rates (CTR) as low as 0,1 percent, are not uncommon, this case by Cadillac might interest you. The luxury car brand recently tested several formats of rich media mobile ads around the launch of the new Cadillac ATS. Click-through rates were reaching up to 2.38 percent. Continue reading here for the full report by Mobile Marketer.

Renault show their muscle and increase media spending by 67,9% in Q1 2012, are they?

In the Dutch market the media spending by some automotive brands seem to explode. Adfact reports that the overall total mediaspendings in the first quarter in automotive were 17,5% higher than in 2011. In total the automotive brands spent 87 m Euro in gross media value …Continue reading